Copywriters Podcast

Today’s podcast is about a topic that is so important, we quote from three Old Masters, even though this is not an Old Masters Series show. The topic is: making your copy believable. Two of the Old Masters, right now. In his book “Ogilvy on Advertising,” David Ogilvy writes these words: “Says James Webb Young, one of the best copywriters in history: ‘every type of advertiser has the same problem: to be believed.’” And that only makes sense, when you think about it. Because no matter how good your copy is, if people don’t believe it, what good is it at all? We’re going a long way to solve that problem on today’s show. First, something from the third Old Master. We did a show on this topic a year and a half ago as part of our Old Masters Series. I’ll do a speed recap of the best of what we covered about believability then from a chapter A.O. Owen wrote in an old copy book about 100 years ago. His tips were: 1. Use exact numbers. Instead of “around 150,” use the actual amount, like, for example, 154—if