Ogilvy spent three weeks reading about the car before writing a word, found one specific fact, and made it the headline.
Ogilvy: “When I got the Rolls-Royce account, I spent three weeks reading about the car and came across a statement that ‘at sixty miles an hour, the loudest noise came from the electric clock.’ This became the headline, and it followed by 607 words of factual copy.” (Ogilvy on Advertising)
The headline, “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock,” carried a single specific, provable fact. It is a model of doing your homework and a model of a good headline.
Clean play. Do the homework, then lead with the most specific fact. A Classic Play for Rules 35, 36 and 39.
Ogilvy spent three weeks reading about the car before writing a word, found one specific, provable fact, and made it the headline.
The headline did the selling, and 607 words of factual copy backed it up. Do the homework, then lead with the most specific fact.
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