Classic ad: “Because I’ve know you all my life”
– a reminder about influence

What good copy is really about

With the mobile web, SEO, and twitterized 10-second attention spans writing marketing material sometimes seems so different from just a short while ago. But writing for marketing (i.e. real copywriting) is still at heart the art of putting words together to increase sales. So as I sit here typing out long copy for SSDs, software, and rare gases  here is an example of good copywriting from David Abbott. And reminder (as much to myself than others) that B2B or B2C the real skill of the job is in finding the best approach to influence actions.

A classic advertisement that still works:

Even by the standards of the 70s it was long for a drinks ad, by today’s standards it would be impossible, but it’s still as touching as ever, and it still makes me think that I should send my Dad a bottle of whiskey.

Chivas Regal – Father’s Day ad.

Agency: Allen, Brady and Marsh. Copywriter:David Abbot.

Market:UK. Format: Print.


(Extracted from The Complete Guide to Advertising by Torin Douglas)