Hand Copy + CT - Day 5 & 6 · Copywriting Launchpad

Hand Copy + CT - Day 5 & 6

Hand Copy and copy translation of David Ogilvy's other two ads... and also written what I learned so far analysing his 5 ads on Hathaway shirts.

CT 5:

Hathaway introduces the first Sea Island Oxford: Creates novelty by announcing something new, curiosity gap, becomes the innovator - leadership

From a few tiny Caribbean islands comes this cotton which looks like silk. : Useful/understandable & origin - introduces something unfamiliar and then translate that to feel familiar

It is called "Sea Island," and grows on St. Vincent, Antigua, St. Kitts, Montserrat, Nevis and Barbuda. : “sea island” - Unique mechanism; Authenicity/SAFE - St. Vincent, Antigua, St. Kitts, Montserrat, Nevis

The Sylco Sea Island yarn you see in this shirt, is spun by Thomas Oliver & Sons and woven by Ashton Brothers—two of the finest mills in England. : Safe with big names, proven credibilty - Chain of proof

Structure goes like:

Introduce a new material > Explain why it's superior > Prove those claims > Reveal the product > Tell the reader where to buy it

CT 6:

Hathaway invents an ingenious new pin collar that dispenses with holes, clasps and aggravation: : Unique/New, problem solver, hope

How often have you considered buying a pin collar — only to be discouraged by the fuss of fiddling with clasps and tiny holes?: pointing towards readers' pain

Take heart. : Hope

Our picture shows Hathaway's ingenious solution: the Mayfair Pin collar.: Unique/visual proof

Hathaway designed this urbane new collar to be worn with a slide-on pin.: Unique

Simply slip one on and the Mayfair Pin collar: Unique, Understandable, easy

lies flat and smooth all day.: Easy because it solves the problem as a whole

Without fuss, fumbling or extraneous paraphernalia.: Easy

Hence the absence of unsightly holes.: Useful, safe

The secret is in the slightly longer points.: mechanism introduction

They give your slide-on pin the leverage it needs to grip and stay put. : understandable, useful/ CARE

Yet the points will never curl or buckle halfway through the day.: safe/useful

Now for those quietly spectacular stripes. Hathaway discovered them in London's fashionable Mayfair district — where all the young blades are wearing them with great élan.: Status

For this free Dictionary of Shirts and Shirting's, it’s a lead magnet

Structure goes like: Problem > Innovation > Mechanism > Proof.

Key learning till now;

Ogilvy sold beliefs instead of products

In the first Hathaway ad he sold identity

In second, he sold: history/status

In third & 4th: Extraordinariness

In 5th, he sold the solution of an annoying problem

Ogilvy develops curiosity first,, and then moves to the product. He always goes behind the why instead of doing this, do that

He sold worlds. As he never sold shirts, he sold England, history, craftsmanship, taste, and refinement

In this way, he used to teach readers instead of pitching them while respecting the the reader's intelligence.

Hand Copy: