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factual copy.
David Ogilvy • Ogilvy on Advertising
Headlines get five times the readership of the body copy. If your headline doesn’t sell, you have wasted your money. Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recognize a problem, or quote a satisfied customer.
David Ogilvy • Ogilvy on Advertising
But, for the most part, the case lives on today not so much for these regrettable reasons as for a pair of favorable ones: it led to the passage of important product safety legislation and to pharmaceutical industry shifts to tamperproof seals and packaging that have reduced risks to consumers. In addition—owing to the rapid, customer-centered step
... See moreRobert B. Cialdini • Pre-Suasion: A Revolutionary Way to Influence and Persuade
the first and the most important thing you must learn is what people want to buy. And it's easy. You see, the way to deduce what people want to buy is to simply observe what they DO buy!
Bond Halbert • The Boron Letters
Claude Hopkins • Scientific Advertising
David Ogilvy said, “The consumer isn’t a moron; she is your wife.”
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Headlines get five times the readership of the body copy. If your headline doesn’t sell, you have wasted your money. Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recognize a problem, or quote a satisfied customer.
David Ogilvy • Ogilvy on Advertising
John E. Kennedy, a Canadian policeman turned copywriter, came into his life and persuaded him that advertising was ‘salesmanship in print’, a definition that has never been improved.
David Ogilvy • Ogilvy on Advertising
The Benton & Bowles agency holds that ‘if it doesn’t sell, it isn’t creative.’ Amen.