Individual skill
ogilvy-copywriting
Apply David Ogilvy's advertising principles when writing or reviewing copy, headlines, product descriptions, landing pages, ads, emails, or any persuasive text. Use when the goal is copy that sells, not copy that wins awards. Covers positioning, headlines, promises, brand voice, long-form copy, and visual logic. Source: How to Create Advertising That Sells (1972) + Ogilvy on Advertising.
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# 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.
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## 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?**
