Free download confessions of an advertising man.

The words new and free are the most powerful words that can appear in the headline. There are several other words that are effective: How to, Suddenly, Now, Announcing, Improvement, etc. Headlines can also include emotional words. Five times as many people read the headlines and the body. Include a promise in the headlines, and longer headlines sell more than short headlines. If the headlines make the consumer curious, they will more likely read the body.

Do not try to write tricky headlines, be simple and to the point. Do not use negatives in the headlines. Always make the headlines have a meaning. Body The main point of this section is to tell the advertisers to write the body as if you were recommending the product to a stranger. Do not try to impress the reader with big words, be simple and concise with the body.

Chapter 7- How to Illustrate Advertisements and Posters: The most powerful advertising illustrations are the ones that arouse the consumers curiosity.

Make an illustration that a consumer can glance at and be compelled to find out what is being advertised. Make the consumer ask questions about the illustration. They show the results and can help get the benefits across. Use illustrations and pictures that give the company a personality, and allow the consumer to relate to the company. If you make an advertisement look like an editorial page it will attract more readers than making it look like an ad. Another point worth mentioning is the fact that people read the caption under a photograph more than they read the copy of the article.

There is a list of several tricks to try and make a long copy more readable, with the average tip adding about 10 percent readability to the copy.

Never type the whole ad in capital letters; it is harder for a person to read. As far as posters and outside advertisements, passing people do not have time to read many words, so illustrations should get the point across fairly easily and quickly. The picture is more important than the words you present.

One main difference between print ads and commercials is that in print, you have to attract the viewer, where television the viewer is already paying attention. Given the amount of commercials on television, you must make the commercial memorable, and make sure that the selling point stands out to the consumer.

The biggest shock in this chapter is that Ogilvy is against jingles to sell a product; he would rather have the spoken word. Chapter 9- How to Make Good Campaigns for Food Products, Tourist Destinations and Patent Medicines: Food Products: Ogilvy talks about television being in black and white, so this is a little dated, but he questions how to make food look appealing on television.

Tourist Destinations: He uses his experience to come up with a few rules for tourist destinations as well. Always portray the destination favorably. Always include something special about the destination.

Give images and thoughts that will stay with the viewer. People who travel are smart, do not insult their intelligence. Help the reader understand that they can afford the trip. Make viewers feel like going to the destination is the popular thing to do. Patent Medicines: Again Ogilvy goes right into the rules he has established. The ad must show the benefits of your product over the competition. The ad must contain news, or at least news worthy events. Make the ad show that the medicine takes care of a serious issue.

The ad should show authority, or doctor recommendation. The ad should talk about the disease and the medicine. The person wants to think you can help, so make them believe that you can. Chapter How to Rise to the Top of the Tree Advice to the Young : The main point that Ogilvy makes is that in order to be successful, a person must be ambitious.

Nothing is going to be given to anyone, and everyone has to earn what they get. Again, he has several rules that apply to all businesses, not just advertising. Sooner or later, you will be hurt and disappointed by a client, but you can not let that stop you from being great at what you do.

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