Tag Archives: copywriting

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.

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

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

Writing Journal 73: Free Content Library Available Now

Writing Journal 73: Free Content Library Available Now

My writing journal for Friday, October 24, 2014. You can find all the writing journal entries here.

The mystery novel went well, as usual, with 2,200 words. Then on to the two nonfiction books, with 1,800 words.

Honey’s breakfast, and my own, while catching up with email. It’s predicted to be warm today, with showers later, so I left for my walk.

As soon as I got back, I caught up with client phone calls and messages. Friday’s my day to update clients on their projects’ progress.

Next, I analyzed traffic, and brainstormed content for clients’ websites and blogs. This afternoon, I’ll need to fit in some more blog content research.

Julia and I left for an early lunch, just in case someone called and we got caught up again. We’ve missed our Friday lunches. Hummingbird cake for dessert, of course. :-)

Back again to work on the copywriting projects I developed concepts for, and brainstormed, yesterday. The drafting went quickly. I’ve learned never to worry about projects at the draft stage. It’s essential to get something written, no matter how useless the writing appears. Then you can work with what you have.

Writers tend to struggle with getting stuff down. The solution is to write something. Once you have something, you can revise it, or trash it completely. Even if you trash it, you’ll find that the effort you put in isn’t wasted. You may well come up with a brilliant idea, sparked by your rubbishy drafts.

Angela Booth's EASY-WRITE Process 4 for 2015

If you want more information on how all this works, I cover it in great detail — with exercises — in the Easy-Write Process.

I developed the strategies in the Easy-Write Process over many years, and of course, I use them myself.

Writers love the Easy-Write Process, because it helps you to write, rather than worry, and it eliminates procrastination completely.

 

 

 

 

Writing Genii launches, with the Free Content Library

Writing Genii

Writing Genii has finally launched. I hope you enjoy the Free Content Library. I wrote about the site relaunch on my freelance writing blog. I said:

Today, 30 MILLION pieces of content flow onto the Web, each and every day. That’s a LOT of content. You, I, and every other writer has to compete with that for attention. As we said in Professional Writing Going Forward to 2015, professional writing is changing. If you want to make a great income from your writing, you need to become much more entrepreneurial.

The Free Content Library helps new writers to get up to speed on the world of writing as it is in 2014, and in 2015 and beyond. Eventually, we’ll have many ebooks in the library for you to download, and put to use. You can download the first two ebooks now. My hope is that they’ll arm you to develop a real writing business.

Basically, Writing Genii is for anyone who wants to turn their creativity into a business.

Onward…

With the copywriting material drafted, I drafted some blog posts for clients’ blogs. I’ll complete the posts, and scheduled them for publication next week. I always like to have a collection of draft posts ready to go, otherwise you can fall behind on your blogging very easily.

And that’s it for the day. My daily review is done, and so’s the writing week.

Check out Writing Genii

Check out Writing Genii; we’ll be publishing more content to our Free Content Library. Enjoy the resource. :-)

, and on Twitter: @angee.

You can find Angela on Pinterest, and on YouTube, too.

Writing Journal 63: How to Be a Better Writer

Writing Journal 63: How to be a Better Writer

My writing journal for Tuesday, October 14, 2014. You can find all the writing journal entries here.

Another busy day today ahead. Lots to do, including a couple of meetings this afternoon. AND I need to work on my new website. To add to the mayhem, I received a “help!” message from a regular client. He needs some copywriting done in a hurry.

As always, I start the day writing fiction. I managed to complete a couple of scenes on the mystery novel, for 2,800 words. Lots of “junk” in there — working things out on the page.

Let’s talk about thinking on the page for a moment.

Think on the page: it helps you to become a better writer

I’m always telling my writing students: “you’re a BETTER writer than you think you are; and — you’re over-thinking this.” Then I advise them to think on the page, because not only will they get started writing and keep going, they’ll also get fresh inspiration.

Big tip: inspiration happens while you’re writing.

So, in ALL my writing, whether I’m writing an advertising spiel, a blog post, or a novel, I think on the page. This means that I end up with lots of what I call “junk”. It’s the equivalent of paper notes which you ball up and toss over your shoulder when you’re done.

I include the junk in the first draft — before anyone else sees the material — because I’ve found that thoughts lead to inspirations. Many times I’ve been stymied on a project, and the answer turns out to be in the thinking on the page I did earlier in the draft.

Try thinking on the page as you write. It works.

I’ve scheduled a writing session on the nonfiction books for tonight — that’s left a little room in my schedule.

On to email. I fix Honey’s breakfast, then my own, while getting through our email as quickly as possible.

Next, my walk. We had some storms yesterday, and more are promised for later today. It poured down last night; lots of lightning and thunder. After all the rain, it’s a fine morning, a little chilly. Walking through the park, I noticed that the rain sank right into the ground. It’s been a dry month.

Work on my new website/ blog

Back again, to work on my new website and blog. I doubt that I’ll be able to launch it this week. I’ve lots left to do, and write. Not to worry. It’s done when it’s done.

Then it’s time for my meetings. I’ll have lunch while I’m out.

Back again. It’s later than I hoped it would be, but that can’t be helped. Meetings always seem to run longer than you expect.

I need to get on with my rush copywriting job.

A rush sales page and email messages for my client who’s in crisis

Luckily, it’s straightforward. The client wants a sale page, as well as a couple of emails to send out to his list.

By the time I’ve completed a draft of all the material for his review, it’s very late. I send it off with a sigh of relief.

Before I forget, I need to add my meetings’ notes to Evernote, and schedule some tasks which eventuated. Both meetings were about holiday sales. Everyone will be busy from now, until after the sales wind down in the middle of January.

Great. :-) I loved being busy.

So, time for my daily review. I’ll be working on the nonfiction books tonight.

, and on Twitter: @angee.

You can find Angela on Pinterest, and on YouTube, too.

Writing Journal 42: Show Your Expertise In an Ebook

Writing Journal 42: Show Your Expertise In an Ebook

My writing journal for Tuesday, September 23, 2014. You can find all the writing journal entries here.

The end is in sight for the novella. I wrote 1,200 words, setting up the major scene which I mentioned yesterday.

So, I’m ready to write the scene. However, since I’m way ahead of the schedule on this book I decided to spend some extra time on the nonfiction book proposal which I’m creating for a client’s memoir. I made good headway on the overview, so Julia’s sending that off to the client for her input.

It must be spring, because Honey’s outside. She didn’t want to come in this morning; she’s enjoying the warmer weather. I’ve got to call her in and make her breakfast.

I read email while I’m eating my toast. We’re almost all caught up with email, because I did a heavy push on it last night. Several students sent me their stories; I’ve got just two left on which I need to provide feedback.

Next, work with my new coaching client.

Showing your expertise in an ebook

I’m working with a new coaching and ghostwriting client who’s starting her own business. She’s got wonderful expertise in her profession, so I suggested that she capitalize on that.

Firstly, we’re setting up a website for her, essentially so that she can collect email addresses of prospects. At the same time, we’re developing a couple of ebooks. One she’ll use as an inducement to sign up for her mailing list. The other, we’ll publish on Kindle Direct Publishing; this will help her to show her expertise. If it happens to make a little money, that will be fine too. :-)

A year ago, I would have suggested that she build out her website into an authority site to get traffic. However, the online world has changed. Yes, you still need all the SEO you can manage. But it’s hard to get search engine traffic for a brand new website, no matter how large and authoritative it might be, so we’re going to skip that for at least a year.

My client needs the ebooks, and social media, AND partnerships to get traction.

I love working with people who are good at what they do; helping them to provide value for others. Our first step will be to work out exactly what she’s offering, and how she’ll brand her new business.

It’s time for my walk. I won’t be able to walk tomorrow, because I have a couple of meetings, so I need to go today.

I’m back from my walk, and spend some time updating my schedule for this week and next. Then I have lunch while browsing social media.

After lunch, I get on with the company history book, using the cluster diagrams I created yesterday. I manage to do 2,000 words on this. Excellent.

The new blog launch

In our meeting yesterday, we discussed the company’s branding, and their new blog. I’ve got to do a proposal and scope. This means a lot of research.

Research tip: only do as much as you need to do.  Start by deciding exactly what you need to know, and create some research questions to answer.

After spending a couple of hours on it, I need a short break. I decide walk to the park with Honey so that I can get some fresh air, and think.

It’s late afternoon; time to I catch up on email and phone calls. I’ll try to work on a couple of short stories tonight; I need to keep up with them so I can get them published in October.

I complete my daily review, count my words, and I’m done for another day.

, and on Twitter: @angee.

You can find Angela on Pinterest, and on YouTube, too.