From ~ David Ogilvy in Confessions of an Advertising Man/Building Great Campaigns 1963
What is a good advertisement? I belong to the school which holds that a good advertisement is one which sells without drawing attention to itself. It should rivet the reader’s attention on the product or service. Instead of saying, “What a clever advertisement,” the reader says, “I never knew that before. I must try this.”
From ~ Joseph Sugarman in Advertising Secrets of the Written Word, 1998
Copy should be long enough to cover the essentials but short enough to make it interesting. There is really no limit to how long copy should be if you get results. I am not trying to sell you on using long copy. I use short copy at times and sometimes very short indeed when the price points are low enough that short copy does the job. Copy should cause the reader to take the action you request. Do people read all that copy? Some do.
For a long time, nothing that happened *before yesterday* was supposed to matter when it came to what works best in marketing and advertising. Then Google changed its algorithms. Having keywords wasn’t the be-all-and-end-all anymore. Selling in print was back. Now I read endless articles about how to write effective marketing and advertising by people who seem to think they’re discovering something new … or inventing it. They aren’t! The greats in advertising discovered and perfected these ideas 50, 75, 100 years ago. And they still work! This blog is devoted to those amazing ad-men and ad-women and their timeless insights & techniques for using words to sell. Because no matter whether it’s a handbill in 1900 or a pop-up ad today, persuading using words is what all successful marketing and advertising is about.