The Most Persuasive Tool in Advertising and How to Use It
Dear Marketing Top Gun: My friends, star marketers Alex Mandossian and Yanik Silver, recently paid me a compliment by calling me, "The world’s greatest living reason-why copywriter." I consider it such high praise because my mentor, David Ogilvy, was in my view the greatest reason-why copywriter of all time. In fact, when asked by a reporter if he was a strong proponent of "reason why" advertising, Ogilvy responded, "Is there any other kind?" Thinking of Mr. Ogilvy (or "D. O.," as we staffer
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