How we think about marketing at Drift. From focusing on words more than design, making it simple, writing like a human, and focusing on our customers above all else.
40. Do not, however, address your readers
as though they were gathered together
in a stadium. When people read your
copy, they are alone. Pretend you are
writing each of them a letter on behalf
of your client. One human being to
another, second person singular.
-David Ogilvy
“
41. So if you wouldn’t say
something out loud to a friend,
don’t say it in your copy.
42. Write to be understood, not
to be an amazing writer.
43. In modern society, copywriting is a more
critical skill to master than ever before—
both online and offline. Why?
Consumers today are better educated
and more skeptical.
-Robert Bly
“
46. Unless 99% of our customers
would know the word, don’t
use it.
47. When copywriters argue with me about
some esoteric word they want to use, I say
to them, “Get on a bus. Go to Iowa. Stay on
a farm for a week and talk to the farmer.
Come back to New York by train and talk to
your fellow passengers in the day-coach. If
you still want to use the word, go ahead.”
Copy should be written in the language
people use in everyday conversation.
-David Ogilvy
“
48. The very best writing goes unnoticed.
That’s right. You don’t want someone to
read one of your ads and say, “Gosh, that
advertisement was sure well written!"
-Gary Halbert
“