What the Greats knew and we’ve forgotten – Bob Levenson
Have you heard of Bob Levenson? Even if you haven’t, you’re probably familiar with his work.
He was a copywriter at Doyle Dane Bernbach during the creative revolution. He probably contributed as much to the agency’s voice as Bernbach himself.
His writing is recognisable at 1000 yards: charming, disarming, and direct, with an epistolary style that carries you to the end before you realise you’re hooked.
When asked how he wrote, Levenson said:
I always started by writing ‘Dear Charlie,’ like I was writing to a friend. And then I would say what I had to say, and at the end I would cross out Dear Charlie, and I was all right.
Great trick, isn’t it?