Eugene Schwartz was an advertising copywriter whose speciality was direct-mail campaigns and the author of 10 books, including “The Brilliance Breakthrough” and “Breakthrough Advertising”, which is widely regarded as the holy grail of copywriting books. An absolute genius at writing successful copywriting campaigns, he has a “Hit Ratio” (the percentage of winning ads) of 85%, […]
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Gary Halbert was a well-known direct-response marketer and copywriter. His persona and approaches to marketing are highly regarded by modern-era digital marketers and copywriters. He’s had more multi-million dollar winning campaigns in different niches than any other copywriter — living or dead. Halbert is perhaps most famous for the Boron Letters – a series of
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This time I copyworked and analysed 6 of David Ogilvy’s ads, focusing on the ones he made for his own agency Ogilvy & Mather, with all my lessons below.If you’ve come looking for Ogilvy’s famous Rolls Royce ad…sorry but you won’t find it here. As always, Ogilvy’s swipe file at the bottom of the page.
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10 days of copyworking and analyzing Joseph “The World’s Highest Paid Copywriter” Sugarman print ads has taught me the following lessons.I hope it helps you improve your writing. Sugarman swipe file at the bottom. Lesson 1 – Joe Sugarman’s Formula Sugarman: Likes to start his ads underwhelmed or disappointed Then by means of experiencing the
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For the past two weeks, I have copyworked and analysed 5 of Gary Bencivenga’s print ads.Swipe file at the bottom of the page. “What is copywork?” you may ask. Copywork is copying others’ work by hand to experience their writing style and techniques. I did so with 5 of Bencivenga’s ads, analysed their structure –
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