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.