Keeping up with all the various innovations in marketing is certainly important, but its crucial not to forget that some core truths never change.
I took the time to summarize one of my favorite books, The Art of Writing Advertising by Dennis Higgins and distill the vital, evergreen lessons for your modern enjoyment.
Happy writing and hope you learn something.
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The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)
1. T H E A R T O F W R I T I N G
ADVERTISING
Conversations with Masters of the Craft.
William Bernbach • Leo Burnett
George Gribbin • David Ogilvy •Rosser Reeves
A REDUX FOR THE MODERN AGE
2. HI!
I WRITE ABOUT MARKETING/BRANDING FOR HONIGMAN
MEDIA AND IDEON
AND TEACH DIGITAL MARKETING AT GENERAL ASSEMBLY
I’M JOE
GELMAN
3. In 1965 Dennis Higgins, the Senior Editor of Ad Age
Magazine went around Madison Avenue and asked
five advertising giants what they thought it takes to
Writeagreatad.
6. 1.BillBernbach
Co-founder of Doyle Dane Bernbach, the agency
that pioneered advertising’s “creative revolution.”
Produced landmark campaigns for VW and AVIS.
22. Ever the master of the
headline, this institutional
ad for Young and
Rubicam certainly
passes Gribbin’s self-
imposed test.
Even today.
Wannareadon?
23. 4.DavidOgilvy
Widely hailed as the “Father of Advertising,” Ogilvy
championed a precise style that birthed famous ads
for Rolls Royce and Schweppes.
25. “A lot of copywriters
think they’re good judges
of their own work.
I know I’m not.”
Ogilvy intimates that when
he wrote this ad for Rolls
Royce (among the most
famous of all time) he wrote
“26 different headlines for it
and then got half a dozen
other writers to go over them
and choose the best one.”
If he needed a second
opinion you certainly do.
26. “If you have all the research, all the ground rules, all the
directives, all the data – it doesn’t mean the ad is written…
Then you’ve got to close the door and write something –
that is the moment of truth.”
27. 5.RosserReeves
Early trailblazer of television advertising and inspiration
for Mad Men’s Don Draper, he famously coined M&M’s
“Melts in your Mouth, Not in your Hands.”
28.
29. EnduringLegacy
Arecent study by Texas
Tech found that Rosser
Reeves’slogan for M&M’s
“Melts in your Mouth, Not in
your Hands.” was the most
liked slogan of all time.
30. “Perhaps it could have been phrased 15 other
ways, but the idea for the campaign (that these
candies do not melt because of the sugar shell)
was the easiest thing in the world because it
was inherent in the product.”
31. “Let’s say your sales are tanking. Now what do
you want from me? Fine writing?
Or do you want to see the goddamned sales
curve stop moving down and start moving up?
32. The public doesn’t… the public
either acts or it doesn’t.
Only advertising men hold seminars and judge advertising.