- Weasel Words: These are words that are tossed into a sentence that change actual meaning of sentence while leaving an impression that is different.

- Dangling Comparative: This is a statement that seems to be comparing one thing to another, but in actuality never actually states what thing being compared is being compared to. What generally happens is that comparison is left up to audience to complete.

- Complex Question: A complex question is one that appears to be asking for a yes or no answer, but is in reality two yes-or-no questions that are usually contradictory. No matter how you answer, you can't win.

- Buzz Words: These are words that seem to say something, but don’t. They are extremely popular in advertising.

- Guilt by Association: This is when you attribute characteristics to someone or something based merely on society they keep.

- Self-Definition: This is using a word that you expect your audience to define one way, but you mean it another way when you use it.

By using Ogilvy’s magic words and avoiding use of fallacies, you’ll be on your way to advertising that sells - without alienating your audience.

Well, they usually lose their temper a lot and can affect their relationships. They're nervous and can't concentrate on work, which in turn can make their boss angry. They're always tired and don't feel like doing anything, among other serious problems.

Now explain each problem way they can see it, hear it, taste it and feel it! Make them wish deeply that they could get rid of problem.

Are you here with me? Now it's time to give them solution: your sleeping pill!

Explain how it will help them fall asleep without waiting for hours. With your pill, every morning they wake up smiling because of a restful night. Finally, they will be rid of terrible headache they always had. They will no longer be tired at work and can finally get a raise.

Are you getting picture?

Tell them what's in it for them and your copy will sell like crazy! Now it's time for last rule...

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#3. Write to One Person

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Amateur copywriters think because many people read their copy, they should write to public. No! Even if all people in world were to read your copy, each of them would read it individually. So each of readers should feel you're talking to him and only him. This makes your copy have a much higher impact.

Your copy should be friendly as well. Write as if you were addressing your best friend. Don't start with "Hey, everybody". You don't use that in a personal letter, do you? Say something like "Dear Friend" and your copy will be friendly and effective. After all, you're calling him your friend.

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Final Notes

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Copywriting is an essential part of your marketing strategy. If you have a great product but don't know how to write effective copy, you won't make any sales because you can't motivate people to make a purchase.

To become a professional copywriter you need to practice a lot. The more you write, more you learn. If it takes you a long time to write your first copy, don't worry. After all, it's your first time. No one's born a copywriter. If you see that someone's copy sells like crazy, he sure has practiced very much.

Some people give up at first, when they see they can't write as well as a professional copywriter. If you've just started, you shouldn't compare yourself with experts. Instead, learn from their experience and don't make same mistakes they once made. It will save you a lot of time!

And don't forget that you should never sell a product that you don't believe in. Even if you make some sales, you're making money by lying to your customers and betraying their trust... and it's not fair at all! They've worked hard to earn every dollar and now you're taking their money for something you wouldn't ever buy yourself.