In 1955, David Ogilvy, one of the best ad copywriters of all time (and the model for the Don Draper character in Mad Men), shared his approach to writing copy in a typed letter to a Mr. Ray Calt:
April 19, 1955
Dear Mr. Calt:
On March 22nd you wrote to me asking for some notes on my work habits as a copywriter. They are appalling, as you are about to see:
1. I have never written an advertisement in the office. Too many interruptions. I do all my writing at home.
2. I spend a long time studying the precedents. I look at every advertisement which has appeared for competing products during the past 20 years.
3. I am helpless without research material—and the more “motivational” the better.
4. I write out a definition of the problem and a statement of the purpose which I wish the campaign to achieve. Then I go no further until the statement and its principles have been accepted by the client.
5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform. …
Read more: Letters of Note: I am a lousy copywriter
See also: How to Create Advertising That Sells by David Ogilvy
P.S. Ogilvy created my favorite advertisement of all time—The Man in the Hathaway Shirt. Can you guess which present day campaign pays homage to Hathaway Shirt ad?
0
