What makes great ad copy? Hint: It’s not about you!
David Ogilvy, often described as the “Original Mad Man,” is someone most of us ad folk look to as the source for developing great ad copy. His quotes pertaining to ad copy are legendary. I love and quote them often from “Aim out of the ball park” to “When you have written your headline, you have spent eighty cents out of your dollar.” His strategies are relevant and powerful today. He has one quote that I find most important of all regarding great ad copy and very relevant to this blog. “A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her.” Ad copy, like life, should be about respect — respect for the consumer as well as your fellow man.