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Advertising That Sells (Part 3) – Brand Image

David Ogilvy

3. Brand image.

Every advertisement should contribute to the complex symbol which is the brand image. 95% of all advertising is created ad hoc. Most products lack any consistent image from one year to another.

The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand gets the largest share of the market.

Previous entries

View previous entries in the ‘How to create advertising that sells’ series from David Ogilvy on the Minerva Copywriting website:

Discover more

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‘.

Alternatively, you can find out more about the copywriting services provided by Minerva Copywriting today. Simply browse our website and discover more about the SEO content writing, advertising copy, email marketing, and social media content services currently available from our friendly and experienced team.

You can even contact our friendly team today by submitting an online enquiry form or by calling FREE on 0800 180 4085. We’ll be happy to provide you with a free sample of work, and also quote you on any content or copywriting requirements you may have.

Advertising That Sells (Part 2) – Large Promise

David Ogilvy

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.

Previous entries

View previous entries in the ‘How to create advertising that sells’ series from David Ogilvy on the Minerva Copywriting website:

Discover more

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‘.

Alternatively, you can find out more about the copywriting services provided by Minerva Copywriting today. Simply browse our website and discover more about the SEO content writing, advertising copy, email marketing, and social media content services currently available from our friendly and experienced team.

You can even contact our friendly team today by submitting an online enquiry form or by calling FREE on 0800 180 4085. We’ll be happy to provide you with a free sample of work, and also quote you on any content or copywriting requirements you may have.

Advertising That Sells (Part 1)

David Ogilvy 'How to create advertising that sells'

How to create advertising that sells

“Ogilvy & Mather has created over $1,480,000,000 worth of advertising. Here, with all the dogmatism of brevity are 38 of the things we have learned.”

By David Ogilvy

1. The most important decision

We have learned that the effect of your advertising on your sales depends more on this decision than on any other: how should you position your product?

Should you position Schweppes as a soft drink – or as a mixer?

Should you position Dove as a product for dry skin or as a product which gets hands really clean?

The results of your campaign depend less on how we write your advertising than how your product is positioned. It follows that positioning should be decided before the advertising is created.

Research can help. Look before you leap.

David Ogilvy

Content Marketing For Travel Companies


Minerva Copywriting in Kent provides a range of content marketing and copywriting services for travel companies. From providing new copy for your website or travel brochures, compelling blogs posts to high-conversing email newsletters, our team of experienced copywriters will create content that is engaging and informative, and which helps build and develop your travel brand into an industry leader. Below you can take a closer look at some of the content marketing for travel companies we provide, and you can find out more by getting in touch with our team today.

Travel Brochure Content Writing

Travel and holiday brochures represent a key requirement for any travel company. As such, it’s vital that the quality of your copywriting is of the highest standard. Employing professional writers to craft your content ensures consistent tone and style, helping customers develop and affinity to your brand and your company to communicate effectively and concisely. Our travel copywriting services ensure your content adheres to brand guidelines, highlights your USPs, and converts your customers into buyers.

Travel Press Releases

Press releases are fundamental to communicating your company messages to a wider audience, but need to engage with journalists and bloggers that are part of your mailing list. Our copywriters will develop press releases that present all the key information in a way that is engaging and easy to repurpose for an article. All-too often, press releases will go unnoticed, so knowing what works and what doesn’t will prove invaluable to achieving the media coverage you deserve.

Blog Posts and News

Keeping your website up-to-date and populated with fresh content on a regular basis is invaluable for the development of your online presence. Among the easiest ways to keep relevant is to produce news and blog posts on a consistent basis. At Minerva Copywriting, we will work alongside you in the development of the right tone of voice and the right form of content to produce; whether it’s commentary on recent travel industry events, or extensive blog posts talking about your range of travel destinations, we can help produce the content marketing material that you need to stay connected to your audience.

SEO Content Writing

SEO content writing is essential to ensuring your travel company is able to achieve the best-possible rankings in search engines. In order to be effective, however, you need to know which keywords to target and how to use them effectively in your travel copy. Thanks to our extensive experience in content marketing for travel companies, we can help you develop an editorial schedule that optimises web pages, integrating the right terms into your copy to maximise user experience.

Social Media Content Writing

Generating social media posts isn’t as straightforward as it seems, with tone, style and content usually differing significantly from other forms of content your travel company creates. For example, many travel companies need their social media content to be more conversational and personable in tone. Our travel content writers will help you produce such content regularly and effectively, helping you reach your target audience with the tone-of-voice that is necessary for the social media platform being used.

Travel Emails

Email copywriting and email newsletters play an essential role in retention marketing, reminding past travellers about the quality services you offer, updating them on the latest deals, and even just keeping them informed of company developments. The copywriters at Minerva Copywriting will help you compile a schedule for your email newsletters and will develop the content needed to stay connected with your customers via email.

Travel Content Marketing Services

To find out more about the travel content marketing services available from Minerva Copywriting, you can contact our friendly and experienced team today. We’ll be happy to provide you with a complete overview of the services we provide, as well as help you develop the content necessary to achieve your business goals. Simply submit an online enquiry form today or contact us on 0800 180 4085.

The Art of App Description Writing

In today’s short attention span marketplace, words are at a premium. We’ve gone from infinitely long blogs to Facebook-style snappy posts, and then taken things even further with Twitter, Vine and Snapchat. This has implications in the copywriting world, with brevity now king. If you can’t get your message across in 100 characters or less, you are in danger of being dismissed as “too long winded.” Nowhere is this more important than with app writing.

Though catalogue writing has never lent itself to volumes of words, online catalogue writing is a lot more competitive. In a traditional sense, all products are being sold by one shop, so competition between items is unlikely. But on Apple’s App Store, or the Google Play store, every app is fighting every other app for downloads. There could be hundreds, thousands, or even hundreds of thousands of competitors out there, so writing the right content is a case of sink or swim.

So how can you best go about it? Well, here are some tips and pointers that can give you the best chance of surviving in this overcrowded market place.

Know your marketplace

Much like how there would be differences between advertising in a kids magazine and advertising in a financial newspaper, there are key differences between the App Store and Google Play. Here are some of the fundamentals:

  • App names can be 255 characters on the App Store, but only 30 characters on Google Play
  • The Apple’s App Store has a keyword field, whereas Google Play does not
  • You can use five screenshots on the App Store, and eight on Google Play
  • Both allow video previews but Google Play’s (max. two minutes) is longer than the App Store’s (max. 30 seconds)
  • The App Store uses categories (one dominant, one sub) for each app (three for games), but Google Play uses only one
  • Google Play allows for social likes, via the Google + “+1” system, but the App store has none

The key difference to understand is that keywords in the description have no effect on ranking in the App Store (hence the inclusion of the Keyword Field), but they do have an effect on the app’s ranking on Google Play. Keywords are still important on the App Store, of course, as Google still indexes iTunes pages (and keywords within the content are a ranking factor), but it is a finer balancing act on Google Play.

Know when to fold ‘em

The “fold” in ASO (App Store Optimisation) speak refers to both the cut-off point of a description and the app name itself when looking from a mobile device. At some point, for the sake of compacting the screen, both will be cut off. That means that the first one or two sentences, or even the first few words, are critical.

As you can see from screenshots, you don’t get much. Generally speaking, 225 characters is the limit for iTunes description cut-off point, whereas the title will be cut off after about 30 characters. In more accurate terms, the title or description won’t exceed a certain amount of pixels. Make sure you preview everything to make sure you fit within these vague limits.

So, while you don’t get a lot, there are effective ways to work within these boundaries. To maximise effect, you have two choices – either sum up the whole app in this short space, or push the unique selling point. Hopefully, you’ll be able to give a complete description of the app in this short space. If your game app is simple, this is easily achievable.

If, however, your app can’t be described so succinctly, you have to change gears and focus on its USP. What does your app do that others don’t? When users are browsing, giving them a killer hook will usually be enough to at least warrant a closer inspection. Then the other characters in your description can take over.

Reeling them in

To use an ocean analogy, the above fold text is the bait on the hook you have cast off from your little boat. It’s designed to tempt the potential user, before you reel them in with the other tools at your disposal. The title and short description might be the combo that gets them hooked, but it’s the longer description that finishes the job.

Both stores have a 4,000-character limit in their descriptions. That’s a lot, and it’s important to use it all, and use it well. Users these days don’t want a lot of “fluff” content. Give them details, give them stats, give them reviews, and then get out of there. Obviously, you should do your utmost to dress this content up professionally, but don’t waste characters on something that won’t matter in the user’s final decision.

Otherwise, the best advice we can give is to use tried and tested short advertising guidelines. Short sentences, short paragraphs, smart lines breaks and useful bullet points will all combine to get the message across effectively. It is very important to get it right, therefore you should consider using a professional copywriting agency.

Lie detector

Finally, it’s important to be honest. The internet is not a great place for corporate “white lies” – they have a tendency to be found out. Overselling your game may pay dividends in the short term, but the truth will come to light sooner or later, which could have catastrophic effects on both the current app and any you as a developer launch in the future (due to lack of trust).

If including stats, don’t make them up. Don’t make up reviews. And don’t make your app out to be something it isn’t. But DO mention everything good about the app. If it cracks one million downloads, great. Tell new users about the large user base they would be stepping into. If a major reviewer gives it a great score, fantastic. Include snippets in the description. You may find it a struggle at first, but the possible pay off for the honest way outweighs the potential pitfalls of being deceitful.

So, in conclusion, the “art” of app description writing lies within a few simple disciplines. Know the differences between app stores. Be succinct and punchy. And above all else – accentuate the positives.

Why copywriting services are essential to online success

For any company looking to dominate search engines, effective SEO and digital marketing are a must, and key to such dominance are quality copywriting services. As more and more companies battle for limited space on page one of Google, gaining the upper hand in any way possible means investing in the most effective, most influential factors related to marketing. And, when it comes to influence, few methods have such an enduring effect as content marketing.

Of course, for content marketing to perform at its best, a combination of professional copywriting services and intelligent SEO is required. But what exactly are the benefits of copywriting services and why should your business look to invest? We take a look at five key reasons why copywriting services are essential to online success.

1. Fresh content pleases Google

Google likes relevancy. Whether that’s relevancy of subject or time-sensitivity, relevant content is the key to better online performance. As such, regular production of unique content is fundamental to better rankings. The more regularly you write and add content to your website or blog, the more regularly Google will crawl your website, the more pages you have indexed, and the more keywords and traffic you’re able to capitalise on. By investing in copywriting services, you can have a provider supply you with quality content, day in, day out.

2. Attract links

Creating content for the sake of it is, to all intents and purposes, a waste of time and energy. Any piece of content you create and post on your website should seek to achieve a goal, whether that’s to push towards conversion, engage with users, or attract links. And, as has been the case for many years, attracting links is all-important to online success. By taking the time to create high-quality content, you end up with a piece of work that is refined and detailed, informative and engaging. As such, the likelihood of attracting links and boosting your rankings is enhanced significantly.

3. Stay engaged

Generating a relationship with an audience plays an important role in getting more leads and converting more sales. By investing in copywriting services, you can benefit from the experience of professional copywriters who know how to engage with audiences of all types. Regardless of demographic, quality copywriters can adapt the content they create to engage on an emotional level, triggering the response you need to achieve your goals.

4. Convert

Connecting with an audience is one thing, converting that audience into sales and revenue is something altogether different. Working with an experienced copywriting agency enables you to develop a user experience that is tailored towards conversion. With persuasive content, evocative prose, and clear call to actions, quality copywriters will help guide users precisely where you want them to head, and boost the conversion rate of your website.

5. Promote social activity

Social media plays an integral role in modern business, with the power of effective social marketing able to boost sales and revenue to unprecedented levels. Key to social media marketing is content. Without engaging content to share, activity on social networks all but comes to a standstill. By investing in copywriting services and the experience of a content marketing agency, you can develop a social strategy that utilises the content created and promotes online interactions.

To find out more about how copywriting services and content marketing can help your business achieve more online, contact Minerva Copywriting today on 0800 180 4085. We take pride in developing high-quality content that will engage with your target audience. You can even receive a free sample of content by completing the form on this page.

5 Reasons to Invest in Content Writing Services


For businesses large and small, new and old, an effective digital marketing strategy is essential. Without investment in marketing, raising awareness of a brand, reaching out to new customers, and converting potential leads into guaranteed sales would be impossible. As such, investment in marketing should never be overlooked.

Of course, digital marketing is a multifaceted discipline. From search engine optimisation to paid advertising, there are a number of considerations to bear in mind when it comes to spending your marketing budget. One of the most effective and enduring options for marketing investment, however, lies in content writing services. Below we take a look at five reasons why content writing services should form a major part of any marketing campaign.

1. Exceptional ROI

When it comes to looking for great value for money, content marketing has few peers. While many companies my baulk at the thought of having to invest in content, the enduring value of effective, quality work cannot be overstated. Imagine investing in a 1,000-word article that attracts 50 links. Those links will prove invaluable to your search rankings, and will have a lasting effect on your website, attracting traffic and boosting sales for months and years to come. When compared to the short-term gains achieved through such activities as PPC, the ROI afforded by content is clear to all.

2. Support the buying cycle

Here at Minerva Copywriting, we’re huge advocates of the customer buying cycle and, when it comes to content creation, we like to ensure that the work we create plays an important role in the journey a customer makes. By investing in content writing services, you are able to generate the necessary marketing messages that push an audience towards a sale. From brand awareness and regular blog posts, email copywriting to social media content, every piece of content work plays an integral role in a successful conversion.

3. Engagement

Establishing a rapport and lasting relationship with a customer is essential for any company. While customer service represents one means of creating an enduring relationship, content marketing is another. Engaging with an audience is never easy, but with professional copywriting services, you can generate the marketing messages necessary to foster a rapport with your target marketing. Whether it’s through informative blog posts or detailed product descriptions, content can connect with an audience in a manner that last for years to come.

4. Get noticed

Social media has become integral to online and business success – no form of marketing can be quite as powerful as word of mouth. As such, you should look to invest in content writing services that promote the sharing and dissemination of your content. Invest in work that is engaging and interactive, informative and entertaining, and it will soon be shared on social networks. As a major SEO signal and playing an important role in your search rankings, can you afford not to have content that is shared socially?

5. Fresh content keeps things interesting

It’s worth remembering that much of the content you see online is time sensitive. Unless you’re able to establish yourself with evergreen content (how to guides, in-depth reports, etc.) you will need to keep posting new and interesting content in order to attract attention. What’s more, search engines place great value on the regular production of content, with publication alerting search engine bots to crawl your site more often and improving your SEO performance.

To find out more about how investing in content writing services can help your business achieve greater levels of online success, contact Minerva Copywriting today on 0800 180 4085 or by submitting an online enquiry form. Our team of experienced copywriters and content marketing professionals will be delighted to offer you the guidance you need to achieve more online through content marketing.

Travel Copywriting


Here at Minerva Copywriting, we know how important is it to be fully immersed in a subject matter in order to truly bring it to life. When it comes to generating marketing material for our clients, we’ve always found one topic to be far simpler than any other to get excited about: travel.

The world is a wonderfully diverse place, with so many unforgettable sights and sounds to savour; as such, being able to delve into the culture and history of some of the world’s most compelling destinations makes our job as exciting and fascinating as can be. And, if we’re working on travel copywriting for your company, we like to think that the excitement we feel about our work shines through.

Recent travel copywriting projects

Over the years, we’ve been fortunate enough to work on a number of travel copywriting projects. Those completed recently include engaging travel blog posts for the multi-award winning travel company, Holiday Extras, as well as extensive content work for the new Belle France website. Throughout both projects, we were able to thoroughly research and investigate the charms of chosen destinations, and provide a unique angle on what to see, do, and experience.

What’s more, the different audience types for the two projects meant we had the opportunity to diversify the tone of voice and type of content featured in the work. Such variation in terms of tone and content ensured that the projects were as challenging as they were fascinating – something which enabled us to keep content fresh and engaging.

Best of all, we received fantastic feedback from the clients regarding our travel copywriting work – what could be better?

Quality travel copywriting

At Minerva Copywriting, we enjoy working across all subject matters, but travel copywriting is undoubtedly among our favourites. By being able to focus our attention on some of the world’s most compelling travel locations – and dream that we ourselves were there – is as rewarding for us as it is for our clients.

If you’re a travel company looking to expand your target audience, reach out to existing customers, or even boost brand awareness, we have the travel copywriting expertise to help drive new levels of online success. Simply get in touch with us today by submitting an online enquiry form, or by calling our friendly, knowledgeable team FREE on 0800 180 4085.

What is copywriting?

What is copywriting?

Copywriting is a form of communication that conveys advertising and marketing messages to an audience through print, online, television, and more. Unlike other writing professions – such as journalism – the purpose of copywriting is to raise brand awareness and to persuade a target audience to purchase a product or invest in a service.

The responsibilities of a copywriter vary from position to position, and according to the medium through which the marketing/advertising is to take place. Copy can take on long or short forms, scripts, web content, radio jingles, product reviews, books, brochures, and much more. Copywriting is also integral to social media activity, used, as it is, in blogs, status updates, and promotional activity.

What is copywriting for?

Copywriting is essential for the dissemination of marketing and advertising material to target audiences. From a business perspective, the role of copywriting is to promote the benefits of a particular product or service, persuading potential customers to invest. But copywriting also plays an important role in raising awareness of a brand.

Branding is vital to any organisation, conveying the ethics and identity of a given company, and attracting new audiences to the existence of its being. Without copywriting and copy, transmission of identity and values would be all-but impossible, so it’s essential that every brand utilises the services of copywriting professionals.

What is a copywriter?

Copywriting is, of course, carried out by a copywriter. Most copywriters will work either in an agency or client-side capacity, conducting work for either a number of clients or just one. Increasingly, copywriters work on a freelance or contractual basis, providing them with the freedom to move from one project to another. In addition, professional copywriting agencies (such as Minerva Copywriting) employ a number of writers to work across client projects. The advantages of such a system are the easy scalability of projects and also quality control measures being in place.

For a copywriter, the role includes a number of responsibilities. From customer profiling to proofreading, research to writing, there are myriad tasks involved in crafting copy. Even conceptual copywriting of just a few words – the kind you might see in adverts on television or in glossy magazines – demands extensive care and attention, with the need to invest time and effort into developing the perfect message and emotional response.

Often, a copywriter will work as part of a creative team, partnering with an art director or graphic designer. The modern era of internet marketing, however, has seen the relationships copywriters have with others expand, with SEO professionals often working alongside copywriters in generating a content marketing strategy for a website.

In such instances, even greater responsibility is afforded to a copywriter, who will be tasked with conducting further tasks in the completion of a project. These include data analysis, keyword research, website optimisation, and more.

History of copywriting

Copywriting has been an integral role of marketing and advertising since the dawn of the industry. As such, there has been substantial evolution in the role and refinement of what types of copy work best for selected audiences and mediums. This has meant that the transition from long-form copy to shorter adverts, in-depth website copy to engaging scripts, has been continual. And, as new forms of marketing channels open up over the years to come, copywriting will evolve once more.

Famous copywriters

The advertising industry is littered with household names that built a reputation on their copywriting skills. Below is a list of just some of the most famous copywriters to have created iconic adverts and marketing material over the years, as well as some who would go on to future careers in other disciplines.

  • David Abbott
  • David Ogilvy
  • William Bernbach
  • Leo Burnett
  • Don DeLillo
  • F. Scott Fitzgerald
  • Terry Gilliam
  • Alan Parker
  • Salman Rushdie

Quotes on copywriting

“Copy is a direct conversation with the consumer.”
Shirley Polykoff

“If you can’t turn yourself into a consumer, you probably shouldn’t be in the advertising business at all.”
Leo Burnett

“Consumers do not buy products. They buy product benefits.”
David Ogilvy

“We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’”
Leo Burnett

“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
David Ogilvy

“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.”
David Ogilvy

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
Leo Burnett

“Let us prove to the world that good taste, good art, and good writing can be good selling.”
William Bernbach

“A copywriter should have an understanding of people, an insight into them, a sympathy toward them.”
George Gribbin

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16 Free Online Business Promotion Sites


There’s no satisfaction like knowing you’ve got a good deal. And, when you can secure something for nothing, the satisfaction is even sweeter. For businesses new to the online environment, and those that have been around for some time, being able to get free online business promotion provides a sense of achievement that you’re getting your name known among audiences. But how and where can you achieve free online business promotion?

Promoting your business online for free isn’t easy. In this era of quick start-ups and endless opportunity, standing out from the crowd with little-to-no investment is all but impossible. Or is it? We take a look at some of the most popular means of free online business promotion to help boost your performance in search engines, reach a wider audience, and capture the customers you need for success.

Online directories

We know exactly what you’re thinking and you’re right. Directory submissions as an SEO technique died a death a long time ago. Like so many online services, the directory market had become saturated and, quite frankly, pointless. Thankfully, Google’s algorithm updates have all but eliminated the worst offenders of directory submissions.

That said, there remain a few services that can help you achieve free online business promotion. SEO experts will tell you that a focus on local SEO is vital, and such directories as Yelp, Google Places, Yahoo Local, and Yell thus prove invaluable. It takes only a few minutes to sign up and create a presence for your business, many of which enable you to link back to your own site.

Social networks

If you don’t realise the value of social networks for your business, you probably never will. Developing social media accounts enables you to establish a rapport with your audience; these are the forums upon which you’re able to interact directly with your customer base, ask questions, seek feedback, and discover how and where your service can improve.

Advertising great Bill Bernbach one said, “word of mouth is the best medium of all,” and social networks represent the latest incarnation of word of mouth media. Get yourself a presence on Facebook, Twitter, Pinterest, Google Plus, YouTube, Foursquare, etc., as soon as possible and start connecting with your audience.

Photo sharing sites

We mentioned Pinterest in the social networking section, and we could so easily have included it here. Photo sharing websites provide you with the opportunity for free online business promotion through one of the best forms of communication: imagery. Whether it’s on Instagram or Flickr, Photobucket or Picasa, you can create a repository for your business imagery which showcases your products or services in a compelling manner.

It’s been said that a picture speaks a thousands words, so why not take the time to develop photography catalogues that do the hard work of selling for you?


Companies that blog generate up to three times more leads than those that don’t. With it taking just a few minutes on sites such as WordPress and Blogger to create a blog for your company, it’s almost inconceivable that many businesses still fail to create an area specifically for blogging purposes. While it is hard work to maintain an effective blog, the potential for free online business promotion is huge, with effective outreach strategies and guest blogging available to help generate interest in your company and its products.

Find out more

There’s very little in this world that you can get for free. But, with a little bit of hard work and investigation, there are options available. Of course, almost every channel we’ve detailed needs to be driven by killer content, which is why we’re here to offer our expert content marketing services. Whether you’re a small company or a large, multinational corporation, we have a content marketing package to suit you.

Contact Minerva Copywriting today on 0800 180 4085 to find out more.


Discover how we can help you achieve greater online success through our digital marketing, copywriting, and SEO services. Drop us a message today.