My Life in Advertising and Scientific Advertising by Claude Hopkins

David Ogilvy, the founder of the advertising agency Ogilvy & Mather and the author of Ogilvy on Advertising, once published a classic car ad in a newspaper. Above the ad copy was a picture of a Rolls-Royce, with a person sitting in the back seat looking out the window. The caption below read: "At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock." Though BMW and Mercedes-Benz dominated the market, this ad campaign helped push Rolls-Royce to the forefront of the automotive industry in the 1950s and 1960s. .  

In this famous Rolls-Royce advertisement, Ogilvy’s unique copy-writing mindset was a key factor to its success. So, what exactly is this copy-writing mindset?