David Ogilvy once said, “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”
If you want to sell, you better learn how to write.
Here are 8 timeless tips from Ogilvy to help you write copy that converts 🧵
If you want to sell, you better learn how to write.
Here are 8 timeless tips from Ogilvy to help you write copy that converts 🧵
✍🏼 Learn Who You're Writing For
“The consumer isn't a moron. She is your wife."
Your copy should touch on:
-Who you’re writing for
-How that person thinks
-What that person needs
Let research shape your copy
Let your voice fuel it.
“The consumer isn't a moron. She is your wife."
Your copy should touch on:
-Who you’re writing for
-How that person thinks
-What that person needs
Let research shape your copy
Let your voice fuel it.
✍🏼 Know The Product
“Big ideas come from the unconscious...But your unconscious has to be well informed, or your idea will be irrelevant.”
Learn every detail about the product/industry/audience before you write.
Then unleash your unconscious mind and fuel the big ideas.
“Big ideas come from the unconscious...But your unconscious has to be well informed, or your idea will be irrelevant.”
Learn every detail about the product/industry/audience before you write.
Then unleash your unconscious mind and fuel the big ideas.
✍🏼 Nail 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.”
Attention is essential.
Start with a value-centric headline.
Let everything follow.
“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.”
Attention is essential.
Start with a value-centric headline.
Let everything follow.
✍🏼 Tell a Story
“The worst fault a salesman can commit is to be a bore.”
You hooked them in with your headline. Now it’s time to reel them in.
Nothing can keep your audience more engaged than a well-formed story.
Use the story to keep piquing the reader's interest.
“The worst fault a salesman can commit is to be a bore.”
You hooked them in with your headline. Now it’s time to reel them in.
Nothing can keep your audience more engaged than a well-formed story.
Use the story to keep piquing the reader's interest.
✍🏼 Be Specific
"The more informative your advertising, the more persuasive it will be."
Most people won't make decisions without being informed…
The ones who are informed, act.
Be specific to make sure you give them the confidence that acting is the right choice.
"The more informative your advertising, the more persuasive it will be."
Most people won't make decisions without being informed…
The ones who are informed, act.
Be specific to make sure you give them the confidence that acting is the right choice.
✍🏼Write For One
Your ads may reach millions of people, but each person is alone with yours words.
Don't write for the masses.
Write for that one person.
Ogilvy would pretend he was writing personal letters to the consumer.
This would help him write more direct.
Your ads may reach millions of people, but each person is alone with yours words.
Don't write for the masses.
Write for that one person.
Ogilvy would pretend he was writing personal letters to the consumer.
This would help him write more direct.
✍🏼 Write Like You Talk
Good copy feels like a conversation between two people.
Don’t be the copywriter who writes useless jargon to look top-notch.
Consumers can smell the BS.
Write like you talk.
Use a relaxed tone.
This will result in easy reading and an engaged reader.
Good copy feels like a conversation between two people.
Don’t be the copywriter who writes useless jargon to look top-notch.
Consumers can smell the BS.
Write like you talk.
Use a relaxed tone.
This will result in easy reading and an engaged reader.
✍🏼 Keep It Simple
Fancy words that you can’t pronounce do nothing but confuse consumers.
And confused consumers won’t convert.
Good copy comes down to conveying your points briefly and with as few words as possible.
The key is saying more with less.
Fancy words that you can’t pronounce do nothing but confuse consumers.
And confused consumers won’t convert.
Good copy comes down to conveying your points briefly and with as few words as possible.
The key is saying more with less.
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Here's a great example:
When Ogilvy got the Rolls Royce account, he spent 3 weeks study the car. He wanted to know everything possible about it.
When studying the car he found a line that ended up being his most famous headline he ever wrote.
When Ogilvy got the Rolls Royce account, he spent 3 weeks study the car. He wanted to know everything possible about it.
When studying the car he found a line that ended up being his most famous headline he ever wrote.
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