What David Ogilvy can teach us about first impressions

Marcus Homaei

19 May 2025 — 2 min read

At Lynkle, we're on a mission to help people leave a lasting first impression. And lately, we've been diving into the work of one of the greatest minds in advertising: David Ogilvy.

In 1963, Ogilvy wrote a legendary article titled "How to Create Advertising That Sells." It was a masterclass in making ideas stick. Based on decades of real-world results, Ogilvy laid out principles that still hold up today. Be clear. Be bold. And above all, be memorable.

So why are we studying a 60-year-old advertising guide at a company focused on helping people show up better in the modern world?

Because the fundamentals haven't changed. Whether you're writing an ad, building a personal brand, or designing a digital profile, what matters most is standing out in the right way. In both advertising and human connection, you only have seconds to spark interest, earn trust, and leave a mark.

Great ads, like great first impressions, are clear about who they are and why they matter. We're studying and trying to apply these timeless ideas from Ogilvy to the work we do every day. Here are five that are shaping how we build and what we believe:

1. "The most important decision"

... is "how should you position your product?". This means getting really clear about who you are, what you stand for, and what you want others to remember.

2. "Large promise."

What should you promise the customer? Make it something beneficial for the customer, make it big, and have the confidence to stand behind it.

3. "Big Ideas."

It takes a big idea to jolt the customer out of his indifference, to make him notice your advertising, remember it, and to take action. And when it comes to communicating big ideas, first impressions are everything.

4. "Don't be a bore."

You can't bore people into buying your product. A harsh reality that is hard to ignore. If your product is dull, it'll teach you how to think imaginatively.

5. "Go the whole hog."

This might be our favorite. Ogilvy said the best campaigns boil their strategy down to one simple promise, and then go all in to deliver it. That's how we approach product design and personal branding alike.