2. Large promise.
The second most important decision is this: what should you promise the customer?
A promise is not a claim, or a theme, or a slogan. It is a benefit for the consumer. It pays to promise a benefit which is unique and competitive, and the product must deliver the benefit your promise.
Most advertising promises nothing. It is doomed to fail in the marketplace.
“Promise, large promise, is the soul of an advertisement” – said Samuel Johnson.
View previous entries in the ‘How to create advertising that sells’ series from David Ogilvy on the Minerva Copywriting website:
Find out more about David Ogilvy’s acclaimed tenets of advertising across the Minerva Copywriting website, starting at the beginning of ‘How to create advertising that sells‘.
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