plainsdrifter
New Member
A lot of them are silly, feckless, and incomprehensible.
But the best copywriters pull some brilliant tricks when it comes to writing. I think authors can make use of their techniques - but clearly overdoing it wouldn't work.
One of the best writers, and I knew him personally, was the great David Ogilvy, founder of Ogilvy & Mather. He was very concise and had a knack of mixing short sentences with long ones.
You can steal some of his ideas if you read his book, Confessions of an Advertising Man. He also wrote Ogilvy on Advertising. The chapter on print advertising will tell you more about writing, and a lot about typography, layouts and so on.
Simply reading what he writes teaches one a lot.
But the best copywriters pull some brilliant tricks when it comes to writing. I think authors can make use of their techniques - but clearly overdoing it wouldn't work.
One of the best writers, and I knew him personally, was the great David Ogilvy, founder of Ogilvy & Mather. He was very concise and had a knack of mixing short sentences with long ones.
You can steal some of his ideas if you read his book, Confessions of an Advertising Man. He also wrote Ogilvy on Advertising. The chapter on print advertising will tell you more about writing, and a lot about typography, layouts and so on.
Simply reading what he writes teaches one a lot.
