David Ogilvy on business blogging

ogilvy blogsNow I know another lawyer with advertising legend David Ogilvy’s industry bible on his shelf. I wonder if Brian Clark bought his copy when he was still practicing law. Then we’d really have something in common. Brian believes some of the same advertising concepts Ogilvy pioneered can be applied to business blogs. “Simply swap out ‘advertisement’ for ‘blog,’ ‘blogging,’ or ‘post’ as appropriate, and you’ve got it.”

  • ‘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.’
  • ‘On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.’
  • ‘I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.’
  • ‘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.’
  • ‘Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.’
  • ‘The more informative your advertising, the more persuasive it will be.’
  • ‘What really decides consumers to buy or not to buy is the content of your advertising, not its form.’
  • ‘A good advertisement is one which sells the product without drawing attention to itself.’
  • ‘Nobody has ever built a brand by imitating somebody else’s advertising.’

Your stuff is great Brian. Maybe we could get you to help LexBlog.

Kevin O'Keefe
About the Author

Trial lawyer turned legal tech entrepreneur, I am the founder and CEO of LexBlog, a legal blog community of over 30,000 blog publishers, worldwide. LexBlog’s publishing platform is used on a subscription basis by over 18,000 legal professionals, including the largest law firm in each India, China and the United States.

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