27 Jun '12, 3pm

David Ogilvy says He is a Lousy Copywriter

On March 22nd you wrote to me asking for some notes on my work habits as a copywriter. They are appalling, as you are about to see: 1. I have never written an advertisement in the office. Too many interruptions. I do all my writing at home. 2. I spend a long time studying the precedents. I look at every advertisement which has appeared for competing products during the past 20 years. 3. I am helpless without research material—and the more “motivational” the better. 4. I write out a definition of the problem and a statement of the purpose which I wish the campaign to achieve. Then I go no further until the statement and its principles have been accepted by the client. 5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform. 6. Then I write the headline. As a matter...

Full article: http://www.designsojourn.com/david-ogilvy-says-he-is-a-lo...

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Environmental Legend David Brower Turns 100

Environmental Legend David Brower Turns 100

treehugger.com 28 Jun '12, 1pm

© Earth Island Institute / Sierra Club David Brower at a light table. Photo courtesy of Earth Island Institute. One thing ...