Ok, so, let’s be real about something for a second.
Most ads you see for banks, insurance companies, and, you know, all those money folks? They’re usually pretty dry. Like, you read one and you’re wondering if you’re supposed to feel anything besides boredom.
But — here’s the kicker — one agency out there actually cracked it.
And that was Ogilvy & Mather.
Yeah, that Ogilvy.
They spent a boatload of cash — over $100 million, apparently — trying to figure out how to make financial ads that people not only read but, like, did something about. And yeah, they got it pretty much spot on.
Now, I’m not saying you’ve gotta be Ogilvy to pull this off. But if you steal their tricks?
You’re way ahead of the game.
So, I grabbed their 12 biggest lessons and broke them down into bite-sized stuff you can actually use. Think of this like your cheat sheet for making people care about, say, savings accounts.
Or investment plans. Or whatever else you’re working on.
⸻
- Figure Out Where You Stand (Before You Shout About It)
Ok, first off, if you don’t know exactly how you want people to think about your product, you’re kinda throwing spaghetti at the wall and hoping for the best.
And yeah, that’s messy.
Ogilvy was big on this one. They figured the position you claim is what makes or breaks the whole thing.
It’s not just about slapping a logo on something and calling it a day. It’s about saying: this is what we are, and this is why we matter.
For example (and this is straight from the source): American Express Travelers Cheques weren’t pitched as “handy” or “quick.” Nope. They were the safest money you could take on a trip. Full stop.
Do This:
Ask yourself:
• What do we give people that’s worth a second look?
• What can we say that nobody else is saying?
And once you’ve got it? Stick to it like duct tape on a broken bumper.
⸻
2. Trust Is Pretty Much the Only Thing That Counts
Honestly, in this business, if folks don’t trust you, it’s over before you even get started.
Financial ads that go heavy on the “limited-time offer!!!” vibes? People can smell the desperation from a mile away.
Ogilvy figured out that you can’t push people into trusting you. You gotta show them why you’re the real deal.
Merrill Lynch did this by literally putting their brokers front and center. Regular folks with serious faces and proper suits. No stock photos. Just them. And guess what? It worked.
Do This:
• Tell the truth. Even the messy parts.
• Show your people doing actual stuff.
• Skip the gimmicks.
If you messed up once? Say so. People will respect that more than another “we’re the best” billboard.
⸻
3. Stop Talking About Yourself. Start Talking About What People Actually Get
Here’s the thing: nobody wakes up thinking, “I wonder how big that bank’s balance sheet is.”
They wanna know if you’re gonna help them get a mortgage. Or if they can retire before their knees give out.
Ogilvy made it clear: don’t sell the company. Sell the benefit.
Like, what’s in it for me?
Fidelity Bank did this killer ad where they straight-up said, “We’ve got $10 million to lend by May 1.” It wasn’t about them being fancy. It was about you getting a slice of that money.
Do This:
Whatever you’re selling? Spell out why it’s good for them. Not in vague terms. In very specific ones.
And if there’s a deadline? Stick that on there too. People love a good deadline.
⸻
4. Ditch the Banker-Speak and Talk Like a Human
You know when someone explains an investment fund and you feel like you need a Ph.D. to get it?
Yeah, stop doing that.
Ogilvy knew that if you confuse people, you lose them.
So, they said to cut the financial mumbo-jumbo and explain stuff the way you’d tell your buddy at a BBQ.
No jargon. No fluff. Just plain language.
Do This:
• Break it down.
• Short sentences, plain words.
• Write like you’re talking to your cousin who never finished that online finance course.
⸻
5. Specifics Make You Believable. Vagueness Makes You Forgettable
“Trusted by millions” sounds fine… but it kinda floats past you, right?
Now say, “We helped 243,209 people buy homes last year,” and suddenly you’re listening.
Ogilvy swore by details. Dates. Deadlines. Hard numbers.
Merrill Lynch? Their bull wasn’t just a random animal. It stood for American optimism, strength, and, yeah, the kind of bullish market that makes investors grin.
Do This:
• Use real numbers.
• Give exact dates.
• Tell them how many offices you have. Or how much you can lend. Anything, really, as long as it’s concrete.
⸻
6. Find One Big Thing You Can Hammer Over and Over
If you’ve got ten things to say, people won’t remember any of them.
But if you’ve got one? And you keep pounding that drum?
Well, then people start paying attention.
Merrill Lynch had their bull. Simple, bold, and unforgettable.
That’s the stuff that sticks.
Do This:
• Figure out your thing.
• Make it visual if you can.
• Then run it everywhere until people are dreaming about it.
⸻
7. Let Real People Do the Talking
Nobody trusts what you say about yourself.
But if it comes from a customer? That hits differently.
Ogilvy used testimonials like nobody’s business. And not fake ones either.
They got real folks, with real stories, and let them talk.
Do This:
• Collect stories from your clients.
• Keep them raw. Don’t polish too much.
• Use their exact words, even if it’s not “perfect.”
⸻
8. Make Sure People Know It’s You Before They Even Start Reading
You ever scroll past something and think, “Was that… who again?”
Yeah, don’t be that brand.
Ogilvy was all about making ads look and feel the same so people recognize them right away.
Merrill Lynch’s bull? Same everywhere. Colors, fonts, tone? Same.
Do This:
• Stick to a consistent look.
• Keep the vibe the same every time.
• Think: if they see it without your logo, will they still know it’s you?
⸻
9. Always Give People Something to Do Next
Ads are supposed to make people do something.
Click a link. Call a number. Ask for a freebie.
Ogilvy said every ad should include a direct response option. Not sometimes. Always.
They offered things like free reports, consultations, booklets. Stuff that made people put their hand up and say, “Ok, tell me more.”
Do This:
• Add a call to action.
• Give away something helpful.
• Make it easy for them to take the next step.
⸻
10. Your Ads Should Pay for Themselves
Brand awareness is fine and all.
But Ogilvy wanted ads that earned their keep.
If the ad doesn’t bring in cash or leads, what’s the point?
Do This:
• Track everything.
• Look at leads, conversions, not just clicks.
• Adjust. Test. Tweak until it works.
⸻
11. Act Like a Person, Not a Corporate Robot
People buy from people, not banks.
And Ogilvy knew that brands need a personality.
Whether you’re buttoned-up or laid-back, you gotta pick a voice and stick with it.
Do This:
• Pick your tone.
• Use it in every email, ad, post, whatever.
• Stay consistent. If you’re casual, be casual. If you’re serious, be serious.
⸻
12. Don’t Be Scared to Write Long Ads (If They’re Good)
Here’s a secret: people do read long stuff.
But only if it’s worth their time.
Ogilvy had plenty of long-copy ads for Merrill Lynch that crushed the shorter ones.
Because people wanted details.
Especially when it’s about their money.
Do This:
• Write longer if you need to explain something.
• Make it useful. Make it clear.
• Use bullet points and subheads so it’s not a wall of text.
⸻
Quick Recap: What You Gotta Nail
• Where you stand
• Trust
• Clear benefits
• Simple words
• Specific numbers
• One big idea
• Real people’s stories
• Consistent look
• A next step
• ROI
• Brand personality
• Long copy (if it’s good)
⸻
Why This Stuff Still Works in 2025 (And Will Probably Work Forever)
None of this is fancy.
But it taps into stuff that’s always true:
People want trust. They want clarity. They want to know what’s in it for them.
And that, my friend, is how you make ads that actually sell.
⸻
If you’re curious how to turn this into something for your own stuff, hit me up.
Happy to brainstorm ideas — no strings attached.