Ithy Logo

The Best Copywriters of All Time

A Comprehensive List from Modern to Early 20th Century

copywriting icons library books

Key Takeaways

  • Variety of Specializations: The best copywriters excel in different areas such as direct response, content marketing, and emotional storytelling.
  • Innovative Techniques: Pioneers introduced concepts like Unique Selling Proposition (USP), scientific advertising, and market testing.
  • Enduring Impact: Their strategies and campaigns continue to influence modern advertising and marketing practices.

Top Copywriters from Modern to Early 20th Century

1. Joanna Wiebe

Known as the "Queen of Conversion Copywriting," Joanna Wiebe specializes in creating high-converting sales copy for SaaS and tech companies. She founded Copyhackers, a resource hub for copywriters, offering courses, templates, and tools to enhance copywriting skills.

2. Brian Clark

Founder of Copyblogger, Brian Clark is a pioneer in content marketing and SEO-driven copywriting. He emphasizes storytelling and value-driven content, helping businesses create engaging and effective online content.

3. Gary Bencivenga

Gary Bencivenga is celebrated for his direct response copywriting, renowned for crafting persuasive, results-driven campaigns. Even after retiring in 2003, his methods remain a benchmark for effectiveness in copywriting.

Learn more at Gary Bencivenga’s Retirement Bulletins.

4. Doug D'Anna

Doug D'Anna revolutionized long-form sales letters with his compelling storytelling ability and deep understanding of human psychology. His works have generated over $100 million in sales for companies like Men’s Health and Forbes, making him a benchmark for high-performing sales copy.

5. Dan Kennedy

Dan Kennedy is known for his premium copywriting, combining marketing strategies with a deep knowledge of niche audiences. His concepts of scarcity, urgency, and exclusivity drive action, and his book The Ultimate Sales Letter is a foundational text for entrepreneurs and marketers.

6. Clayton Makepeace

Clayton Makepeace, known as the "World's Highest-Paid Marketing Coach and Copywriter," specialized in financial copywriting. He generated billions in sales through direct response marketing, influencing countless marketers with his techniques.

More information at Clayton Makepeace's Bio.

7. John Carlton

With over 30 years of experience in direct response copywriting, John Carlton is renowned for his unique "hook-based" approach to headlines. As the founder of Carlton Ink, he has crafted compelling copy that drives significant conversions.

Explore his work at John Carlton's Website.

8. Matt Furey

Matt Furey, a former wrestling champion turned email marketing expert, is considered one of the world's greatest email copywriters. He specializes in the fitness and self-improvement niches, creating persuasive emails that convert readers into customers.

Learn more at Matt Furey's Website.

9. Gary Halbert

Gary Halbert, known as "The Prince of Print," was a pioneer in direct-response copywriting. His simple yet brutally effective style and mastery of emotional storytelling made his sales letters iconic, such as the "Coat of Arms" sales letter that generated millions in revenue.

Discover his work at The Gary Halbert Letter.

10. Joseph Sugarman

Joseph Sugarman, founder of BluBlocker Sunglasses, was a pioneer of direct response marketing. Known for creating curiosity-driven headlines and emotional appeals, his book The Adweek Copywriting Handbook remains a classic in the field.

Visit JS&A Group for more information.

11. David Ogilvy

Often called the "Father of Advertising," David Ogilvy revolutionized the industry with his research-driven, consumer-focused approach. His famous campaigns for "The Man in the Hathaway Shirt" and "Dove" exemplify his ability to blend creativity with data.

Learn more at Ogilvy's History.

12. Leo Burnett

Leo Burnett was known for creating iconic characters like the Marlboro Man and Tony the Tiger. He emphasized storytelling and emotional connections in advertising, making his campaigns memorable and effective.

Discover his legacy at Leo Burnett Worldwide.

13. John Caples

John Caples is celebrated for writing the famous headline, "They Laughed When I Sat Down at the Piano, But When I Started to Play!" He emphasized the importance of testing and measuring ad effectiveness, introducing copy testing as a fundamental part of crafting and improving ads.

Explore his contributions at John Caples Awards.

14. Victor O. Schwab

Often called “The Greatest Mail-Order Copywriter,” Victor O. Schwab wrote highly successful direct-response ads. His book How to Write a Good Advertisement provides a practical, timeless five-step formula for crafting compelling ads that convert.

Read more at Victor Schwab's Biography.

15. Claude Hopkins

Claude Hopkins was a pioneer of scientific advertising, introducing the concept of testing and measuring ad effectiveness. His book Scientific Advertising is a foundational text, emphasizing customer benefits over product features.

Access his work at Scientific Advertising (PDF).

16. Eugene Schwartz

Eugene Schwartz created the "message ladder" concept and authored the influential book Breakthrough Advertising. Known for his emotional-driven copy, his strategies continue to influence modern advertising practices.

Learn more at Breakthrough Advertising Book.

17. Helen Lansdowne Resor

One of the first female copywriters, Helen Lansdowne Resor pioneered emotional appeals and targeted women in her campaigns for brands like Woodbury’s Soap. Her innovative approach set new standards in advertising.

Discover her story at Helen Lansdowne Resor Biography.

18. John Emory Powers

Considered the first professional copywriter, John Emory Powers wrote straightforward, no-nonsense ads that focused on product benefits. His work laid the groundwork for modern copywriting practices.

Read more at John Emory Powers Biography.


Conclusion

The evolution of copywriting is marked by the contributions of these exceptional individuals. From pioneering direct response techniques to leveraging emotional storytelling, each copywriter has left an indelible mark on the industry. Their innovative approaches and enduring strategies continue to shape the way businesses communicate with their audiences, driving both engagement and sales.

References



Last updated January 17, 2025
Search Again