The Top Ten Golden Rules of Advertising From Advertising Greats

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Writing Killer ads is a rare skill that few bother to fully master. These legends can probably take credit for selling more product and creating more wealth than anyone else in the world. Folks like David Ogilvy are worth studying at length, and if you consider how much effort they put into choosing their words, and put in one tenth of that effort into studying what they say, A whole new world will open up to you. While I might not in their category…yet…I will kick it off with my top advertising maxim.

Before You Write An Ad or Make a Sales Call, Walk A Mile In Your Customers Shoes. Nothing Will Get You Further With Them Than Having A Conversation With The Voices In Their Head.” -David Melamed


My personal favorites are Number 6 and Number 8… Which one do you like the best?

1. “On the average, five times as many people read the headlines as read the body copy.”
-David Ogilvy

2. “It follows that unless your headline sells your product, you have wasted 90 percent of your money…”
-David Ogilvy
3. “I’ve learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
– Leo Burnett

4. “A copywriter should have ‘an understanding of people, an insight into them, a sympathy toward them.”
-George Gribbin
5. “An ad is finished only when you no longer can find a single element to remove.
-Robert Fleege

6. “Doing business without advertising is like winking at a girl in the dark. You know what you’re doing, but nobody else does.
-Steuart Henderson Britt
7. “I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes.
-Philip Dusenberry
8 . The man who stops advertising to save money is like the man who stops the clock to save time.
-Thomas Jefferson

9. “Nobody reads ads. People read what interests them. Sometimes it’s an ad.”
– Howard Gossage

10. “The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”
-Leo Burnett

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About David Melamed

David Melamed is the Founder of Tenfold Traffic, a search and content marketing agency with over $15,000,000 of paid search experience and battle tested results in content development, premium content promotion and distribution, Link Profile Analysis, Multinational/Multilingual PPC and SEO, and Direct Response Copywriting.

Comments

  1. “On the average, five times as many people read the headlines as read the body copy,” and “It follows that unless your headline sells your product, you have wasted 90 percent of your money…” are my favourites, the ones by David Ogilvy. Writing a good ad is important in business, but he is spot on with the importance of the title. People skim through things – I’m guilt of doing it – but the thing they most likely read in full out of everything is the title, to either cement something as interesting or something that can be dismissed and ignored. Wonderful collection of quotes there. They really are the golden rules.

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