‘Lit’ Lessons for Copywriting

In a world of fleeting reels and five-second clips that rarely hold attention, I’ve always paused for books. They may not all be masterpieces, but there’s always something to learn. From my grandfather putting me to sleep with stories of Maupassant and Sherlock Holmes in a small South Calcutta apartment to being immersed in the works of great authors during my master’s at JU - I grew up with stories. I devoured Enid Blyton’s mysteries to Rowling’s HP series. I learnt to appreciate Shakespeare’s eloquence, Tagore’s nature-infused poetry, and Ruskin Bond’s charming short stories. Later, I explored Neil Gaiman’s complex yet magical narratives, and Rumi and Ghalib’s metaphysical reflections.

These poets, playwrights, and novelists had mastered the craft of writing across eras and languages - long before we, advertising copywriters, began wrestling with copy that sells. But great copy doesn’t just sell — it sings, seduces, and subtly slips into the reader’s mind. If you too feel anxious before typing that first word on a blank Word doc, you’re not alone. Here are some lessons from my favourite writers that might inspire your next draft!

Shakespeare’s Musical Wordplay

“To be, or not to be, that is the question:” from Hamlet

“We are such stuff as dreams are made on.” from The Tempest

“Fair is foul, and foul is fair." from Macbeth

A man of many talents, William Shakespeare’s genius wasn’t just in his simple plots with complex characters or his commentary on human nature - it was in his lyrical language. Whether it was Hamlet's pondering, Prospero's reflection, or the Witches' chant - Shakespeare could captivate diverse audiences. He wrote for the ear, capturing the attention of both the nobility in the galleries and the working class in the open-air pits of Elizabethan theatres.

Copywriting Tip: Use rhythmic wordplay to drive recall. Sometimes, well-placed three words can say more than thirty. Like former Indian soft drink, Gold Spot’s famous jingle, 'The zing thing!'

Elliot’s Contrasts

“Let us go then, you and I,

When the evening is spread out against the sky

Like a patient etherised upon a table”

These are the opening lines of T.S. Eliot’s 'The Love Song of J. Alfred Prufrock', a modernist classic about alienation and isolation in the early 20th century - much like what we experienced in the post-Covid era. Eliot plays with contrast and surprise, disrupting his readers’ expectations with unexpected shifts. It’s the perfect juxtaposition of extremes.

Copywriting Tip: Use contrast in your headlines to disrupt and capture attention. Like the 'Do What You Can’t' Samsung slogan.

Austen’s Vivid Voices

“My courage always rises at every attempt to intimidate me.”

This quote – from the iconic 'Pride and Prejudice' – was Elizabeth Bennet's reply to Mr. Darcy's initial condescension. Jane Austen portrayed her as witty and woke - a woman who defied the submissive female archetype of the Regency era, which went on to inspire Netflix’s 'Bridgerton'. From Mr. Darcy’s proud restraint to Mrs. Bennet’s anxious frivolity, Austen’s stories were less about plot and more about people.

Copywriting Tip: Brands are characters too. Make them human. Make them sound like someone you know. Without a clear voice, brand messaging can get lost. ‘Oatly’, for instance, isn’t just oat milk — it’s your rebellious, funny, and quirky activist-artist friend in a carton.

O. Henry’s Unexpectedness

“Life is made up of sobs, sniffles, and smiles, with sniffles predominating.”

The 'master of surprise endings', O. Henry had a knack for wrapping stories in irony or poignancy. This quote is from 'The Gift of the Magi', where he - unlike other writers who talk about life in positives or negatives - captured the bittersweet nature of human existence.

Copywriting Tip: Write your headlines with an unforeseen twist or a surprise to spark curiosity and create a deeper brand connection. Who would have thought that “Red Bull gives you wings”?

Plath’s Honesty

“I took a deep breath and listened to the old brag of my heart: I am, I am, I am.”

In 'The Bell Jar', Sylvia Plath didn’t shy away from being intimate and unfiltered - she let her language throb with emotion. Like this quote, mimicking a heartbeat. This novel’s protagonist, Esther Greenwood, struggles with mental health, and during a pivotal moment, rediscovers her heartbeat as a sign of life.

Copywriting Tip: Don’t fear authenticity. Write something that feels human, flawed, and personal. Dove does this beautifully. Its brand identity isn’t just about soap - it’s about self-acceptance and emotional vulnerability of real women of various ages, shapes, and ethnicities.

King’s Detailing

“Your hair is winter fire, January embers. My heart burns there, too.”

From the 'King of Horror' come these unexpectedly romantic lines in 'It'. Surprised? Yes - ‘that’ one with the creepy clown where young Ben writes this love note to Beverly. All of King’s stories are written in vivid details and conjure up stark, eerie, and captivating images that help paint a picture for his readers.

Copywriting Tip: Be vivid. Be emotional. Be memorable. Like David Ogilvy’s classic headline, “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."

Lahiri’s Minimalism

“That's the thing about books. They let you travel without moving your feet.”

Pulitzer Prize-winner Jhumpa Lahiri is known for her minimalist, understated prose. While writing about the immigrant experience, she allows her audience to read between the lines and connect with the characters on a profound level. In this line from “The Namesake”, the protagonist’s father captures the quiet escapism and self-reflection that literature offers.

Copywriting Tip: Say more by saying less. Focus on minimalism. Allow your target audience to infer meaning. Just like Apple’s 'Think Different'.

Read voraciously. Read with wonder. A brand story is still a story, which just needs a hook in the headline, a heartbeat in the body, and a call to remember. And before you call yourself a ‘storyteller’ in your bio — be a reader first. Remember, it’s never too late to pick up a great work of literature.