Never do reverse writing (white text on black background)
Research proved it’s harder to read -Ogilvy on Avertising, p.97 Continue reading Never do reverse writing (white text on black background)
Tag: Copywriting
Photographs with an element of “story appeal” were far above average in attracting attention.
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.
Don’t use clergymen, monks and angels as comic figures in advertising. It shocks a lot of people.
Here are the Golden rules for Headlines.
-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.
Put your headline below the illustration
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
The Amazing “Face-Lift-In-A-Jar”
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”
Looking for inspiration? Pay attention to ads you see over and over.
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.
Be SPECIFIC in the action section of the AIDA sales letter
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
Get hired for your services as an hotel consultant
Where: Through a cold sales email Mr. Chalmers, I want to show your East Brunswick Hampton inn how to generate an extra $4,000,000/year off your 230 room hotel. I have: Been director at 4 different hotel chains in my 20 year career. Property GM to Corporate Director of Revenue Generated over 162,000 incremental room nights and $4 million in new revenue. If you want to hear my idea for your hotel, I’d love to speak with you. Respond to this email, and I’ll send you a PDF doc of how to improve your hotel. Sincerely, David – 713.301.1546 -Neville Medhora, … Continue reading Get hired for your services as an hotel consultant
Welcome newsletter subscribers and get them to sign up for paid services
Where: In the welcome email Subject: Here’s how to close a sale with Stem. Attention: You did it. But here’s WHY you registered for Stem… maybe you can relate to this situation (what situation? -> slippery slope) I was shooting an email to a prospective client. I barely know this guy. I’m not even sure if he’s married or has kids. (does he? -> slippery slope) Interest: I needed some way to get a “hahahaaa!” out of him because he gets a bazillion emails a day from guys just like me… and I really need to grab this guy’s attention. … Continue reading Welcome newsletter subscribers and get them to sign up for paid services
Roadmap to Billions 