Post by Branko Kranjcevic

Leonardo Da Vinci was the first #copywriter ever! Perhaps not, but in his job application letter, he used one of the bases of direct response #copywriting: Write about your customer's needs, not about your self. When he was applying for a job in Milan, he knew that it's ruler, Ludovico Sforza, hoped to make Milan a cultural capital like Florence and Venice. He also loved to get into wars. Da Vinci applied to work for him, and knowing that Sforza was a war person, he wrote a letter positioning himself as a military engineer, not a painter. He tailored his career history to his employer's needs. Here are a few of the inventions da Vinci proposed: "Very light, strong and easily portable bridges with which to pursue and, on some occasions, flee the enemy." "Covered vehicles, safe and unassailable, which will penetrate the enemy and their artillery." "Where the use of cannon is impracticable, I will assemble catapults, mangonels, trebuchets, and other instruments of wonderful efficiency, not in general use." #copywriter #directresponse #copywritingtips #copy #copywriters