Tag Archives: ogilvy

What content writers should take from “the power of the printed word”

power of the printed word, content writingI often see content marketing heralded as a novel concept in modern online advertising, with some writers even making the distinction that they are a content writer and not a copywriter. But the idea of writing helpful content as a form of business promotion is not a new one – International Paper were doing it very successfully in the 1980s. And I doubt anyone involved in that campaign would kid themselves into thinking they weren’t writing advertising copy. Continue reading

A business principle worth repeating: positively good advertising

business principle: positively good advertisingWhat’s the most memorable business principle you’ve learnt from a book? There’s a ton of them out there, but one from Ogilvy on Advertising always sticks in my mind. It’s a principle I repeat to a lot of people, because it says so much, not just about good advertising, or good copywriting, but about good business in general. That concept is Joel Raphaelson‘s theory behind ‘the positively good’.  Continue reading

Creative copywriting: what does it actually mean?

Copywriting and realising how important good writing is.There’s a lot of pressure for copywriters to be creative, and for advertising in general to be original. In my experience there’s a gap between writing creatively and writing effectively, hence I’ve got two websites. But a little section on Ogilvy on Advertising got me thinking about this in more detail, and I want to discuss the differences between copywriting and creative writing. Continue reading