“In the modern world of business, it is useless to be a creative,
original thinker unless you can also sell what you create.”
By David Ogilvy
The main idea of the quote above sounds absolutely reasonable, doesn’t it? No doubt, that the list of useful prompts may be enriched with numerous pieces of advice given by well-known copywriting gurus. Even though an expert happens (-ed) to specialize in other/related business area, you still can find a lot of interesting to learn!
Why And Where To Use This Knowledge?
Actually, the answer to the second part of the question is – wherever you can. As for the first one – learning from others’ experience is able to assist you a lot with:
That’s why the opinion of experts is always of great value, no matter what epoch they belong to. It means, that times change greatly, whereas the main things people look for remain the same, e.g.: making minimum efforts to get what you like; buying what you want, but not what you need, and so on.
So, isn’t it a high time to outline an expert’s opinion? Sure! Let’s have a look.
What Can David Ogilvy Teach You?
David Ogilvy is cited widely as a legendary advertising master, particularly, with regard to creation of well-rewarding copies too. Having started his career as an “apprentice chef at a Parisian hotel and as a stove salesman” , Mr. Ogilvy passed a long winding road before achieved the desired success having set up the firm of Ogilvy & Mather. In its heyday (the 70s and 80s), the company ran very successful ad projects, namely for Rolls-Royce, General Foods and American Express.
Besides, Ogilvy & Mather still holds the title of one of the most prominent advertising and PR experts popular for its high-end campaigns.
Well, let’s cut to the chase and see what ideas a copywriter can borrow from the notable authority on advertising.
What Else A Copywriter Should Know About Headlines?
Choosing the headlines appealing to your audience is always crucial for copywriters, especially if it’s necessary to create an effective ad copy, as D. Ogilvy once said:
“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.” 
The success of the headline suggested by Mr. Ogilvy for Rolls-Royce is that you should find the trait hasn’t been spoken about yet and put it into the language, which must be both enjoyable and easily understood by your audience. Actually, the famous headline reads like this:
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” 
Why was it a success? Just because people looking for a luxury car wanted to enjoy driving it not being distracted by any noise it may make. Thus, relaxation and a comfortable ride were the two things meant by the headline cited above. So, you should also hone the same skill to be able to speak straight to the people you create your copy for.
How Should The Body Of A Copy Look Like?
Let’s get back to the quote mentioned in the very beginning of this article. You need to learn how to sell. People are often pressed for time and are likely not to be willing to read much. Moreover, hardly anyone will pay you tribute for the efforts you made to create smart and amusing copy if it is too long and doesn’t suggest anything worth their attention. So, let’s be concise!
Another prompt of the advertising legend is to provide your audience with clear strong benefits of a product or ideas you write about. Your audience should feel what way a product or ideas described will help them improve their lives.
Being informative matters a great deal. Do you share this point of view? Yes? So, does David Ogilvy:
“The more informative your advertising, the more persuasive it will be.” 
Whenever your aim is to sound persuasive, you need to stick to this rule. Otherwise your copy will be too weak to sell. To do it right, why not draw up a list of questions, which may be asked by your audience? So, these are some of them:
As a result, your copy will be more convincing and logical satisfying your clients’ expectations, matching your audience’s needs and bringing you much pleasure and a considerable bonus of course!
The best specialists value every single thing they do and make a lot of efforts to achieve a goal. The same is true about David Ogilvy:
“Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.” 
No matter how slow this process may turn to be, you should strive for excellence to always create unique and high-quality copies!
To cut a long story short, it’s never too late to learn, especially from the experience of those, who have already succeeded. Even reading one and the same success story again and again may assist you much with discovering more and more details vital for your professional sphere. Well, what are you waiting for then? Go and find “Confessions of an Advertising Man” or “Ogilvy on Advertising” and share your discoveries!