The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
Interpretation
What this quote means
Advertisements that resemble editorial content are more likely to capture readers' attention.
David Ogilvy highlights the importance of subtlety in advertising. When advertisements blend seamlessly into the editorial style, they can engage readers more effectively than traditional ads, leading to increased interest and interaction with the content. This insight underscores the value of crafting messages that resonate authentically with audiences rather than overtly selling to them.
Themes
AdvertisingMarketingEngagementContentReaders
In practice
Example use cases
In a marketing workshop, to emphasize the importance of content integration.
More from David Ogilvy
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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