Do you want to learn how to advertise like David Ogilvy, the best ads man in the history of the world?
What you see below, is an ad he wrote for Hathaway.
Read the text he has written.Lets breakdown what David did.
- The ad character: The man with an eyepatch wearing a Hathaway shirt remains as one of the best advertisements ever created. He used the headline and the image, to stop you and QUESTION YOURSELF
'Who is this man?'
'Why is he wearing an eye patch?'
'What brand is this, using this dapper man to advertise?'
NOTE THAT NONE OF THE COPY TALKS ABOUT THIS MYSTERIOUS MAN, WHO HE IS. IT WAS UP TO THE READER’S IMAGINATION!
- Talk about the product heavily: If you read the copy you will the FAB (Features, Advantages, Benefits) approach taken here. That's the beauty of direct response marketing. It is highly sales oriented.
- Solving a problem in every statement: Each and every sentence is solving a customer query. But most importantly, it is solving the problem of individuality. Back in the 50s and the 60s when offices gained popularity, people became boxed. It was emotion driven!
- Built a funnel: The final CTA, providing a free dictionary of shirts, with store addresses. It isn't different from the lead magnets we use today.