“What really decides consumers to buy or not to buy is the content of your advertising, not its form.” – David Ogilvy
Ogilvy was most likely speaking about a one-page flyer, slogan or another form of display advertising that existed long before the internet. Yet he understood that content was key to success in advertising even then.
I wanted to write about the importance of telling stories when creating campaigns and I wanted to write something with a little authority, so I looked for an Ogilvy quote because he said/wrote many memorable statements about the subject. In looking for a quote, I came across this page, but the quote that stood out for me was:
“I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.”
One of the biggest problems I have when working with new clients is relaying the importance of storytelling. As brands embrace content marketing, the emphasis of storytelling increases with each content meeting. So how do you tell your client that their approach has been all wrong?
Their copywriter curates ‘list posts’ and writes ‘how to’ texts, then nods a knowing head in the meeting when you say we should be telling stories. At the end of the next quarter, you have another sixteen lists and instructional posts with the greatest story featuring in the author bio. No direction and definitely no brand story.
