From Ogilvy On Advertising, one of the ad world’s most famous texts.
- Companies sometimes change ad agencies because one agency can purchase circulation at a slightly lower cost than another. They don’t realize that a copywriter who knows his craft (the experience and skill that induce people to read copy) can reach many times more readers than a copywriter who doesn’t.
- Ads that are designed to look like editorial pages gather far more readers than those that don’t.
- Never put large amounts of white type on a black background (reverse). Some say never do it, period. Study after study has proven that it’s difficult to read.
- Write to the self-interest of the reader rather than treating your audience as a large company or group of people.