Often referred to as “The Father of Advertising,” David Ogilvy preached on the importance of copywriting in his career and in his wildly popular book Ogilvy on Advertising.  At Captiva Marketing, we agree with his assessment and that is why the copy that we create often sets the tone for the entire campaign as well as provides our creative team with the direction they need to bring our ideas to life. 

We strive to develop copy and messaging that gets people to take some type of action, a process that starts by trying to answer these basic questions.

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Why do people buy your product or service?  What factors are most important to them in choosing to buy from you?

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How is your product different from others selling similar products or even different products that solve their needs?


Once a direction is set, we can proceed with developing copy that entertains, informs, influences, persuades, educates or even sells.

“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”

- Leo Burnett


The Evolution of Copywriting

One must consider that advertising has evolved dramatically since Ogilvy penned his famous book.  Ad copy was often limited to headlines and concise messages delivered through print ads, short 30 second spots on TV and radio or billboards.

Today, copywriting extends through extensive and highly informative websites, videos that educate and explain difficult concepts and social media campaigns intended to engage customers and prospects on a much more personal level.

Plus, copy has the added requirement of being read by search engines that rank it partly by how relevant it is to a particular search term.


Recruitment Fraud Alert

A new identity theft scam has hit the recruitment industry. It has come to our attention that fraudulent emails are being sent by fake companies posing as recruiters or posing as an employee of an organization, like Captiva, to recruit candidates.

These unofficial requests stem from Gmail accounts or fake LinkedIn/Indeed accounts and not from official company accounts. They direct users to attend a Google Hangout interview and then proceed to interview a candidate while asking for personal information. At Captiva Marketing, our first step in the applicant screening process includes an email from an official Captiva Marketing email account to schedule a traditional phone call. This request will come from an official Captiva Marketing email address and not a address. We do not request a Google Hangout nor do we use a Gmail account with our recruiting process. Initial communications will not request sensitive information, including but not limited to social security numbers, birth dates, bank information, etc. during our interview process. While giving out personal information to organizations, please be diligent. If you have any concerns about a request coming from Captiva Marketing, please contact us at 314-822-3656 and ask for Melissa Berner.

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