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. --- 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? The entire campaign depends on this decision being made first, befo…