It should be illegal to write marketing copy if you haven't read these 13 writing principles from David Ogilvy:
Write To One Person
"Do not … address your readers as though they were gathered together in a stadium.
When people read your copy, they are alone.
Pretend you are writing to each of them a letter on behalf of your client.”
"Do not … address your readers as though they were gathered together in a stadium.
When people read your copy, they are alone.
Pretend you are writing to each of them a letter on behalf of your client.”
Don't Show Off
“Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally.
They are hallmarks of a pretentious ass.”
“Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally.
They are hallmarks of a pretentious ass.”
Act Normal
“Write the way you talk. Naturally.”
“Write the way you talk. Naturally.”
Focus On Benefits
"Advertising which promises no benefit to the consumer doesn't sell, yet the majority of campaigns contain no promise whatever."
"Advertising which promises no benefit to the consumer doesn't sell, yet the majority of campaigns contain no promise whatever."
Be Concise
“Use short words, short sentences and short paragraphs.”
“Use short words, short sentences and short paragraphs.”
Be Interesting
“Tell the truth, but make the truth fascinating.
You know you can’t bore people into buying your product, you can only interest them into buying it”
“Tell the truth, but make the truth fascinating.
You know you can’t bore people into buying your product, you can only interest them into buying it”
One Big Idea
“Unless your advertising contains a big idea, it will pass like a ship in the night.”
“Unless your advertising contains a big idea, it will pass like a ship in the night.”
Do Your Research
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
Take Your Time On The Headline
"On the 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."
"On the 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."
Write Compelling Headlines
"Your headline should:
• promise a benefit,
• or deliver news,
• or offer a service,
• or tell a significant story,
• or recognize a problem,
• or quote a satisfied customer."
"Your headline should:
• promise a benefit,
• or deliver news,
• or offer a service,
• or tell a significant story,
• or recognize a problem,
• or quote a satisfied customer."
Be Specific
"Good ad: all facts, no adjectives, specific."
"Good ad: all facts, no adjectives, specific."
Go For Big Wins
"Don’t bunt. Aim out of the ball park. Aim for the company of immortals."
"Don’t bunt. Aim out of the ball park. Aim for the company of immortals."
Always Be Learning
"Good writing is not a natural gift. You have to learn to write well."
"Good writing is not a natural gift. You have to learn to write well."
TLDR: 13 writing principles from David Ogilvy
Be Specific
Act Normal
Be Concise
One Big Idea
Be Interesting
Don't Show Off
Go For Big Wins
Do Your Research
Focus On Benefits
Always Be Learning
Write To One Person
Write Compelling Headlines
Take Your Time On The Headline
Be Specific
Act Normal
Be Concise
One Big Idea
Be Interesting
Don't Show Off
Go For Big Wins
Do Your Research
Focus On Benefits
Always Be Learning
Write To One Person
Write Compelling Headlines
Take Your Time On The Headline
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