John E Kennedy

John E. Kennedy (1864-1928) was a pioneering advertising copywriter whose groundbreaking ideas transformed the industry. A former Canadian Mountie turned ad man; Kennedy introduced the concept of "Reason Why Advertising"--the idea that ever advertisement should provide a logical, compelling reason for the customer to buy. His belief that advertising should be "salesmanship on paper" challenged traditional advertising practices at the time, and laid the foundation for what would become modern direct-response marketing.