David Ogilvy wrote words that sold over $1,500,000,000 of advertising.

And he gave us 38 lessons on how to sell.

Here are the top 7 to use today:

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1) Long Writing Works

"The more you tell, the more you sell."

Readership falls off at 50 words.

But barely drops between 50 and 500 words.

You are bingeing 20 hours of a great Netflix show.

You read long writing that delivers.

2) We Make the Wrong Promise

A promise is not a random claim or stupid slogan.

It is a benefit for the consumer.

And your product delivers that benefit.

3) Creative Awards are Clueless

"Pursuing creative awards seduces creative people from pursuing sales."

Translation:

If your job is to sell, focus 100% of your energy on selling the product.

Not selling yourself to voters to win an award.

4) "Nobody was ever bored into buying a product."

Give it some magic and charm.

The iPhone vs. Blackberry is a good example (link to a thread I wrote on that here)

5) Hit the Headline

"On average, 5 times as many people read the headline vs. the body."

You are scared to use clickbait titles because you feel it's scammy.

But clickbait exists only when you fail to keep your promise to the reader.

6) Consistent Brand Image

95% of advertising has no consistent theme year over year.

We are the same way jumping from thing to thing endlessly in search of our "passion".

What if you focused 100% of your energy on ONE thing this year?

Compounding brand image leads to sales.

7) Double Down on Winners

"The best ads get discarded right when they start to pay off."

The best investments get sold too early.

The best habits stop too early.

If it works, make sure there is a clear reason to stop.

Don't let our never ending search for novelty win.

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See ya next week,

Chris Hlad

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