While D-Day means decision day, “Don Draper’s Day” represents the opportunity to discover the three types of copywriters.
We all sometimes say: “Today is D-Day”.
In other words, “Don Draper’s Day”.
In this post, I’ll explain the difference between:
- D-Day (World War II);
- “Don Draper’s Day” (digital marketing).
I’ll also write about the three types of copywriters.
To top it off, I’ll provide you with some tips on how to choose the best of them to be on your side during the decisive “battle” for your business.
Would you like to know more about these topics?
Table of Contents
What does the expression “D-Day” mean?
Operation Overlord, also known as the Battle for Europe, started on June 6, 1944, in France.
However, over time, the expression “D-Day” gained the meaning of a stressful, challenging, and dramatic moment.
It can be any day during which significant progress or turnover takes place.
To sum up, D-Day means the decision day.
What does “Don Draper’s Day” mean?
“Don Draper’s Day” has a meaning similar to the one of D-Day.
It was me who “invented” this expression; “Don Draper’s Day” means the beginning of the decisive “battle” for your or anyone’s else business.
Therefore, if you’re interested in winning that battle, it’s essential to surround yourself with some faithful allies: copywriters.
The Battle of Normandy wasn’t won by the British, American, or Canadian military. The Allies won the Battle for Europe.
Nevertheless, before choosing the best ally, you need to find the answers to the following questions:
- What types of copywriters exist;
- How each of them can help you.
What are the three types of copywriters?
Depending on the criteria we use in the classification, we could speak about different types of copywriters.
However, I’ll apply another criterion in this post.
I’ll write about three types of copywriters depending on how they position themselves in contrast to the figure of Don Draper.
If the name of Don Draper’s doesn’t ring a bell, he’s the protagonist of the “Mad Men” show. Draper is at the same time the world’s best-known fictional copywriter, based on the character of David Ogilvy.
Copywriters who want to be like Don Draper
The first type includes copywriters who want to be like Don Draper.
These professionals ask themselves continuously what Draper would do or say in a particular situation, facing a specific issue.
Why do they want to be like Don Draper?
These copywriters want to be like Don Draper because they admire him for his daring ideas, memorable slogans, and creative ad solutions.
They see Don as a copywriting superhero.
There are aspects of Don Draper, the Mad Men advertising executive, I wish to channel. Not the Rico Suave part or the 5 o’clock shadow. It’s the fist-slamming, declarative part of him when he’s around his clients that gets this ad agency principal stirred up.What Would Don Draper Do, MP Mueller, boss.blogs.nytimes.com
How can they help you?
Don Draper is the protagonist of the “Mad Men” series. For this reason, copywriters who dream of being Draper actually dream of protagonism.
- When the D-Day arrives, these copywriters can help you by carrying the flag, fighting in the front row, and raising the morale of other “soldiers”.
- Their strengths are ambition and the desire to write compelling content that impresses clients, inspires other colleagues, and makes readers fall in love at first reading.
Copywriters who don’t want to be like Don Draper
The second type of copywriters distances themselves from the figure of Don Draper.
These professionals send the following message to the world: “I’m not Don Draper, neither I’m interested in what he would do in this or another situation”.
I’m particularly bored with the non-thinking heads immersed in digital projects, signing texts that start with “If Don Draper”.
If Don Draper made poop with an iPad.
If Don Draper danced as an asshole during his Christmas dinner.
Seriously. Stop.10 easy steps to become a true storyteller, 40defiebre.com
Why don’t they want to be like Don Draper?
These copywriters don’t want to be like Don Draper because he needs alcohol to come up with extraordinary ideas. Don also depends entirely on inspiration and often mistreats his peers.
For this type of copywriter, Don Draper is a copywriting anti-hero.
How can they help you?
For copywriters who don’t dream of being a Draper, ideas, ads, and slogans are the destination. The creative process is the way.
In other words, these copywriters don’t care only about brilliant ideas. They also care about the way to get to the ideas.
- When the D-Day arrives, this type of copywriter will be your faithful ally, but never on the front lines of the battle. Their goal isn’t to be protagonists of the battle for your business, neither to win it in a no-matter-what way. The second type of copywriter prefers to meet the business goals, without dying in the attempt.
- Their strengths are research, data analysis, long-term strategy, and falling in love at the second reading.
Copywriters who prefer to be like Peggy Olson
The third type of copywriter doesn’t ask themselves what Don Draper would do or say.
These professionals identify themselves with another character in the series, Peggy Olson.
Peggy appears at the beginning of the series as Draper’s secretary. Later on, she gets promoted to copywriter and becomes Draper’s protégé.
Think about who carried Sterling Cooper’s creative. Most of the time, it wasn’t Don. He just impressed and intimidated the clients. Peggy was the real machinery. Don may have gotten people reading, and that’s critical. But Peggy kept them reading.I’m no Don Draper. So am I still a copywriter, Divine Write
Why do they prefer to be like Peggy Olson?
These copywriters consider themselves more similar to Peggy Olson because they claim that Don was facing potential clients, whereas Peggy was carrying out the “dirty” work of writing.
For them, the real copywriter of “Mad Men” is Peggy, although it doesn’t seem so at first glance.
They see Peggy Olson as a copywriting heroine, without a cape and recognition.
How can they help you?
Throughout the series, Don Draper is in the foreground. Peggy, in the second ground.
However, Peggy remains in the series until the very last episode, when she decides to leave.
- When the D-Day arrives, copywriters who identify themselves with Peggy Olson will help you from the trenches, supporting their peers in the first and second row. Although they seem invisible, they are essential for victory. They don’t use to receive merit medals. Notwithstanding, they continue fighting until the very end of the battle.
- Their strengths are loyalty, companionship, and effort. The copy they create may not be on the Homepage of your website, but without their contribution, visitors probably wouldn’t reach the Contact page.
Make the best copywriter be your ally
Now that you know the three types of copywriters, I encourage you to tell me in the comment section who you would preferably work with.
But before you do that, keep in mind that copywriters are soldiers of persuasion, not the real ones.
- Our only weapon is a pencil. It doesn’t shoot bullets, but words that reach customers’ hearts.
- Our text doesn’t kill. Its goal is to lead to action.
In the end, I encourage you to take a look at the last scene of the “Mad Men” show.
I believe it could help you resolve the doubt about what type of copywriter would be your most faithful ally.
My opinion is that you should work only with those copywriters whose copy inspires you to buy the world a Coke.
OK, the time has come.
Surround yourself with allies and win the battle for your business!
A Writing-Friendly Question: What type of copywriter would you preferably collaborate with?
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