Archive for Robert Schwarztrauber

Copywriting Examples From 15 GOATS

January 3, 2024 Uncategorized No comments
copywriting examples

Get Copywriting Examples from These 15 GOATs

Copywriting tool kit ad

Eager to become a top-notch copywriter?

There are two paths you can take:

  1. Stumble, fumble and fight to figure it all out on your own, which will likely waste time and money, or…
  2. Take a shortcut. Learn and earn faster by feasting on the bones of those who blazed a path before you.

You need to study the masters.

Learning from the iconic copywriters of the past and present is the fastest and best way to absorb proven formulas, principles, and skills. Their time-tested books, ads, sales letters, and teachings comprise a masterclass in persuasive writing.

To help aspiring copywriting students, and even veteran copywriters sharpen their chops, here are…

15 Copywriting Legends

~ ~ ~

Enjoy, learn from and emulate these greats, listed in no particular order:

1. David Ogilvy

Known as the “Father of Advertising,” David Ogilvy founded one of the biggest ad agencies in the world, Ogilvy & Mather. His bestselling books “Ogilvy on Advertising” and “Confessions of an Advertising Man” are required reading for any copywriting student.

Ogilvy’s iconic ads for brands like Rolls-Royce and Dove cemented his status as the most influential copywriter of the 20th century. See Ogilvy’s work, 100’s of articles and theories at Ogilvy.com

2. Claude Hopkins

Credited with pioneering many direct response tactics still used today, Claude Hopkins wrote the short, classic, and most essential books for copywriters, “Scientific Advertising” in 1923. He was among the first to test, track and optimize copy systematically.

David Ogilvy famously said, words to the effect, “No one should have anything to do with advertising until they’ve read “Scientific Advertising” 10 times”.

Like most of the old time copywriting legends, you should grab a hot cup of joe or your favorite herbal tea and Google his name. You won’t have to worry about what to do for the rest of the day.

3. John Caples

In the 1920s and 30s, John Caples took the lead in crafting magazine ads and pioneering key direct marketing techniques. His book “Tested Advertising Methods” compiled these breakthroughs for other copywriters to study. For nearly 60 years, at the top ad agency BBDO John was king, a pioneer in the techniques of effective ad testing.

Google John Caples and prepare yourself to go deep, deep, deep down the rabbit hole.

4. Gary Halbert

Gary Halbert is regarded as one of history’s best copywriters for direct mail promotions. With clients like Newsweek and Weight Watchers, he mastered the art of long-form sales letters and “everyday language that sells.” His “pull-no-punches” style, famous for wearing the hat embroidered, “Clients Suck” Gary gives you the straight poop on why people buy in a entertaining style you’ll never forget.

Read Halbert’s teachings on copywriting mastery at : https://www.thegaryhalbertletter.com/

You can, for now, still get free pdf copies of his infamous, Boron Letters here

5. Eugene Schwartz

At the forefront of behavioral psychology in advertising, Eugene Schwartz wrote iconic books like “Breakthrough Advertising”. He crafted brilliantly persuasive long-form letters for clients like The New York Times. Eugene was one of a handful of old great masters whose work and teachings still help copywriters today.

A great copywriter in his own right, Brian Kurtz has great info and tons of examples and discussion of Eugene Schwartz at: TitansMarketing.

6. Joe Sugarman

Dubbed “The Mail Order Maverick,” Joe Sugarman demonstrated innovative direct marketing through print ads and long-copy letters. His classic books include “Advertising Secrets of the Written Word” and “Triggers”. “The Adweek Copywriting Handbook” is a great resource for learning more about Joe. Famously, Joes was the genius marketer behind the hugely successful promotion of “BlueBlocker Sunglasses”.

Sugarman’s gone now, but you can Goolgle his name and find tons of examples, articles and info on him. Neil Patel has a good article about 7 of Joe’s teachings we can all learn from at: https://neilpatel.com/blog/joseph-sugarman/

7. David Deutsch

A contemporary Facebook ads expert, David Deutsch routinely achieves remarkable results with social media marketing. His book “Think Inside the Box” provides key lessons for modern digital copywriting.

Get tips on persuasive online copy at Deutsch’s blog, https://davidldeutsch.com/

8. Joanna Wiebe

Known for her mastery of copywriting across online media, SEO, and content marketing, Joanna Wiebe shares practical advice in books like “Copy Hackers Handbook”. She co-founded the prominent copywriting blog Copyblogger.

Learn from Wiebe’s teachings on digital copywriting at: https://copyhackers.com/

9. Drayton Bird

Credited with pioneering many direct marketing methods still in use, British copywriter Drayton Bird made his name writing long, meticulously-tested sales letters. He regularly shares his up to date wisdom, teachings, and what’s currently working through his website and email newsletter. His book, “How To Write Sales Letters That Sell” is a must read for every copywriter. You’ll enjoy his humorous, on-the-nose, common sense style. He’s worked for just about every major corporation and it’s hard to find another copywriter who doesn’t point to Drayton Bird as “the Man”.

Check out Drayton’s common sense copywriting free guides, and tutorials, plus his entertaining videos at https://DraytonBird.com  –Be sure to sign up for his email newsletter.

10. Gary Bencivenga

A legend in the craft of long-form sales letters, Gary Bencivenga routinely produced control packages that broke industry response records. He is renowned for seamlessly blending stories and sales psychology. Retired from copywriting and public life…

Gary Bencivenga shares his wisdom now at: https://marketingbullets.com/

11. Clayton Makepeace

Clayton Makepeace is one of the most celebrated and respected copywriters of the past 20 years. He built his reputation writing breakthrough promotion copy and selling information products via long form sales letters. His educational books include “The Ultimate Sales Letter”. All too soon gone,  Clayton was a pro andreal gentleman. He left this world in 2020 at the age of 67.

His website is now gone, but anyone can find a plethora of swipes, examples, lessons from Clayton Makepeace simply by GooglIng his name.

12. Alen Sultanic

Today’s expert in online marketing and conversion optimization, Alen Sultanic focuses his teachings on crafting persuasive copy for landing pages and digital ads. His course, “The Landing Page Sales Funnel Blueprint” is hugely popular.

Learn Sultanic’s approach to high-converting web copy and stay up to date on what’s working right now by joining his Facebook Group at: https://www.facebook.com/groups/nothingheldback/

13. John Carlton

Dubbed “the most respected and ripped-off veteran copywriter in the world,” John Carlton was a contemporary of Gray Halbert’s and is known for long, aggressive hard-sell promotions, like “The One Legged Golfer”

Check out Carlton’s rants, copywriting guides and tutorials at: https://www.john-carlton.com/marketing-tips/

14. Alex Brue

The co-founder of Copyhackers, Alex Brue has achieved tremendous results writing Facebook ads and online sales funnels. His educational Copy School trains aspiring digital copywriters.

Learn Brue’s approach to persuasive online copy at Copyhackers.com.

15. Ben Settle

An expert in long-form sales letters for digital products and THE EXPERT for writing emails that covert, Ben Settle takes an edgy “direct response” approach focused on maximum persuasion and profit. His many  books include his “Confessions of A Persuasion Hitman” series,  “Epic Copy” and  his famed monthly subscription, “Email Players Newletter”

Access Ben Settle’s high-intensity copywriting trainings at: https://bensettle.com/.

Wrapping Up

~ ~ ~

This covers 15 of the most brilliant copywriting masters every student should study and model. From early pioneers to contemporary experts, when you absorb their teachings, you ‘re on the fastest path to copywriting success.

For guidance and resources to sharpen your copy skills, be sure to explore the websites above and dive into the books written by these icons of the craft. You’ll be well on your way to expert-level persuasion in no time!

The Next Step To Copywriting Success

~ ~ ~

The one common element you find, at the core of each legend’s success, is an intimate knowledge of the market they are attempting to sell in. Without that deep knowledge you’ll be banging your head wondering why vegans won’t buy your Omaha steaks.

Seems ridculous in it’s simplicity, right?

But not knowing their core desires, the real reasons behind why they buy, (which are often hidden behind a veil of public embarassment they’ll never disclose) your promotions will draw nothing but crickets.

Your kids will be skinny. Your bank account even thinner.

If you’re a marketing genius like these guys, go ahead and bang out that winning promotion.

Most of us, are better served using tools, power tools to help us dig out the buyer hot buttons, the hidden agendas, the key motivators that are realy driving response and conversion.

Tools like those included in The Copywriters Persuasion Toolkit.

Here’s to your happy reading and your ultimate success!

– Robert Schwarztrauber

Copywriting Examples Incite Rebellion

January 2, 2024 Uncategorized No comments
Copywriting Examples Use Rebellion

Copywriting Examples-How Rebellion Boosts Sales


“You don’t tell me what to do!”

Those were the exact words my 9 year old mouth screamed at my dad, just seconds before I found out how naive I was.

We all have a little rebel inside us.

As kids, we can’t wait to break free from rules and expectations to do things our own way. For most of us, that bright spark of rebellion dims as we grow older. As we become “more responsible”.

But deep down, where some of the most powerful urges and emotions are supressed, we all still crave those opportunities to break conventions, defy the status quo, make our own path and “stick it to The Man!”.

“Sure. What the hell!”

Savvy marketers tap into this powerful,  innate human desire for rebellion.

Positioning their brand as an alternative, the underdog, or challenger to the mainstream. They entice us to buy in and be part of a movement against the grain.

From 7Up to Apple, some of history’s most successful ad campaigns leveraged this rebellious spirit to drive brand growth and boost sales. To great success.

What makes these rebellion-based campaigns so effective?

More importantly, how WE can use those lessons to infuse a spirit of constructive rebellion into our own marketing efforts?

Copywriters Tap Into the Urge to Break Rules

~ ~ ~

Rules were meant to be broken. As kids, we heard this message constantly from peers, popular media, even indirectly from the very parents who set boundaries we couldn’t wait to cross.

The urge to break rules and expectations is strong in childhood and adolescence. But it doesn’t disappear entirely as we become adults. We still crave opportunities to color outside the lines, break convention, and forge our own path. Especially if we can do it in the company of similar rebellious others – as a group.

Smart marketers realize this and position rule-breaking behaviors as a way to satisfy our inner rebel.

Here’s a great example:

7Up – “The Uncola”

7Up branded itself as the “Uncola” in the 1970s campaign. They positioned the brand as a rebel upstart challenging Coke and Pepsi’s grip on the soda market.

The underdog narrative let 7Up and their un-brown, clear, refreshing lemon-lime soda carve out a niche as the anti-establishment soda of choice. Ultimately securing the #3 position in a very crowded (and profitable) soft drink market.

Copywriters Position Brand as an Underdog

~ ~ ~

Rooting for the underdog is natural for most of us. We inherently support those taking on the dominant powers, overcoming the odds stacked against them.

This goes all the way back to the story of David and Goliath. Brands that successfully frame themselves as an underdog alternative to a mainstream industry giant can leverage this to great effect.

Avis – “We Try Harder”

Up against the huge juggernaut, Hertz Rent-A-Car in the 1960s, Avis smartly embraced their underdog status. Their “We Try Harder” campaign by ad agency, DDB (Doyle-Dane-Benbach) appealed to consumers who wanted an alternative to the complacency and entitled nature of Hertz. This marketing strategy proved a huge win for Avis.

Copywriters Empower Rebellion Against Convention

~ ~ ~

Rebellion isn’t always negative. Rebelling against outdated conventions, broken systems, and restrictive stereotypes can empower change and progress. Brands that tap into this change-enabling spirit of rebellion can build strong connections.

Apple – “Think Different”

Apple revived its famous rebel campaign in the early 2000s but shifted the context. This time, positioned as empowering rebels who challenged conventions and changed the world through innovation. The ads made Apple computers tools for real, positive change.

Apple continues to this day to be the alternative choice (against Android phones) with the iPhone. Apple users as a worldwide group or “cult” comprise one of the most loyal groups of repeat brand buyers in history.

It should come as no surprise that the company was founded on Steve Jobs own “rebellious” personality. This powerful positioning and consistency of message has led Apple to become one of the biggest, most profitable companies of all time.

Copywriters Fan the Flames of Youth Rebellion

~ ~ ~

As we grow up, rebellion often manifests as teens actively rejecting parental values and preferences in a quest to forge their own identity. Brands that embed themselves early into this youth rebellion dynamic can earn lifelong affinity.

Volkswagen – “Think Small” 

This minimalist ad campaign by Doyle Dane Bernbach positioned the small Volkwagon Beetle as a rebel against bloated, oversized American cars. Sales went from 2k in 1960 to 400k per year by 1970. Helmut Krone conceived the ad and inspired rebellious, 1960’s hippies everywhere to buy the now iconic Beetle Bugs and later the VW busses.

Copywriters Disrupt and Challenge the Dominant Player

~ ~ ~

Sometimes the most straight-forward rebellious move is to position your brand as a disruptive alternative to the lead player. Against the fat, arrogant king who is complacent atop the market. Consumers love to rally behind the rebel working to dethrone the king.

Federal Express – “When It Absolutely, Positively Has to Be There Overnight”

FedEx’s campaign focused on their reliability of overnight delivery, enticing rebellious business customers away from the slower and often unreliable postal services. It propelled FedEx’s growth by tapping into the professionals urgency to rebel against slow, outdated, unaccountable delivery systems.

Dollar Shave Club

With its viral 2012 video, Dollar Shave Club challenged the dominance of overpriced razor giants like Gillette. It disrupted the market by appealing to economically rebellious customers,  eager for an affordable, no-frills alternative. This strategy worked to great success for Dollar Shave and can be adapted for almost any product.

Trump

Our collection wouldn’t be complete without a mention of Donald J Trump.

This real estate developer, “The Apprentice” TV star, and a contentious celebrity figure inspired a nation not so long ago to rebel against the status quo in Washington, DC – and vote him in as President of The United States of America.

While many are appalled by his braggadocious personality, his tactics, and his policies, few can dispute the effectiveness of calling upon the rebellious nature of humanity to acheive his ultimate goal.

He sold a nation on rebellion.

Ultimately though, he went too far in his bid for re-election. Trump now finds himself entangled in a multitude of serious legal battles stemming from the re-election insurrection.

Rebellion is a powerful motivating force. Safe and effective when used properly, like fire or electricity. But when handled carelessly, can lead to catastrophic results.

Key Takeaways On Using Rebellion in Copywriting

~ ~ ~

Rebellion is a powerful psychological force across all life stages. When incorporated authentically, and ethically it can dramatically boost a marketing campaign’s effectiveness.

Some key tips:

– Align with specific types of rebellion that resonate with your target audience. Youth, women, professionals etc. may be motivated by different rebellious desires. Understand these desires.

Many use The Copywriter’s Persuasion Toolkit  to uncover even the deepest, hidden desires of a target market.

– Don’t force it. Rebellion only works when integrated into campaigns organically and sincerely. Avoid pushing rebellion where it doesn’t belong.

– Lead customers to rebel only FOR your brand. You don’t want to inspire a counter rebellion simultaneously against it.

Rebellion should empower people towards your brand, not alienate an equivalent faction  through overly polarizing messages.

Show your prospect what’s possible. A transformation for the better. Give them a choice. Show them how choosing you can be the better alternative.

Next time you create a campaign, consider opportunities for incorporating the powerful spirit of rebellion. Rebellion can be a powerful tool, when used appropriately in a marketing campaign.

It may, in fact, be the key ingredient which disrupts your entire  industry and advances your marketing success.

Need a full compliment of tools for the copywriter?

The Copywriter’s Persuasion Toolkit will help you get the job done right.

To your success!

– Robert Schwarztrauber

« Older Entries   Recent Entries »