A promise is not a random claim or stupid slogan.
It is a benefit for the consumer.
And the product delivers that benefit.
David Ogilvy is the King of Copywriting.
And in 1982 he writes a 38 lesson manifesto titled
"How to create advertising that sells"
Here are the top 7 tips that you can use today:
A promise is not a random claim or stupid slogan.
It is a benefit for the consumer.
And the product delivers that benefit.
"Pursuing creative awards seduces creative people from pursuing sales."
Translation:
If your job is to sell, focus 100% of your energy on selling the product.
Not selling yourself to voters to win an award.
Give it some magic and charm.
The iPhone vs. Blackberry is a modern example:
https://t.co/vN8KIJ5T6g
Steve Jobs killed BlackBerry.
— Chris Hladczuk (@chrishlad) December 7, 2021
By creating a cult and inventing new rules
Here's the breakdown and why it matters\U0001f447
"On average, 5 times as many people read the headline vs. the body."
People are scared of writing clickbait titles.
But the truth is that clickbait exists only when you fail to keep your promise to the reader.
h/t @nicolascole77
"The more you tell, the more you sell."
Readership falls off at 50 words.
But barely drops between 50 and 500 words.
Just like you will binge 20 hours of a great Netflix show, we read long writing as long as it delivers.
95% of all advertising has no consistent theme year over year.
People are the same way.
We jump from thing to thing endlessly in search of our "passion".
What if you just focused 100% of your energy on ONE thing this year?
"The best ads get discarded right when they start to pay off."
The best investments get sold too early.
If it works, make sure there is a clear reason to stop.
Don't let our never ending search for novelty win.
https://t.co/ObrTLOce1x
David Ogilvy is the King of Copywriting.
— Chris Hladczuk (@chrishlad) January 15, 2022
And in 1982 he writes a 38 lesson manifesto titled
"How to create advertising that sells"
Here are the top 7 tips that you can use today:
https://t.co/Zr6gAK3oP0
More from Chris Hladczuk
Can't get a job at Facebook?
You can always sell your startup to Zuckerberg for $19 billion.
Here's the crazy story of WhatsApp👇
Jan Koum met Brian Acton in 1998.
They spent 9 years working together at Yahoo and became good friends.
But in 2007, they both left Yahoo with some cash and no plans.
At first Acton and Koum applied to Facebook
...and failed
they were proud members of the "Facebook reject club"
In January 2009, Jan Koum bought an iPhone and thought,
"Wow, this new App Store could be huge."
At the time, the App Store was 7 months old.
So he met with a friend named Alex Fishman to brainstorm app ideas.
Koum thought it would be fun to put statuses next to friends' names in your address book.
So he went to RentACoder..com to hire a guy to build the 1st version.
You can always sell your startup to Zuckerberg for $19 billion.
Here's the crazy story of WhatsApp👇
Jan Koum met Brian Acton in 1998.
They spent 9 years working together at Yahoo and became good friends.
But in 2007, they both left Yahoo with some cash and no plans.
At first Acton and Koum applied to Facebook
...and failed
they were proud members of the "Facebook reject club"
In January 2009, Jan Koum bought an iPhone and thought,
"Wow, this new App Store could be huge."
At the time, the App Store was 7 months old.
So he met with a friend named Alex Fishman to brainstorm app ideas.
Koum thought it would be fun to put statuses next to friends' names in your address book.
So he went to RentACoder..com to hire a guy to build the 1st version.
More from Marketing
The emergence of many new hypocrisies typically heralds an emerging new cultural synthesis.
Are you disturbed that you agree with one of those viewpoints? Or perhaps that other people you respect do?
1/x
Let me offer a framework for thinking about things like this, something called an “Omega Event.”
It was first described to me by Erik Martin, one of Reddit's first community managers:
In governance, Omega Events exist due to the fact that no system of beliefs, no worldview, no set of rules, can account for everything that will ever happen.
Eventually someone (or some group) will do something that lies outside the scope of all existing rules, and you will have to make decisions again from first principles.
Sometimes the Omega Event emerges from the confluence of many unrelated factors. When it does, it is wholly different from anything you’ve encountered.
Are you disturbed that you agree with one of those viewpoints? Or perhaps that other people you respect do?
1/x
\u2014 HYPOCRISY \u2014
— emily (@emnode) January 9, 2021
\U0001f4cdFree market conservatives outraged that a private social media company can decide who has access to its service.
\U0001f4cdSo called liberals overjoyed at the prospect of powerful corporations taking control of the content and information we're allowed to see.
Let me offer a framework for thinking about things like this, something called an “Omega Event.”
It was first described to me by Erik Martin, one of Reddit's first community managers:
In governance, Omega Events exist due to the fact that no system of beliefs, no worldview, no set of rules, can account for everything that will ever happen.
Eventually someone (or some group) will do something that lies outside the scope of all existing rules, and you will have to make decisions again from first principles.
Sometimes the Omega Event emerges from the confluence of many unrelated factors. When it does, it is wholly different from anything you’ve encountered.
