Writing Blind
Easy Read
David Ogilvy drew in new business like sirens drew sailors to sea.
He was a magnet because he consistently created palatable morsels for money lusting businessmen, making them filthy rich.
I’ve pieced together This Is Copy, my online writing desk, on the back of great writers like Ernest Hemingway, Charles Bukowski and David Ogilvy.
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The latter, the world’s most legendary ad-man, gifted us a booked littered with little gems about advertising.
It’s called Ogilvy on Advertising. I’ve tore through it cover to cover and want to share one lesson. (Though I highly suggest reading it front to back yourself, for the many more in there)
This lesson pertains to headlines, and more specifically the lamentable state of most that are published.
So I thought I’d share it with you in hope you see the opportunity in it and do something beautiful.
Ogilvy’s warning to those who show crass ignorance when crafting headlines.
“Some headlines are ‘blind.’ They don't say what the product is, or what it will do for you. They are about 20 per cent below average in recall.”
Writers are lazier than ever.
Probably owed to how easy it is to fling shit out. Unfortunately the pressing of the publish button is oftentimes followed by that shit’s unbearable stink.
Ogilvy was adamant that 80% of your spend should go on the headline. So unless it sells your product, you’ve potentially wasted thousands because 8 out of 10 people will never read on.
Therefore, if you’re a writer (or anyone selling something), devote most of your time — no matter the medium – to how you start your message.
Avoid this piece of advice at your own risk. This man sold billions with
his ads.
The ignorance of most marketers provides opportunity for you.
It only takes a half-hour whizz through LinkedIn, Medium, any platform and I guarantee most of what you stumble on will be sluggish, tired and poorly written sewage.
If you are willing though, with a little study and effort and as much care for making art as for selling that art — your future could be golden.
A little tip and a headline resource (from the guy who taught Ogilvy all he knew) should set you off nicely.
The point of this Easy Read is to cement the importance of how you start the conversation with prospects. You have to seize their attention or you fall at the first fence.
A simple way to achieve this is remembering you’re a human speaking to another human. One to one. So cut the crap. Burn the bullshit. And give any fancy jargon an ocular pat down at the door then send it packing.
That's the tip. Keep em simple, punchy, and effective.
The resource comes from the guy Ogilvy attested his success to, John Caples.
If you haven't heard of him that’s a shame and you most definitely should pick up his book Tested Advertising Methods.
When it came to headlines Caples was a stone-cold killer. Therefore, these 28 headline starters should help you step away from the plague of vague messaging.
Go create something lovely with them.
By Rya Heaney.
