Finding an audience that cares #li
Lead generation is not about flashes of brilliance. #li

Write like you know you'll need help #li

The most interesting thing about David Ogilvy's approach to copywriting is that he assumed that he would struggle and need the help of other people. It's humbling to realize that we shortchange ourselves when we just write something off the top of our head. 

Letters of Note: I am a lousy copywriter, 2012-Jan-24, by David Ogilvy, via Shaun Usher

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5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform.

6. Then I write the headline. As a matter of fact I try to write 20 alternative headlines for every advertisement. And I never select the final headline without asking the opinion of other people in the agency. In some cases I seek the help of the research department and get them to do a split-run on a battery of headlines.

7. At this point I can no longer postpone the actual copy. So I go home and sit down at my desk. I find myself entirely without ideas. ... 

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