Leading with an image? Not pitching the money?

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I think it was Ogilvy that said something like: "the greatest compliment I got was from a lady writing to me complaining that she had spent a good x minutes reading an ad only to find out that it was an ad at the end". This prompted several questions:

Suppose you have a longer ad, in what circumstances is it better to start with describing a somewhat unrelated scene?

Without the qualifying one would do in sales, what is the best way to know what scene to describe?

Is it simply a question of a better funnel and laser-targeting the prospect? Or can you get away with Trumpian generalities where people will imprint their own emotions on your product?
#image #leading #money #pitching
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  • Profile picture of the author ewenmack
    I can give 3 ad examples, 2 written by myself
    and let you decide if the opening scene is
    somewhat related...

    1 Helicopter ad.

    Headline above big image of helicopter in showroom

    ""It takes me 4 hours to get to Gothenburg
    by car, 30 minutes by helicopter"

    Sub headline...
    Imagine having a business meeting in Gothenburg and Stockholm on the
    same day, and still making it home for dinner. We spoke to the CEO of
    Savback Helicopters on how he and his clients travel on their own terms

    2 Jetlag pill ad

    There's a picture a guy in a suite
    lying down on the seats at an empty airport lounge.

    This leads into the text about him missing out on a big deal because he missed his connecting flight.

    If only he had taken this jet lag pill.

    3 Rolls Royce ad

    "At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock"

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