As I read through books relevant to the copywriting profession, I put together study notes, chapter-by-chapter, to stimulate my thinking and hold me accountable to apply what I learn. This way, no good idea is wasted. Hopefully these study notes will challenge you, too, to think, study and hone your craft to achieve greatness!
Book: Ogilvy on Advertising (Amazon Affiliate Link)
Author: David Ogilvy (Bio)
Copyright: 1985
Chapter 8: How to make TV commercials that sell
“When you advertise fire-extinguishers, open with fire.” -- David Ogilvy
This quote says it all, doesn’t it? You have a split second to grab attention (whether from a viewer with a TV commercial or a reader with an ad in print or online) before the audience passes over your message and moves on to something else that connects with them.
What is the essence to what Ogilvy is saying here? I think we can derive three principles to writing persuasive copy -- whether for tv, radio, print, direct response or whatever the format.
1. Prick the audience’s pain points from the get-go
“Fire” is the problem that a fire extinguisher solves; it’s also a compelling image that instantly elicits emotions of surprise, fear and worry in an audience.
On a sheet of paper or in a journal, brainstorm by asking yourself: What is the problem my product solves? When my audience is experiencing this problem, what are the emotions they feel? What triggers these emotions?
When you get into the mindset of your audience and allow yourself to “feel their pain,” you’ll craft copy that connects with your audience and moves them to action.
2. Make your audience yearn for a solution
People resist stepping out out of their comfort zone to purchase something new, unless you can make maintaining the status quo feel more uncomfortable than the fear of change that comes with buying an unfamiliar product or service.
If you’re advertising fire extinguishers, for example, how would you set the scene? What emotions would you tap into to make your audience so uncomfortable with the status quo (putting off purchasing a fire extinguisher) that they WANT to change (and go immediately to Home Depot to buy)?
3. Demonstrate how your product or service is the most viable remedy to your audience’s pain
Put out the fire. That’s what fire-extinguishers do. What about your product or service? What does it do to solve your prospect’s problem? When your copy connects the dots between an audience’s pain and how your product relieves it, you position your message to get noticed above the cacophony of marketers vying for the prospect's attention.
Take-Away
What is the “fire” to the “fire extinguisher” you’re selling? What will command attention from your audience, prick their pain points and cause them to yearn for your solution -- and act NOW?
Previous Posts in this Book Study
Chapter 1: Overture- ‘Let us march against Philip.’Chapter 2: How to produce advertising that sells
Chapter 3: Jobs in advertising -- and how to get them
Chapter 4: How to run an advertising agency
Chapter 5: How to get clients
Chapter 6: Open letter to a client in search of an agency
Chapter 7: Wanted: a renaissance in print advertising
About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.
© Sean M. Lyden, 2010, All Rights Reserved
Marketing is one of the most important parts of any business that matters, especially in automobile industry. TV commercial is also a good advertising strategy, but choosing the right advertising agency in important.
Posted by: Gerardo | 03/06/2011 at 10:25 PM
@Gerardo- Agreed. Thank you for your comment.
Posted by: Sean M. Lyden | 03/07/2011 at 04:40 AM