I recently read Confessions of an Advertising Man by David Ogilvy, and thought it was an awesome book about the advertising business, A true classic.
Ogilvy’s rules on How to Write Potent Copy:
- The headline is the most important part of the ad; it is what gets the reader’s attention and what makes them keep reading. Invite readers and do not say anything to exclude any readers.
- Every headline should appeal to the interest of the consumer.
- Try to put news in the headline. The words new and free are the most powerful words that can appear in the headline.
- There are several other words that are effective: How to, Suddenly, Now, Announcing, Improvement, etc. Headlines can also include emotional words.
- Five times as many people read the headlines and the body.
- Include a promise in the headlines, and longer headlines sell more than short headlines.
- If the headlines make the consumer curious, they will more likely read the body.
- Do not try to write tricky headlines, be simple and to the point.
- Do not use negatives in the headlines.
- Always make the headlines have a meaning.
On Body Copy:
- Write the body as if you were recommending the product to a stranger.
- Do not try to impress the reader with big words, be simple and concise with the body.