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.
David OgilvyRead
I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.
Interpretation
What this quote means
Effective communication involves using the language that resonates with your audience.
David Ogilvy emphasizes the importance of speaking in the vernacular or everyday language of your audience when trying to persuade them. By doing so, you make your message more relatable and impactful, which can lead to better engagement and response from your target demographic.
Themes
CommunicationPersuasionVernacularLanguageAudience
In practice
Example use cases
A marketing presentation aimed at local customers can start with this quote to emphasize the importance of using familiar terms.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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