Blogging is a creative pursuit, as is writing and advertising. For those who pursue it seriously… and full time, it is not just a creative expression, but also their livelihood. It is then something that needs to monetized.
In those two pursuits – Creativity and Revenue – lies a conflict at times. How do we create something awesome and make sure it sells? This has been the challenge for every advertiser for ages as it is now for every blogger.
So, to get some help, I thought it would be useful to go to that icon of advertising, David Ogilvy. In his book “Ogilvy on Advertising”, Ogilvy gives his top advise on how to do saleable creative work. Sometimes ruthless, sometime simple, but always looking at the end in question.
Ignore this great advise at your own peril if you want to make your blog BIG!
- Go Big or Go Home: Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
- Do Your Homework Well: Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
- Never Talk down to Your Customers: A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her.
- The Headline is 80%: On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
- Don’t Get Distracted from Making the Sale: If it doesn’t sell, it isn’t creative.
- Explain Why They Should Buy: The more informative your advertising, the more persuasive it will be.
- Your Copy Is Important. Treat It That Way: Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
Image source: Flickr