Sublime

And since the ad is written “by” Bill Buckley, it is in his “voice” with his personality. Using the exact words he uses in real, every day conversation.

As Bill Bernback, cofounder of the advertising agency DDB, put it, “You don’t persuade people through intellect. You do it through their passions.”

Few copywriters are ambitious.

Focus on promoting everything you do, whether it is work for a client or an internal project.

I transcribed and analyzed sales letters and print ads by renowned copywriters, the shoulders we stand on: Eugene Schwartz, Joe Sugarman, Drayton Bird, David Ogilvy, Rory Sutherland, Brian Clark, Phyllis Robinson, John Carlton, Gary Bencivenga, Clayton Makepeace, Kim Krause Schwalm, Claude Hopkins, Bill Bernbach, David Abbott, David Deutsch, Ben Se

my own company, Brass Check, which has carved out a niche pushing clients toward creating and marketing work to last.

As David Ogilvy famously said, “The customer is not a moron. She’s your wife.” He knew that talking down to customers, patronizing them, or doubting their ability to make sound decisions would just hurt a campaign.

your advertising should consistently project the same image, year after year.

David Ogilvy said, “The consumer isn’t a moron; she is your wife.”