In an era where social media posts can go viral in minutes and chatbots can engage customers instantaneously, it’s tempting to think the golden age of classic copywriting is behind us.
You might even wonder if the teachings of copywriting legends like Eugene Schwartz and Gary Halbert still hold any relevance. But dismissing these time-tested techniques would be a grave mistake.
Why? Because the core principles of effective copywriting are rooted in understanding human psychology, which is timeless.
Let’s explore why these classic principles resonate, how they align with our deepest needs and desires, and how you can adapt them to succeed in the digital age.
The Timelessness of Human Psychology
While we live in a world that’s more digitally connected than ever, the fundamental needs of humans have stayed the same. We’re still looking for:
- Connection
- Meaning
- Sense of purpose
These desires don’t change, no matter the era.
Look at Maslow’s hierarchy of needs. This model breaks down human necessities into five levels. At the bottom are essentials like food and water, followed by safety, love, and belonging, self-esteem, and at the top, self-actualization or reaching your full potential.
What does this have to do with marketing and copywriting? Successful marketing taps into one (or more) layers of this hierarchy. If you can identify which layer of Maslow’s pyramid your product or service addresses, you can better tailor your messaging to your audience.
Legends like Eugene Schwartz and Gary Halbert excelled at this. They crafted messages that spoke to these unchanging human needs, so their principles remain effective in modern times.
Same Goals, New Tools
Yes, the mediums have changed. We’ve traded print ads for social media campaigns and snail mail for email newsletters. But guess what? The foundational principles of good copywriting have stood the test of time.
Remember, technology is a tool — not a replacement for genuine human interaction. By weaving Schwartz and Halbert’s timeless principles into our digital strategies, we create marketing that’s both modern and human.
Whether it’s an Instagram story, a tweet/post, or an automated email sequence, the goal remains the same — forge a meaningful connection with your audience.
Personalize Your Email Campaigns
One way to apply Schwartz and Halbert’s principles is through personalized email marketing.
Gone are the days of generic, one-size-fits-all emails. Use your customer data to tailor your message and subject lines.
For example, rather than a bland “New Items in Store,” try “Sarah, Your Favorite Brand Just Dropped a New Line!” Remember, people don’t want to just be sold to. They want to be understood and valued.
Make Chatbots Work for You
Chatbots can quickly turn from a convenience into an annoyance if they’re not designed with the user in mind.
Take a leaf from Schwartz and Halbert. Understand your audience’s needs and craft your chatbot’s language to resonate with them.
Let’s say you run an online boutique catering to professional women who are looking for both style and convenience. Your audience values quality and personalized service. How do you configure your chatbot to resonate with this specific demographic?
Poorly designed chatbot:
- User: “I can’t find my size.”
- Chatbot: “Sorry. Check back later.”
Well-designed chatbot inspired by Schwartz and Halbert:
- User: “I can’t find my size.”
- Chatbot: “I apologize for the inconvenience, Sarah. We know how important the perfect fit is. Would you like me to notify you as soon as your size is back in stock? In the meantime, may I suggest some styles that are available in your size?”
The second chatbot doesn’t just address the problem. It goes above and beyond to resonate with the user’s need for personalized service and quality. It even takes the opportunity to cross-sell or upsell.
Create Relevant Social Media Content
Jumping on every trending hashtag might increase visibility, but does it engage your audience? Instead, craft posts that solve problems or entertain — essentially, posts that offer value.
Look into user-generated content (UGC). Share customer testimonials. Show how your product or services solve the challenges your target audience faces.
This kind of content catches your audience’s attention and holds it.
The Challenge of Short Attention Spans
New formats like social media posts, video scripts, and email campaigns have changed the game, but they haven’t changed the rules. The core principles remain the same:
- understand your audience
- make an emotional connection
- help them solve their problem
That said, we’re in an age of short attention spans. We consume content in quick bites. Copywriters have to adapt timeless techniques to smaller packages.
This requires creativity and precision. Here are some ideas:
- Clear and Direct Headlines
Social media posts are scrolled at lightning speed, so your headlines must instantly convey value and grab attention. Think of Schwartz’s famous headlines — they were straightforward but evocative. Adapt this principle to your social media captions.
Example: Instead of saying, “Improve Your Life with Our Wellness Tips,” try “Transform Your Health in 7 Days!”
- Emotional Triggers
Halbert was a master of tapping into human emotions to drive action. While a tweet doesn’t give you much room, the right words can still evoke powerful feelings. Use language that resonates with your target audience.
Example: “Tired of feeling invisible in a crowded room? Our coaching program teaches you how to command attention and captivate any audience. Don’t just be there — be unforgettable.”
- The Core Offer
Focus on the most critical aspect of your product or service and make it the centerpiece of your short ad or social media post. Aim to solve a specific problem for your audience.
Example: “Tired of sleepless nights? Our organic sleep aid helps you drift off naturally, so you wake up refreshed and ready to conquer the day.”
- Call-to-Action (CTA)
Short attention spans mean you have to prompt action quickly. Your CTA should be as clear as your headline. Tell your reader to take the next logical step.
Example: “Ready to take control of your finances? Click here to kickstart your 7-day journey to financial freedom.”
Keep Learning and Experimenting
Rapid change in the marketing landscape is both a challenge and an opportunity.
As we navigate the digital age, the teachings of Schwartz and Halbert are a constant. Methods of communication may change, but effective marketing — understanding and connecting with human needs and desires — remains the same.
AI-assisted writing tools are an excellent example. They offer exciting possibilities, but they work best when guided by the timeless principles of legends like Schwartz and Halbert.
After all, AI can analyze data and suggest keywords. But it can’t replace the human intuition and empathy that come from decades of copywriting wisdom.
Embrace the Timeless, Navigate the New
It’s tempting to get caught up in the latest marketing gimmicks and trends. But remember the lasting wisdom of copywriting giants like Eugene Schwartz and Gary Halbert. Their principles, grounded in human psychology, offer a roadmap for crafting persuasive, impactful messages — no matter the medium.
After all, in a constantly changing world, some things never go out of style.
