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Why copywriters must convey the truth
Drayton Bird: “The art of persuasion starts with saying something so clearly true that people believe what you say next”
The actor, singer and copywriter have one thing in common: his words will never be accepted unless he conveys the truth.
Sinatra was a top singer and Oscar winning actor because people believed his words whether he spoke or sung them.
David Ogilvy was a top advertising copywriter because readers recognised the truth in his headlines. Ogilvy created perhaps the most famous headline in the car business:
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”.
Ogilvy also said:
“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create”
Creating and selling are the two fundamentals of business. If you are not doing either of those you are merely a bystander.
As Drayton Bird, the UK’s pre-eminent direct marketing copywriter explains in his headline above, the words in a promotion must be believed or they won’t sell much product. You may sell a few here and there, but that is what usually happens – mediocre response and a just enough sales. A great copywriter must do much better than that. His words must make the client’s business rich.
Here then, is an example of an ad created by Drayton Bird that made tons of money. Usually, no-one gets to know who created an advertisement – they are perhaps the only works of art that never have a signature. So save this file in case you ever want or need to learn how to get rich..