January 15, 2005

Artful Influence

From the book Artful Persuasion by Harry Mills:

Advertisers know that, in most advertisements, the headline is the by far the most important element. Most people read little else. It took David Ogilvy 104 drafts before he came up with the classic headline:
At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock
The advertisement became a model for copywriters everywhere. Legend has it that when David offered it to Rolls-Royce for approval, the executive in charge paused, frowned and said, "We really must do something to improve the damn clock!"

4 Comments:

At 2:47 PM, Anonymous Anonymous said...

Lets not forget it takes a great client to accept such a headline too!

Kudos to like-minds!

(Volte_face21@yahoo.co.in)

 
At 7:20 PM, Anonymous Anonymous said...

hey you recommend buying this book ??
was getting it for Rs.175 on sify.com it's the cheap indian edition

 
At 2:49 AM, Blogger Dhar said...

I would not recommend this book. It is OK but not great. For a truly great read on this topic, I would suggest Cialdini's "Influence: The Psychology of Persuasion" instead.

Cheers,
D.

 
At 12:49 AM, Anonymous Anonymous said...

Hi Dhar ,

offtopic , where are you going after ISB ?

 

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