copywriting-classic

The saved excerpt is a snapshot from when this skill was listed. The external source remains the complete and most current version.

---
name: copywriting-classic
description: "Master David Ogilvy's timeless advertising principles from \"Confessions of an Advertising Man\" (1963). The Father of Advertising's rules for copy that sells. Use when: Writing advertising copy (print, digital, video); Crafting headlines that stop the scroll; Creating long-form sales copy; Reviewing and improving existing marketing copy; Building brand campaigns that sell AND build equity"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"
---

# Ogilvy Copywriting Principles

> Master David Ogilvy's timeless advertising principles from "Confessions of an Advertising Man" (1963). The Father of Advertising's rules for copy that sells.

## When to Use This Skill

- Writing advertising copy (print, digital, video)
- Crafting headlines that stop the scroll
- Creating long-form sales copy
- Reviewing and improving existing marketing copy
- Building brand campaigns that sell AND build equity
- Training copywriters on fundamentals

## Methodology Foundation

**Source**: David Ogilvy - "Confessions of an Advertising Man" (1963) + "Ogilvy on Advertising" (1983)

**Core Principles**:
- "The consumer is not a moron. She is your wife. Don't insult her intelligence."
- "People don't buy the best products; they buy the products they can understand the fastest."
- "Tell the truth, but make the truth fascinating."

**Ogilvy's Philosophy**: Advertising must sell. Brand-building and direct response are not mutually exclusive. Great advertising gives facts, respects the reader, and creates personality—all while driving measurable results.


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |

## What This Skill Does

1. **Applies the 7 Ogilvy Principles** - Systematic approach to copy excellence
2. **Writes Ogilvy-style headlines** - Specific, factual, benefit-driven
3. **Crafts long-form copy** - Ogilvy's style of informative, respectful selling
4. **Reviews copy against Ogilvy standards** - Identifies weaknesses
5. **Builds brand personality** - Consistent voice that sells

## How to Use

### Write Headlines Ogilvy-Style
```
Write 10 Ogilvy-style headlines for:
Product: [description]
Key fact/claim: [specific proof point]
```

### Apply the 7 Principles
```
Review this copy against Ogilvy's 7 principles:
[paste copy]
```

### Create Long-Form Copy
```
Write Ogilvy-style body copy for:
Product: [description]
Key facts: [list of facts]
Audience: [who]
```

### Develop Brand Voice
```
Define brand voice using Ogilvy's personality framework for:
Brand: [description]
Values: [list]
Audience: [who]
```

## Instructions

When applying Ogilvy's methods, follow these 7 core principles:

### The 7 Ogilvy Principles

```
## Principle 1: GIVE THE FACTS

**The Rule**: Present all relevant facts about your product. Facts sell.

**Ogilvy**: "The more facts you tell, the more you sell. An advertisement's chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases."

**Application**:
- Don't be vague—be specific
- Include specifications, data, details
- Don't assume "boring" facts aren't interesting
- Benefits matter, but FACTS prove them

**Bad**: "Our software is fast"
**Good**: "Our software processes 10,000 transactions per second—4x faster than the industry average"

**Bad**: "High-quality ingredients"
**Good**: "Made with 100% Arabica beans from the Cerrado region of Brazil, roasted within 72 hours of shipping"

---

## Principle 2: BE TRUTHFUL

**The Rule**: Never lie. Ever.

**Ogilvy**: "Never write an advertisement which you wouldn't want your own family to read. You wouldn