Der findes to typer af mennesker. Der er dem, der elsker citater.
… og så er der dem, der er pænt ligeglade.
Selv tilhører jeg den første type, og dette blogindlæg er nok mest til dig, der har det ligesom mig. Her har jeg nemlig samlet de 17 bedste citater fra copywriting-legenden David Ogilvy, der var både berømt og berygtet i bureauverdenen.
De mest lærerige og inspirerende citater fra David Ogilvy, der (måske) giver dig et nyt perspektiv på, hvad det vil sige at skrive godt?
“Tell the truth, but make the truth fascinating”
“You know you can’t bore people into buying you product, you can only interest them into buying it”
“Good ad; all facts. No adjectives. All specifics. Sold a lot of cars”
“Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind”
“Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on. All over the world”
“When I write an advertisement, I don’t want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product”
“The trouble with many copywriters in general agencies are that they don’t really think in terms of selling.
“I hate rules”
“The best ideas come as jokes. Make your thinking as funny as possible.”
“Where people aren’t having any fun, they seldom produce good work.”
“I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.”
“What you say in advertising is more important than how you say it.”
“It isn’t the whiskey they choose, it’s the image.”
“Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.”
“Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.”
“Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.”
“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”
Læs lige det sidste citat igen.
Der er alt for mange copywritere og tekstforfattere, der har travlt med at fortælle om, hvor meget de brænder for at skrive, og hvordan de kan lege med ordene. Men hvad er det hele værd, hvis man ikke også kan skrive, så målgruppen reagerer? Klikker, køber og handler?
Vil du ha’ flere gode råd til at skrive?
Hvis du har lyst til flere kloge ord fra Ogylvi, så kan jeg anbefale bogen Ogilvy om advertising >>
Men du kan også få 51 hands-on-skriv-godt-copywriting-tips lige her >>
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