Ogilvy and great content

I need to do a better job of cleaning out my bookmarks. Found this under a pile of moth balls, so I had to dust it off and air it out.

david-ogilvy-don-draperCopyblogger’s original post was inspired by the father of all Mad Men.

No, not Don Draper (left). I’m talking about the real father of advertising, David Ogilvy — the copywriter’s copywriter and author of the creative classic, Ogilvy on Advertising.

Because before social media, there was advertising. And then social media changed everything.

Copyblogger clearly anticipated this transition, which changed one of the sexiest industries forever. (Although from experience, I can tell you: it wasn’t all that sexy. Pan Am would’ve been a lot sexier.)

Basically, good content is good content, regardless of its era or semantics. Call it advertising, blogging, whatever. It’s content no matter how you slice it.

Advertising = Information

While advertising has long been perceived as a trendsetter in pop culture, Ogilvy viewed it as content that informs.

Granted, the path to the consumer dollar today is kinder and gentler, and less linear. But the idea is the same: Make your content so useful that people want to take action.

Ogilvy summed it up like this:

I do not regard advertising as entertainment or art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.’

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4 thoughts on “Ogilvy and great content

    • Thanks, Estelle. I am finding out the more I blog and the more I draft blogs, the more I publish what I’m in the mood for at that time. So if something’s written but I’m not feelin’ it…I can’t publish it. Still the moody writer, I guess. 🙂

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  1. Great sharing. I would like to have met Ogilvy at a cocktail party. Where he might have been relaxed enough to discuss his idea that presenting material slanted to influence people is more manipulation than providing unbiased information.
    Come to think of it I have some blogs in draft that might need airing out!

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    • Isn’t that the truth, Monica? I think I might dredge up some midcentury drinky-poo recipes and have my own cocktail party sometime. Thanks for stopping by and taking time to comment!

      Like

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