How copy really DOES make a difference

Many moons ago, I did a copy test for ad agency Ogilvy & Mather, in which I was asked to describe the last product I bought as a result of an ad.

At the time, I think I claimed that ads couldn’t persuade me to buy anything I didn’t already want.

I was wrong.

You may remember a blog post I wrote last year, about Eve mattresses: Oh, what a lovely bit of copy

BoxThat copy was so good, I have now invested in an Eve mattress. It arrived three days ago in a beautifully branded box (see right).

It’s evidence that a simple value proposition and clear tone of voice actively promote sales.

I’m not surprised that Eve has been listed in the CoolBrands® survey 2016/7. Congratulations to them – and a good night’s sleep to me.

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