The headline is 80% of your investment. It must promise a benefit or "flag down" the specific reader you want.

This book was originally a private gift for his employees. It contains the famous "Fatherly Advice" memo where he tells his staff: "The client is not a moron. She is your wife."

The Unpublished David Ogilvy: A Collection of Manuscripts, Notes, and Letters

Eleanor knew the canonical Ogilvy—the famous manuals, the confessions, the absolute laws of advertising. But this… this was different. This was a David Ogilvy who’d grown tired of his own legend.

: The book includes "The Theory and Practice of Selling the AGA Cooker," a 1935 sales guide written when Ogilvy was 24. Fortune magazine once called it "probably the best sales manual ever written".

: Often found at a discount on Better World Books (~$10.47) or goode-books (~$2.99).