The blog Farnam Street is one of the gems of the internet. When so much of what is on the web is superficial, this blog aims to help you think better by using the knowledge which already exists. The goal of the site is to "master the best of what other people have already figured out." With that in mind here's a link of 38 tips to create advertising that sells by ad man David Ogilvy.
Tip number one: "The results of your campaign depend less on how we write your advertising than how your product is positioned. It follows that positioning should be decided before the advertising is created. Research can help. Look before you leap."
Then, there is this nugget about branding from tip number three: "The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand gets the largest share of the market."
Jeff Bezos may have gotten some of his ideas from tip seven: "Innovate. Start trends – instead of following them. Advertising which follows a fashionable fad or is imitative, is seldom successful."
Finally, number nine discusses segmentation: "Any good agency knows how to position products for demographic segments of the market – for men, for young children, for farmers in the south, etc. But Ogilvy and Mather has learned that it often pays to position for psychological segments of the market."
Bonus Material: David Ogilvy's 10 Tips on Writing
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