Lessons from Handcopying David Ogilvy's ad for The Reader's Digest
It's more of a brand awareness ad than a direct response ad as it doesn't tell the reader to buy the subscription or do anything else for that matter.
It's written from a customer pov. So less skepticism in reading through the ad.
The ad consistently transitioned between the reality of what happened and the Writer’s internal monologue.
It targets busy people and emphasis on the fact that you may be able to get the same (maybe even more) from other sources but do you have that much time.
Also emphasising on the fact that the growth of the digest is not luck, but rather the competence of people behind the digest.
6
7 comments
Lessons from Handcopying David Ogilvy's ad for The Reader's Digest