How to create advertising that sells (by David Ogilvy)

Read: How to create advertising that sells

What can I learn?

Make your product great and beautiful: A great product allows you to promise great benefits which the product can actually deliver. In addition, your product should look beautiful. Man is a visual animal. If you product looks awful, they conclude that you product is awful.

Sell in the headline and caption: The most people scan pages. They see the headlines and captions. Don’t miss these opportunities to sell your product.

Use news: Often marketers neglect this opportunity (however bloggers often get it). How can you react to topical news? Imagine that there is big news on digital data theft. Depending on what you are selling, you could write an article about preventing data theft, release an ad that your servers are more secure or, if you have deeper knowledge, giving interviews to journalist.


This is a pretty remarkable ad. Firstly, Ogilvy & Mather understood in den 70ies that you can increase your sales if you give away valuable information. Secondly, the last paragraph is brilliant. They show you their 38 principles of successful advertising but say:

Ogilvy & Mather has developed a separate and specialized body of knowledge on what makes for success in advertising food products, tourist destinations, proprietary medicines, children’s product – and other classifications.

That is, you can tackle the problem on your own or hire experts who are specialized into these sectors and who can afford to give away valuable information for free.

(via 1,900 word ad “How to create advertising that sells” written by David Ogilvy)

#10/111: The Non-Designer’s Design Book

What is it about?

Robin Williams explains four simple rules to create better and clearer designs. She explains each rule with examples and uses these examples in other categories like color or typography.

Key points?

Contrast, Repetition, Alignment and Proximity and don’t be a wimp. Proximity means that you should group relevant information together. If you use contrast it is important that you aren’t a wimp. Use hard contrast like black and white or big font size and very small font size.


The Non-Designer’s Design Book is a pretty cool introduction book in design. It shows the main patterns of good design. Surprisingly you are going to see each of this pattern everywhere. I tell you, I’m dammed!