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We are not in the business of being original. We are in the business of reusing things that work.
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Robert W. Bly |
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Direct marketing . . . is the only form of accountable advertising.
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Robert W. Bly |
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Clever advertising can convince people to try a bad product once. But it can't convince them to buy a product they've already tried and didn't like.
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Robert W. Bly |
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writers should be paid a fair dollar for a fair day's work ... and that writing is a professional service worth the fees that other professions command.
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Robert W. Bly |
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Bureau, consumers are exposed to more than twice as many ads today as fifteen years ago, but pay attention to only 20 percent more.
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Robert W. Bly |
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The object of advertising is to sell goods,
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Robert W. Bly |
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Avoid pompous words and fancy phrases.
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Robert W. Bly |
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Copywriters are salespeople whose job is to convince people to buy products.
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Robert W. Bly |
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the surest way to arouse and hold the attention of the reader is by being specific, definite, and concrete. The greatest writers--Homer, Dante, Shakespeare--are effective largely because they deal in particulars and report the details that matter.
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Robert W. Bly |
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Grade your performance as a copywriter on sales generated by your copy, not on originality.
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Robert W. Bly |
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the words in your copy should be "like the windows in a storefront. The reader should be able to see right through them and see the product."
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Robert W. Bly |
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Of course, I have never agreed that creativity is the great contribution of the advertising agency, and a look through the pages of the business magazines should dramatize my contention that much advertising suffers from overzealous creativity--aiming for high readership scores rather than for the accomplishment of a specified communications task. Or, worse, creativity for self-satisfaction. --Howard Sawyer, Vice President, Marsteller, Inc.
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Robert W. Bly |
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Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to--copy that makes the arguments so convincingly the customer can't help but want to buy the product being advertised.
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Robert W. Bly |
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To sell, your copy must get attention . . . hook the reader's interest . . . create a desire for the product . . . prove the product's superiority . . . and ask for action.
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Robert W. Bly |
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In their pamphlet "Why Don't Those Salespeople Sell," Learning Dynamics Incorporated, a sales training firm, cites poor ability to present benefits as one of ten reasons why salespeople fail to make the sale."
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Robert W. Bly |
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Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.
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Robert W. Bly |
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Quality improves with effort according to an exponential curve.
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Robert W. Bly |
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Productive people guard their time more heavily than the gold in Fort Knox.
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Robert W. Bly |
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Without a deadline, the motivation to do a task is small to nonexistent.
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Robert W. Bly |
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Many people boast of going years without a vacation. But this is a sign of trouble -- not commitment.
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Robert W. Bly |