David Ogilvy is a legend in advertising. One of his standout campaigns? “The man in the Hathaway shirt.” And it’s a classic for a reason.
Let’s explore why this ad is a classic and what we can learn from it.
The Eye Patch: A Curious Hook
Imagine this: a suave man in a crisp Hathaway shirt. But wait! He has an eye patch. Why? It adds mystery. It draws you in. You can’t help but wonder about him.
Email Copy Lesson: Use curiosity in your subject lines. Instead of saying, “New Shirts Available,” try “What’s the secret behind this man’s style?” Instantly, it makes people curious. They want to know more. They’ll click.
Creating an Intriguing Character
This man isn’t just anyone. He’s cool, confident, and full of stories. He represents the lifestyle that Hathaway shirts promise.
Email Example: If you’re promoting a luxury watch, don’t just say, “Buy Our New Watches.” Instead, say, “Meet John: The Executive Who Swears by Our Timeless Style.” Now it’s not just about a watch; it’s about success. It’s about living the high life.
Showcasing Quality
Ogilvy knew how to highlight quality. The Hathaway shirt looks sophisticated. It’s not just a shirt; it’s a mark of distinction.
Email Copy Strategy: Focus on what makes your product stand out. If you sell gourmet coffee, don’t say, “Our Coffee Is Fresh.” Instead, say, “Experience the Rich Flavor of Beans Sourced from Small Farms.” This sounds more appealing. It tells a story of quality and care.
Strong Visuals Grab Attention
The ad features a striking image. The man catches your eye right away.
In Your Emails: Use captivating visuals. If you’re selling fitness gear, show someone using it during an intense workout. This makes your product relatable and exciting.
Keep It Simple and Clear
Ogilvy’s copy is straightforward and impactful. He tells a story, making the product feel desirable.
Your Email Approach: Instead of saying, “Sign Up for Our Online Course,” say, “Join Hundreds of Others Who Have Transformed Their Skills!” This makes it sound like a community. It’s about growth and learning, not just signing up.
Conclusion: Apply These Principles
David Ogilvy’s “The Man in the Hathaway Shirt” teaches us important lessons. Use curiosity. Create relatable characters. Highlight quality. Use strong visuals. Tell a compelling story.
When you write your emails, remember these tips. Make your readers curious. Show them how your product fits into a desirable lifestyle. Create a journey they want to be part of.
Now, go create your own magic in email copywriting! Your readers will thank you!
I’m off to find an eye patch—fashion statement, you know?
Daniel Matievich