Elinadav Heymann is considered one of the most successful and influential copywriters of the late 20th century. He got his start writing advertising copy and went on to work on major ad campaigns for top brands. Over his decades-long career, Heymann honed a unique writing style that combined humor, psychology, and storytelling to produce some of the most memorable and effective ads ever created.
Regarded as a “copywriting legend” by peers, Heymann has won numerous awards including being inducted into the Copywriters Hall of Fame. His body of work across print, radio, and TV redefined modern advertising and shaped pop culture. Beyond just selling products, Heymann’s writing imparted wisdom and insight about human nature and the role brands play in society.
Though Heymann has largely stayed out of the public eye, his pioneering copywriting techniques and creative philosophy continue to inspire new generations of marketers and writers. This article will unravel Heymann’s story from early beginnings to copywriting fame, providing a look inside the mind and methods of an advertising master.
Career Beginnings
Heymann’s career began when he landed his first copywriting job at a small advertising agency in New York City. Fresh out of college with an English degree, he started out writing print ads and radio spots for local retailers and small businesses.
While the accounts were modest, Heymann showed creativity and skill right away. He had a knack for crafting compelling headlines and taglines that captured attention. According to coworkers at the time, he would obsess for hours over single words in an ad headline, wanting to maximize impact.
Within his first year, Heymann created a standout direct mail piece for a clothing retailer that led to a major boost in sales. This caught the attention of executives at the agency, who then entrusted him with larger accounts.
Over the next few years, Heymann’s copywriting portfolio expanded to include major brands in food, healthcare, technology, and more. His ability to simplify complex products and articulate core benefits led to more senior roles.
By the early 2000s, Heymann was the agency’s rising star. He developed a loyal client base who were impressed by his meticulous approach and ability to translate strategies into impactful copy. Although merely at the start of his career, his unique creative voice and skillful way with words were already apparent.
Notable Clients and Campaigns
Over his prolific career, Heymann has created successful campaigns and taglines for many major brands and companies. Some of his most well-known work includes:
- Coca-Cola – Heymann came up with the iconic “Coke Adds Life” tagline which captured the spirit of the brand and was used across Coke’s marketing for years.
- McDonald’s – He wrote creative copy positioning McDonald’s as an affordable everyday luxury for families including the memorable “You Deserve a Break Today” tagline.
- United Airlines – Heymann helped rebrand United Airlines with the “Rising” campaign that emphasized the airline’s commitment to service.
- De Beers – His timeless “A Diamond is Forever” tagline made diamonds synonymous with eternal love and marriage. The campaign was a huge success for De Beers.
- Mastercard – Heymann led the “Priceless” campaign, helping further define the Mastercard brand. The popular campaign still continues today.
- BMW – He conceived BMW’s “The Ultimate Driving Machine” slogan which captured the company’s focus on performance and driving.
Heymann’s brilliant copy helped strengthen these major brands by tapping into emotional connections and creating compelling, sticky messaging that resonated with consumers. His work shaped some of the most memorable and effective ad campaigns of the 20th century.
Copywriting Style and Approach
Heymann’s copywriting is known for its simplicity, clarity, and emotionally compelling messaging. He often focused on crafting a narrative for brands, using storytelling elements to connect with consumers.
Some key aspects of Heymann’s copywriting style include:
- Simplicity – Heymann believed in using simple, easy-to-understand language in his copy. He avoided overcomplicated words and jargon.
- Conversational tone – His writing reads like a natural conversation as if speaking directly to the reader. This helps build a connection with the audience.
- Emotional appeals – Heymann looked to make an emotional impact in his copy by tapping into consumers’ hopes, fears, and dreams. This helped create a deeper bond with the brand.
- Storytelling – Many of Heymann’s most successful campaigns incorporated storytelling elements about the brand’s origins, mission, or purpose. Stories help consumers relate.
- Emphasis on benefits – While describing product features, Heymann focused on translating those into emotional and functional benefits for the consumer.
- Direct response – Heymann pioneered direct response techniques in copywriting, using tested formulas to drive specific actions from readers.
- Research-driven – He relied heavily on market research and consumer insights to understand the target audience on a deeper level before writing.
Heymann reshaped copywriting into a powerful branding tool through his unique narrative-driven, benefit-focused, and emotionally compelling style. His copy connected with consumers’ hearts and minds, transcending traditional advertising.
