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
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
Interpretation
Pursuing multiple careers can lead to a fulfilling and extended life.
David Ogilvy suggests that having two distinct careers throughout one's life can contribute to a longer and more satisfying existence. By engaging in different professional endeavors, people can experience new challenges and learn continuously, which keeps them mentally and emotionally stimulated beyond the typical retirement age.
In practice
A motivational speech about career transitions at a conference.
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.
Our business is infested with idiots who try to impress by using pretentious jargon.
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
The best ideas come as jokes. Make your thinking as funny as possible.
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.
To get what you want help others get what they want
It's insane to me to ask anybody to be what they're not. Know what you know the best, love the most. That's always going to be the answer to the thing that you have the best shot at winning at.
In business and in politics a man must carve and maul his way through men to get to be King of the Mountain. Once there, he can be great and kind-but he must get there first.
I too shall lie in the dust when I am dead, but now let me win noble renown.
I don't deserve a Songwriters Hall of Fame Award. But fifteen years ago, I had a brain operation and I didn't deserve that, either. So I'll keep it.
I always point people to the article '1,000 True Fans' by Kevin Kelly. If you choose your thousand ideal customers or readers properly and find the single author blog that targets that audience, you never have to do any more marketing. You're done. That is a lesson that very few product developers and marketers have learned, and it's unfortunate.
Subscribe for the occasional hand-picked quote. No noise.