Persuasion frameworks and copy principles from marketing legends — Hopkins, Ogilvy, Bernbach, Hormozi, Godin, and more. The structure layer for the Landing Page Builder: how to say it, not what's true. Pulled per-page to shape headlines, value, proof, objections, and CTAs.
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Claude Hopkins — Scientific Advertising / reason-why copy
Claude Hopkins — Scientific Advertising / reason why copy Era / arena: Early 20th century print advertising; author of Scientific Advertising and My Life in Advertising . Best known for: Founding the…
Leo Burnett — Inherent Drama and Brand Characters
Leo Burnett — Inherent Drama and Brand Characters Era / arena: Mid century Chicago advertising; founder of Leo Burnett; the "Chicago school" of warm, image driven brand building. Best known for:…
Alison Lewis — Growth-Driven Brand Building at Scale
Alison Lewis — Growth Driven Brand Building at Scale Era / arena: Contemporary global brand marketing; first ever global Chief Marketing Officer of Johnson & Johnson's consumer sector, after nearly…
Seth Godin — be remarkable, earn permission, serve the smallest viable audience
Seth Godin — be remarkable, earn permission, serve the smallest viable audience Era / arena: Modern marketing thought leadership; author of Purple Cow , Permission Marketing , This Is Marketing ,…
mary-wells-lawrence
Mary Wells Lawrence — Theatrical Branding and Emotional Spectacle Era / arena: 1960s–70s advertising; co founder of Wells Rich Greene and the first female CEO of a company listed on the New York…
Phil Dusenberry — aspirational storytelling at scale
Phil Dusenberry — aspirational storytelling at scale Era / arena: Late 20th century advertising; long time creative leader at bbdo. Best known for: Emotional, cinematic brand storytelling — GE's "We…
Gary Vaynerchuk — give value first, day-trade attention
Gary Vaynerchuk — give value first, day trade attention Era / arena: Modern social and content marketing; entrepreneur and author of Jab, Jab, Jab, Right Hook . Best known for: A give first, platform…
Neil Patel — data-driven digital growth and conversion
Neil Patel — data driven digital growth and conversion Era / arena: Modern digital marketing; co founder of analytics/SEO tools and a prolific content marketer. Best known for: SEO, content…
Bill Bernbach — the creative revolution and persuasion as an art
Bill Bernbach — the creative revolution and persuasion as an art Era / arena: Mid century advertising; co founder of DDB and father of the "creative revolution." Best known for: Proving that emotion,…
Richard Huntington — Feral Brand Strategy and Account Planning
Richard Huntington — Feral Brand Strategy and Account Planning Era / arena: Contemporary UK brand strategy; planner by training, former Chair & Chief Strategy Officer of Saatchi & Saatchi, founder of…
Philip Kotler — modern marketing management (STP, the marketing mix)
Philip Kotler — modern marketing management (STP, the marketing mix) Era / arena: Academic foundation of modern marketing; author of Marketing Management and the Marketing 3.0/4.0/5.0 series. Best…
Concepts
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