Timeless Tips from the Father of Modern Advertising

David Ogilvy, often called the father of modern advertising, was known for his sharp instincts, no-nonsense style, and deep understanding of what truly sells. While the industry has evolved, many of his core principles still apply—especially in the world of direct mail and print advertising.

If you're planning a printed campaign, these time-tested ideas can help you get the most impact from every piece you send. At Castle Press, we may not write your copy, but we have seen what has been effective after they’re off press. Here's what to keep in mind as you design and prepare your next campaign.

Print Is a Sales Tool—Not Just Decoration

Ogilvy believed that the purpose of advertising was simple: to sell. And advertising using print remains one of the most cost-effective ways to do it. With intentional targeting, consistent branding, and clear messaging, your printed materials can work as a silent but persuasive sales force—delivering your message directly into your audience’s hands.

Don’t Trade Clarity for Comedy

While there’s nothing wrong with humor in advertising, Ogilvy warned against going too far. “People do not buy from clowns,” he famously said. Print ads and marketing messaging need to earn trust quickly, and that’s hard to do if your message feels silly or disconnected from your brand voice. If you're going to be clever, make sure you're also being clear.

Double Down on What Works

Great advertisers don’t chase trends—they focus on proven performers. If a particular mail piece, offer, or design layout consistently delivers results, stick with it. There’s no need to reinvent the wheel every time. Back your winners and let go of the pieces that underperform.

Make It Easy on the Eyes

Typography matters more than many people think, especially today when many scan quickly when looking at their phones – apply this to designing your print materials. Layouts should be readable at a glance. Avoid all-caps headlines, hard-to-read sans-serif or unusual fonts. Be thoughtful about your audience’s age (and eye strain) when using white reversed text on a dark background. A clean, legible design increases the chances your message will be read—and remembered.

Headlines Should Pull the Reader In

Your headline is often the first and only thing someone reads. Ending it with a period may seem polished, but Ogilvy warned that it can subtly signal the reader to stop. Instead, craft headlines that flow naturally into the body copy, inviting the reader to continue.

Use Design to Organize Complex Messages

When you have a lot to say, don’t overwhelm the page. Design elements like callouts, sidebars, or highlighted features can help guide the reader’s eye and improve recall. Strategic layout choices can make even detailed ads easy to digest.

Emotional Connection Matters

Not all advertising design needs to be loud or bold. Nostalgic or sentimental campaigns can be surprisingly powerful. A well-crafted postcard or brochure that evokes feeling—whether it’s trust, warmth, or familiarity—can leave a lasting impression.

Show the Brand and the Product

Don’t bury the lead. Lead off with your brand name, and don’t be afraid to show your product packaging. In print, especially, your branding and product image may be the first interaction someone has with your offering. Make it count.

Use Close-Ups to Capture Attention

Strong visuals drive results, especially when they bring the product up close. A tight shot of a product in use can stir desire and convey quality more quickly than text ever could. In print, close-ups can be the difference between a glance and a pause.

Make It Fresh

Avoid using the same stock imagery and layouts your competitors are using. Fresh, original visuals are more likely to make readers stop, look, and engage. Stand out by showing your audience something they haven’t seen before.

Show the Product in Use—and the Result

Whenever possible, show your product being used—and go one step further by illustrating the benefit. If you're in creative production to build a brochure or ad for a service-base business, help people visualize the outcome. In print, the better bet is almost always showing verses telling.

And Finally—Break the Rules (Sometimes)

Despite all these principles, even Ogilvy ended his list by admitting, “I hate rules.” Great advertising doesn't come from following a formula. It comes from knowing the rules, then breaking them with purpose. Use what works, skip what doesn’t and always let your well thought out, visually appealing message lead the way.