Advertising Creatives 5

8/8/2019 Advertising Creatives 5

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Body CopyBody Copy


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N obody reads Body Copy !N obody reads Body Copy !

True or False ?True or False ?


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It depends on tw o thi ngs .It depends on tw o thi ngs .


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Firs t on h ow many people areFirs t on h ow many people arein t eres t ed in th e produc t th a t youin t eres t ed in th e produc t th a t you

adverti

se .adverti

se . A lo t of w omen read th e copy of A lo t of w omen read th e copy of

food produc t s , bu t few wi ll readfood produc t s , bu t few wi ll readth e copy abou t cigars .th e copy abou t cigars .


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Second , on h ow many people h aveSecond , on h ow many people h avebeen en ti ced in t o yourbeen en ti ced in t o your

Adver ti semen t by th e h eadl ine and Adver ti semen t by th e h eadl ine andth e body copyth e body copy


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Th e Average readers hi p of th eTh e Average readers hi p of th ebody copy in magaz ine ads is abou t body copy in magaz ine ads is abou t 5 per cen t .Th a t s no t a b ig number5 per cen t .Th a t s no t a b ig numbera t all , so wh y bo th er so muc h with a t all , so wh y bo th er so muc h with

th e body copy ?th e body copy ?

Any po in t s ? Any po in t s ?


7/70

I f you are a smar t adver ti ser th enI f you are a smar t adver ti ser th enyou be tt er bo th er abou t it .you be tt er bo th er abou t it .

Sure f ive percen t sounds small bu t Sure f ive percen t sounds small bu t h ere is an example 5% readers of h ere is an example 5% readers of

Reader s Diges

t means 15 lak

h Reader s D

iges

t means 15 lak

h people !people !


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So Can you no w def ine body copy ?So Can you no w def ine body copy ?


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Body Copy is wh ere th e cen t ralBody Copy is wh ere th e cen t ral

message of an Adver ti semen t ismessage of an Adver ti semen t iscommun ica t ed or reemp h as ised .commun ica t ed or reemp h as ised .

For ExFor Ex in th e lemon adin th e lemon ad w e h adw e h adth e body copy reth e body copy re- -es t abl ishi ng andes t abl ishi ng andexpla in ing th e idea be hi nd th e adexpla in ing th e idea be hi nd th e ad.Body Copy h elps es t abl ishi ng th e.Body Copy h elps es t abl ishi ng th ea tt ribu t es of a produc t and mos t a tt ribu t es of a produc t and mos t impor t an t ly it h elps in clos ing aimpor t an t ly it h elps in clos ing a

cust omer !cus

t omer !


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Some Dos and Don t s of Body copySome Dos and Don t s of Body copy


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Whi le you m ight a t ti mes address aWhi le you m ight a t ti mes address aaud ience as b ig as th a t of Reader saud ience as b ig as th a t of Reader s

diges t diges t th a t does no t mean youth a t does no t mean youaddress your reader as th oug h th eyaddress your reader as th oug h th ey

w ere ga th ered t oge th er in aw ere ga th ered t oge th er in as t ad ium. Wh en people read yours t ad ium. Wh en people read yourcopy th ey are alone. Pre t end youcopy th ey are alone. Pre t end you

are w riti ng a le tt er t o eac h one of are w riti ng a le tt er t o eac h one of th em a le tt er on be h alf of yourth em a le tt er on be h alf of yourclien t . One h uman be ing t oclien t . One h uman be ing t o

ano th erano th er second person s ingular !second person s ingular !


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Queen V ict or ia compla inedQueen V ict or ia compla inedGlads t one spoke t o h er as if h e w asGlads t one spoke t o h er as if h e w as

address ing a publ ic mee ti ng . Sh eaddress ing a publ ic mee ti ng . Sh epreferred D israel i , wh o t alked t opreferred D israel i , wh o t alked t o

h er l ike a h uman be ing . Wh en youh er l ike a h uman be ing . Wh en youw rit e copy follo w Disrael i sw rit e copy follo w Disrael i s

example.example.


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Thi s is no t as easy as you thi nk .Thi s is no t as easy as you thi nk .

Aldous Huxley , wh o w as once a Aldous Huxley , wh o w as once acopy w rit er , sa id it is eas ier t ocopy w rit er , sa id it is eas ier t ow rit e t en passably effec ti ve sonne t sw rit e t en passably effec ti ve sonne t sth an one effec ti ve adver ti semen t .th an one effec ti ve adver ti semen t .


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Y ou canno t Y ou canno t borebore people in t o buy ingpeople in t o buy ingyour produc t . Y ou can onlyyour produc t . Y ou can only

in t eres t in t eres t th em in buy ing it .th em in buy ing it .


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It It pays t o w rit e s h or t sen t encespays t o w rit e s h or t sen t encesand s h or t paragrap h s, and t o avo idand s h or t paragrap h s, and t o avo iddiff icult w ords. Og ilvy once w ro t ediff icult w ords. Og ilvy once w ro t eth

at

Dove made soap obsolet e ,

tha

t Dove made soap obsole

t e ,only t o d iscover th a t major it y of only t o d iscover th a t major it y of

h ouse wi ves d id no t unders t and th eh ouse wi ves d id no t unders t and th ew ord . He c h anged it t o oldw ord . He c h anged it t o old--

fas hi oned .fas hi oned .


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Wh en I used th e w ord ineffable in Wh en I used th e w ord ineffable incopy for h a th aw ay, a repor t ercopy for h a th aw ay, a repor t ert elep h oned t o ask me wh a t it t elep h oned t o ask me wh a t it

mean t . I d id no t h ave th e fa in t es t mean t . I d id no t h ave th e fa in t es t of an idea. of an idea.

He confessed t o h ave s t ar t edHe confessed t o h ave s t ar t edkeep ing a d icti onary bes ides hi skeep ing a d icti onary bes ides hi st elep h one af t er th e inc iden t t elep h one af t er th e inc iden t ..


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Wh en copy w rit ers argue with meWh en copy w rit ers argue with meabou t some eso t er ic w ord th eyabou t some eso t er ic w ord th ey

w an t t o use , I say t o th em , ge t w an t t o use , I say t o th em , ge t

on a bus . Go t o I ow a. S t ay on farmon a bus . Go t o I ow a. S t ay on farmfor a w eek and t alk t o th e farmer.for a w eek and t alk t o th e farmer.Come t o N ew york by t ra in and t alkCome t o N ew york by t ra in and t alk

t o your fello w passengers in th et o your fello w passengers in th edayday--coac h . I f you s ti ll w an t t o usecoac h . I f you s ti ll w an t t o use

th e w ord , go a h ead.th e w ord , go a h ead.


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Copy s h ould be w ritt en in th eCopy s h ould be w ritt en in th e

language people usein everydaylanguage people use

in everydayconversa ti on , as is thi s anonymousconversa ti on , as is thi s anonymous

verse .verse .


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Carna ti on M ilk is th e bes t in th eCarna ti on M ilk is th e bes t in th e

land,land,Here I sit with a can in my h and .Here I sit with a can in my h and .N o tit s t o pull , no h ay t o p it ch ,N o tit s t o pull , no h ay t o p it ch ,

Jus t punc h a h ole in th e son of aJus t punc h a h ole in th e son of ab it ch .b it ch .

Og ilvy on Avder ti s ing , page 81 .Og ilvy on Avder ti s ing , page 81 .


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Don t w rit e an essay . Tell yourDon t w rit e an essay . Tell your

reader wh a t your produc t wi ll doreader wh a t your produc t wi ll dofor hi m or h er , and t ell it with for hi m or h er , and t ell it with

spec if ics.spec if ics.


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Writ e your adver ti semen t bodyWrit e your adver ti semen t bodycopy in th e form of a s t ory . Herecopy in th e form of a s t ory . Here

are tw o excellen t examples.are tw o excellen t examples.


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Avo id Analog ies . Researc h po in t s Avo id Analog ies . Researc h po in t sth ey are wi dely m isunders t ood. I f th ey are wi dely m isunders t ood. I f

you are w riti ng copy for a faceyou are w riti ng copy for a facecream and say jus t as a plan t cream and say jus t as a plan t

requires mo

is

t ure , so does yourrequ

ires mo

is

t ure , so does yoursk in readers don t comple t e th esk in readers don t comple t e th e

equa ti on. I f you s h ow a Rembrand t equa ti on. I f you s h ow a Rembrand t

and say jus t as thi s po t ra it is aand say jus t as thi s po t ra it is amas t erp iece so t oo is our produc t .mas t erp iece so t oo is our produc t .Readers t end t o thi nk you areReaders t end t o thi nk you are

sell ing Rembrand t .sell ing Rembrand t .


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S t ay a w ay from superla ti ves l ike S t ay a w ay from superla ti ves l ike

our product is

the bes

t in

the

world our produc

t is

the bes

t in

the

world Gallup calls thi s brag and boas t .it Gallup calls thi s brag and boas t .it

conv inces nobody.conv inces nobody.


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Tes ti mon ials in a copy makes yourTes ti mon ials in a copy makes youradver ti semen t look moreadver ti semen t look morecred ible.Readers f ind th ecred ible.Readers f ind th e

endorsemen t of fello w consumersendorsemen t of fello w consumersfar more conv inc ing th an th efar more conv inc ing th an th e

puffery of copy w rit ers.puffery of copy w rit ers.


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James Webb Y oungJames Webb Y oung one of th eone of th ebes t copy w rit ers in hi s t ory h as thi sbes t copy w rit ers in hi s t ory h as thi st o sayt o say every t ype of adver ti ser every t ype of adver ti ser

h as th e same problem: t o beh as th e same problem: t o bebel ieved . T h e ma ilbel ieved . T h e ma il--order manorder man

kno w s no thi ng so po t en t for thi skno w s no thi ng so po t en t for thi spurpose as th e t es ti mon ial,ye t th epurpose as th e t es ti mon ial,ye t th egeneral adver ti ser seldom uses it general adver ti ser seldom uses it


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Some ti mes you can cas t your en ti reSome ti mes you can cas t your en ti re

adver ti semen t in th e form of aadver ti semen t in th e form of at es ti mon ial . My f irs t Ad for Aus ti nt es ti mon ial . My f irs t Ad for Aus ti ncars t ook th e form of a le tt er fromcars t ook th e form of a le tt er froman anonymous d iploma t wh o w asan anonymous d iploma t wh o w as

send ing hi s son t o Gro t on with send ing hi s son t o Gro t on with money h e h ad saved dr iving anmoney h e h ad saved dr iving an

Aus ti n. A comb ina ti on of snobbery Aus ti n. A comb ina ti on of snobberyand economy.and economy.


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Unfort una

t ely for Mr.Og

ilivy aUnfor

t una

t ely for Mr.Og

ilivy a

tim e

tim eed it or guessed th a t h e w as th eed it or guessed th a t h e w as th e

anonym ous d iplom a t , and asked anonym ous d iplom a t , and askedth e h ead m as t er of Gro t on t oth e h ead m as t er of Gro t on t o

comm en t .comm en t .

Dav id Og ilvy h ad t o s hi f t hi s son t oDav id Og ilvy h ad t o s hi f t hi s son t oano th er sc h oolano th er sc h ool !!


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Tes ti mon ials from celebr iti es h aveTes ti mon ials from celebr iti es h avehi gh recall bu t th ey don t w ork .hi gh recall bu t th ey don t w ork .

Any guesses ? Any guesses ?


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Readers remember th e celebr it yReaders remember th e celebr it ybu t forge t th e produc t .bu t forge t th e produc t .

For ExampleFor Example most

of th

eti

mew

emost

of th

eti

mew

eare more concerned abou t wh o isare more concerned abou t wh o isth e la t es t celebr it y in th e lux ad .th e la t es t celebr it y in th e lux ad .

So muc h th a t th e produc t So muc h th a t th e produc t luxlux ge t s a poor second cous in k ind of ge t s a poor second cous in k ind of

feel in th e wh ole thi ng !feel in th e wh ole thi ng !


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WorseWorse people kno w th a t th epeople kno w th a t th ecelbr it y h as beencelbr it y h as been boug ht .boug ht . Whi ch Whi ch

usually is th e case.usually is th e case.

I mean do you really thi nk Sac hi nI mean do you really thi nk Sac hi nTendulkar is wh a t h e is because of Tendulkar is wh a t h e is because of

Boos t ?????Or are you K idd ish Boos t ?????Or are you K idd ish enoug h t o agree th a t Sh ah Rukh isenoug h t o agree th a t Sh ah Rukh isus ing N av Ra t na O il every ti me h eus ing N av Ra t na O il every ti me h e

goes ou t for a s h oo t ??goes ou t for a s h oo t ??


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How ever th ere is one ca t egory of How ever th ere is one ca t egory of

people wh ose t es ti mon ials doespeople wh ose t es ti mon ials doesw ork . Can you name it ?w ork . Can you name it ?


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Tes ti mon ial from exper t s can beTes ti mon ial from exper t s can be

very persuasive.

Y ou don

t agreevery persuas

ive.

Y ou don

t agree th e nex t ad I be t wi ll leave youth e nex t ad I be t wi ll leave you

speac h less !!speac h less !!


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Most Copyw rit ers thi nk th a t Most Copyw rit ers thi nk th a t markdo w ns and spec ial offers aremarkdo w ns and spec ial offers arebor ing , bu t consumers don t thi nkbor ing , bu t consumers don t thi nk

so. T h ey are above average inso. T h ey are above average inrecall .recall .


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Alw ays include th e pr ice of your Alw ays include th e pr ice of yourproduc t . Y ou may see a necklaceproduc t . Y ou may see a necklace

in a je w eler s wi ndo w , bu t youin a je w eler s wi ndo w , bu t youdon t cons ider buy ing it becausedon t cons ider buy ing it because

th e pr ice is no t sh ow n and you areth e pr ice is no t sh ow n and you aret oo s h y t o go in and ask. It is th et oo s h y t o go in and ask. It is th e

same w ay with same w ay with

adver ti semen t .Wh en pr ice of th eadver ti semen t .Wh en pr ice of th eproduc t is lef t ou t , people h ave aproduc t is lef t ou t , people h ave aw ay of t urn ing th e page.w ay of t urn ing th e page.


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Unfor t una t ely it is seldom poss ibleUnfor t una t ely it is seldom poss iblefor manufac t urers t o do thi s in th e irfor manufac t urers t o do thi s in th e ir

adver ti semen t s , because th eyadver ti semen t s , because th eycanno t dict a t e pr ice t o th e re t a ilerscanno t dict a t e pr ice t o th e re t a ilers. Thi s reduces th e sell ing po w er of . Thi s reduces th e sell ing po w er of th e ir ads. It does no t h ur t so muc h th e ir ads. It does no t h ur t so muc h

with packaged goods , bu t it with packaged goods , bu t it ma tt ers a lo t with produc t s th a t ma tt ers a lo t with produc t s th a t cos t real money, l ike cars andcos t real money, l ike cars and

refr igera t ors.refr igera t ors.


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I bel ieve th a t all th e copy s h ould beI bel ieve th a t all th e copy s h ould besigned by th e agency . T hi s issigned by th e agency . T hi s is

never done in th e Un it ed S t a t es ,never done in th e Un it ed S t a t es ,

on th e ground th a t manufac t ureron th e ground th a t manufac t urerbuy th e space t o adver ti se th e irbuy th e space t o adver ti se th e irproduc t s , no t th e ir agenc ies. Sh or t produc t s , no t th e ir agenc ies. Sh or t

sight ed. My Exper ience sugges t ssight ed. My Exper ience sugges t sth a t wh en agenc ies s ign th e ir ads ,th a t wh en agenc ies s ign th e ir ads ,

th ey produce be tt er ones.th ey produce be tt er ones.


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Wh en Readers D iges t asked me t oWh en Readers D iges t asked me t ow rit e an adver ti semen t for th e irw rit e an adver ti semen t for th e irmagaz ine , th ey spec if ied th a t I magaz ine , th ey spec if ied th a t I h ad t o s ign it . Golly , d id I w orkh ad t o s ign it . Golly , d id I w orkh ard on th a t ad . Every one w ash ard on th a t ad . Every one w as

going

t o kno

w wh

ow

rot e

it .go

ing

t o kno

w wh

ow

rot e

it .


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Sh or t Copy or long ?Sh or t Copy or long ?

Talk please !Talk please !


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All my exper ience says th a t for a All my exper ience says th a t for agrea t many produc t s , long copygrea t many produc t s , long copysells more th an s h or t copy. I h avesells more th an s h or t copy. I h ave

fa iled only twi ce with th e long copyfa iled only twi ce with th e long copy, once for a popular, once for a popular- -pr iced c igarpr iced c igarand once for a prem iumand once for a prem ium pr icedpr iced

whi skey .whi skey .


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Here are th e n ine examples of Here are th e n ine examples of succesfull long copy ads . I sugges t succesfull long copy ads . I sugges t

you jus t look a t th e number of you jus t look a t th e number of w ords used and th e success th eyw ords used and th e success th ey

ac hi eved .ac hi eved .


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Th e la t e Lou is Engel w ro t e anTh e la t e Lou is Engel w ro t e anadver ti semen t of 6,450 w ords foradver ti semen t of 6,450 w ords for

Merril Lync

h. One

inser

tion

in

theMerr

il Lync

h. One

inser

tion

in

theNew York T imesNew York T imes pulled 10000pulled 10000

responsesresponses with ou t a coupon.with ou t a coupon.


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Claude Hopk ins w ro t e anClaude Hopk ins w ro t e anadver ti semen t for Sch lit z Beer with adver ti semen t for Sch lit z Beer with

f ive pages of sol id t ex t . I n a fe w f ive pages of sol id t ex t . I n a fe w mon th s , Sch lit z moved from f if th mon th s , Sch lit z moved from f if th in sales t o f irs t .in sales t o f irs t .


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I w ro t e 700 w ords for Good luckI w ro t e 700 w ords for Good luck

Margar ine . Sales respondedMargar ine . Sales responded


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My f irs t Ad for Puer t o R icoMy f irs t Ad for Puer t o R icocon t a ined 600 w ords (s igned bycon t a ined 600 w ords (s igned by

Beardsley Ruml bu t w ritt en by me )Beardsley Ruml bu t w ritt en by me ). Four t een th ousand readers sen t in. Four t een th ousand readers sen t in

th e coupon , and scores of th emth e coupon , and scores of th em

built

fact or

ies

in Puer

t o R

ico.bu

ilt

fact or

ies

in Puer

t o R

ico.


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A ser ies of ne w spaper Ads for Sh ell A ser ies of ne w spaper Ads for Sh ellcarr ied 800 w ords . 26% of mencarr ied 800 w ords . 26% of men

read more th an h alf of th em.read more th an h alf of th em.

Shell s s

hare of marke

t reversed a

Shell s s

hare of marke

t reversed aseven year decl ine af t er thi s Ad !seven year decl ine af t er thi s Ad !


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My par t ner Franc is X Houg ht onMy par t ner Franc is X Houg ht onw ro t e an Adver ti semen t for US w ro t e an Adver ti semen t for US

t rus t whi ch con t a ined 4750 w ords.t rus t whi ch con t a ined 4750 w ords.It w as a success.It w as a success.


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I n Adver ti semen t s for O & M , I I n Adver ti semen t s for O & M , I used 2500 w ords . T h ey Broug ht inused 2500 w ords . T h ey Broug ht in

a lo t of ne w bus iness.a lo t of ne w bus iness.


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I n an Adver ti semen t for WW F , I I n an Adver ti semen t for WW F , I used 3232 w ords.used 3232 w ords.


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I n a ser ies for Morgan Guaran t yI n a ser ies for Morgan Guaran t yBank , I used 800 w ords. T h ey d idBank , I used 800 w ords. T h ey d id

th e bank a lo t of good.th e bank a lo t of good.


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I bel ieve , with ou t any researc h t oI bel ieve , with ou t any researc h t osuppor t me , th a t adver ti semen t ssuppor t me , th a t adver ti semen t s

with long copy convey th ewith long copy convey th eimpress ion th a t you h aveimpress ion th a t you h ave

some thi ng impor t an t t o say,some thi ng impor t an t t o say,wh e th er people read th e copy orwh e th er people read th e copy or

no t .no t .


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Af t er S t udy ing th e resul t s of Af t er S t udy ing th e resul t s of adver ti sing for re t a ilers , Dr.C h arlesadver ti sing for re t a ilers , Dr.C h arlesEdw ards concluded th a t th e moreEdw ards concluded th a t th e morefac t s you t ell , th e more you sell .fac t s you t ell , th e more you sell .

An adver ti semen t s c h ance for An adver ti semen t s c h ance forsuccess invar iably increases as th esuccess invar iably increases as th e

number of perti

nent

merch

andisenumber of per

tinen

t merc

hand

isefac t s included in th e adver ti semen t fac t s included in th e adver ti semen t

increases.increases.


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Direc t Direc t --Response adver ti sers kno w Response adver ti sers kno w th a t sh or t copy does no t sell. I nth a t sh or t copy does no t sell. I n

Spl

it runs , long copy bea

t s s

hor

t

Spl

it runs , long copy bea

t s s

hor

t copy , for a h uge number of ti mes.copy , for a h uge number of ti mes.


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Long copy support ers ra

ise yourLong copy suppor

t ers ra

ise yourh ands !h ands !


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S t au t ory Warn ing aga in !S t au t ory Warn ing aga in !


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I f you w an t your long copy t o beI f you w an t your long copy t o beread , you h ad be tt er w rit e it w ell.read , you h ad be tt er w rit e it w ell.I n par ti cular your f irs t paragrap h I n par ti cular your f irs t paragrap h sh ould be a grabber . Y ou w on t sh ould be a grabber . Y ou w on t h old many readers if you beg inh old many readers if you beg in

with drag l ines l ikewith drag l ines l ike go ing on ago ing on avaca ti on is some thi ng everyonevaca ti on is some thi ng everyone

looks for w ard t o .looks for w ard t o .


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A Havard Professor used t o beg in A Havard Professor used t o beg inhi s ser ies of lec t ures with ahi s ser ies of lec t ures with a

sen t ence th a t t ook hi s s t uden t s bysen t ence th a t t ook hi s s t uden t s byth e th roa t : Cesare Borg iath e th roa t : Cesare Borg ia

murdered hi s bro th ermurdered hi s bro th er--inin--law for th elaw for th elove of hi s s ist er , wh o w as th elove of hi s s ist er , wh o w as th e

mis

t ress of

the

ir fa

therm

is

t ress of

the

ir fa

ther

the pope !

the pope !

Og ilvy on adver ti s ingOg ilvy on adver ti s ing page 88page 88


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How t o become a good copy w rit erHow t o become a good copy w rit er..


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It is no bad thi ng t o learn th e craf t It is no bad thi ng t o learn th e craf t of adver ti s ing by copy ing yourof adver ti s ing by copy ing your

elders and be tt ers. Un ti l you go t aelders and be tt ers. Un ti l you go t abe tt er idea you copy .be tt er idea you copy .


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Bob Gage , by th e w ay , use t oBob Gage , by th e w ay , use t ocopy Paul Rand , and Rand f irs t copy Paul Rand , and Rand f irs t cop ied a German Typograp h ercop ied a German Typograp h er

called Tsc hi ch old called Tsc hi ch old

don t ask me wh o Tsc hi ch olddon t ask me wh o Tsc hi ch oldcop ied from .cop ied from .


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I , t oo, s t ar t ed by copy ing .I , t oo, s t ar t ed by copy ing .

Working

in a london agency ,

I Work

ing

in a london agency ,

I used t o copy th e bes t Amer icanused t o copy th e bes t Amer ican

Ads . La t er I began t o do my o w n Ads . La t er I began t o do my o w nthi ngsthi ngs


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N ex t classN ex t class layou t slayou t s -- you areyou are

almos t th ere on pr in t ads !almos t th ere on pr in t ads !

Advertising Creatives 5

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