ATTRACT

Copywriting Styles based On Copywriting Greats

• David Ogilvy (1911-1999): Known as the "Father of Advertising," Ogilvy founded the agency Ogilvy & Mather and created iconic campaigns for brands like Rolls-Royce, Dove, and Hathaway shirts. Ogilvy's style was characterized by his emphasis on research, his focus on the "big idea," and his belief in the power of long-form copy.
• Dan Kennedy (1954-present): Kennedy was a direct-response copywriting legend, known for his "No B.S." approach to marketing and his ability to generate high-converting sales letters. His style is marked by his conversational tone, his use of storytelling, and his emphasis on benefits over features.
• Gary Halbert (1938-2007): Halbert was another direct-response copywriting giant, famous for his influential newsletters and his "coat of arms" letters. His style was characterized by his ability to connect with readers on an emotional level, his use of curiosity-driven headlines, and his mastery of the "sales argument."
• Joe Sugarman (1938-2022): Sugarman, a direct marketing expert, wrote the book "Triggers" and was known for his innovative print ads and infomercials for products like BluBlocker sunglasses. His style was marked by his use of storytelling, his ability to create a sense of urgency, and his focus on the psychology of buying.
• Jay Abraham (1949-present): Abraham is a business and marketing strategist known for his "Three Ways to Grow a Business" philosophy. His copywriting style emphasizes the importance of providing value, building relationships, and creating a unique selling proposition.
• Victor Schwab (1898-1980): Schwab wrote the book "How to Write a Good Advertisement" and was known for his ability to create high-converting direct-mail campaigns. His style was characterized by his use of clear, concise language, his focus on benefits, and his emphasis on testing and measuring results.
• John Caples (1900-1990): Caples wrote one of the most famous headlines in advertising history: "They Laughed When I Sat Down at the Piano – But When I Started to Play!" His style was marked by his ability to create curiosity, his use of storytelling, and his focus on the power of the headline.
• Robert Collier (1885-1950): Collier was a pioneer of direct-mail advertising and the author of "The Robert Collier Letter Book." His style emphasized the importance of understanding the reader's needs, using persuasive language, and creating a sense of urgency.
• John Carlton (1950-present): Carlton is a freelance copywriter known for his high-converting sales letters and his "One-Legged Golfer" ads. His style is characterized by his use of humor, his ability to create a strong voice, and his emphasis on the power of proof.
• Michael Jans: Jans, the founder of Agency Revolution and an expert in insurance marketing, is known for his ability to help insurance agents and brokers grow their businesses. His copywriting style emphasizes the importance of building trust, creating a unique value proposition, and using customer-centric language.
• Brian Keith Voiles: A master of direct-response copywriting, Voiles is known for his highly effective sales letters and direct-mail pieces. His style is distinguished by his ability to tap into the emotional core of the reader, his use of compelling storytelling, and his knack for creating a sense of urgency that drives action.