Tag: David Ogilvy

Copywriting Library

Darling, I’m having the most extraordinary experience…

Chris Labs

I’m head over heels in DOVE! No, darling – DOVE. D- like in delicious. I told you, sweet. I’m in the tub. Taking a bath. A DOVE bath – my very first.  And what a positively gorgeous time I’m having! It’s just as if I’d never really bathed before! No, dear! It isn’t a soap. Soap was never like this! So wickedly creamy. That man on TV said that DOVE is one-quarter cleansing cream- that it creams my skin while I bathe – and now I really believe him. Why, DOVE even smells creamy. Such a lovely, lush, expensive smell!  … Continue reading Darling, I’m having the most extraordinary experience…

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.

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.