David Ogilvy’s First Commandment for Great Copywriting

D avid Ogilvy was widely regarded as the 20th century’s most sought-after advertising executive. Even though we’re 15 years removed from his death in 1999, his reputation and stature continue to grow.

The foundation for Ogilvy’s greatness was an unwavering faith in great copywriting. For Ogilvy — and for any copywriter worth his or her invoices — “great copywriting” means copy that sells.

With that as background, here’s Ogilvy’s First Commandment for great copywriting:

Ogilvy said:

“The effect of your advertising on your sales depends more on this decision than on any other: How should you position your product?

“Should you position Dove as a product for dry skin or as a product which gets hands really clean?

“The results of your campaign depend less on how you write your advertising than on how your product is positioned. It follows that positioning should be decided before advertising is created.”

By positioning, Ogilvy meant the process of identifying and attempting to occupy a market niche for a brand, product or service.

Ogilvy is saying you must identify a niche before you can effectively market your product or service.

Niche first. Marketing second.

One more time.

Niche first. Marketing second.

Excellent. Let’s move ahead.

We all know that Moses had Ten Commandments. Ogilvy had two.

Ogilvy’s Second Commandment is three sentences long. It contains 32 words.

But I believe it was Ogilvy’s Second Commandment, combined with the wisdom to never abandon it, that made him a true genius.