29 Profitable Quotations From The Masters Of Copywriting
“29 Profitable Quotations From The Masters Of
Copywriting.”
[1] "Decide the effect you want to produce in your reader. Before you put pen to paper, before you ring for your stenographer, decide in your own mind what effect you want to produce on your reader. What feeling you must arouse in him."—Robert Collier, The Robert Collier Letter Book
[2] "Never stop testing, and your advertising will never stop improving."—David Ogilvy, Ogilvy on Advertising
[3] "To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language. No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want."— John Caples, Tested Advertising Methods
[4] "The headline has only one purpose. To get you to read the next line. The sub-headline has only one purpose. To get you to read the next line. All it needs to do is get you to read the next line."— Eugene Schwartz, Breakthrough Advertising
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[5] "An ad writer, to have a chance at success, must gain full information on his subject. Be a student of your business and niche. Learn everything you can about your product, industry and target market. The more you know the better off you will be."— Claude Hopkins, Scientific Advertising
[6] "What you say is more important than how you say it."— Gary Halbert, TheGaryHalbertLetter.com
[7] "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."— Robert W. Bly, The Copywriter’s Handbook
[8] "Never sell a product or service, sell a concept. The benefit of the product is far more important than the product itself. So pay close attention to your positioning and unique selling proposition."— Joe Sugarman, Advertising Secrets Of The Written Word
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[9] "The product itself should be its own best salesman. Create a product that once people buy it, they want to talk about it with others. Make it great quality and exceptional. Never sell inferior products."— Claude Hopkins, Scientific Advertising
[10] "What really decides consumers to buy or not to buy is the content of your advertising, not its form.—David Ogilvy, Ogilvy on Advertising
[11] "The greatest asset after hard work is the ability to listen. You have to listen to several different layers out there in order to be successful. You have to listen, first of all, to the person who has the problem you are going to try and solve. You have to know that person so well that you can sound like him and he will mistake you for his mirror image. You have to know the kind of society he comes from, the layer of society he comes from. And finally, you have to know the society."— Eugene Schwartz, Breakthrough Advertising
[12] "The advertising man studies the consumer. He tries to place himself if the position of the buyer. Learn everything you can about the consumer. Learn how they think and what they think".— Claude Hopkins, Scientific Advertising
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[13] "Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service."— Joe Sugarman, Advertising Secrets Of The Written Word
[14] "The person who is the best prepared and the most knowledgeable makes the most money. It’s so simple."— Eugene Schwartz, Breakthrough Advertising
[15] "Write your first draft very fast. I cannot stress this somewhat simple point enough. It's very important. Fast writing, written when you are ablaze, always carries the most passion and conviction and "convincing power."— Gary Halbert, TheGaryHalbertLetter.com
[16] "Our best evidence of what people truly feel and believe comes less from their words than from their deeds."―Robert B. Cialdini, Influence: The Psychology of Persuasion
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[17] "Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slope."— Joe Sugarman, Advertising Secrets Of The Written Word
[18] "Be careful not to take your prospect out of his "comfort zone" during the beginning of your sales presentation. Don't shock someone's sensitivity by screaming at them to purchas your wares before you warm them up a little."— Gary Halbert, TheGaryHalbertLetter.com
[19] "The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance."―George P. Rowell, quoted in Advertiser's Gazette
[20] "We are not in the business of being original. We are in the business of reusing things that work."— Robert W. Bly, The Copywriter’s Handbook
[21] "The ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face."— Joe Sugarman, Advertising Secrets Of The Written Word
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[22] "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."—David Ogilvy, Ogilvy on Advertising
[23] "A well-known principle of human behaviour says that when we ask someone to do us a favour we will be more successful if we provide a reason. People simply like to have reasons for what they do."―Robert B. Cialdini, Influence: The Psychology of Persuasion
[24] "I think central to good writing of advertising, or anything else, is a person who has developed an understanding of people, an insight into them, a sympathy toward them. I think that that develops more sharply when the writer has not had an easy adjustment to living. So that they have themselves felt the need for understanding, the need for sympathy, and can therefore see that need in other people."―George Gribbin, featured in The Art of Writing Advertising
[25] "The more informative your advertising, the more persuasive it will be."—David Ogilvy, Ogilvy on Advertising
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[26] "Words in advertising are like the windows in a store. You must be able to look right through them and see the product."— Eugene Schwartz, Breakthrough Advertising
[27] "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."— Robert W. Bly, The Copywriter’s Handbook
[28] "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."— Peter Drucker, Innovation and Entrepreneurship
[29] "Ads are not written to entertain. The only purpose of an ad is to get someone to take action and making the cash register ring. Your goal should not be to wind awards or be told you have a nice ad. The best rewards are sales and profit."— Claude Hopkins, Scientific Advertising
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