Write headlines that will sell. Do not worry about the length. Twelve-word headlines get almost as much readership as three-word headlines.
- On average, five times as many people read the headline as read the body copy.
- When you have written your headline, you have spent eighty cents out of your dollar.
- You cannot bore people into buying your product. You must interest them into buying it.
- The more informative your advertising, the more persuasive it will be.
- If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.
- Do you want fine writing? Do you want masterpieces? Or do you want to see the goddamned sales curve start moving up?
- Every word in the copy must count.
- Never write an advertisement which you wouldn't want your family to read.
- You wouldn't tell lies to your own wife. Don't tell them to mine.
- The consumer isn't a moron; she is your wife.
If just one of these nestles in your subconscious, the next piece of copy you write will be better.
And you will see the goddamned sales curve start moving up.
What's more, take two - or more - to heart and you'll start to make that curve exponential.
I was going to stop there ...
But looking up one of the David Ogilvy quotes, I found this delightful short poem he'd written:
The codfish lays ten thousand eggs, the homely hen lays one.
The codfish never cackles to tell you what she's done.
And so we scorn the codfish, while the humble hen we prize.
It only goes to show you, that it pays to advertise!
This email has - I hope - been helpful, as instructed. But I'd be a fool not to follow David Ogilvy's advice myself.
So at the risk of incurring Drayton's wrath ...
Would you like us to help you with your copy, or solve any other marketing conundrum?
If you would, just send me an email with a subject line of: I'm with the humble hen.
Tags: advertisement, communication, customer, marketing, promotion
Current Location: United Kingdom, London
Current Mood: amused