3.5 Copywriting Lessons from the Father of Advertising

Are you struggling to get started when you sit down to write?

After all, those alphabets are supposed to make your audience pay attention…

But in yo’ face interruption is hardly what people want these days.

How do you get someone’s attention? Most people think you need to be more creative. You want to write something that’s interesting and catches an audience’s attention but you’re not sure exactly what.

That’s the struggle we have with creativity in advertising.

So, how do you get creative? and…

Why is it so hard to get creative?

Creativity is hard because we think it’s something we need to achieve. When we want to produce something totally rad, with emotional, artistic value it can be difficult to find direction.

I’m a copywriter. I write ads, web copy, emails and the lot… When most people look for creativity in my writing they probably think it comes from some deep “special quality.”

I would say… no! It’s not something a person is born with. Anyone can be creative.

Here’s where to begin:

​​​​​​​1. ​​​Start by Defining Your Purpose

When you start writing, begin by defining your purpose. As a Conversion Copywriter every piece of content I create is designed to create conversions online. David Ogilvy, considered the father of advertising has some sobering, almost prophetic words to help you put your creativity into perspective.


If you’re looking for conversions then your purpose is to sell.

If you’re building a brand, then your purpose may be to simply make yourself known or create a community.

If you’re in a non-profit then the purpose of your advertising is to align people with your mission.

Once you’ve decided what it is you’d like to accomplish you can start mining the world around you for information and inspiration.

Developing your advertisement through research is how every good advertisement, sales letter, or web copy is created. You’re going to get out there to find everything you need to get going. So you might say that good copywriting is a mish-mash of your creative process and the things you’ve discovered along the way.

On the other hand, if your writing isn’t meeting your goal, your research or creative process may need some polish.

Here’s how to polish up your writing for the best results.

2. Learn to Appreciate Truth

Maybe that’s a controversial headline for you, but I dun care…

Truth is meaningful and it rules the world.

And, I think at this time of fake news, post-truth and the social media milieu, people want truth more than ever. How do you find truth?

You can discover the truth and it’ll set you free.

The Truth Will Set Your Creativity Free

Here’s how I do research for creating great ads. You can adapt the process for whatever work your doing. But however you adapt the process, make sure you end up accomplishing these two things: you’ve gathered information about what people have already said on the product and you’ve looked at reliable data or statistics.

Use this Truth Finding Process

Start gathering the truth about your customer using this process. Take your time and try to exhaust every avenue before you move through it.

  1. What is the product?
  2. How does the product work?
  3. What is unique about the product?
  4. Do a competitor content audit
  5. Research keywords
  6. Interview Others
  7. Talk to people who’ve already bought a similar product.
  8. Search these sites:​​​​​​​ Reddit, Amazon.com, Walmart.com, Quora.com, Google Images, Shutterstock.com, iStockPhoto.com
  9. Write down your products features
  10. Make sure you understand your customers pain
  11. Write down your products benefits

Your writing will be fascinating when you base it on your research. More importantly, your writing will be fascinating to the people you want to reach. You’ll be using their lingo, because you get their jive. You’ll be re-telling their story, because you feel their experiences. You’ll be showing them how to create their new improved life after obtaining your product or service.

Your writing will be the truth about what people want, experience and feel about your product or service. Now, back up your research with data.

Your writing will use your research process to reach your purpose.

3. Creativity is a Process, Not an End

When you follow the process of good research you will develop very good copy. When you start to imagine and develop a relationship with your audience throughout your research, your creativity will come from the empathy you develop for them, and how your product’s benefits will stand out at an emotional level to them.

But if you’re constantly trying to be creative for your audience. To somehow entice them into liking your product or service…

If you’re constantly trying to make your advertising “interesting” without recognizing your customer, then you may be worshipping at the altar of creativity.

And worship can be damn well,

well.. idolatrous! Creativity can make us slaves to serve it like freakin’ Kylo Ren and the dark-side.

Bounce from that confusing idolatrous bullwhacky.

Do your research and then back it up with data.

If you’re using the web, or you have a site then it’s easy to back up your research with insights from clear, quality data.

Make sure to set up Google Analytics on your site to better understand your customer. If you’re running Facebook Ads then do your best to set up pixel tracking so you can see how well your ads are meeting your goals.

Here’s the Bonus:

Learn from these lessons and you’ll never struggle with being creative again.


  1. Find your purpose (goals).
  2. Learn to appreciate truth (research).
  3. Creativity is a process not an end (trust the process and combine your research with data).

A few words

If you like this, there’s more helpful information on my website. Come visit me at http://www.bryanmatthewlutz.com or connect with me on Twitter @lutzmbryan or on LinkedIn at http://http://www.linkedin.com/in/lutzmbryan




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