Killers + Poets: A Copywriting Lesson from the 1950s

In David Ogilvy’s seminal advertising manual, On Advertising, he begins his discussing of copywriters thusly:

“Copywriters may not be the most visible people in agencies, but they are the most important.”

There’s a reason I love that quote: I’m a copywriter. And while it’s a bold move to agree with that statement entirely, there’s an important kernel of truth in it.

In 2015, the role of copywriters isn’t as clearly defined as it once was. At Delucchi Plus, we have a handful of copywriters with different titles, whether it’s copywriter (me!), senior content strategist, and even our director of research–great, insightful writers occur in a number of departments. It’s important to strategically place killer writers in multiple layers and departments because solid writing reflects solid thinking, and the ability to clearly articulate (whether it’s in a research report, at a presentation, or within client materials) is a chief mission for any agency.

Ogilvy himself quoted another advertising giant to further illustrate the importance of copywriters and writing that is both emotive and strategic:

“Most good copywriters fall into two categories: Poets. And Killers. Poets see ads as an end. Killers as a means to an end. If you are both killer and poet, you get rich.” — William Maynard

Now, if you don’t mind me, I’ll be drafting some poetry and possible committing murder. Just kidding! I’m not much a poet.

(Photo: Writing? Yeah, by flickr user Caleb Roenigk via Attribution 2.0 License)