by Linda Westphal

What inspires you to write better copy? Maybe it’s an ad you saw in a magazine or newspaper. Maybe it’s a direct mail piece you pulled out of your mailbox last month. Then again, if you are anything like me, today’s advertising doesn’t inspire you as much as the work of copywriters whose ads are no longer in print.

To find classic advertising that at one time sold millions of dollars worth of products and services, turn to books on the subject. You will find that many of the books available include reprints of advertisers’ winning ads and sales letters, which for a copywriter, can offer a wealth of ideas and inspiration.

One book I highly recommend is Ogilvy on Advertising, written by the late David Ogilvy (available from this Web site at a discount). In chapter 12 is a reprint of a favorite ad of mine; James Webb Young, a former J. Walter Thompson creative executive for 40 years, wrote it years ago. You might recognize the headline; it’s a classic:

HAND WOVEN
BY THE MOUNTAIN PEOPLE
OF NEW MEXICO
New Christmas patterns in these unique ties.
Wearers say an exceptional value.* Sold only direct
from weavers to you.

What intrigued me most about this ad was how James Webb Young introduced the manufacturer (the mountain people of New Mexico) and focused on the mountain people’s yearly process of making men’s ties. I also liked how he emphasized the exclusivity of the offer: "Sold only direct from weavers to you."

But it was more than the weavers’ story and their process that made the ad interesting. James Webb Young was not only the copywriter of the ad, he was also the distributor of the product. This is how he positioned himself in the ad: Webb Young, Trader—an honest, small town businessman who sells a unique gift item not found in local stores or anywhere else. You see, Webb Young wasn't just a businessman selling a mail order product, he was something much more glamorous—he was a trader.

In addition, James Webb Young's creative use of words helped influence the tone and spirit of the ad. The copy flowed as if Webb Young was talking personally to each reader. And he presented a story about a man who knew and trusted the workmanship of his suppliers and believed in the value of his product.

This was only half of the ad’s copy. The other half explained precisely how to order the product: "Order by the number opposite each tie ... Send payment by ... Orders from foreign countries cannot be filled ... For Air Mail Services in U.S. ... Please print all names and addresses. I am not much of a handwriting expert."

A full paragraph that encouraged readers to order quickly was also included: "I must tell you that these weavers, in true Spanish style, start celebrating El Natividad pretty early in the month. So please send your order quickly if you want to be sure of Christmas delivery."

Is it any wonder that this ad, with only one insertion in Life magazine, sold 26,000 ties?!

1902 Sears, Roebuck catalog
Some of the books you will want to pick up won’t cost more than a few dollars. Like the gem I saw on the discount table while standing in the check-out line at a local Barnes & Noble bookstore: The 1902 Edition of the Sears, Roebuck Catalogue, a facsimile of the 1902 edition in paperback form. This book is a treasure yet it only cost $6.97, plus tax.

Thumbing through the catalog I found more than I imagined, and probably more than a person living in 1902 could have imagined as well, such as: The “Encyclopedia of Etiquette, a book of manners for everyday use”; a “New and Improved American Typewriter for only $7.95, scientifically constructed of cold rolled steel, brass and base of annealed iron”; "Ladies' Common Sense Oxfords, made from good dongola kid stock … .” Literally thousands of products filled this catalog.

Similar to James Webb Young’s ad, Richard Sears wrote the copy for his catalog. In fact Sears was well known for his hard-sell approach to selling in print. He also believed the catalog provided an opportunity to help his customers learn and understand the value of the products. He often included full-page descriptions of how products worked or how they were manufactured. This approach didn’t discourage people from reading the catalog, rather, they appreciated the information. Sears understood that people wanted solid facts, straightforward copy, and plenty of information to help them make buying decisions.

Let’s take a look inside the 1902 Sears, Roebuck catalog. Here are a few page headlines as well as headlines from within the body of the copy:

Page headlines
OUR 10 DAYS' FREE TRIAL AND GUARANTEE OFFER.
YOU CAN SAVE FROM $10.00 TO $20.00.
OUR BINDING GUARANTEE.
DETAILED DESCRIPTION.
HOW WE MAKE THE PRICE SO LOW.
HOW TO AVOID DELAY.
TO THE PROFESSIONAL EXHIBITOR.
A WONDER OF THE STOVE INDUSTRY.
SOMETHING NEW IN THE COTTAGE ORIEL WINDOWS.

Headlines within the body of the copy
Our very finest ... Acme Royal Top Buggy $54.90.
This Buggy ... Never fails to please the most exacting. We could not build it better.
Send a 2-cent stamp for our fine wallpaper sample book.
For Dairymen's Oiled Aprons, See No. 23R8655 on page 598.
$10.45 Buys Our New Queen Sewing Machine.

I hope these two advertising resource books encourage you to look beyond the magazines on your coffee table and the direct mail in your mailbox when you need to be inspired to write your best ad, sales letter or direct mail piece.



Linda Westphal is a freelance copywriter who works with advertising agency creative professionals, business owners and other marketing professionals from her office in Sacramento, California. She can be reached at Linda Westphal Copywriting, P.O. Box 2033, Citrus Heights, CA 95611, (916) 752-5443, E-mail: LindaWestphal@earthlink.net, or visit her Web site at www.lindawestphal.com