<![CDATA[Marketing Meditations]]>Every episode, I pull one idea from a classic marketing text (Hopkins, Ogilvy, etc. - AKA the ones still worth stealing from) and translate it into something you can use in your work as a marketer or business leader today.

]]>https://www.samkuehnle.com/s/marketing-meditations-podcastRiverside.fm (https://riverside.com)Sat, 31 Oct 2026 01:09:48 GMTTue, 22 Sep 2026 18:10:28 GMT60caeaa230-d49b-11f1-bd6f-5f71e6c5e654Sam Kuehnle<p>Every episode, I pull one idea from a classic marketing text (Hopkins, Ogilvy, etc. - AKA the ones still worth stealing from) and translate it into something you can use in your work as a marketer or business leader today.</p>episodicSam Kuehnlesam@derevaco.comno<![CDATA[002 How to Write Headlines and Copy People Read]]>David Ogilvy wrote that once you have written your headline, you have spent 80 cents of your dollar. In this episode, I read passages from Confessions of an Advertising Man on the work before and after the headline: the homework, the headline itself, body copy and plain communication. I translate each into something you can use in your work today.

Chapters

  1. 00:00 - Headlines: 80 cents of your dollar
  2. 00:42 - Why this show exists, and what this episode covers
  3. 01:44 - Ogilvy on writing well, and why boring is a sin
  4. 03:40 - His last will and testament: study the product, promise a benefit
  5. 04:22 - Do the homework: become the best-informed person on the account
  6. 06:38 - Give the facts
  7. 08:31 - Details matter, and the 35-pound figure
  8. 09:55 - How to write potent copy
  9. 10:15 - The ten headline guides
  10. 14:04 - Clear versus clever
  11. 15:11 - Body copy: write to one person, be specific
  12. 15:55 - Long copy: Schlitz and the Rolls-Royce ads
  13. 16:45 - Every ad is a complete sales pitch
  14. 17:03 - Testimonials
  15. 17:54 - Helpful advice
  16. 18:23 - Why the multi-step ad funnel falls short
  17. 19:34 - Good content, and why giving value builds reciprocity
  18. 20:43 - Captions
  19. 21:38 - Formatting long copy
  20. 22:57 - "Broetry" and timeless principles
  21. 23:44 - Plain writing: jargon and acronyms
  22. 24:44 - Presentations, rehearsal and AI slides
  23. 26:15 - Be brief, be brilliant, be gone
  24. 28:00 - The unconscious, and a closing example of clear writing
  25. 29:41 - Close, guide and book

What's inside the playbook

  • A ten-check headline scorecard, with space to write sixteen headlines
  • A copy and clarity checklist for body copy, long copy and everyday communication

Get the free playbook:
https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy-playbook/

Read along:
Confessions of an Advertising Man by David Ogilvy: https://link.amazon/B00Gp1lUC

Link to podcast episode page:
https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy/

Episodes you might like:
001: Why Marketers Ignore What Works and Repeat What Doesn't

]]>https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy/699afb6e-6a0a-4fed-bffc-94ce2266ec5aFri, 30 Oct 2026 20:22:31 GMT<p>David Ogilvy wrote that once you have written your headline, you have spent 80 cents of your dollar. In this episode, I read passages from <i><em>Confessions of an Advertising Man</em></i> on the work before and after the headline: the homework, the headline itself, body copy and plain communication. I translate each into something you can use in your work today.</p><p><b><strong>Chapters</strong></b></p><ol><li>00:00 - Headlines: 80 cents of your dollar</li><li>00:42 - Why this show exists, and what this episode covers</li><li>01:44 - Ogilvy on writing well, and why boring is a sin</li><li>03:40 - His last will and testament: study the product, promise a benefit</li><li>04:22 - Do the homework: become the best-informed person on the account</li><li>06:38 - Give the facts</li><li>08:31 - Details matter, and the 35-pound figure</li><li>09:55 - How to write potent copy</li><li>10:15 - The ten headline guides</li><li>14:04 - Clear versus clever</li><li>15:11 - Body copy: write to one person, be specific</li><li>15:55 - Long copy: Schlitz and the Rolls-Royce ads</li><li>16:45 - Every ad is a complete sales pitch</li><li>17:03 - Testimonials</li><li>17:54 - Helpful advice</li><li>18:23 - Why the multi-step ad funnel falls short</li><li>19:34 - Good content, and why giving value builds reciprocity</li><li>20:43 - Captions</li><li>21:38 - Formatting long copy</li><li>22:57 - "Broetry" and timeless principles</li><li>23:44 - Plain writing: jargon and acronyms</li><li>24:44 - Presentations, rehearsal and AI slides</li><li>26:15 - Be brief, be brilliant, be gone</li><li>28:00 - The unconscious, and a closing example of clear writing</li><li>29:41 - Close, guide and book</li></ol><p><b><strong>What's inside the playbook</strong></b></p><ul><li>A ten-check headline scorecard, with space to write sixteen headlines</li><li>A copy and clarity checklist for body copy, long copy and everyday communication</li></ul><p><b><strong>Get the free playbook:</strong></b><br /><a href="https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy-playbook/" rel="noopener noreferrer nofollow">https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy-playbook/</a></p><p><b><strong>Read along:</strong></b><br /><i><em>Confessions of an Advertising Man</em></i> by David Ogilvy: <a href="https://link.amazon/B00Gp1lUC" rel="noopener noreferrer nofollow">https://link.amazon/B00Gp1lUC</a></p><p><b><strong>Link to podcast episode page:</strong></b><br /><a href="https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy/" rel="noopener noreferrer nofollow">https://www.derevaco.com/marketing-meditations/how-to-write-headlines-and-copy/</a></p><p><b><strong>Episodes you might like:</strong></b><br />001: Why Marketers Ignore What Works and Repeat What Doesn't</p>no00:30:162002 How to Write Headlines and Copy People Readfull<![CDATA[001 Why Marketers Ignore What Works and Repeat What Doesn't]]>David Ogilvy counted 49 ads in a single magazine issue that ignored a rule research had already settled. In this first episode, I read passages from Confessions of an Advertising Man on why marketers skip evidence that exists, and translate each into something you can use in your work today.

Chapters

  1. 00:00 - The pig and the truffles: knowledge over ignorance
  2. 00:27 - Why this show exists, and why Ogilvy is the hub
  3. 02:19 - "Allergic to rules": rules, frameworks, playbooks and skills
  4. 03:41 - 49 ads in reverse type, years after the research
  5. 05:23 - Why marketing teaches no underlying principles
  6. 05:46 - Ogilvy's lessons: the 19-to-1 gap and promising a benefit
  7. 07:11 - The Magic Lantern: do rules make work dull?
  8. 09:09 - Price-off deals and the short-term trap
  9. 11:06 - The 15% and the 85%
  10. 12:47 - The trap of more
  11. 15:10 - Approval layers, flat fees and incentives
  12. 18:09 - A moving parade, not a standing army
  13. 19:47 - Test everything
  14. 21:17 - Sell the outcome, then choose the promise
  15. 24:06 - Give the facts
  16. 26:56 - Brand image, and research as a lamppost
  17. 28:43 - The brand as a coefficient
  18. 29:45 - The ice-box policy
  19. 31:27 - Testimonials and the question "Are you for me?"
  20. 33:02 - Why award-winning ads prove little
  21. 34:32 - Curiosity, photographs and faces
  22. 39:08 - Match the medium
  23. 41:35 - Problem, remedy, proof
  24. 42:46 - Why specialists win
  25. 44:58 - Close, playbook and book

What's inside the playbook

  • Nine principles from the episode, each with Ogilvy's evidence and a question to ask of your own work
  • The Audit: a worksheet for grading your last five assets
  • A decision rule for what to treat as settled and what to test

Get the playbook:
https://www.derevaco.com/marketing-meditations/ignore-what-works-playbook/

Read along:
Confessions of an Advertising Man by David Ogilvy: https://link.amazon/B00Gp1lUC

Link to podcast episode page:
https://www.derevaco.com/marketing-meditations/ignore-what-works/

]]>https://www.derevaco.com/marketing-meditations/ignore-what-works/99388a0e-42d8-4a96-9b7a-cb89923bc92bFri, 30 Oct 2026 20:21:12 GMT<p>David Ogilvy counted 49 ads in a single magazine issue that ignored a rule research had already settled. In this first episode, I read passages from <i><em>Confessions of an Advertising Man</em></i> on why marketers skip evidence that exists, and translate each into something you can use in your work today.</p><p><b><strong>Chapters</strong></b></p><ol><li>00:00 - The pig and the truffles: knowledge over ignorance</li><li>00:27 - Why this show exists, and why Ogilvy is the hub</li><li>02:19 - "Allergic to rules": rules, frameworks, playbooks and skills</li><li>03:41 - 49 ads in reverse type, years after the research</li><li>05:23 - Why marketing teaches no underlying principles</li><li>05:46 - Ogilvy's lessons: the 19-to-1 gap and promising a benefit</li><li>07:11 - The Magic Lantern: do rules make work dull?</li><li>09:09 - Price-off deals and the short-term trap</li><li>11:06 - The 15% and the 85%</li><li>12:47 - The trap of more</li><li>15:10 - Approval layers, flat fees and incentives</li><li>18:09 - A moving parade, not a standing army</li><li>19:47 - Test everything</li><li>21:17 - Sell the outcome, then choose the promise</li><li>24:06 - Give the facts</li><li>26:56 - Brand image, and research as a lamppost</li><li>28:43 - The brand as a coefficient</li><li>29:45 - The ice-box policy</li><li>31:27 - Testimonials and the question "Are you for me?"</li><li>33:02 - Why award-winning ads prove little</li><li>34:32 - Curiosity, photographs and faces</li><li>39:08 - Match the medium</li><li>41:35 - Problem, remedy, proof</li><li>42:46 - Why specialists win</li><li>44:58 - Close, playbook and book</li></ol><p><b><strong>What's inside the playbook</strong></b></p><ul><li>Nine principles from the episode, each with Ogilvy's evidence and a question to ask of your own work</li><li>The Audit: a worksheet for grading your last five assets</li><li>A decision rule for what to treat as settled and what to test</li></ul><p><b><strong>Get the playbook:</strong></b><br /><a href="https://www.derevaco.com/marketing-meditations/ignore-what-works-playbook/" rel="noopener noreferrer nofollow">https://www.derevaco.com/marketing-meditations/ignore-what-works-playbook/</a></p><p><b><strong>Read along:</strong></b><br /><i><em>Confessions of an Advertising Man</em></i> by David Ogilvy: <a href="https://link.amazon/B00Gp1lUC" rel="noopener noreferrer nofollow">https://link.amazon/B00Gp1lUC</a></p><p><b><strong>Link to podcast episode page:</strong></b><br /><a href="https://www.derevaco.com/marketing-meditations/ignore-what-works/" rel="noopener noreferrer nofollow">https://www.derevaco.com/marketing-meditations/ignore-what-works/</a></p>no00:46:311001 Why Marketers Ignore What Works and Repeat What Doesn'tfull