David Ogilvy - Copwriting Tips

16 Copywriting tips from ‘The Master’ Master’ –  – David Ogilvy

1. "A good advertisement is one which sells the product without drawing attention to itself. 2. Don’t bunt. Aim out of the of  the ball park. Aim for the company of immortals. of  immortals. 3. If it If  it doesn’t sell, it isn’t creative. 4. The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product of  product you are advertising. 5. What really decides consumers to buy or not to buy is the content of your of  your advertising, not its form. 6. The better you write, the higher you go... people who think well, write well. 7. Read the Roman‐Raphaelson book on writing. Read it three times. (The book being referred to is called "Writing That Works") 8. Write the way you talk. Naturally. 9. Use short words, short sentences and short paragraphs. 10. Never use jargon use  jargon words like reconceptualize, demassification, attitudinally, judgmentally. attitudinally, judgmentally. They are hallmarks of a of  a pretentious ass. 11. Never write more than two pages on any subject. 12. Check your quotations. 13. Never send a letter or a memo on the day you write it. Read it aloud the next morning ‐ and then edit it. 14. If it If  it is something important, get a colleague to improve it. 15. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do. 16. If you If  you want ACTION, don’t write. Go and tell the guy what you want.”