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Did you know that 93% of copywriters, and graphic designers, DON’T know how to do correct advertising layouts?

(Btw, I just made that number up, I can’t remember the actual statistic, but it’s pretty much MOST professional copywriters and graphic designers).

So what I’ve done is take some before and after demonstration shots, from my favorite anonymous copywriting master (known only as Mr. Subtle - a frequent poster on the copywriters board).

Here’s what you’re going to see:

First, the terrible graphic (”Brand”) ad. It’s got almost no copy, and is virtually useless as a Marketing Creative.

As you can see, there is almost no written copy. And the copy that is there is almost impossible to read.

How stuff this terrible still gets created and used is beyond me.

Anyway, the next version you are about to see was done by Copywriter Tom Collins:

In this version you can see there is actually a HEADLINE which names the company (which is quite important), and a lot more copy.

This is all a great improvement over the first version, which is a meaningless picture no one will read.

However, it’s not perfect yet.

The headline lacks the hook of the subhead he uses (ironically), and the layout is confusing, and lacks impact.

Enter Mr. Subtle’s version (by far the best):

I think it’s pretty obvious how much more impact Mr. Subtle has created by using the picture’s, and colors he has chosen.

The most important thing he did (in his own opinion) though - was to make the sub head, the headline.

Would you like to know his secret?

Would you also like to be able to do layouts as impactful, and totally awesome as this?

If you would, then you need to get your hands on a copy of:

Ogilvy On Advertising - by David Ogilvy.

Ogilvy was an Advertising genius who developed the exact layout Mr. Subtle modeled for his remake of the DHL ad.

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This entry was posted on Monday, September 10th, 2007 at 6:46 am and is filed under Communication. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.