MOC: [[ÉCRITURE]] Recommandé par : / Auteur: [[David Ogilvy]] Tags: #livre *** ## 📚 Book Summary This is a summary of *[Confessions of an Advertising Man](https://www.amazon.fr/Confessions-Advertising-Man-David-Ogilvy/dp/190491537X)* by David Ogilvy. In this book, the author introduces his approach to copywriting and advertising. There is a lot of storytelling and many examples, some of them are outdated. But the core concepts still apply today and the book is full of valuable information. If you want to become a great advertiser and/or copywriting, this is a good place to start. Here are 3 lessons from it: ![[De bons titres attirent la bonne audience]] ![[Minimiser la friction est la clé pour être lu]] ![[Les photos capturent l'attention des lecteurs]] ## ✅ Actionable Advice **1/ Practice writing better headlines:** - Pick some headlines that you wrote previously, ideally with a low engagementrate and edit them so that: - It filters out your targeted audience. - It appeals to the reader’s curiosity. - The promise of your copy is clearly stated. - It includes at least one power word. - It includes a hook to get the reader to keep reading. **2/ Practice writing better copy:** - Take the pieces of content for which you’ve edited your headlines previously and now, edit the body: - Split any paragraph longer than three lines. - Highlight key information using italic and/or bold font. **3/ Practice using pictures to empower your copy:** - Take the previously edited pieces of content or any other you’d like to work on. - Select or take a photograph that could make your copy appealing: - With the focus on a single element. - In colour and down-to-earth.