Most copywriters today obsess over swipe files filled with Gary Halbert letters and email breakdowns from Ben Settle (and don’t get me wrong… those are gold).

But there’s one legend most freelance copywriters ignore. And that’s a huge mistake.

His name? Leo Burnett.

And even though he came from the world of big agency advertising... his approach to emotional appeal, brand storytelling, and persuasive visuals can sharpen your direct response copywriting like a damn scalpel.

Burnett built some of the most iconic advertising campaigns of the 20th century. Think Tony the Tiger, the Marlboro Man, and the Pillsbury Doughboy. These characters didn’t just sell products... they created emotional bonds between the brand and the buyer.

That’s what today’s struggling copywriters need to understand. Clients don’t just want another headline-slinger. They want someone who gets the psychology of why people buy... and can write copy that connects.

In this post, you’ll learn:

• Why Leo Burnett’s ideas still matter if you're trying to get high-paying clients today

• What his ads teach us about writing psychology and grabbing attention

• 8 specific copywriting tips from Burnett’s legacy that you can use in your next email, sales page or pitch

Let’s dig into the man who turned cornflakes and cigarettes into cultural icons—and how you can steal his secrets

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Before we get into the meat of the copywriting tips, let’s talk about the man behind the Marlboro Man.

Leo Burnett wasn’t just another ad guy with a fancy agency job. He was a powerhouse who transformed how advertising connected with people. While most ad men of his era focused on cold logic and product features, Burnett doubled down on emotional appeal—and it worked like hell.

In 1935, during the middle of the Great Depression, Burnett launched his own agency... with barely anything but a bowl of apples in the lobby and a belief that brands should feel human. Fast forward a few decades, and Leo Burnett advertising would shape household names like Kellogg’s, Allstate, and Procter & Gamble.

But here’s what made him different—and why you, as a direct response copywriter, should care...

Burnett was a master of brand storytelling. He didn’t just write taglines. He created characters that made people feel like the product was a part of their life. The Jolly Green Giant. The Marlboro Man. The Pillsbury Doughboy. These weren’t mascots. They were emotional triggers... built on deep advertising psychology.

And even though he worked on the brand side, his work was anything but fluffy. His ads moved product... big time. That’s the kind of skill that clients still pay top dollar for today.

If you want to write persuasive copywriting that sticks... if you want your emails and sales pages to feel like more than just another pitch... you need to understand what Burnett understood:

You’re not writing to convince a brain.

You’re writing to move a person.

And that’s what Leo Burnett ads did better than almost anyone in history.

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Most freelance copywriters are busy chasing the latest hacks... cold pitch templates, AI prompts, swipe file breakdowns.

And sure, those can help. But if you want to stand out, raise your rates, and actually get clients who respect your brain... then you need to stop chasing trends and start learning from the legends.

Here’s why Leo Burnett should be one of them:

1. He mastered emotional appeal without sacrificing sales

One of the biggest lies in copywriting is that emotional storytelling and hard-selling can’t coexist. Burnett proved that was nonsense.

His work is a clinic in emotional appeal. He didn’t just write copy that made people understand a product—he made them feel something about it.

But here’s the thing… those Leo Burnett ads still moved insane amounts of product.

You’d see a Marlboro Man billboard and suddenly feel rugged, rebellious... like you had to go buy a pack. That’s not fluff. That’s persuasive copywriting backed by advertising psychology.

If your copy isn’t making people feel, it’s probably not making them buy either.


2. He proved the power of brand storytelling

Burnett didn’t just sell cornflakes—he turned them into a ritual. A warm, family-focused moment that felt nostalgic and safe.

And that’s what brand storytelling is all about: anchoring the product in a bigger emotional narrative.

Most direct response copywriters forget this. They get so obsessed with bullets and urgency that they forget the deeper layer—the why behind the desire.

Study Burnett and you’ll learn how to inject stories, characters, and subtle emotion into your pitch... without losing the sale.


3. His work is timeless—even in today’s direct response world

Look, not everything from 1950 holds up. But Burnett’s work? It still slaps.

You can apply his lessons to modern direct response copywriting, email funnels, VSLs, sales pages—you name it.

That’s because he understood people. He studied writing psychology, not just words on a page.

And that’s what your clients actually want... not another copywriter who knows what a “Z-pattern layout” is. They want someone who can tap into real human behavior and turn it into sales.

Burnett’s legacy is a goldmine for that. And best of all... most of your competition is ignoring him.

So you’ve got the unfair advantage if you dig in.

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Most copywriters forget this: Burnett wasn’t just a writer. He was a master of persuasive visuals.

He understood that images aren’t there to look pretty... they’re there to sell. Every visual in a Leo Burnett ad served a purpose. It reinforced the message, sparked emotion, or made the offer feel more real.

Think about the Marlboro Man again. That wasn’t just a cowboy for aesthetics. It was a symbol—a visual shortcut to independence, masculinity, and grit. No headline could say what that image communicated in one glance.

This is where most copywriters screw it up. They throw in a stock photo because “it breaks up the text.” Or they design a fancy layout that actually distracts from the copy.

Burnett would never do that.

He believed in dramatizing the selling point. And if an image didn’t do that, it didn’t belong.

Here’s how to apply that mindset:

• When working with a designer or choosing visuals, ask: Does this image make the message stronger?

• Avoid generic stock photos like the plague.

• Use visuals to trigger desire or deepen the emotional connection. (Think before/after scenarios, character-driven photos, or bold typography that feels like the brand’s voice.)

• In content or email copy, "visuals" can also mean metaphors and word pictures—anything that paints a clear, memorable image in the reader's mind.

This is why Burnett’s work stands the test of time. He didn’t create brand storytelling through words alone. He used every element of the ad to push the sale forward—visually and emotionally.

And as a direct response copywriter, you should do the same.

Remember: A picture that sells is worth a thousand words that don’t.

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This might be the most underrated piece of copywriting advice Leo Burnett ever gave.

He called it the “inherent drama”—the unique, emotional core of a product that makes it compelling.

Now, most copywriters get lazy here. They write about features. Or benefits. Or they slap on a few pain points and call it a day.

But Burnett looked deeper. He believed that every product has a story—a heartbeat. And if you can find that pulse, your copy will never be boring again.

Let’s break it down.

Burnett’s team once worked on meat advertising. Not glamorous stuff. Just beef. But instead of saying “our meat is fresh,” they found the inner drama:

A mom cooking dinner for her family. The warmth. The love. The pride in putting a real meal on the table.

That became the emotional hook. And the campaign crushed.

That’s advertising psychology at work. It’s not about the product itself—it’s about what it represents to the buyer.

So how do you find the inner drama when you’re writing direct response copy for, say, a SaaS tool or a coaching program?

Ask yourself:

• What emotional need does this product really fulfill?

• What’s at stake if the customer doesn’t buy?

• What moment in their life will this improve, elevate, or protect?

This is what makes Leo Burnett advertising timeless. He didn’t chase hype. He dramatized truth. And that’s what made it connect on a deep, emotional level.

Your job as a copywriter isn’t just to sell the thing. It’s to uncover the emotional essence of the thing—and make your reader feel it.

That’s how you create persuasive copywriting that actually converts.

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One of the biggest traps copywriters fall into—especially those trying to “prove” how good they are—is using fancy words, complex sentences, and clever phrasing.

Burnett hated that crap.

He believed the best copy sounded like something your neighbor would say over coffee.

He once said, “When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either. Go for the simple truth. That’s your best bet.”

His copy was clean, plainspoken, and real. That’s why Leo Burnett ads hit so hard. They didn’t talk at the audience... they spoke to them.

Take the classic Allstate slogan: “You’re in good hands.”

Five words. Zero fluff. But it instantly triggers a feeling of security. Trust. Assurance.

This approach is everything in direct response copywriting. You’re not writing for critics or awards. You’re writing to trigger a response—from real people with real problems.

Here’s how to put this into action:

• Read your copy out loud. If it sounds unnatural, rewrite it.

• Avoid jargon, buzzwords, and empty adjectives. (“Innovative,” “seamless,” “robust”... delete them.)

• Use language your target audience actually uses. Study forums, product reviews, testimonials, emails—whatever it takes.

You’re not writing a thesis. You’re trying to connect. Fast.

Remember: most people skim. If your copy isn’t instantly clear, it’s instantly ignored.

Burnett knew that when you use the customer’s language, you get into their head. And once you're in there... the sale gets a whole lot easier.

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