David de Souza
Feb 25, 20201 min
Updated: Feb 8, 2022
Amazon: Link
Score: 7/10
Skills Category: Copywriting
Mental Models: Attentional Bias, First Conclusion Bias, Incentives, Mise-en-Place, System 1 vs System 2 Thinking, Trust, Vividness Bias
'Ogilvy on Advertising' can be summarised into 7 mental models:
5 x times more people read the headline vs the copy
Use the following features in headlines: Promises/ News/ Long/ Specifics/ information/ flag/ quotes
Headlines that offer a benefit are remembered by 4x more people.
Ads that offer no benefit do not sell
Finding the most effective promise is the best use of research. Show people a number of promises and say they are for different products. Ask them to rate for importance and uniqueness.
Big ideas come from your subconscious. Stuff your mind with knowledge and then walk/relax.
Tell clients about your weaknesses before they are noticed. It will make you more trustworthy and your strong points more believable.
People read/view an ad in the following order (so put them in this order):
Illustration
Headline
Copy
Mind maps can help you to remember the most important parts of a book. Signup to my newsletter below to get a free mindmap of this book: