5 Elements of Old School Copywriting

This is David Ogilvy
This is David Ogilvy.

I just love the old school copywriters, my favorite being David Ogilvy.  Suave, interesting, successful (he lived in a European castle when he wasn’t working in NYC on Madison Avenue!).

The old school copywriters teach us about several “must have items” if you are looking to sell anything:

*  Headline – David Ogilvy called it “the ticket on the meat,” it is a must have item.  Just putting a headline on your selling literature will set you apart and grab attention.  There’s a whole lotta science and experimentation to figure out the best headlines.  At the very least, make sure that every piece of marketing and advertising that you have has a headline!

This is a picture of a face looking at you. I bet you looked at that picture. I also bet that you are reading this caption, right after looking at the picture. Ha!
This is a picture of a face looking at you. I bet you looked at that picture. I also bet that you are reading this caption, right after looking at the picture. Ha!

* Pictures – People love pictures!  We are a visually stimulated bunch.  Our eyes go the picture first.  Pictures of people’s faces tend to be irresistible to the eye.

* Captions – People also love reading captions.  It dates back to when we first started reading, those old school reading books with lots of readers and captions.  Captions are generally shorter, often just 1 sentence, and our eyes like those easy to accomplish tasks of just reading one sentence.  Make sure your pictures have informative captions.

*  Bullets – Break your information into bite-sized pieces through bullets and numbered lists.  I would have a tough time getting a guy to swallow a whole golf ball, but if I give it to him in little pieces, he just might eat it!

*  Call to Action – each piece of sales material that you have should have a Call to Action!  You and the prospect are there for a reason!  It’s your duty to give them a chance to buy from you!

Speaking of calls to action, if you want to hire someone that uses old school copywriting principles in everything we produce, go here.