Commandments of good advertising

I am halfway through “Confessions of an Advertising Man
Book by David Ogilvy”, where the advertising guru talks about his journey, organization, team, and customers. I liked the part where he speaks about his commandments in advertising.

Commandments of good advertising:

  1. What you say is more important than how you say it.
  2. If your campaign is not built around a great idea it will flop.
  3. Give the facts
  4. You cannot bore people into buying.
  5. If you are lucky enough to write a good advertisement, repeat it until it stops pulling,
  6. Never write an advertisement that you would not like your family to read.
  7. Be well mannered and don’t be a clown.
  8. Make your advertisement contemporary.
  9. The committee can criticize advertising but they cannot write it.
  10. The image and the brand
  11. Don’t be a copycat