Premium GTM Tonality
David Ogilvy
Classic Persuasion. Research-Backed. Benefit-Focused.
Based on Ogilvy on Advertising and 60 years of direct response wisdom. The father of modern advertising, applied to B2B sales. Headlines that hook. Copy that converts.
"The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything."
— David Ogilvy, Confessions of an Advertising Man
The Philosophy
Ogilvy believed in research, testing, and respecting the audience. He never wrote an ad without first understanding the product deeply and the customer even more deeply.
This tonality works because it treats buyers as intelligent adults. Instead of hype and pressure, you offer evidence and benefits. You don't manipulate—you inform and persuade. That respect builds trust and credibility.
Key Characteristics
- →Headlines carry 80% of the weight. Five times as many people read the headline as the body.
- →Benefits over features. Don't tell them what it is. Tell them what they get.
- →Specific facts. "63% improvement" beats "significant improvement" every time.
- →Proof and testimonials. Let others validate your claims. Third-party credibility.
- →Respect the reader. They're not a moron. Write for intelligent adults.
When to Use
Best For
- • Email sequences that need to convert
- • Landing pages and product marketing
- • Buyers who respond to evidence
- • Competitive markets where trust matters
Avoid When
- • Highly technical audiences wanting specs
- • Startups without proof points yet
- • Contexts where brevity is essential (cold DMs)
- • Buyers who prefer direct, minimal communication
The Prompts
Cold Email
Write a cold email in the David Ogilvy tonality. Context: - Prospect: [NAME], [TITLE] at [COMPANY] - Signal: [What triggered this outreach - funding, hire, product launch, etc.] - My product: [What you sell] - Key differentiator: [Why you're superior to alternatives] - Proof point: [Case study, statistic, or testimonial] David Ogilvy Style Rules: - The subject line is 80% of the value. Make it specific and benefit-driven. - Lead with the benefit, not the feature. What do they GET? - Use specific facts, not vague claims. "63%" beats "most." - Include proof: testimonials, case studies, or third-party validation. - Respect the reader's intelligence. Don't patronize. - Write like a human, not a company. First person. Conversational. - Every sentence must move them toward action. - End with a clear, single call-to-action. - Long copy sells, but only if every word earns its place. Tone: Intelligent, research-backed, elegantly persuasive. Like a well-crafted advertisement that respects the reader.
Discovery Call Questions
Generate David Ogilvy-style discovery questions. Context: - Prospect company: [COMPANY] - Their likely problem: [PROBLEM AREA] - My solution: [WHAT YOU OFFER] David Ogilvy Approach to Discovery: - Research before you ask. Know their world. - Ask about benefits they want, not features they need. - Uncover what would make them a hero to their boss. - Find the emotional driver behind the rational need. - Listen for the "big idea"—the insight that changes everything. - Understand what they've seen that works (and doesn't). Generate 5 questions that: 1. Reveal what success looks like in their words (not yours) 2. Uncover the emotional stakes beyond the business case 3. Find what competitors are promising (and failing to deliver) 4. Identify the "big idea" they're missing 5. Understand what proof they'd need to act
Objection Handling
Handle this objection in the David Ogilvy tonality. The objection: [PASTE OBJECTION HERE] Context: - My product: [WHAT YOU SELL] - Why we're better: [KEY DIFFERENTIATOR] - Proof point: [Case study, statistic, or testimonial] David Ogilvy Response Framework: - Never argue. Acknowledge, then reframe around benefits. - Use facts. Specific numbers beat vague claims. - Introduce proof: "One client said..." or "In a recent study..." - Appeal to the benefit they care about most. - Make it easy to believe by making it specific. - Create a reason to act now without being pushy. - Respect their intelligence. They can spot manipulation. Generate a response that persuades through evidence and benefit, not pressure.
LinkedIn Message
Write a LinkedIn message in the David Ogilvy tonality. Context: - Recipient: [NAME], [TITLE] - Connection point: [How you're connected or what triggered this] - What I want: [Meeting, intro, feedback, etc.] - Key benefit: [What they get from responding] David Ogilvy LinkedIn Rules: - The first line is your headline. Make it count. - Lead with the benefit to them, not your introduction. - Include one specific proof point if possible. - Be conversational. "I" and "you" over "we" and "one." - One clear ask. Don't split their attention. - Under 75 words. Respect their time. Tone: Warm, intelligent, evidence-based. Like a note from someone who's done their homework.
Subject Line Generator
Generate David Ogilvy-style subject lines for this email. Context: - What I'm selling: [PRODUCT/SERVICE] - Main benefit: [PRIMARY OUTCOME] - Target audience: [WHO THIS IS FOR] - Proof point: [STATISTIC OR RESULT] David Ogilvy Subject Line Rules: - Include the benefit. What do they get? - Be specific. Numbers outperform vague claims. - Avoid "clever" wordplay that sacrifices clarity. - News angles work: "New," "Now," "Announcing." - Questions can work if they're genuinely interesting. - Promise something valuable. Then deliver in the body. - Test: Would you open this yourself? Generate 5 subject lines: 1. Benefit-driven (what they get) 2. Specific number-driven (the result) 3. Question-driven (curiosity hook) 4. News-driven (something new/changed) 5. Testimonial-driven (proof from others)
Example Output
Subject: 63% of your pipeline may be stuck in "maybe" Sarah, I noticed Acme just hit 100 employees. Congratulations—that's a milestone most startups never reach. At this stage, something interesting happens: deals start stalling. Not losing—stalling. Our research across 2,400 B2B companies shows that 63% of "active" pipeline sits in "maybe" for over 90 days. The culprit isn't your product. It's how decisions get made at the companies you're selling to. We helped Ramp reduce their 90-day stall rate from 58% to 23%. Same product, same market—different approach to navigating buying committees. Worth 20 minutes to see if the same applies to your pipeline? — Marcus P.S. Happy to share the research even if we never speak. Just reply "send it."