Top 5 Lessons From 5 Iconic Copywriters.

Author

Andy at Growth Catalyst Club
September 01, 2024

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Top 5 Lessons From 5 Iconic Copywriters.

Welcome to this week's edition of "The Copywriter Coach”. In this edition, we’ll go over the top 5 lessons from 5 iconic copywriters.

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1. "The sole purpose of the first sentence in an ad is to get you to read the second sentence." - Joe Sugarman

Joe Sugarman, the wizard behind BluBlocker sunglasses' success, reminds us of the power of momentum in writing. Your opening line is the key to unlocking your reader's attention.

2. "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." - Leo Burnett

The advertising titan behind Tony the Tiger and the Marlboro Man emphasizes the importance of simplicity and engagement. Your copy should be a joy, not a chore, to read.

Action Step: Take your latest piece of copy and challenge yourself to cut it by 25%. Now, add an element of fun or surprise to each paragraph. Watch your message come alive!

3. "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." - David Ogilvy

The "Father of Advertising" underscores the critical importance of headlines. Your headline is your handshake, your first impression, and often your only chance to grab attention.

Action Step: Write 10 different headlines for your current project. Use power words, create curiosity, or make bold promises (that your copy can fulfill). Test them using CoSchedule's Headline Analyzer for instant feedback.

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4. "The best ideas come as jokes. Make your thinking as funny as possible." - David Ogilvy

Ogilvy makes another appearance, reminding us not to take ourselves too seriously. Humor can be a powerful tool in breaking down barriers and making your message memorable.

Action Step: Find a way to inject humor into your current copy. It could be a clever pun, a funny analogy, or a lighthearted jab at a common industry frustration. Remember, the goal is to make your reader smile, not to become a stand-up comedian!

5. "Nobody reads ads. People read what interests them, and sometimes it's an ad." - Howard Gossage

Known as "The Socrates of San Francisco," Gossage reminds us that our job is to create interest, not just ads. Your copy should speak to your reader's desires, fears, and aspirations.

Action Step: Before you write another word, create a detailed avatar of your ideal reader. What keeps them up at night? What are their secret dreams? Now, rewrite your copy as if you're having a heart-to-heart conversation with this person.

G copywriting isn't about following a formula—it's about connecting with your reader on a human level.

Until next time, keep writing, keep testing, and keep pushing the boundaries of what's possible with words!

P.S. Which of these tips resonated with you the most? Hit reply and let me know—I'd love to hear how you're applying these insights in your own work!

- Andy

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