How David Oglivy sold his best book

This week, we’re breaking down an old-school print ad from the greatest to ever do it.

David Oglivy is the reason Mad Men exists. He was a brash outspoken advertising executive at one of the biggest agencies in the country. Dove soap, the Michelin man, Schweppes - all came from his agency.

“We sell, or else.”

This letter is a great lesson in building authority. He didn’t have Twitter threads or podcasts to build his domain expertise. He had a trick up his sleeve.

He’d publish these pieces that look like how-tos but are actually advertising for his firm. “How to create financial advertising that sells” spills a few juicy secrets about advertising. But it wasn't selling how to write copy. It was selling to his customers.

No different here. “Confessions of an advertising man” is a book on how to succeed in advertising. But it’s also a giant billboard for Oglivy & Mather. 

Let’s break down why this ad works so well.

Before we break it down…

The best way to learn to write better is to copy the below letter, by hand, word for word.

Done?

Great, let’s dig in.

Top lessons from Oglivy’s “Confessions of an advertising man” ad

Start your ad copy with a juicy hook

Everyone tells you the title is everything.

I’m not about to tell you anything different. 

The title is everything.

And “Confessions of an Advertising Man” is a great one. But he doesn’t use that here.

It’s just eight words, and it creates so much curiosity that you can’t help but keep reading.

Curiosity that’s only HEIGHTENED by that annoying little asterisk hanging off a word.

What’s the one secret that isn’t in the book?

You have to find out.

When you can, include killer testimonials

By this point Oglivy has the swing to get any testimonial he wants. 

And it’s not just joe schmoe copywriters. It’s not entry level marketers. It’s heavy hitters. Clients, big publications, and household industry names.

If you didn’t know his name (and let’s be honest, you did if you were in advertising) this is another reason to believe him. And to protect your investment in his book.

Build your authority by writing longer than you think

Eveyone seems to think that nobody has any time to read.

Nothing could be further from the truth.

The right reader can’t get enough information about something they’re interested in.

So...short isn’t always better.

Here, the length helps build Oglivy’s authority.

The “Some typical examples” section alone is crazy. 

Every single bulletpoint would be a successful blog post or Medium article. 

He’s rattling off hit after juicy hit.

It’s interesting to the right reader (who he outlines at the beginning, by the way.) That reader will keep reading, their hand getting closer and closer to their wallet.

Bonus: No risk offer

When you’re writing copy to advertise, anticipate the reader’s objections. Answer them before they get a good reason to stop reading.

The only possible objection to this entire ad is “well, what if it doesn’t work for me?” Oglivy ends with a mic drop - there’s zero risk.

All objections and apprehensions settled.