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18 Timeless Copywriting Lessons From David Ogilvy
Copywriting lessons from Confessions of an Advertising Man
David Ogilvy is considered the father of advertising.
He not only knew how to advertise, but he was also a master copywriter. He essentially wrote the rules on copywriting.
Here are his 18 timeless copywriting lessons.
1. Write a headline that flags down the reader
In other words, write headlines that include your readers.
Ogilvy says if you’re selling a remedy for bladder weaknesses, then mention bladder weaknesses in the headline.
Catch the eye of readers who is looking for a solution. Then make your headline say that solution.
2. Every headline should appeal to the reader’s self-interest
Don’t make headlines about your features. Don’t make it about your brand.
Make it about what outcome the reader gets. It should promise the reader benefits.
3. Always inject news into your headlines
Customers are on websites for an average of 15 seconds before they decide to bounce.
So injecting news words like FREE or NEW in your headline grabs the reader's attention. The reader is looking to upgrade their old product, so give them something new.
4. Use emotional words in your headline
Words like love, proud, fear, friend, and baby strengthen a headline because of these emotional words.
Ogilvy also said don’t ignore cliche words like — just arrived, quick, magic, easy, wanted, and challenge.
5. Include the brand name in your headline
While this isn’t a golden rule, it’s helpful to include the brand’s name in the headline to tell the reader what brand is being advertised.
People who glance at headlines should at least see the brand that is advertising.
