Leo Burnett's 8 Pieces of Copywriting Advice
Famous for creating iconic ads for brands like Pillsbury and Maytag, Burnett believed in a simple formula for creating simple and memorable ads.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.
Happy Wednesday!
I love learning from those who came before me in advertising and copywriting, so I thought I’d do a series on some of the best copywriters and advertisers.
Learning their process can give you insight into their methods and how they approached copywriting.
Enjoy!
1. ‘Inherent Drama’ Principle
Leo Burnett believed in the "Inherent Drama." It was a way of finding a uniquely human dramatic situation. Calling out a character and that situation that an audience could identify with.
Example: Marlboro wasn't seen as cigarettes but as a symbol of rugged independence.
2. ‘Tell the People’ Principle
Leo Burnett said, "Don’t tell people how good you make the goods; tell the people how good your goods make them."
Example: Don't sell vegetables. Sell the idea of becoming the Jolly Green Giant.
3. ‘Turn Yourself Into a Customer’ Principle
Leo Burnett believed you had to turn yourself into a customer to write convincing copy.
Example: Maytag wrote copy that painted a picture for customers.
4. ‘Sell the Product, Not the Ad’ Principle
Leo Burnett said, "We want consumers to say, ‘That’s a hell of a product,’ instead of, ‘That’s a hell of an ad.' "
Example: "It tastes great" highlighted a key value proposition. This ad is clear, not clever.
5. ‘Tap Into Desires and Beliefs’ Principle
Leo Burnett believed, "Good advertising does not just circulate information. It penetrates the public mind with desires and belief."
Example: Pillsbury Doughboy tells stories that reach people's desires and beliefs (and it’s relatable).
6. ‘Make It Simple’ Principle
Leo Burnett famously said, "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."
Example: Dial plants the idea of simplicity. Plus, we like to feel congratulated after we've made a decision.
7. ‘Authenticity is Non-Negotiable’ Principle
Leo Burnett believed authenticity is non-negotiable in every advertisement.
Example: Getting a hallmark card isn't about the card. It's about caring for someone. So choose a card that shows it best.
8. ‘Test, Learn, & Evolve’ Principle
Lastly, Leo Burnett believed in testing, learning, and evolving from every ad concept.
Example: Leo Burnett and Kellogg tested several animal characters before arriving at Tony the Tiger.
It took several years of testing, learning, and evolving to determine what audiences wanted.
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Ben Watkins
I love looking at the history of marketing and ads, too! Call me a history buff;)