Learnings

Photographs with an element of “story appeal” were far above average in attracting attention.

Chris Labs

I started using an eye-patch on the model for the ad. The kind of photographs which work hardest are those which arouse the reader’s curiosity. He glances at the photograph and says to himself, ‘What goes on here?’ Then he reads your copy to find out. – -Ogilvy on Avertising, p.76 Continue reading Photographs with an element of “story appeal” were far above average in attracting attention.

Learnings

You’re stuck? Be a Master, not a dabbler

Chris Labs

There’s three types of people when something gets hard or stop growing: The Stresser-achiever They grind through everything. They are stressed the whole time. Eventually they burn out. (đź‘‹consultants đź‘‹bankers) 2. The Dabbler This used to be me. Work hard. Have fun. Love making rapid progress. Progress stops. Motivation drops. Fuck this. I’m going to go do THAT instead. 3. The Master The master knows how progress actually happens. When a master hits a plateau: She does not panic like the stressor-achiever. She does not quit like the dabbler She simply says “ah…a plateau….to be expected.” She greets plateaus like an old friend. Part & … Continue reading You’re stuck? Be a Master, not a dabbler

Copywriting

Here are the Golden rules for Headlines.

Chris Labs

-Promise a reader a benefit (whiter wash, more miles per gallon, freedom from pimples) -Headlines which contain news are sure-fire. Announcement of a new product, an improvement in an old product. Ads with news are recalled 22% more. -Don’t be shy using words such as “amazing, introducing, now, suddenly”. They have proved their worth. -Include your brand name in your headline. If you don’t, 80% of readers (who don’t read your body copy) will never know what product you are advertising. -If you advertise a product that is only bought by a small group of people, put a word in … Continue reading Here are the Golden rules for Headlines.

Copywriting

Put your headline below the illustration

Chris Labs

Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. This follows the normal order of scanning, which is from top to bottom. *On the average, headlines below the illustration are read by 10% more people than headlines above the illustration. -Ogilvy on Avertising, p.88 Continue reading Put your headline below the illustration

Happiness

Don’t look at the scoreboard until you’re 30

Chris Labs

Like you’re planting seeds. Don’t go dig up that seed the next day and be like “Shit, this didn’t grow into a plant” Like no. Plant that seed. Water it. Enjoy it. Let’s look at this like a 10 years game. And the 4th Quarter is ten years from now. And the seed you’re planting, it’s shit, it’s shit, it’s shit and then suddenly it’s like “OMG, it worked”. Your learning does go up every year. like “oh man! Last year I was such a Dummy. I didn;t know shit about shit.” -Shaan Puri, MFM Shorts Continue reading Don’t look at the scoreboard until you’re 30

Copywriting Library

The Amazing “Face-Lift-In-A-Jar”

Chris Labs

NOW AT LAST, YOU CAN GET IT TOO! The Amazing “Face-Lift-In-A-Jar” Used by Hollywood Stars Who Lose Their Jobs If They Don’t Look Their Best! Have you seen Tova Borgnine lately? She really looks great! In fact, according to her husband Ernest, Tova now has the skin of a teenager! And what about Ernie himself? His friends are all saying he looks younger now than he did 10 years ago. Actually, he looks so good many of his co-stars have accused him of having a face-lift. But Ernie hasn’t had a face-lift and neither has his wife Tova. Both of … Continue reading The Amazing “Face-Lift-In-A-Jar”

Copywriting

Looking for inspiration? Pay attention to ads you see over and over.

Chris Labs

Now one thing I haven’t mentioned so far is that you want to be on the lookout for ads and direct mail pieces that you see over and over. What this means is whomever is running the ad has hit a nerve. And, a good way for you to make money is for you to hit that same nerve only do it better. But, and I know I’m being redundant, the most important thing to do first is to locate those hot buttons. You don’t have to guess. You don’t have to wonder. You don’t have to ask people or … Continue reading Looking for inspiration? Pay attention to ads you see over and over.

Copywriting

Be SPECIFIC in the action section of the AIDA sales letter

Chris Labs

You should pay very close attention to how I get action in my MD and DM pitches. I do this better than anybody. I am very thorough when it comes to closing a sale. Here’s a little example of how I do it. “Would you like to get in on this great investment opportunity? Would you like to be one of the privileged few who actually own a piece of the finest beach in Maui. If so, it’s easy to order. All you have to do is fill out the order coupon and send it to me with your payment, … Continue reading Be SPECIFIC in the action section of the AIDA sales letter