Copywriting Tips Archive

The Power of Testimonials

‘You should always include testimonials in your copy.  The reader finds it easier to believe the endorsement of a fellow consumer than the puffery of an anonymous copywriter.’ – David Ogilvy, ‘Ogilvy on Advertising’ Says …

It’s All in the Test

‘Almost any question can be answered cheaply, quickly, and finally, by a test campaign.  This is the way to answer them, not by arguments around a table.  Go to the court of last resort.  The …

Specifics or Generalities?

‘Platitudes and generalities roll off the human understanding like water from a duck.  They leave no impression whatever.  To say ‘Best in the world,’ ‘Lowest price in existence,’ etc. are at best simply claiming the …

Long copy or short copy

“The only readers we get are people whom our subject interests.  No one reads ads for amusement, long or short.  Consider them as prospects standing before you, seeking for information.  Give them enough to get …