Lessons from Copy’s Legends & Modern Pioneers
Let’s talk about the most legendary copywriters of all time, as well as some current rainmakers in the business who’ve absolutely nailed adapting to the digital market:
David Ogilvy, the mind behind the market-shifting Hathaway shirt advertisements and "The Man in the Hathaway Shirt." His work combined selling products with selling identity. Ogilvy sold dreams, ambition, and sophistication by perfecting the art of “ego-morphing.“
Gary Halbert, the master of persuasion and unconventional wisdom. His lessons in understanding the human psyche through copy have never stopped being relevant, even after half a century.
Gary Bencivenga, whose writing hooked readers with poignant storytelling, and heavily employed subtle psychology in the persuasion process.
But we're not just going to revel in the work done by the fathers of copywriting. In this blog, we are going to examine the modern market and pay homage to some contemporary copywriting maestros who've changed the face of digital marketing… in the best ways possible.
Alex Cattoni and Kevin Rogers, two dynamic copywriters who've brought storytelling into the digital age, redefining what it means to connect with an audience.
Why, you might ask, are we looking into the past and celebrating the present? It's because the impact of these legends and contemporary trailblazers extends far beyond mere words on paper or screen. Their work has reshaped industries, sparked cultural shifts, and, more importantly, propelled businesses to unprecedented heights.
As a freelance marketing writer, my admiration for these legends keeps me striving for greatness, and I've studied the secrets they were kind enough to share in workshops, books, and archived letters. And now, I'm here to share these secrets with you.
By the end of this journey, you'll understand that copywriting is about painting a vision, telling a story, and forging connections that build loyalty through identity.
David Ogilvy: The Father of Advertising, the name that's synonymous with brilliance in the ad world. This guy wasn't just a copywriter; he was the Sherlock Holmes of advertising. With a background in the British Intelligence Service, his campaigns had a secret weapon: research. He'd dig deep, understand the market, and create ads that hit the bullseye.
But here's what makes Ogilvy truly unforgettable. He said, "The customer is not a moron." Yep, he respected people's intelligence and believed in treating them with respect. That's a principle that resonates through the ages.
Now, what have I learned from this legend? It's that the foundation of great copy is research and clarity. You need to know your audience like the back of your hand, and then, you serve them a message that's crystal clear. There's no room for gimmicks; it's all about connecting, engaging, and respecting your audience's intellect.
Ogilvy's work isn't just timeless; it's a blueprint for every copywriter out there.
Gary Halbert, the Great Copywriting Wizard, was no ordinary copywriter. His career was as colorful as his personality, and his innovative approaches shook up the industry. One of his most legendary pieces, the "Coat of Arms" letter, was a masterpiece. In this piece of magic, he crafted a compelling story that hooked readers right from the start. It's a fantastic example of how storytelling can captivate an audience.
But that's not all; Halbert was the mastermind behind the "Copy Cub" concept. He encouraged copywriters to copy great ads by hand. Crazy, right? But this technique was like a crash course in understanding what makes an ad work. It's like learning music by playing the classics.
From Halbert, I've learned that being unique doesn't mean reinventing the wheel. Sometimes, it's about understanding the mechanics of what already works and then adding your twist. It's a blend of creativity and tested strategies, which I've made my own in my journey as a copywriter.
Gary Halbert wasn't just a wizard; he was a teacher, and his lessons still resonate in the world of copywriting.
Gary Bencivenga, often hailed as the Master Wordsmith, made a significant mark in the world of direct marketing. His influence is nothing short of legendary, as he was the brains behind what he called "Bencivenga Bullets." These were short, impactful sentences packed with punch that would grab a reader's attention and keep them hooked. It's the kind of technique that makes copy compelling.
But Bencivenga's mastery didn't stop there. He emphasized the power of story-based selling. He understood that, as humans, we're wired to respond to stories. They engage us emotionally and connect with us on a personal level. This approach made his copywriting incredibly effective. It's about crafting a narrative that resonates with the audience.
From the pages of Bencivenga's work, I've learned that direct marketing isn't just about selling a product; it's about telling a story that people want to be a part of. It's about grabbing attention with compelling bullets and then weaving a narrative that tugs at heartstrings.
The blend of the two is a force to be reckoned with, and it's a technique I've embraced in my own copywriting journey, turning products into stories and readers into customers. Gary Bencivenga was undoubtedly a master, but he was also a mentor through his work, and that's a legacy I hold dear.
In the realm of modern copywriting, two exceptional names shine brightly: Alex Cattoni and Kevin Rogers. These contemporary copywriting pioneers have made waves with their unique contributions to the landscape, and they've become personal inspirations in my own journey.
Alex Cattoni, the talented creator of Copy Posse, has redefined what it means to connect with an audience in the digital age. Her refreshing approach to copywriting mixes the art of persuasion with an intimate understanding of online engagement.
She's known for her distinctive strategies like "The Love, The Before, The After," which guide writers to create compelling, emotionally-driven stories in their copy. Alex's work drives home the idea that copywriting isn't just about words; it's about building genuine connections with readers.
Her methods have opened my eyes to the power of authenticity in the digital era.
Kevin Rogers, the driving force behind CopyChief, is another contemporary copywriting virtuoso who's made his mark. His journey from stand-up comedian to copywriting expert is as fascinating as it is inspiring. Rogers is known for his 60-Second Sales Hook, a concept that simplifies the art of selling into a concise, engaging message.
It's a testament to his brilliance, simplifying the complex. I greatly admire his knack for making complex ideas digestible and for using humor effectively in copywriting.
Alex Cattoni and Kevin Rogers are blazing trails in the modern copywriting world. From them, I've learned the importance of adaptability, innovation, and building authentic connections with today's readers. Their work is a reminder that, while we honor the legends of the past, there's always room for fresh approaches to the timeless art of copywriting.
They've reinforced that copywriting isn't a static discipline but a dynamic conversation between wordsmiths and the world. It's a testament to the enduring legacy of this craft.
Across the timelines of these legendary copywriters, certain principles and themes shine brilliantly, reminding us that the art of persuasive writing is an eternal beacon.
The unchanging power of understanding your audience is a fundamental theme.
David Ogilvy's famous dictum, "The customer is not a moron," underscores the importance of treating readers with respect. This principle has stood the test of time as a beacon for creating copy that resonates. Similarly, Gary Halbert's Coat of Arms letter and Gary Bencivenga's emphasis on story-based selling echo the idea that stories connect with readers on a deeply emotional level.
Through my journey as a copywriter, I've applied these lessons in dozens of campaigns, witnessing firsthand the magic of speaking directly to the hearts and minds of an audience.
Learning from these legends, both of the past and our modern era, illuminates the path forward. Their enduring wisdom and timeless techniques have not only shaped my career but also the countless brands and businesses that have benefited from their teachings.
In the ever-evolving world of marketing and advertising, drawing from this wellspring of knowledge ensures that, like a finely aged wine, our craft only improves with time. Copywriting isn't just about words; it's about creating lasting connections.
And by studying the masters, we pick up the tools to craft messages that will stick around for years to come.
-Aaron D.
