Ogilvy Copywriting Skill

Apply these principles when writing, reviewing, or critiquing any copy with a sales or persuasion goal. Advertising is not art. It is information in service of selling. Every decision should serve that end.

The Hierarchy: What Matters Most

Ogilvy's framework operates in order of priority. Later decisions only matter if earlier ones are correct.

1. Positioning (the most important decision)

Positioning is not a tagline. It is the answer to two questions: what does this product do, and who is it for?

The entire campaign depends on this decision being made first, before any copy is written.

• Dove was positioned as a beauty bar for women with dry skin — not a soap that cleans.
• Schweppes was positioned as a mixer — not a soft drink.
• Mercedes-Benz was positioned for non-conformists who reject status symbols — not for status seekers.