> For the complete documentation index, see [llms.txt](https://marketing-trailhead.gitbook.io/home/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://marketing-trailhead.gitbook.io/home/the-marketing-playbook/good-stuff-collection/mental-models-advertising.md).

# Advertising Mental Models

## 'Ogilvy on Advertising'

Here is an excellent Twitter thread by [@TheCharlieton](https://twitter.com/TheCharlieton) summarising key points from the book Ogilvy on Advertising.

{% embed url="<https://twitter.com/TheCharlieton/status/1080858201686446080>" %}
A Twitter thread by @TheCharlieton on key points from the book 'Ogilvy on Advertising'.
{% endembed %}

### And here is the link to the Twitter thread captured on one page using [@ThreadReaderApp](https://twitter.com/threadreaderapp)

{% embed url="<https://threadreaderapp.com/thread/1080858201686446080.html>" %}
Twitter thread on 'Ogilvy on Advertising' summarised using @ThreadReaderApp.
{% endembed %}

Read the entire book for simple gems like these:

{% hint style="success" %}
Headlines get five times the readership of the body copy. If your headline doesn't sell, you have wasted your money. Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recognize a problem, or quote a satisfied customer.
{% endhint %}