Believe it or not, copywriting goes back a long way. The phrase itself: "Believe it or not" dates back to 1918 and was originally used as the title of a cartoon feature in the New York Globe that dared the audience to accept the most unusual events as true. It is still the reason many people even buy the newspaper at all.

Anyway, sales copywriters have been around approximately since the early 1920's doing their best to get people to purchase their clients' goods and services. One of the earliest well-known sales copywriters was Claude Hopkins, who penned the trademark for Goodyear tires as being for "all weather" that earned the company its current fame. He was famous for taking the benefits of the product and making it the main attraction so potential clients felt the need to purchase it.

Another famous sales copywriter of the early years was John Caples who coined the phrase "They laughed when I sat down at the piano. But when I started to play..." You might not recognize it (it's from a U.S. School of Music ad from 1920) but its numerous imitations and spin-offs are still found today. John Caples made sales copywriting an art by making the ad a story.

The man behind the original Carnation Milk cows commercial is Owen Burtch Winters. He is considered one of the greatest copywriters ever and is part of the Advertising Hall of Fame. Owen B. Winters' most important piece was called "The Handwriting on the Wall", a marvelous work that convinced 12 small independent food companies to merge into the now famous General Foods Corporation.

A prominent female sales copywriter was Mary Wells Lawrence. She is the mastermind behind the timeless phrase: "Try it, You'll like it". Mary Wells Lawrence introduced the longest television commercials of her time. Mini-movies lasting around 60 seconds, her ads employed techniques usually used in film and theater productions.

Who hasn't heard the catch phrase for General Electric? "We bring good things to life" is the work of sales copywriter Phil Dusenberry. This creative copywriter is also known for countless Pepsi and Pizza Hut commercials. He is well-known for introducing emotion and increased energy into the field of sales copywriting.

William Bernach is famous for Polaroid's "It's So Simple" campaign and Lewis Bunnell Jones made the Kodak brand an household name with the slogan "You Press the Button - We do the Rest". Those testimonial ads we are so accustomed to seeing nowadays were first introduced by J. Walter Thompson and were used to market Pond's beauty care products. And of course one of the first Clairol hairdye commercials' famous phrases: "Does she... or doesn't she?" was coined by sales copywriter Shirley Polykoff.

Brilliant copywriting like the examples above are generational inspirations for businesses for decades to come, and although those miracles happen like your favorite team winning the league championship, it's not something you can legitimately expect to happen that way on every single campaign.

Truth be told, most successful marketers have more failed copy than successful copy, just like most successful batters don't have both a 70 home run year and a low strike out year in the same season. The difference is that they both adjust to their circumstances and focus on getting a better outcome with every pitch. And great copywriters, like great batters, know that while home runs are awesome, as long as you're moving players around the bases, you're putting numbers on the board, and THAT's your real job.

So don't worry about whether or not you're the next David Ogilvy, just go out there and make the moves that get your business moving, and never stop improving from there.

Chris Cayer,
Host - The Professional Speakers Radio Show,

Wednesdays at 3pm Pacific on BSRN Radio.