David Abbott’s Five Rules For Copywriting
Born in London in 1938, David Abbott is one of the greatest copywriters of our times. He won many awards in his career, created many celebrated campaigns and mentored many highly successful copywriters. In 2001, he was inducted into the One Show Hall of Fame, the first Briton to receive this honour since David Ogilvy.
Here are the five rules he suggested in The Copybook: How some of the best advertising writers write their advertising:
1. Put yourself into your work. Use your life to animate your copy. If something moves you, chances are, it will touch someone else too.
2. Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.
3. If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list.
4. Confession is good for the soul and for copy too. Bill Bernbach used to say “a small admission gains a large acceptance.”
5. Don’t be boring.
Remember and follow these rules every time you are creating a communication strategy to make it a winning strategy.