When we talk about best copywriting tips or high-conversion copy, one name instantly comes to mind: David Ogilvy.
Dubbed the “Father of Advertising,” Ogilvy didn’t just understand advertising — he transformed it, crafting words that moved products and shaped perceptions.
Today, his ad copywriting tips are as powerful and relevant as ever, especially for anyone looking to write copy that converts.
So, let’s dive into some of his top tips for creating compelling copy, with examples from David Ogilvy Advertising pieces that show how it’s done!
1. Research is Your Foundation
“The more you know about your product, the more likely you are to sell it.” – David Ogilvy
Ogilvy understood that effective copywriting starts with thorough research.
He was known to study his clients’ products until he could speak about them with passion and authority. His mantra was simple: if you don’t know your product inside-out, your readers won’t care about it either.
David Ogilvy Rolls Royce Ad:
Take the legendary David Ogilvy copywriting ad for Rolls-Royce: “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” Ogilvy didn’t pull this line from thin air.
He spent weeks studying the car, reading technical manuals, and interviewing engineers.
Pro Tip: One of the hottest tips for copywriting is RESEARCH. Go beyond product specs. Dive into customer pain points, industry trends, and competitor insights to find the angles that resonate most with your audience.
2. Write for Your Audience, Not for Yourself
He was relentless about knowing his audience and speaking to them in their language. David Ogilvy ads often addressed readers directly, making them feel like he was speaking one-on-one. He famously said, “The customer isn’t a moron; she’s your wife.”
In his Schweppes campaign, Ogilvy portrayed the drink’s unique British sophistication with the character “The Man in the Hathaway Shirt,” emphasizing elegance, style, and confidence.
This was one of the best Ogilvy ads. It didn’t merely describe the drink’s taste; it presented a sophisticated, aspirational lifestyle that resonated with an audience who admired British class.
Pro Tip: Get into the mindset of your reader. Picture who they are, what they want, and how they’d react to your words. Let their needs drive your language and tone.
3. The Headline is (Almost) Everything
“On the average, five times as many people read the headline as read the body copy.” – Copywriter David Ogilvy
Master copywriter Ogilvy knew that if the headline didn’t grab attention, the rest of the copy didn’t stand a chance. He often spent hours or even days on headlines, crafting them to spark curiosity and interest. Headlines were his hook, and he used them to reel readers in.
Look at his famous Dove soap ad: “Only Dove is one-quarter moisturizing cream.”
Again, one of David Ogilvy best ads, this straightforward headline made Dove’s unique selling point crystal clear, distinguishing it from all other soaps on the market. It was memorable and relevant that copywriting David Ogilvy produced as his hallmark.
It was clearly very appealing to women who cared about soft, moisturized skin.
Pro Tip: Spend as much time as needed to perfect your headline. Keep it simple but powerful, highlighting the main benefit in a way that grabs attention.
4. Sell the Benefit, Not the Product
You will forever find this among good copywriting tips!
People aren’t interested in features—they’re interested in benefits. According to David Ogilvy copy should ALWAYS talk about the benefit; the value!
In his copy writing guide Ogilvy always emphasized that you need to show readers how the product will make their lives better. He believed in selling a solution rather than a product.
For his campaign with Hathaway Shirts, he didn’t just sell a shirt.
Instead, he created a mystique around the man in the eye-patch wearing the shirt, suggesting that Hathaway made men more interesting, mysterious, and desirable.
The product was more than fabric; it was an upgrade to one’s personality.
Pro Tip: Focus on how your product or service solves a problem or makes life better. Benefits tap into emotional appeal and connect with the reader on a deeper level.
*This is also perfectly valid for website copy tips.
5. Write Like You’re Talking to a Friend
David Ogilvy copywriter believed in keeping copy conversational and relatable. He wanted readers to feel like they were having a conversation with a trusted friend, not being sold to by a corporation.
This conversational tone made Ogilvy ads easy to read, relatable, and ultimately persuasive.
His Guinness ads are a great example of this. One ad simply read, “My Goodness, My Guinness!” It was light-hearted and memorable, playing on the affection Guinness drinkers felt for their drink.
This wasn’t a hard sell; it was like sharing a good joke with friends who already loved the product.
Pro Tip: Use simple, straightforward language. That’s what’s said by Ogilvy about advertising! Avoid jargon, speak directly to the reader, and make it feel personal.
6. End with a Call to Action (CTA) that Works
If you follow Ogilvy in advertising, you must know that none of Ogilvy famous ads is complete without a clear, compelling call to action.
Ogilvy was meticulous about guiding his readers on what to do next.
He believed that even the best copy would fail if it left the reader without a clear next step.
In his American Express ads, he made it clear why readers needed the card and what they would gain from it, then guided them to sign up.
He didn’t just describe the card’s benefits; he told them how they could start experiencing them immediately by applying.
Pro Tip: Be direct in your CTA. Tell the reader exactly what they should do next, whether it’s buying, signing up, or simply learning more.
Ogilvy and Advertising – Final Thoughts
David Ogilvy’s genius lies in his timeless principles for writing copy that converts. His sales copywriting tips and insights don’t just apply to advertising—they’re golden rules for any type of persuasive writing.
From thorough research and compelling benefits to relatable language and strong CTAs, his tips for writing copy can help elevate any copy from average to extraordinary.
Moreover, for seo copywriter tips like these are gold. They work like a charm and can wheedle the online reader or visitor into doing anything!
So next time you sit down to write, think of Ogilvy and ask yourself: “Am I making my reader’s life easier, better, or more enjoyable?” Follow these six best copywriting tips, and you’ll be well on your way to creating high-conversion copy that resonates, persuades, and sells.
*Bonus Tip On Copywriting: Storytelling!
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(Authored by Zyad Haka)
