“Before you do something, learn how to do it.” That was the advice one of my teachers gave me.
Seems obvious, doesn’t it? So how is it so few bother to follow that simple bit of advice?
Go through forums and read the threads where so-called copywriters give advice on how to write copy. With a few exceptions, it doesn’t take a genius to realise these people have no clue what they’re talking about.
“In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong.” That’s what Claude Hopkins said in Scientific Advertising in the 1920s. There’s a few of them about nowadays, too. I would say the majority.
The ironic things is, it doesn’t take much to get started. All you need to do is read. And take it from there.
In the following article, Drayton Bird, gives advice on three books he feels are among the best in advertising and copywriting.
General de Gaulle once advised. “Aim for the top; it is less crowded there.” I wish I had heard that when I was young, because instead I aimed for somewhere near the bottom.
Despite this I consider myself to be exceptionally fortunate to stumble into a profession or trade that requires modest talent, allows for long lunches, and has the huge added advantage that most of its people haven’t bothered to find out what it is about.
Under such circumstances even a sluggard like me can look quite good if he reads a little. In fact I would say that if you only read three books, and re-read them regularly, you will have an enormous head start over those who think this business can be conquered with flair, looks, or even just intelligence.
Of course, intelligence helps; but it is no use if not properly directed. Even interviews with the latest creative genius in these pages (and there are so many, aren’t there?) won’t teach you all you need to know, any more than film magazines will make you a great actor. And more to the point, learning everything from scratch takes years and involves re-inventing the wheel every day. Why do it the hard way, when people cleverer than you have already discovered almost all you need to know?
The best modern book
Ogilvy on Advertising is the best modern book on the subject; in fact if you are in a hurry to be well-informed, or just lazy, this one book is sufficient as long as you read and re-read it. The reasons are simple.
First, David Ogilvy was an unremitting student and had read just about everything on advertising. Second, he was friendly with many of those who shaped it – his mentor was Raymond Rubicam, and he knew Leo Burnett and Bill Bernbach well. Third, he was a brilliant copywriter and a fine writer (not the same thing). This comes out in the laconic wit that makes the book such an easy read. His descriptions of the role of the account handler and the reasons why agencies take so long to produce work are both hilarious and instructive.
Ogilvy worked before the second world war for George Gallup, perhaps the most influential figure in market research. In fact I spent an evening with him – Ogilvy, I mean – at his chateau while he showed me some of the bound volumes he had written about the “marquee value” of pre-war film stars. During the war he was with British intelligence. These experiences gave him a taste for intellectual rigour. When you read what he says it is based on fact, not fancy.
Two other superb books
Ogilvy’s brother in law was Rosser Reeves, the man who invented the unique selling proposition and sold it to such fine effect that the agency he ran, Ted Bates, rose to fourth place in the advertising league in about 15 years. When he had done this, in the manner common in many enterprises, Bates summarily dismissed him.
Ogilvy told me that he and Rosser Reeves agreed they had learnt everything they knew from John Caples. Caples was a mail order wizard who wrote a famous advertisement with the heading, ‘They laughed when I sat down at the piano, but when I started to play’. Caples, systematically over many years, conducted tests to find out what makes people read and reply to advertisements. If he was good enough for these two great advertising figures, maybe he is good enough for you. I used to read his book ‘TestedAdvertising Methods’ every year but his last book ‘How To Make Your Advertising Make Money’ is probably better.
True, many of you don’t actually want replies to your ads if only because if the results were measured you would suffer deep embarrassment. So you pretend to some other, higher purpose. But whatever your aim you will not achieve it without provoking a reaction and I can tell you that the things most calculated to provoke a reaction are also most calculated to get a response.
The best book ever on advertising (and the shortest, probably) is Scientific Advertising, written by Claude Hopkins. Ogilvy said that nobody should be allowed to work in advertising until he had read it seven times. I re-read it myself four weeks ago. Every time I do, I learn something.
If you really want to get ahead in advertising, get those books. They’re not expensive. They’re an investment.
You can get Scientific Advertising and My Life In Advertising, both books in one, here. Here’s a link for Ogilvy on Advertising.
I suggest you get the Fourth Edition of Tested Advertising Methods. The later version is not as good. You can get that here Tested Advertising Methods.
(Those are affiliate links. If you prefer not to buy through my link, you can go directly to Amazon.co.uk and get them there. I won’t hold it against you. Honest.)
Best,
Rezbi
The Copy System
www.directmarketingcourse.com
www.hotbuttoncopywriting.com
www.commonsensedirectmarketing.com
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