Elevate Real Estate and Healthcare with Ogilvy & Bernbach Copywriting!

Honed by some of the greatest minds in advertising history, from David Ogilvy to Bill Bernbach, copywriting has been instrumental in shaping the advertising industry as we know it today. While the principles they espoused are timeless, their techniques can be applied to any industry, including real estate and healthcare. In this blog, we’ll explore how the copywriting styles of the best can help these two industries.

  1. Real Estate

Real estate is a highly competitive industry where agents need to differentiate themselves from the competition in order to stand out. This is where the copywriting style of David Ogilvy can be particularly helpful. Ogilvy is known for his straightforward, no-nonsense approach to copywriting. His philosophy was to use simple language that anyone could understand and to avoid using jargon or buzzwords. This approach is particularly effective in the real estate industry, where buyers and sellers often feel overwhelmed by the complex language used in contracts and listings. 

When writing copy for a real estate listing, it’s important to keep the audience in mind. Potential buyers are looking for a home that meets their needs and desires, and they want to be able to visualise themselves living there. This is where descriptive language comes in. Instead of simply listing the features of a property, use words that paint a picture and evoke emotion.

For example, instead of saying “3-bedroom, 2-bathroom house with hardwood floors,” you could say:

“A charming bungalow with warm hardwood floors, perfect for cozying up with a book on a chilly evening.”

  1. Healthcare

In the healthcare industry, effective copywriting can be a matter of life and death. Patients need to understand the risks and benefits of medical procedures and treatments, and they need to trust their healthcare providers to provide accurate information. This is where the copywriting style of Bill Bernbach can be particularly helpful. Bernbach is known for his emotional, story-driven approach to advertising. He believed that people make decisions based on emotion and that storytelling is the best way to connect with an audience.

Instead of saying, “This medication can reduce inflammation,” you could say,  “Say goodbye to painful inflammation. Pop that medication!”

Instead of saying, “This medical procedure has a 90% success rate,” you could say, “Imagine living your life without pain” or “9 out of 10 patients experience life-changing relief from this procedure!”


When writing copy for a healthcare campaign, it’s important to focus on the patient. Instead of using technical jargon, use language that patients can understand. Tell stories of real patients who have benefited from a particular treatment or procedure. Use emotional language to convey the benefits of the treatment, and be transparent about any risks or side effects. By connecting with patients on an emotional level, you can build trust and inspire them to take action.

The copywriting styles of David Ogilvy and Bill Bernbach can be extremely helpful in the real estate and healthcare industries. Whether you’re writing copy for a real estate listing or a healthcare campaign, remember to keep your audience in mind and focus on the benefits of your product or service.

It’s quite easy, but if you are having a hard time, email me at aditya@denary.agency

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