Throughout history, copywriters have served as great sources of both knowledge and power. From crafting headlines that enthrall to creating text that sells, their genius has often gone unappreciated. But armed with their wisdom, anyone can become a master of the craft. In this article, we’ll explore the timeless principles of old-school copywriting, and how you can use them to unlock your own creative power. So put on your copywriter’s hat, sharpen your pencil, and let’s uncover the keys to persuasive storytelling — that legendary power of old-school copywriting masters.
Tap into the Power of Storytelling
One of the most important lessons from old-school copywriting masters is the concept of storytelling. Storytelling allows you to create an emotional connection to your message, as well as to create a fuller experience for your customers. Through storytelling, you can make your message more vivid, captivating, and relatable. Classic copywriting masters understood the impact of story and applied the power of storytelling to their prose.
One of the most iconic copywriters of all-time, Claude C. Hopkins, created an effective story with his famous Puffed Wheat campaign. His widely circulated advertisement frames the product in a story of how a father is trying to feed his family and how the product, Puffed Wheat, is the perfect solution. By incorporating story into the copy, Hopkins was able to create an emotional connection between the reader and Puffed Wheat, as well as make the performance of the product in the copy more relatable.
Appeal to Your Customer&rsquos Emotions
Old-school copywriting masters understood that humans respond to emotional appeals and stories, which enabled them to create great copy. Therefore, one of the best lessons from these masters is to incorporate storytelling into your copywriting.
Humans relate to and respond to emotions, so another key lesson from the classic copywriters is the power of emotions and how you can use them in your copy. Appeal to your customer’s emotions — whether that be joy, fear, anticipation, or curiosity — and let them feel something when they’re ready to make a purchase.
Old-school masters used emotion to create an undeniable desire for their product or service, and that encouraged immediate action from their audience. They also understood the power of persuasion in copywriting, and how you can use that power to get direct, immediate results. One of the hallmarks of classic copywriting is the strong feeling of urgency in the copy, which is used to convince customers to take action right away.
Create an Empathetic Connection
Writing effective copy also requires a level of empathy. You need to be able to put yourself in your customer’s shoes, and understand exactly why they would buy your product or service. Research the customer’s behavior, understand their needs and wants and speak directly to them in a way that bonds them to your product.
The old-school masters also understood the power of clear, concise language. They knew that using convoluted language and technical jargon would not get the audience’s attention and would lead to a disconnect between them and the copy. Instead, the masters crafted their copy in simple language that was easily understandable and resonated with their readers.
Unlock Your Creative Powers
Copywriting also requires you to be creative. Use unexpected approaches. Try unorthodox ideas. This was something the copywriting masters of old understood — the importance of trying something new and different. They were always looking for unique ways to hook their audience, captivate their attention, and compel them to take action.
Finally, don’t be afraid to use repetition. It serves as a powerful tool to drive home a key value. It also creates a deeper understanding of the message. Old-school copywriters knew this concept well, using repetition to both increase the impact of the message and create more attention for the product.
Conclusion
Putting on the hat of a classic copywriter and using the wisdom from the masters of old can have a great impact on both your copywriting and the success of your product. By incorporating story, emotion, social proof, and creativity into your copy, you’re sure to connect with customers and create a successful campaign. So don’t forget this timeless advice — tap into the originality and creativity of the great copywriting masters of old and unlock your own copywriter power!
