Product Management Library of Knowledge
Long John Silver On Writing Ads
|Long John Silver on writing ads
The whole particulars of a talk with an old time
Know your quarry, I say, first and last; keep em in your deadlights, lay your course, and stay it. Dooty is dooty, shipmate. Take your bearings, and when you know who they are, and what manner of people they be, why, let her rip. And if you find that in the creative lies the more pleasuresome dooty, youll thank old John for getting you close by enough to make it count.
Rouse their interest
Now to number two get you your quarrys attention and grip it tight. Nows the time for your cut and rip creative! I would set no limits to what gentlemen might consider shipshape, or might not, as the case were. Cut loose of custom, and cut loose of yourself. Ah, thats work to put the shakes upon you, cutting loose of yourself!
Whats to your fancy aint worth a biscuit its whats to your quarrys fancy that does it. Youll make a note of this here about cut-and-rip sometimes you thrust, sometimes you slash, and sometimes you parry. And all times, you hold your quarrys eyes on that edge, that competitiveedge, in a manner of speaking.
Reel em in alongsideOnce your quarry is watching, thats when you have to be careful. To write sweet copy, youll work hard and youll speak soft. Im all for argyment; I never seen good come out o threatening. Nor lying neither. You cant touch pitch and not be mucked.
Taint rousing now, its reeling seals it, you may lay to that. Lead your quarry along hand over hand. Take it slow, lad, slow, for they might break from your argyment in a twinkle of an eye, if it was seen to hurry. At the end, you dont want none of those doubts a-rising, unlooked for, like the devil at prayers. Gently, gently, you lay em athwart.
Relieve em of their booty
Now youve broached em to, fetch ahead and get those doubloons!
Thems the rules, and thats my story and how I did my possible in spite o fate or fortune, say I! Ah, you thats young you and me might have done a power of good together. Heres to ourselves, and hold your luff, plenty of prizes and plenty of duff.
Call or fax me.
Phone and fax: (619) 465-6100
John Kuraoka, freelance advertising copywriter
6877 Barker Way
San Diego, California