Thank you for making this video. I appreciate your passion for the advertising industry. Ogilvy On Advertising is my favorite direct response copywriting book. I equally appreciation your story telling and editing in this video. Keep up the amazing work.
Lesson 1: Do your homework (2:20) There is no substitute for homework. The more you know about a product, the more likely you are to come up with a big idea for selling it. Lesson 2: Focus on benefits (3:22) Advertising which promises no benefit to the consumer doesn't sell, yet the majority of campaigns contain no promise whatsoever. Lesson 3: Write compelling headlines (4:21) Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recongize a problem, or quote a satistied customer. Lesson 4: Write lenghty and informative copy (4:54) Long copy sells more than short copy, particularly when asking the reader to spend a lot of money. Only amateurs use short copy. Lesson 5: Grab attention in your introductory paragraph (5:48) If you want your long copy to be read, you had better write it well. In partocular, your first paragraph should be a grabber. You won't hold many readers if you begin with a mushy statement of the obvious like this one in an ad for a vacation resort: 'Going on vacation is a pleasure to which everyone looks forward'. Lesson 6: Play it straight (6:40) Some copywriters, assuming that the reader will find the product as boring as they do, try to inveigle him into their ads with pictures of babies, beagles and bosoms. A mistake. A buyer of flexible pipe for offshore oil rigs is more interested in pipe than anything else in the world. So play it straight. Lesson 7: Be specific (7:33) Good ad: all facts, no adjectives, specific. Lesson 8: Do voice of the customer research (8:32) If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.
loved the video very engaging and infromative you truly mastered Ogilvy's lessons on Advertising
Thank you for making this video. I appreciate your passion for the advertising industry. Ogilvy On Advertising is my favorite direct response copywriting book. I equally appreciation your story telling and editing in this video. Keep up the amazing work.
wow❤❤ this is more than a piece of gold to me. Thanks a lot.
Lesson 1: Do your homework (2:20)
There is no substitute for homework. The more you know about a product, the more likely you are to come up with a big idea for selling it.
Lesson 2: Focus on benefits (3:22)
Advertising which promises no benefit to the consumer doesn't sell, yet the majority of campaigns contain no promise whatsoever.
Lesson 3: Write compelling headlines (4:21)
Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recongize a problem, or quote a satistied customer.
Lesson 4: Write lenghty and informative copy (4:54)
Long copy sells more than short copy, particularly when asking the reader to spend a lot of money. Only amateurs use short copy.
Lesson 5: Grab attention in your introductory paragraph (5:48)
If you want your long copy to be read, you had better write it well. In partocular, your first paragraph should be a grabber. You won't hold many readers if you begin with a mushy statement of the obvious like this one in an ad for a vacation resort: 'Going on vacation is a pleasure to which everyone looks forward'.
Lesson 6: Play it straight (6:40)
Some copywriters, assuming that the reader will find the product as boring as they do, try to inveigle him into their ads with pictures of babies, beagles and bosoms. A mistake. A buyer of flexible pipe for offshore oil rigs is more interested in pipe than anything else in the world. So play it straight.
Lesson 7: Be specific (7:33)
Good ad: all facts, no adjectives, specific.
Lesson 8: Do voice of the customer research (8:32)
If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.
You're BACK! Great review of an icon!
What a great video that's full of useful and helpful content! Thank you for sharing this with us!
Absolutly a lot of things to learn by Ogilvy
I had waited your upcoming vedios, why is that now only you had uploaded.
Sorry, I’ve missed a week, because of work and COVID 😷
@@kateabrosymova ok
love it
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im only watching this cause she's cute