Our team loves what we do. And one of the best parts about being in this industry is the legacy we’re continuing to build upon. Many copywriting greats have come before us and paved our way. Now, we take the lessons they taught us and use them in our own work.
Take a few minutes today to glean insights from four copywriting legends. It might just spark the creativity and motivation you need to finish your next content project.
4 Lessons Learned From Copywriting Greats
1. Don’t Be Afraid To Be a Bit Scandalous
“A skin you love to touch.” That’s a slogan written by copywriting legend Helen Lansdowne Resor. Helen worked as a copywriter and eventual vice president of the J. Walter Thompson Company. During her time as a copywriter, she created many memorable ads, such as this one for Woodbury Soap:
The ad you see here was considered scandalous in the early 1920s. In fact, Helen is noted as the first copywriter to use a women’s sensuality in advertising.
If Helen can teach us anything, it’s this: It’s okay to be different. It’s okay to challenge the status quo. As a business owner, you have something unique to offer the world. Showcase it. Write about it. Use your unique voice to attract those who need you the most.
2. Honesty Is the Best Policy
“Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.” — David Ogilvy
David Ogilvy is rightly known as the Father of Advertising. And this quote alone showcases why. He was a successful man who simply believed in the power of authenticity.
Copywriting isn’t about saying anything and everything you can to convert your visitors into customers. It’s about finding your ideal audience from the get-go and remaining authentic in your copy.
You shouldn’t have to embellish. Instead, tailor your message to fit your audience’s needs, wants, challenges and fears. As a result, you’ll remain true to what you do and build trust with your customers.
3. Why Over What
“Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.” — Robert W. Bly
Robert W. Bly is a veteran copywriter still delivering results today. His award-winning work stems from his dedication to speaking the customer’s language.
You see, that’s what’s most important. It’s not about marketing a product or service by telling your audience all the fancy-schmancy features. It’s about showing why a website visitor should reach out to you. It’s about showing how their life will look after working with you. You must focus on the benefits—the why over what.
4. Just Solve Their Problem
“People want to click things. Mostly because they just want to move through life and get their problems solved.” — Joanna Wiebe
Joanna Wiebe is a serious boss lady and founder of Copyhackers. We couldn’t agree more with this quote. Why? It speaks to why we write copy: To solve our visitors’ problems.
Your audience isn’t clicking around the internet at random just because. They’re looking for a solution. Maybe you need to create a blog post that answers a specific question your customers have about your industry. Or maybe you need to write a case study that explains the benefits of what you do. No matter what content you create, always make providing a solution a priority.
There’s Always More to Learn When It Comes to Website Copywriting
Website copywriting is ever-evolving. There’s always something else you can learn to improve your content. If you’re still struggling with creating content for your audience, we can help. Learn a little something or two from the Word Nerds by sending us a message.