Tag Archives: advertising

5 Best David Ogilvy Copywriting Tips to Improve Your Marketing

 Best David Ogilvy Copywriting Tips to Improve Your Marketing

As you may know, I do a lot of writing, only some of which is copywriting. However, I find that insights I’ve developed from copywriting inform all my other writing. On the whiteboard next to my desk, I’ve always got some copywriting tips. Usually they’re quotes from David Ogilvy.

His quotes always inspire me. Let’s have a look at five gems.

“The best ideas come as jokes. Make your thinking as funny as possible.”

You can’t be creative if you’re not having fun:

“Creative people have apparently mastered the art of turning off this part of their brains to let their ideas flow more smoothly, unleashing their imagination,” she writes.

Before I write advertising copy, or a sales page, I spend ten minutes reading P.G. Wodehouse. Lord Emsworth and the Empress of Blandings (the earl’s prize-winning fat pig) always make me smile.

You know what makes you laugh, so do it, read it, or watch it, before you settle down to write advertising copy.

“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”

Know what you want your advertising to do; the form doesn’t matter.

Although I love words, sometimes an image needs to take the stage. Look at Apple’s advertisement for the iMac. Click on the first image, and scroll. Amazing, right?

Click off the primary image, and scroll down the page. See how how the images of iMacs frame the words? Apple knows its market: Mac users. They look at the iMac on the screen, then the Mac on their desk, and consider upgrading.

“What you say in advertising is more important than how you say it.”

Content again. Know your audience, what you want your audience to do, and decide what you want to say. Then find the most effective way of saying it. Getting back to Apple’s iMac ad, the ad’s brilliant, because you don’t need to do more than glance at the words.

The words aren’t a sales pitch; that isn’t needed. Good copywriting is good writing: have something to say, and say it.

“Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.”

Emotion comes through in your words. Your audience senses how you feel, and if you don’t value the product, and don’t believe what you’re saying, that comes across.

“There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.”

Content marketing’s hot because we’re exposed to so much advertising all day, every day, that we just tune it out. Our challenge is to write editorial content which sells. Is it easy? No. Is it effective? Yes, if it’s done well.

Here’s what I love about quotes from David Ogilvy: no matter how many times you read the quotes, and even if you know them by heart, they get you thinking. And writing better copy.

Love advertising? Create a copywriting business

7 Days to Copywriting Success: From Newbie to Pro

Did you know that F. Scott Fitzgerald and Salman Rushdie started out as copywriters? Copywriting skill helps all your writing.

Discover the easiest, most fun, and most effective copywriting course ever. Start getting clients (and getting paid FAST.) Forget theory.

Discover what works for professional copywriters – and start writing copy yourself from today.

 

 

 

 

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.

3 Essential Copywriting Secrets for Today’s World

3 Essential Copywriting Secrets for Today’s World

Copywriting – writing to sell – is in many ways much easier than it used to be, it’s also harder, in today’s busy world. Back in day, you could write catalogue copy, or a brochure, and call it done. Today, both your catalogue copy and brochure-like websites need to be tagged with meta data, and supported with social media marketing.

Let’s look at three essential copywriting secrets for today’s busy and fragmented audiences.

1. Emotion First – THEN Make Them Think.

Arouse emotion in your audience first, THEN make them think. The old copywriting formula, AIDA (Attention, Interest, Desire, Action) is based on emotion. Emotion not only grabs attention, but it also inspires action. AIDA is useless without emotion.

The easiest way to arouse an emotion is via visuals. A recent post on visual content on the Buffer blog made this point:

The brain processes visuals 60,000 times faster than it does text. We are wired to take in visual content faster and more effectively than we are words. Ninety percent of the information sent to our brains is visual; we’ve been trained to consume visual content as quickly as we can.

Bigger is better with visuals – viz print magazines and social media – for two reasons: emotion, and memory.

I’m a writer, so I’m heavily focused on words, but visuals allow you to arouse emotions faster in your audience, and get them to remember more. Here’s an interesting PDF from hp on the power of visual communication.

Copywriting is persuasion, and there’s no persuasion without emotion.

2. What’s the Big Idea?

Every copywriting project depends on the power of a big idea, such as the idea (and the emotion) behind David Ogilvy’s classic Rolls Royce ad.

Your big idea is the message. You’ll leverage your message with content, so the more you consider your message, and its implications, the easier it will be to leverage.

Politicians know the persuasive power of repetition. They stay on message. You may repeat words in your copy, however, beyond words, focus on the emotion, and your big idea.

3. Leverage Your Message With Content.

Copywriting isn’t just advertising in today’s world.

From The art of adverts: How social media is changing the way companies speak to consumers:

“The guys get together in the morning and say, ‘what’s happening, what’s in the news and in the online space’,” he says. “It might be something relevant to one of our brands and we need to come up with an idea and get it out there in a short space of time.”

Today, your copy needs to be leveraged with content, in any way you can manage it.

You’re running a small business; you don’t have an advertising agency to do your social media for you. Indeed, social media can seem like a nuisance. At best, it’s an afterthought.

What if you switched that around, and made social media the focus of your advertising? Start paying more attention to social media. You may find that social media not only enhances what you spend on advertising, but helps you to spend less.

As John Wanamaker said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

In summary, consider emotion first, then focus on your big idea, and leverage it with content. These copywriting secrets are essential today.

Want to set up your own copywriting services business? Get started today. 

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.

Copywriting Tips: For New and Established Copywriters

copywriting tips

It’s copywriting week on Fab Freelance Writing Blog. Not only will we have copywriting tips galore, we’ll be cover our usual mix of writing guides and inspiration.

Looking around on various forums, I noticed that “copywriting” has morphed into a weird mix of definitions. Content writers who write informative rather than sales material call themselves copywriters, as do copyeditors who are editing books.

When I talk about copywriting, I mean advertising — sales writing.

Here are some articles we’ve published recently.

You, The 30-Second Copywriter

Copywriters sell. They make money. If you’re a struggling writer, and you’d like to become a copywriter, you can become one in 30 seconds or less.

I’ll share my favorite copywriting advice with you in a moment. If you take it on board, you’ll not only be a successful copywriter, you’ll be a success at everything you choose to do. Think I’m kidding? Not so.

Read the article.

Your New Freelance Copywriting Business: 3 Quick Tips

You want to start a freelance copywriting business. Congratulations! Not only is copywriting lucrative, it’s also lots of fun. You need empathy, creativity, and the ability to persuade.

I was lucky; I fell into copywriting completely by accident. At the time, I was a romance novelist. To my mind, real writers wrote novels. Writing copy, on the other hand, was business. I was wrong, and right. Copywriters are real writers, and copywriting is writing forbusiness.

Read the article.

Copywriting Skills Equal More Income

Want to give all your writing a boost? Use copywriting skills. All writing is writing to sell in one way or another. If you tell us something, we want to know why we should care. Forget yourself. Think as your audience thinks.

When a writer says to me: “My book isn’t selling…” or “Help! I need to make $X fast to pay my bills…” I know that that writer’s not using copywriting skills. Please don’t tell me: “I’m not a copywriter,” just consider that you could use a copywriter’s mindset to put yourself in your audience’s shoes.

Read the article.

Advertise Yourself: 5 More Easy Copywriting Tips for Writers

Want to make more money writing? You need copywriting skills. We looked at five easy copywriting tips for writers to help you to advertise yourself. Let’s look at another five.

Read the article.

Copywriting Cash in 2014: 14 HOT Copywriting Tips

Want to increase your writing income in 2014? It’s simple. Learn copywriting. Not only are copywriting skills essential for any writer; you can also provide copywriting services to others.

Let’s look at 14 HOT copywriting tips which will help all your writing this year. By putting just one of these tips into action, you’ll be able to increase your income substantially.

Read the article.
, and on Twitter: @angee.

You can find Angela on Pinterest, too.

Marketing Strategies For 2014: Tearless and Fearless (4 Tips)

marketingstrategy2014

Wondering about your marketing strategies for 2014? Many small businesses earnestly create marketing plans, but our strategies last as long as New Year’s resolutions.

Invariably, Murphy’s Law applies. We want to try the latest big new thing (content marketing, perhaps) but whatever we try turns out to be more complicated than we expect. Or it needs more resources that we have. So we pull back and focus whatever’s familiar, even if it’s expensive, and no longer works as well as it once did.

Let’s look at four tearless and fearless marketing strategies. Tearless because they’re free. They just take time. Fearless because they’re easy.

1. Do more of whatever worked for you in 2013.

What worked for you in 2013? If you’ve got an ad that’s been running in your local paper for three years, keep it up. Your customers are used to your ad. They expect to see you there. However, consider experimenting a little. Could you run special offerings for new customers?

If you’re using Twitter to manage customer service, keep doing that. Consider creating a Twitter-specific page on your website to welcome new customers, and tell them who you are.

2. Get found online: blog.

Does your business need a blog? Probably, if only because it will:

Improve search engine rankings – The more content you produce, the more likely you will be found by your prospects when they are researching your industry online. As long as you have a content marketing strategy in place, optimizing for specific long-tail keywords, you should see a significant increase in search engines rankings.

Here’s the easiest and laziest way to answer the “blog or not?” question. Check your competitors’ websites. If they’re blogging, your customers will expect you to do the same.

If you hate writing, post images of your products, your customers, or your town. Blog whatever YOU like. Treat your blog and your Twitter account as your customer service department: help your customers, and your prospective customers, and you can’t go wrong.

3. Forget about the “shares.” Think: “conversions”.

If you’re using social media marketing, Search Engine Journal offered this advice in content marketing trends for 2014:

The main thing that we expect to see in the New Year is for marketers to shy away from the cheap, clickbait content that inflates “vanity metrics,” and move more towards creating niche-specific, high quality content that provides value to their followers.

When you provide valuable content, your visitors will stay on your website longer. This gives you more opportunities for conversions (sales.)

4. The Web means Google and that means Google+.

If you’ve ignored Google+, revisit the network.

As Brett Nuckles suggests:

Getting on Google+ will help Google’s Web crawlers index your site, leading to higher placement during a Web search. It will also ensure that customers get the right information when they search for your business on Google.

2013 has been a big year on Google+; the network is becoming more useful by the month. Google’s sinking money into it. Studies suggest that Google+ has over 500 million users, and that almost 70 per cent of marketers want to learn more about the network.

What marketing strategies are you thinking about for 2014? For me, the mix is much as before. I’ll be blogging, and will remain active on social media. Wherever you are in the world, I wish you much success in 2014. :-)

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, and on Twitter: @angee