I am reading the advertising classic: "Ogilvy on Advertising" by David Ogilvy. It is the best book to learn copywriting.
Something startup founders can learn from:
Whenever a marketer joins Drift, David Cancel gifts them Ogilvy on Advertising along with other greats like Influence: the Psychology of Persuasion and The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells.
When Dave Gerhardt, the world famous B2B SaaS marketer started at Drift, he was given this classic book on advertising too and he highly recommends it for other marketers.
It's not possible for everyone to read an entire book, so here's quick summary of high-impact chapters from Ogilvy on Advertising with examples, that you can apply:
8 Learnings From Chapter 2 of "Ogilvy on Advertising"
- Persuasion rules will always remain the same, 1949 or 2020. Only channels will change. Someone who knows psychology + writing will keep winning no matter what the time is.
- Aim to write and speak not to look good but to make people act.
- People who are good at copywriting, will always look like they are imposing rules on you. But those aren't rules, they know how consumers react to different stimuli.
- Choose the right appeal.
5. All advertisement doesn't increase Sales.
6. Do your homework.
7. Positioning is 'what the product does, and who it is for'. Dove is positioned as a toilet bar for women with dirty hands. It is still working 25+ years later. It could have been positioned as detergent bar for men.
Another example below.
8. Brand Image means Personality. What you communicate, how you look & feel - people believe that.
If you have two water bottles, and give one to person A and say "It's Himalayan water", person A will feel it's nice.
If you give other bottle to person B and say "it is tap water", person B will feel it's horrible.
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