David Ogilvy wrote that once you have written your headline, you have spent 80 cents of your dollar. In this episode, I read passages from Confessions of an Advertising Man on the work before and after the headline: the homework, the headline itself, body copy and plain communication. I translate each into something you can use in your work today.

Chapters

1. 00:00 - Headlines: 80 cents of your dollar
2. 00:42 - Why this show exists, and what this episode covers
3. 01:44 - Ogilvy on writing well, and why boring is a sin
4. 03:40 - His last will and testament: study the product, promise a benefit
5. 04:22 - Do the homework: become the best-informed person on the account
6. 06:38 - Give the facts
7. 08:31 - Details matter, and the 35-pound figure
8. 09:55 - How to write potent copy
9. 10:15 - The ten headline guides
10. 14:04 - Clear versus clever
11. 15:11 - Body copy: write to one person, be specific
12. 15:55 - Long copy: Schlitz and the Rolls-Royce ads
13. 16:45 - Every ad is a complete sales pitch
14. 17:03 - Testimonials
15. 17:54 - Helpful advice
16. 18:23 - Why the multi-step ad funnel falls short
17. 19:34 - Good content, and why giving value builds reciprocity
18. 20:43 - Captions
19. 21:38 - Formatting long copy
20. 22:57 - "Broetry" and timeless principles
21. 23:44 - Plain writing: jargon and acronyms
22. 24:44 - Presentations, rehearsal and AI slides
23. 26:15 - Be brief, be brilliant, be gone
24. 28:00 - The unconscious, and a closing example of clear writing
25. 29:41 - Close, guide and book

What's inside the playbook

• A ten-check headline scorecard, with space to write sixteen headlines
• A copy and clarity checklist for body copy, long copy and everyday communication

Get the free playbook:
https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy-playbook/

Read along:
Confessions of an Advertising Man by David Ogilvy: https://link.amazon/B00Gp1lUC

Link to podcast episode page:
https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy/

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