Julius Caesar: Among the Masters of Copywriting

Copywriting “How to”: Master among Masters of Copywriting

Everyone has heard of Julius Caesar. He rose to power, laying waste cities and kingdoms. But, history shows us another side of Julius. He was a master among the ancient masters of copywriting.

Yes, a “master among the masters of copywriting “how to” in the ancient Roman world. Skeptical? Look at the history.

First, let’s set the record straight. There is a difference between content and copywriting. Content is text needed for communication. We hear throughout the Internet marketing world, “Content is king.” But, it just ain’t so. Good copy is king. Masters of copywriting know this is the art of successful marketing.

Copywriting “how to” involves a singular talent that arouses passions, stirs emotions, and kindles “storyline” in the minds of readers. The copy captivates the imagination of the reader in such a way that the customer brings closure to the entire ordeal only by taking whatever action is requested. This is the goal of all masters of copywriting.

Masters of copywriting expertise know how to create an itch that just has to be scratched. Effective copywriting “how to” leaves the reader feeling like something’s just not completed unless he acts. So, the reader feels something must be done, now. That’s the goal of any course in copywriting how to do kinds of training. At least it better be, to be effective.

So, you ask, what does copywriting have to do with Julius Caesar? Well, what you read here won’t make the next topic in a college class. But, then again, some professors teach as if dear Julius wrote exclusively for some future lecture in classical literature at Oxford.

Julius Caesar was a brilliant communicator. He was a great orator, second only to Cicero, his enemy. But, his writing ability – his copywriting – was powerfully compelling. Neither Cicero with his prose-like erudition nor Cato with his lecture style rhetoric could out market the copywriting skills of Julius Caesar.

Let me repeat that. Like all masters of copywriting, Caesar’s intent was to communicate so as to out market his competition. With that understanding and skill, he defeated his competition. If you think today’s markets are competitive, imagine trying to outwit, outfox, and out market for position and dominance in the world’s most powerful empire of the day, Rome.

Julius deliberately wrote his letters and books for public consumption. He was a copywriter first and foremost. He became the leading power of his age because he could arouse the imagination of the public. He powerfully stirred up pictures in their minds, so that they could…

• visualize his conquests (a potent copywriting how to skill),

• imagine his daring exploits as a commander, and …

• feel his heroism in battle

…all through the persuasive, skillful storytelling of his copywriting abilities. That is a copywriting “how to” which must be present to be an effective communicator. Such is present only among real masters of copywriting capacity.

The result? He won an adoring public. From a marketing standpoint, he was his own product. His books and letters – fully intended for public exposure – were copywriting products, not musings for future Latin lessons in local high schools.

Copywriting “How to” - For Effective Storytelling, “a la Julius”

Take, for instance, the battle of Pela. The whole eastern realm of the Roman dominion was in jeopardy from attack by the king of Pontus. Of course, “only Julius” could meet the attacker successfully in battle – at least that was the copywriting storyline.

While the world waited breathlessly for the outcome of the battle, a letter arrived in Rome. It was the epitome of copywriting “how to” brilliance.

The news contained just three words:

“Vini. Vidi. Vinci.”

Translation: I came. I saw. I conquered.
Imagination Storyline: Caesar arrived. He crushed our enemies and conquered.
Reality Translation: We are victorious.

Talk about copywriting how to for public consumption.

This was not the only instance where copywriting how to do was apparent. When Julius led his army to the border of the Rubicon river – the border over which it was illegal to lead an army – his comment to the troops was, “The die is cast” – a phrase that has come down to us with powerful impact.

His phrase, crossing the Rubicon, has also come down to us. That phrase captures the emotion of the heroic never look back kind of resolve. Masters of copywriting learn how to create memorable words, fitly chosen for the occasion.

Caesar led his army into the territory and made history, sweeping right through the imaginations of an adoring public. He met with little resistance. That’s exactly what masters of copywriting do. Negotiating little resistance is the ultimate copywriting how to do lesson of them all.

His commentaries on the conquest of Gaul (France) are read as Latin exercises for school students today. But, in the annals of yesteryear, Caesar’s copywriting skills designed books as reports with the sole object of exciting the people of Rome over every conquest, every addition of territory, and every mention of his name. Again, that’s exactly what masters of copywriting train to accomplish.

Caesar was the Roman world’s version of the Super Hero who defeats all villains, saving the world from destruction. Copywriting can climb the highest mountains, scale the tallest buildings and swing through the jungle leaving Tarzan in the dust.

Certainly, without copywriting skills, Caesar would never have catapulted to fame. Indeed, copywriting made his name synonymous with rule and power for centuries to come.

So much for Latin class.

So, the next time you’re tempted to read Caesar’s works, think copywriting… not literature.

Of course, don’t count on your professor to understand your newfound love for the classics.

Wayne Sedlak is an Internet marketing and copywriting trainer and specialist for small businesses and non-profits. Interested in learning to write or market a business over the internet? Search LeveragingInfluence.com. Email: Success@LeveragingInfluence.com.

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