Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Anarchist Copywriter Invented Modern Direct Mail
Before the internet, before social media, a self-described anarchist named John E. Kennedy revolutionized marketing with a single principle: 'reason-why' selling. In this episode, Lucas and Luna unpack the story of how Kennedy, a disgruntled police officer turned copywriter, walked into a Chicago ad agency in 1904 with a manifesto that changed advertising forever. They explore his famous $25,000 salary negotiation (in 1904 dollars), his brutal takedown of the 'claim-and-puff' school of advertising, and how his 'reason-why' approach still undercuts every bloated…
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