Create advertising that sells according to david ogilvy
This is such a powerful piece of paper. It’s filled with such timeless insights that it’s worth reading on a regular basis. David Ogilvy’s wisdom doesn’t just apply to television and print advertising, but it has real relevance in how to sell online. Let’s quickly have a look at two of the points outlined by Ogilvy.
25. Headlines. On the average, five times as many people read the headline as read the body copy.
This is so important. The main hero image on your website that has your headline is incredibly powerful. When you sit down to draft it, think about how that statement appeals to your customer. As Ogilvy says, “it pays to involve the customer.”
32. Yes, people read long copy. Readership falls off rapidly up to fifty words, but drops very little between fifty and five hundred words.
We have seen an increase in the number of websites that are using long sales copy. In fact, we recently helped create one ourselves for our sister company Projecturf. There is research that show websites with long copy can drastically increase sales. Take a look at this article for further details on effectively writing long copy: http://www.copyblogger.com/effective-long-copy/.