copywriting tip

Positioning is crucial

There is an anecdote about when David Ogilvy began working with one of his major clients,

Ted Moscoso, the economic head of
the Government of Puerto Rico at the time

Ogilvy remembers...

"The most inspiring client I have ever had was Ted Moscoso, the economic head of
the Government of Puerto Rico.

The day he hired us, he said to me,

...

"Before we start advertising, we have to decide what we want Puerto Rico to become.

A bridge between Latin America and the United States?

An oasis of old Spanish culture?

A modern industrial park?"

We talked all night."

David Ogilvy shares lots of stories and copywriting wisdom in his book Ogilvy On Advertising

Get the book here https://amzn.to/3hndwtT 

Then in gives more details about his Puerto Rico advertising campaign

"Shortly after our appointment as the agency for Puerto Rico, I wrote to Moscoso:

We must substitute a lovely image of Puerto Rico for the squalid image which now exists in the minds of most main-landers.

This is of cardinal importance to your industrial development, your rum industry, your tourism and your political evolution.

What is Puerto Rico?

What is the personality of this island?

What face shall Puerto Rico show to the world?

Is Puerto Rico no more than a backward country in the throes of its industrial revolution?

Is the island to remain what Max Ascoli calls “the Formosa of the New Dealers”?

Is it in the process of becoming a latterday North Philadelphia?

Or is there a soul alive in the body economic?

Is Puerto Rico to be overrun by vulgar tourists, and changed into a second-class Miami Beach?

Have Puerto Ricans forgotten their Spanish heritage in a mad rush to prove how American they are?"

It's all about the right positioning.

These details are from D Ogilvy's book Confessions of an Advertising Man
https://amzn.to/3jcBE3f 

If you liked this thread check D Ogilvy's books...