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.
If you use it right, Google is the most powerful tool in the world.
But the truth is most people suck at it.
Here are 8 Googling tips that you probably don't know👇
"Quotation markets"
Put quotes around search terms to let you search exactly for that word.
All results will have your terms in it.
Example: "James Clear"
Gives you all James Clear search results without just "James" or just "Clear".
- Dashes
If you want to exclude a term from your search, include a hyphen before that word.
Example: dolphins-football
You just want dolphins the animal not dolphins the professional football team.
~ Tilde
Use tilde when you want synonyms to appear in the result.
Example: music ~classes
Here you only get music classes, lessons, coaching, etc.
Site:
Use this to search within a specific website only.
Example: Kevin Ryan site:chrishlad..com
This searches for Kevin Ryan mentions on my website (chrishlad dot com).
But the truth is most people suck at it.
Here are 8 Googling tips that you probably don't know👇
"Quotation markets"
Put quotes around search terms to let you search exactly for that word.
All results will have your terms in it.
Example: "James Clear"
Gives you all James Clear search results without just "James" or just "Clear".
- Dashes
If you want to exclude a term from your search, include a hyphen before that word.
Example: dolphins-football
You just want dolphins the animal not dolphins the professional football team.
~ Tilde
Use tilde when you want synonyms to appear in the result.
Example: music ~classes
Here you only get music classes, lessons, coaching, etc.
Site:
Use this to search within a specific website only.
Example: Kevin Ryan site:chrishlad..com
This searches for Kevin Ryan mentions on my website (chrishlad dot com).
More from Marketing
Reading this article, the story sounds pretty wild. But I spent a weird amount of time with Martin Shkreli, and I’m not surprised the journalist fell in love w him
A few years back my team built an app called Blab. It was like clubhouse before clubhouse.
When he first joined the app I had no idea who he was. I just saw that his live streams instantly had 3-4K viewers. More than anyone on our tiny platform.
I googled him and it came up: “Martin Shkreli, most hated man in America”
I assumed he was bad news
And he was... but also he wasn’t.
He was a douchebag, but he was in on the joke. He was a dick, but he was also very entertaining.
In the mornings he would live stream himself analyzing stocks or walking through drug discovery pathways.
In the afternoon he’d let people call in and debate him live on air. A CNN reporter tried to get him to go on TV, he refused, and said debate me here on Blab, no edits, no tv time limits.
At night he’d host late night convos - and eventually fall asleep on cam
The guy was a pain in the ass but man he drove traffic.
We had big celebs like Tony Robbins, the Jonas brothers etc... he outperformed them all.
At one point he was bringing in 100k users per month directly to his channel. And Bc he was so entertaining, they stuck.
A few years back my team built an app called Blab. It was like clubhouse before clubhouse.
Christie Smythe covered white-collar crime for Bloomberg News and lived "the perfect little Brooklyn life" with her husband. Then she threw it all away for one of her sources: infamous pharma bro Martin Shkreli. https://t.co/Xk0zXmYkgF
— ELLE Magazine (US) (@ELLEmagazine) December 20, 2020
When he first joined the app I had no idea who he was. I just saw that his live streams instantly had 3-4K viewers. More than anyone on our tiny platform.
I googled him and it came up: “Martin Shkreli, most hated man in America”
I assumed he was bad news
And he was... but also he wasn’t.
He was a douchebag, but he was in on the joke. He was a dick, but he was also very entertaining.
In the mornings he would live stream himself analyzing stocks or walking through drug discovery pathways.
In the afternoon he’d let people call in and debate him live on air. A CNN reporter tried to get him to go on TV, he refused, and said debate me here on Blab, no edits, no tv time limits.
At night he’d host late night convos - and eventually fall asleep on cam
The guy was a pain in the ass but man he drove traffic.
We had big celebs like Tony Robbins, the Jonas brothers etc... he outperformed them all.
At one point he was bringing in 100k users per month directly to his channel. And Bc he was so entertaining, they stuck.
20 Most Important Lesson of 2020
// A THREAD //
It was a fast and weird year.
The year of change.
My life changed a lot and I learned even more.
Here are the 20 most important lessons - which will shape the upcoming decade for me.
1. Systems Are Better Than Goals
In the past, I failed many of my goals.
This year I've realized that it could be caused by the fact that they were goals, not systems.
Thanks, @ScottAdamsSays for helping me realize this.
Short article on the topic: https://t.co/lyBqGBR0yM
2. Use Notion More
@NotionHQ is definitely the most useful tool I've discovered this year.
I use it for:
- Twitter
- Freelance CRM
- Content Creation
- Website project management
And for personal use, it's completely free.
3. Email Is Immortal
This year we saw on social sites:
- Shadow bans
- Normal bans
- Decreasing reach (e.g. during the presidential election)
That's why I believe building an independent audience e.g. email list is mandatory.
P.S. https://t.co/iuhQJIf80K
// A THREAD //
It was a fast and weird year.
The year of change.
My life changed a lot and I learned even more.
Here are the 20 most important lessons - which will shape the upcoming decade for me.
1. Systems Are Better Than Goals
In the past, I failed many of my goals.
This year I've realized that it could be caused by the fact that they were goals, not systems.
Thanks, @ScottAdamsSays for helping me realize this.
Short article on the topic: https://t.co/lyBqGBR0yM
2. Use Notion More
@NotionHQ is definitely the most useful tool I've discovered this year.
I use it for:
- Freelance CRM
- Content Creation
- Website project management
And for personal use, it's completely free.
3. Email Is Immortal
This year we saw on social sites:
- Shadow bans
- Normal bans
- Decreasing reach (e.g. during the presidential election)
That's why I believe building an independent audience e.g. email list is mandatory.
P.S. https://t.co/iuhQJIf80K
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The entire discussion around Facebook’s disclosures of what happened in 2016 is very frustrating. No exec stopped any investigations, but there were a lot of heated discussions about what to publish and when.
In the spring and summer of 2016, as reported by the Times, activity we traced to GRU was reported to the FBI. This was the standard model of interaction companies used for nation-state attacks against likely US targeted.
In the Spring of 2017, after a deep dive into the Fake News phenomena, the security team wanted to publish an update that covered what we had learned. At this point, we didn’t have any advertising content or the big IRA cluster, but we did know about the GRU model.
This report when through dozens of edits as different equities were represented. I did not have any meetings with Sheryl on the paper, but I can’t speak to whether she was in the loop with my higher-ups.
In the end, the difficult question of attribution was settled by us pointing to the DNI report instead of saying Russia or GRU directly. In my pre-briefs with members of Congress, I made it clear that we believed this action was GRU.
The story doesn\u2019t say you were told not to... it says you did so without approval and they tried to obfuscate what you found. Is that true?
— Sarah Frier (@sarahfrier) November 15, 2018
In the spring and summer of 2016, as reported by the Times, activity we traced to GRU was reported to the FBI. This was the standard model of interaction companies used for nation-state attacks against likely US targeted.
In the Spring of 2017, after a deep dive into the Fake News phenomena, the security team wanted to publish an update that covered what we had learned. At this point, we didn’t have any advertising content or the big IRA cluster, but we did know about the GRU model.
This report when through dozens of edits as different equities were represented. I did not have any meetings with Sheryl on the paper, but I can’t speak to whether she was in the loop with my higher-ups.
In the end, the difficult question of attribution was settled by us pointing to the DNI report instead of saying Russia or GRU directly. In my pre-briefs with members of Congress, I made it clear that we believed this action was GRU.