Wednesday, January 31, 2007

The David Ogilvy Playbook for Business Blogging

The David Ogilvy Playbook for Business Blogging
(from Copyblogging)

Copyblogger ferrets out these gems (and more) from Ogilvy:

“The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.”
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”
“I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.”
“Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.”
“The more informative your advertising, the more persuasive it will be.”
“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”
“Nobody has ever built a brand by imitating somebody else’s advertising.”

In addition to Ogilvy, you may find the foundational works of Hopkins, Caples and Burnett also quite useful and entertaining.


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Tuesday, January 30, 2007

The "most web-savvy" candidate, John Edwards brings his expertise into the Presidential race.

Bill Clinton and Al Gore were web-savvy. Under their stewardship, the United States was the leader in Internet Technology. George W. Bush, however, is not web-savvy, and I.T. in the U.S. has slipped under his lack of stewardship. And a correction is needed.
We need to elect someone who understands the present and future technology, not simply drag outmoded paradigms into this new century and millennium. John Edwards may well be that man.
So far he seems the closest.

We can no longer afford a nonblogospheric as a leader. Might as well get one who doesn't read...again.

John and Elizabeth well as their children, are keen on the use of knowledge technology, and will thus be better at raising the skill of the citizenry, who need to learn how to fish the net and pay it forward.

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