Marketing Meditations / Ep. 2
How to write headlines and copy people read
David Ogilvy on research, headlines and plain writing
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.
Listen
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
Read along
Confessions of an Advertising Man by David Ogilvy: Amazon