Hammering Out Copy
“It follows that unless your headline sells your product, you have
wasted 90 percent of your money…”
“[ ] hasn’t a chance.
Because if the headline is poor, the copy will not be read. And copy
that is not read does not sell goods.”
“On the other hand, if the headline is a good one, it is a relatively
simple matter to write the copy.”
BlackSmith finds all three above quotes to be true about copy and the copy it create. We strive to be Ogilvy-esque at every turn. And we do so by realizing if it doesn’t sell, it doesn’t matter.