What are some good copywriters that are regarded as classics?

There is a lot of copywriting that can travel through time and space, endure for a long time, be regarded as a classic, and become a lasting brand asset. For example, "A diamond is forever, and a diamond lasts forever."

Today, let’s take a look at some of the other handed down copywriting texts in history that you must know.

At 1.60 miles per hour, the loudest noise inside this latest Rolls-Royce comes from the electronic clock.

This is the advertising title written by David Ogilvy, the godfather of advertising and founder of Ogilvy, for the new Rolls-Royce in 1958. 60 years later, it is still a textbook classic and is known as one of the best long titles in history. Ogilvy once said in his book "Confessions of an Advertising Man": "If your title does not attract the attention of the audience, it is equivalent to wasting 80% of advertising dollars." Ogilvy felt that this was the reason why he wrote Best title ever. He said: "In this title, there are no gorgeous adjectives, I just listed the facts."

2. Think small. - Think small. This is a series of advertisements made by Volkswagen for the Beetle in 1959. It is one of the most famous masterpieces of William Bernbach, the godfather of advertising, and has been rated as the best series of advertisements in the 20th century.

At that time, the American car market was all about large luxury cars, and there was no market for the compact Beetle sedan. What should we do?

Through this series of "Think small" ads, Volkswagen has changed Americans' inherent concepts and made people realize the benefits of small cars, allowing the Beetle to differentiate itself from other competing products and compete on different dimensions. , thus opening up the situation.

3. You never actually own a Patek Philippe. You merely look after it for the next generation.

In 1996, the famous luxury watch brand Patek Philippe began to use print advertisements with the theme of "Generations", using warm and intimate family photos as background images to associate products with family emotions. , exuding a strong appeal.

Stop the "celebrity-focused, product-centered" advertising model for mainstream luxury accessories.

For more than 20 years, the "passed from generation to generation" advertisement has new photos, new stories and new watch models every year. The little boys and girls in the original advertisement have also had their own children, but the slogan "No one really owns a Patek Philippe, it's just kept for the next generation" has almost never changed.

This slogan travels through time and constantly promotes its concept: inheritance and immortality.

4. “What do you wear to bed?” “Just a few drops of Chanel No.5 “What do you wear to bed?” "Chanel No. 5." ”

Chanel No. 5 perfume is one of the most famous perfumes in the world. A bottle is sold every half a minute around the world.

In 1960, the most famous perfume of that era In an interview with Marie Claire magazine, American actress Marilyn Monroe said: “Reporters usually ask me some questions. For example, what do you wear to bed? Pajamas? Nightgown? Or nightgown?"

I answered "Chanel N5, because it's true? I only wear Chanel No. 5 to bed."

< p>Marilyn Monroe's words made everyone remember this perfume deeply, making Chanel No. 5 the standard for every woman in every era.

5. Yesterday You Said Tomorrow. .Not tomorrow, now!

In addition to the well-known "Just do it", Nike also has a very classic slogan: Yesterday You Said Tomorrow, which just leads to the next sentence "Just do it". /p>

Translated into Chinese, it roughly means, not tomorrow, now! These four words have inspired many "procrastinators" to scream.

This is good. The power of copywriting is concise but hits the heart directly.

6. Think different.

“Think different” is Apple’s most well-known advertisement.

In 1997, when Apple was on the verge of bankruptcy, Jobs had just returned to Apple and wanted to reverse the situation through an advertisement.

In fact, he did, here is the copy of this video ad:

Salute to those crazy guys, they are mavericks, they are unruly, they cause trouble , they are out of place, they do not follow what others say, they do not stick to the rules, and they are not satisfied with the status quo.

You can praise them, quote them, oppose them, question them, praise or denigrate them, but you cannot ignore them.

Because they change things.

They invent, they imagine, they heal, they explore, they create, they inspire, they push humanity forward.

Perhaps, they must go crazy.

Can you stare at a blank piece of paper and see a wonderful painting? Can you sit quietly and listen to beautiful songs? Can you gaze at a planet and think of a roving science experiment in space? We create tools for these guys.

Maybe they are madmen in the eyes of others, but they are geniuses in our eyes. Because only those who are crazy enough to think they can change the world can truly change the world.

This advertisement touched the hearts of countless people and also conveyed Apple's philosophy: the real innovators in history all think differently, and so does Apple.

These classic copywritings all have the same characteristics. They are simple and direct to the heart. There are no gorgeous words, they just state the facts to create a picture.

Good copywriting will travel through time and space, and it can still linger today, decades later.

I hope you can write such classic copywriting through continuous learning and training.