David Ogilvy wrote that once you have written your headline, you have spent 80 cents of your dollar. In this episode, I read passages from Confessions of an Advertising Man on the work before and after the headline: the homework, the headline itself, body copy and plain communication. I translate each into something you can use in your work today.
Chapters
00:00 - Headlines: 80 cents of your dollar
00:42 - Why this show exists, and what this episode covers
01:44 - Ogilvy on writing well, and why boring is a sin
03:40 - His last will and testament: study the product, promise a benefit
04:22 - Do the homework: become the best-informed person on the account
06:38 - Give the facts
08:31 - Details matter, and the 35-pound figure
09:55 - How to write potent copy
10:15 - The ten headline guides
14:04 - Clear versus clever
15:11 - Body copy: write to one person, be specific
15:55 - Long copy: Schlitz and the Rolls-Royce ads
16:45 - Every ad is a complete sales pitch
17:03 - Testimonials
17:54 - Helpful advice
18:23 - Why the multi-step ad funnel falls short
19:34 - Good content, and why giving value builds reciprocity
20:43 - Captions
21:38 - Formatting long copy
22:57 - "Broetry" and timeless principles
23:44 - Plain writing: jargon and acronyms
24:44 - Presentations, rehearsal and AI slides
26:15 - Be brief, be brilliant, be gone
28:00 - The unconscious, and a closing example of clear writing
29:41 - Close, guide and book
What's inside the playbook
A ten-check headline scorecard, with space to write sixteen headlines
A copy and clarity checklist for body copy, long copy and everyday communication
Get the free playbook:
https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy-playbook/
Read along:
Confessions of an Advertising Man by David Ogilvy: https://link.amazon/B00Gp1lUC
Link to podcast episode page:
https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy/
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