A 30-Year-Old Ad Copy Checklist That Still Works

While doing a little spring cleaning I came across a folder with a sheet of paper in it titled “Tips for Writing Ad Copy.” It was a checklist that I created 30 years or so ago to orient my thinking when writing ad copy. For many of you (in advertising) these things may be obvious, but as Vince Lombardi famously said on the first day of training, “This is a football.” In other words, it never hurts to be reminded of the basics.

Here are some tips from that sheet, followed by a handful of tips from great ad men of the past. 

 

1. The Headline Does the Heavy Lifting

David Ogilvy observed that five times as many people read the headline as read the body copy. The headline determines whether anyone keeps reading.

 

In 1988 when Donn Larson of Westmoreland, Larson and Webster shared with me his three-page list of ad copywriting rules, the first rule was that the headline should make a promise. 

 

There’s a maxim about writing that I think fits here: “Well begun is half done.” Getting your headline right is worth the effort.

 

2. Stop Talking About Yourself

One of the biggest mistakes advertisers make is believing customers are fascinated by their business. They're not. People are interested in solving their own problems. That’s why “YOU” is one of the five most important words in advertising. (If you keep reading, you’ll find the other four.)

 

Every business owner wants to say, "We've been serving the community for 42 years with experienced professionals dedicated to quality service." The customer is thinking, "Can you fix my problem? How much will it cost? Can I trust you?"

 

3. The Writing Itself

Write as though you're writing a letter to a friend over coffee instead of making an announcement to a stadium full of strangers. I forget where I first heard this tip, but whenever I’ve been stuck regarding how to organize my thoughts and get started, I think of my brother. “Dear Ron, …” 

 

Conversation beats proclamation every time.

 

4. Sell Benefits, Not Features

This is just a reminder of a tip we’ve all heard before and is worth repeating. Features describe what something is. Benefits explain why it matters.

 

A vacuum cleaner may have a 1,200-watt motor, but nobody lies awake at night wishing for more watts. They want a cleaner house in half the time. A bank doesn't simply offer online banking. It offers convenience. A contractor doesn't sell windows. He sells lower heating bills, quieter rooms and greater comfort.

 

Customers buy outcomes, not specifications.

 

5. Pictures Still Matter

There's an old saying that a picture is worth a thousand words. In advertising, that may be an understatement. People process images instantly. A great photograph can create engagement before the first sentence is read. 

 

Choose images that reinforce your message instead of merely filling space. And don’t forget your logo. Your logo embodies your identity and reputation. I love the Apple logo not because I like apples, but because of what it represents.

 

6. Always Tell People What to Do Next

I've seen beautifully designed ads that forgot the most important step. They never asked for the sale. Advertising should always include a clear Call to Action. 

Visit our showroom or website.

Call today for a free consultation.  (Don’t forget the number.)

Schedule your appointment.

Download the guide. 

 

The simpler and more specific the request, the better the response.

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Going back to those five most important words, they are: You, New, Free, Save and Now. I don't know if they're magical, but they all have one thing in common. They focus on the customer's interests rather than the advertiser's ego.

 

 

Here are tips from five ad men whose work has stood the test of time.

David Ogilvy

Quote: "The consumer isn't a moron; she is your wife."

Lesson: Respect your audience. Never talk down to people. Treat customers as intelligent individuals who simply want honest information to help them make a good decision.

 

Claude Hopkins

Quote: "Advertising is salesmanship in print."

Lesson: Every ad should do the work of a good salesperson. It should answer questions, overcome objections, and give the reader a reason to act.

 

Leo Burnett

Quote: "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."

Lesson: Clarity beats cleverness. If readers have to work to understand your message, you've probably lost them.

 

Bill Bernbach

Quote: "The most powerful element in advertising is the truth."

Lesson: Great advertising doesn't invent reasons to buy. It discovers the genuine strengths of a product or service and communicates them with honesty.

 

John Caples

Quote: "The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments that they forget to tell us why we should buy."

Lesson: Keep the spotlight on the customer, not yourself. Your reader is asking one question: "What's in it for me?"

 

 

Advertising has changed dramatically over the past century. Newspapers have been joined by websites, social media, podcasts, streaming services and AI-generated content. But human nature hasn't changed. People still respond to honesty, clarity, relevance and a compelling reason to act. Master those fundamentals and your advertising will always have an audience.

 

The tools of advertising will continue to evolve, but the fundamentals remain unchanged. Understand people. Tell the truth. Make a promise worth believing. Then invite your reader to take the next step.

 

This article originally appeared in the July issue of Business North

Related Links

Advertising Lessons from One of the Great Ones: David Ogilvy

https://pioneerproductions.blogspot.com/2013/09/advertising-lessons-from-one-of-great.html

A David Ogilvy Anecdote on Hiring

https://pioneerproductions.blogspot.com/2020/09/a-david-ogilvy-anecdote-on-hiring.html

An Anecdote about Claude Hopkins from Tim Wu's The Attention Merchants

https://pioneerproductions.blogspot.com/2020/10/an-anecdote-about-claude-hopkins-from.html