Podcast Title: The Copywriter Club Podcast
Episode: #435: Analyzing Old Ads for Fun and Profit with Lewis Falkard
Release Date: February 18, 2025
Hosts: Kira Hug and Rob Marsh
Guest: Lewis Falkard
Description: Ideas and habits worth stealing from top copywriters.

Introduction

In this episode of The Copywriter Club Podcast, hosts Kira Hug and Rob Marsh delve into the niche yet insightful practice of analyzing old advertisements with their guest, Lewis Falkard. The discussion centers on how dissecting vintage ads can enhance modern copywriting techniques, providing both inspiration and practical strategies for copywriters seeking to refine their craft.

Guest Background

Lewis Falkard shares his unconventional journey into copywriting. Originally a materials engineering graduate, Lewis was drawn to the field through assisting his friend’s vintage jewelry business online. His fascination with human psychology and communication, influenced by early readings like How to Win Friends and Influence People and works by Brian Tracy, naturally transitioned him from engineering to the persuasive art of copywriting.

Notable Quote (03:05):
"I've always had an interest in people and communications... understanding how the human mind works and how that translates into behavior." – Lewis Falkard

Transition from Engineering to Copywriting

Lewis elaborates on how his engineering background, particularly skills in reverse engineering and problem-solving, seamlessly translated into dissecting and understanding successful advertising copy. This analytical approach enabled him to break down effective ads and apply similar strategies to his own work.

Notable Quote (05:08):
"Materials engineering is like looking at components that have broken and finding out why they've broken... reverse engineering those concepts has always stuck with me and pulled me into copywriting." – Lewis Falkard

Analyzing Old Ads: Purpose and Process

Lewis discusses his passion for old print ads, particularly those featured in advertising award books. By analyzing these ads, he uncovers the underlying persuasion techniques and storytelling methods that made them effective. This practice not only serves as a learning tool but also inspires his creative process.

Key Points:

• Collection of over a thousand sales pages in his swipe file.
• Focus on one-page ads with minimal copy and strong visuals.
• Breakdowns serve as mini-lessons on attention-grabbing and persuasive techniques.

Notable Quote (12:15):
"There's normally some form of storytelling... a good ad is a sales pitch that doesn't feel like a sales pitch." – Lewis Falkard

Impact on His Business and Craft

By systematically analyzing old ads, Lewis has enhanced his ability to justify creative decisions and critique others' work effectively. This analytical foundation has been instrumental in selling his services and improving his copywriting quality.

Notable Quote (25:40):
"Having the techniques and seeing them in different formats has really helped me sell work for one." – Lewis Falkard

Working with Agencies and Client Acquisition

Lewis shares his experience transitioning from freelancing to collaborating with agencies. Initially relying on local networking and cold pitching, the shift to agency work provided him with a steady flow of projects, though he now leans more towards independent work to build a sustainable business foundation.

Notable Quote (08:59):
"We had projects come through, and I'd decide to work on them based on the brief. It helped me gain experience and get paid for it without extensive onboarding." – Lewis Falkard

Newsletter and Sharing Ad Breakdowns

Lewis began sharing his ad breakdowns on platforms like LinkedIn, which unexpectedly garnered significant engagement. His newsletter serves both as a personal exploration of copywriting techniques and a resource for fellow creatives to understand the efficacy behind classic ads.

Notable Quote (15:21):
"I want to help excite other creatives and show how past work has shaped our industry." – Lewis Falkard

Working While Traveling

For the past three years, Lewis has been a digital nomad, balancing work with globe-trotting adventures alongside his girlfriend. This lifestyle has introduced challenges like maintaining a routine and managing time across different time zones, but it has also provided diverse inspirations for his copywriting.

Notable Quote (27:20):
"The lack of routine has been very challenging, but working from different places inspires different trails of thought." – Lewis Falkard

Future Plans and Business Outlook

Currently based at home, Lewis aims to leverage his fixed routine to deepen client relationships and expand his network through in-person interactions. He expresses a desire to continue his current path, enjoying the flexibility that freelance work offers while preparing for sustainable, long-term growth.

Notable Quote (31:10):
"I can solidify relationships better in person and attend more events, which should positively impact my business." – Lewis Falkard

Advice to Aspiring Copywriters

Lewis emphasizes the importance of consistency and relationship-building in growing a copywriting business. He advises emerging copywriters to continuously plant seeds for future opportunities, understanding that client acquisition often takes longer than expected. Building a network through genuine interactions can lead to unexpected and valuable collaborations.

Notable Quote (32:47):
"When things are good, they probably won't stay this way. Keep planting seeds for the future and don't put that off." – Lewis Falkard

Conclusion

Lewis Falkard's approach to analyzing old advertisements offers a compelling blueprint for copywriters seeking to enhance their persuasive abilities. By dissecting and understanding the elements that make classic ads successful, Lewis not only refines his own craft but also provides valuable insights to the copywriting community. His journey from engineering to copywriting underscores the power of transferable skills and the importance of continuous learning and adaptation in the ever-evolving field of marketing.

Additional Resources:

• Lewis Falkard’s Website: LewisFolkard.co.uk – Explore his newsletter and past ad breakdowns.
• Subscribe to The Copywriter Club Podcast: Available on Apple Podcasts, Spotify, and other major platforms.
• Join the Copywriter Underground: Access workshops, templates, and community support at thecopywriterclub.com/TCU.

If you found this summary helpful, consider sharing it with fellow copywriters or freelancers who could benefit from Lewis Falkard’s insights on analyzing old ads to boost modern copywriting strategies.