Ogilvy on Advertising
What makes the prospect want to read your promotion?
The headline and lead? Yes ... but most importantly, it’s the idea behind the headline and the lead–the concept around which you wrap the whole package–that gets a prospect interested in your promotion.
And not just an idea, a BIG IDEA.
The headline and lead? Yes ... but most importantly, it’s the idea behind the headline and the lead–the concept around which you wrap the whole package–that gets a prospect interested in your promotion.
And not just an idea, a BIG IDEA.
Unless your advertising is built on a Big Idea, it will pass like a ship in the night.
John Forde • Great Leads: The Six Easiest Ways to Start Any Sales Message
Big ideas come from the unconscious. This is true in art, in science and in advertising.
David Ogilvy • Ogilvy on Advertising
“Advertising works best,” says Drayton Bird again, “if you promise people something they want, not — as many imagine — if you are clever, original, or shocking.”