It is generally accepted that the true value of a copywriter is determined by virtue of the results that they produce for their clients.
Not by their fancy (and, in some cases, overwhelming) use of adjectives or ‘buzz’ words.
Not by the number of ‘creative’ awards they hold in their trophy cabinets.
Not even by the, slightly annoying, overuse of exclamation marks! Or their obsession with . . . ellipsis points.
No. Great copywriters are the ones that immerse themselves in their client’s product/service and emerge with a piece of copy that, through effective mention of the product/service’s benefits and an appreciation of human psychology and emotions, compels readers to take action.
These copywriters deliver what the client wants. Results.
With this in mind, we have taken a look back over the years to bring you a countdown of the 5 greatest British born copywriters. The ones that delivered exceptional results for their clients, time and time again.
5. Andy Maslen
Now, most of you might not have heard of Andy Maslen before, and when placed at the side of the other four giants in our list he may seem rather unworthy of this position. But hear us out.
Andy is one of the most straight-talking, no-nonsense copywriters we have ever come across. He is interested in provoking an action from the reader, and only that.
With specific attention paid to psychology and human nature in his copy, Andy has generated outstanding results for high-profile clients such as The Economist and PricewaterhouseCoopers.
4. David Abbott
The mastermind behind hugely successful campaigns for Sainsbury’s, Chivas Regal, and Volvo (in which he actually appeared in the advert himself standing beneath a precariously suspended Volvo).
David, now retired, was inducted into one club for art and copy’s ‘hall of fame’ in 2001. A true copywriting legend that had a passion for results.
3. Drayton Bird
A legend in many respects, not just in the copywriting domain, Drayton has been involved in direct marketing and advertising for over 40 years, delivering some of the most compelling campaigns in the world.
An author of numerous books on the subject of direct marketing and owner of ‘Drayton Bird Associates’, Drayton is a veteran to the copywriting industry, and was once credited by Ogilvy as knowing ‘more about direct marketing than anyone else in the world’.
2. Claude C. Hopkins
Okay, he isn’t British, but a list of legendary copywriters would simply not be complete without the presence of Claude Hopkins.
Commonly credited as being one of the highest paid copywriters ever (earning today’s equivalent of $2,000,000 per annum whilst working for Albert Lasker), and as being the inventor of ‘copy research’, Claude was a prodigiously hard worker who constantly aimed to test new ideas in search of better results.
1. David Ogilvy
Yes, the number one spot was reserved for none other than ‘the father of advertising’. Almost ten years after his death, he still holds the title (at least in our books) as the greatest British born copywriter to have graced the advertising industry.
Ogilvy was behind numerous campaigns for Schweppes, Campbell’s condensed soup, Dove soap, Guinness, and (one of his most famous – and successful – campaigns of all time) Rolls Royce. Over the years he generated millions of pounds for his clients, and the company that he founded in 1949, Ogilvy and Mather, continues to do so.
Long may he occupy this position.
The relationship between these 5 copywriters?
They all strive to achieve optimal results for their clients. Rather like us.
We share the same principles as all of the legends mentioned above, and whilst we would never claim to be on the same level as the great David Ogilvy, we are pretty darn good at what we do.
Take a look at our website
www.midascopy.com to learn a bit more about our copywriting agency and what we get up to.
