Copywriting Lessons from Abraham Lincoln?

Absolutely!

Many historians rank Abraham Lincoln among the greatest presidents not only for preserving the Union, but for his exceptional communications skills. The 16^th president’s eloquence and persuasive prose played a pivotal role in compelling and shaping public opinion when the nation was a “house divided against itself.” As marketers, we can learn a lot from reading Lincoln’s speeches because he was a masterful storyteller and a great writer.

Let’s examine how software developer CJM Solutions could benefit from three examples in Lincoln’s Second Inaugural Address. Though it was delivered over 150 years ago, the speech contains rhetorical devices and principles that can help strengthen your marketing skills, improve your writing, and – most important – connect with your potential customers.

Lesson 1: Harness the Power of Parallelism

• Definition: Parallelism is the use of similar grammatical structures to create rhythm, emphasis, and memorability.

• Lincoln's Example: "With malice toward none; with charity for all..." exemplifies pleasing rhetorical rhythm, which makes it easy to remember.

• Copywriting Application: "With simplicity at its core, our software lets you work smarter, not harder.” Like the Lincoln line, “work smarter, not harder” is memorable and has the added benefit of being desirable.
  
  Parallelism not only increases clarity, but also leaves a lasting impression on your audience.

Lesson 2:  Evoke Emotions with Figurative Language

• Definition: Figurative language is a type of expression that uses words or phrases in a non-literal way to create vivid imagery and stir emotions.

• Lincoln's Example: "Let us strive on to finish the work we are in, to bind up the nation's wounds..." While Lincoln was referring to the nation’s wounds figuratively, the line resonated so well because his countrymen were painfully aware of the literal wounds the Civil War had inflicted on tens of thousands in both the North and South.

• Copywriting Application: “CJM Solutions is your gateway to a world of limitless possibilities” uses a metaphor to convey the potential of their software and what it can do for the customer.
  
  Figurative language is a powerful tool that can be used to stimulate the imagination, create emotional connections, and make your writing more engaging and persuasive.

Lesson 3:  Use Rhetorical Techniques like Antithesis

• Definition:  Antithesis is a rhetorical device that contrasts opposing ideas to create emphasis and highlight key points.

• Lincoln’s Example: "The prayers of both could not be answered; that of neither has been answered fully." Lincoln’s antithesis compares the opposing outcomes of “both” prayers being answered and “neither” side’s prayers being fully answered, emphasizing that neither side achieved everything they wanted.

• Copywriting Application: “The days of combing through endless reports are over. With CJM’s new data analytics platform, you can instantly visualize key data with clarity.” The antithesis contrasts the hassle of older reporting approaches with the ease of their new tool, driving home the key benefit.
  
  Antithesis draws attention by juxtaposing contrasting ideas.

While flowery 19^th century language won’t resonate today, Abraham Lincoln’s masterful clarity and eloquence still does. Follow Lincoln’s lead. Use rhetorical devices like parallelism and antithesis, induce emotion with figurative language, and craft straightforward messaging to upgrade your copywriting and connect with your audience.