Copywriting Classic

This applies David Ogilvy's advertising principles from his 1963 book to modern copywriting. It gives you the seven core rules (give facts, be truthful, be helpful, have a big idea, don't be boring, understand your customer, stay true to brand) and shows you how to write headlines and body copy the way Ogilvy did at his agency. Use it when writing ad copy, reviewing marketing materials, or training people on fundamentals that still work. It's opinionated about things like specific numbers over vague claims and brand consistency over trying to appeal to everyone. The examples are concrete and it includes his actual quotes throughout.

skills.sh installs: 306
GitHub stars: 150
last updated: Aug 21, 2026

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Install

$ npx -y skills add guia-matthieu/clawfu-skills --skill copywriting-classic --agent claude-code

Installs into .claude/skills of the current project.

Files

Ogilvy Copywriting Principles

Master David Ogilvy's timeless advertising principles from "Confessions of an Advertising Man" (1963). The Father of Advertising's rules for copy that sells.

When to Use This Skill

Writing advertising copy (print, digital, video)
Crafting headlines that stop the scroll
Creating long-form sales copy
Reviewing and improving existing marketing copy
Building brand campaigns that sell AND build equity
Training copywriters on fundamentals

Methodology Foundation

Source: David Ogilvy - "Confessions of an Advertising Man" (1963) + "Ogilvy on Advertising" (1983)

Core Principles:

"The consumer is not a moron. She is your wife. Don't insult her intelligence."
"People don't buy the best products; they buy the products they can understand the fastest."
"Tell the truth, but make the truth fascinating."

Ogilvy's Philosophy: Advertising must sell. Brand-building and direct response are not mutually exclusive. Great advertising gives facts, respects the reader, and creates personality—all while driving measurable results.