The quiet sound of an electric clock

[ahbappy250]

Assume that your customers will say ‘So what?’ to every statement you make, so your answer needs to come before they even think about it. (…) Some readers won’t be paying your full attention – some are surfing the internet, some are listening to the radio in the background, some are getting ready to go out, and others are enjoying their day off.

Not everyone has the time or inclination to find out whether the list of features you list is of any use to them. You’re a copywriter, so do it. If you can find out for them what the benefits of the product will actually be, and communicate them in a compelling way, more of your audience will respond.” (Source: Mark Shaw, Copywriting: Successful list of catalan consumer email writing for design, advertising, and marketing , 2nd ed., London, 2012, p. 15.)

When David Ogilvy landed a Rolls-Royce client, he spent “three weeks reading car literature” and found a sentence that claimed that “ at sixty miles an hour, the electric clock makes the most noise.”[7] This gave rise to a famous headline in March 1959:

" At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock. "

"The loudest sound you'll hear in this new Rolls-Royce at 60 miles per hour comes from the electric clock."

At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock