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Scientific Advertising
Your Customer Creation Equation: Unexpected Formulas of The Conversion Scientist™
amazon.com
What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.
Neil Postman • Amusing Ourselves to Death: Public Discourse in the Age of Show Business
When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
David Ogilvy • Ogilvy on Advertising
In print advertisements, your headline is the most important element. The other day I saw one headline produce five times as many orders as another. If your headline promises your strongest and most distinct benefit, you are on your way to success. Good photographs of your product cost more than bad ones, but they also sell more. When you want to s
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