A Quote by David Ogilvy
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
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Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.
You can salute the flag. You can revere the flag. You can respect the flag. And all of those are fine. What you cannot do is use the flag as a blindfold. You can't use the flag as a blindfold and not see the things you've seen with your very eyes that tell you that what's keeping this country held back is systemic racism.
Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.
Sometimes, the advertising is better than the product. Nothing kills a bad product faster than good advertising. Everyone tries the thing and never buys it again.
The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
The shape of the meat and the taste of it starting from the top down is a part of me. All of my feelings are coming from inside of the meat down to when I put the salt onto the meat.
I also like to use a sensational headline. Many people read blogs in aggregators, which generally show only the headline. So you have to give people a reason to click through. Blogs need to be real and personal. Reading it should be like hanging out with you. I play music for my readers. I show them videos I like. I tell them what I did over the weekend. And I tell them what is happening in the technology, Internet, and VC markets.
Cell-based meat, or 'clean' meat - real meat produced in labs - has not become a commercial product yet. But analysts expect it to hit the shelves in 2021 or soon thereafter, and start-ups in this space, such as Memphis Meats, have raised tens of millions of dollars.
The meat industry spends hundreds of millions of dollars lying to the public about their product. But no amount of false propaganda can sanitize meat. The facts are absolutely clear: Eating meat is bad for human health, catastrophic for the environment, and a living nightmare for animals
I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.
The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.
Advertising and promotion alone will not sustain a bad product or a product that is not right for the times.
The tricks and artifices of advertising are available to the seller of the better product no less than to the seller of the poorer product. But only the former enjoys the advantage derived from the better quality of his product.
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