Book
Ogilvy on Advertising
David Ogilvy
The classic on writing advertising that sells, grounded in research rather than cleverness.
About this book
David Ogilvy, founder of Ogilvy & Mather, explains how he wrote headlines, body copy, and campaigns, and why he tested and researched everything.
Decades later, its lessons about knowing the customer and stating the benefit plainly still apply to landing pages, pitches, and social posts.
How to use it with the book
Read it with Module 6 when writing and testing ads, and Module 4 when writing landing-page copy. Ogilvy tested everything; so should you.