Sublime

The purpose of my ads was to project the agency as knowing more about advertising. You may argue that this strategy was ill-advised, knowledge being no guarantee of ‘creativity.’ But at least it was unique, because no other agency could have run such advertisements – they lacked the required knowledge. My ads not only promised useful information, t

For 35 years I have continued on the course charted by Gallup, collecting factors the way other men collect pictures and postage stamps. If you choose to ignore these factors, good luck to you. A blind pig can sometimes find truffles, but it helps to know that they are found in oak forests.

copywriting skills, and he recommends two resources: The Gary Halbert Letter (also The Boron Letters) and Ogilvy on Advertising.

My own definition is ‘what the product does, and who it is for.’ I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.

‘If you and your competitors all make excellent products, don’t try to imply that your product is better. Just say what’s good about your product – and do a clearer, more honest, more informative job of saying it.

Long copy – more than 350 words – actually attracts more readers than short copy.