Favorite Copywriting Notes
Ask: “Would it help a salesman sell the goods?”
Write an ad like a salesman would talk. One must be able to express himself briefly, clearly and convincingly. Fine writing is a distinct disadvantage.… Continue reading Ask: “Would it help a salesman sell the goods?”
Do not urge people to buy. Offer the priviliege of buying.
Claude had advertise sweepers made in vermillion wood. So when he mailed the letters to the dealers. The letters mentioned that three vermillion wood sweepers… Continue reading Do not urge people to buy. Offer the priviliege of buying.
The only way on earth to influence other people is to talk about what they want and show them how to get it.
Every act that you have ever performed since the day you were born was performed because you wanted something. -Principle 3, How to Win Friends and… Continue reading The only way on earth to influence other people is to talk about what they want and show them how to get it.
7 human hijacks – From the marketing legend, Craig Clemens
In this post, Craig talks about 7 ways that famous advertisers and copywriters have changed the world with advertising campaign and have sold millions of… Continue reading 7 human hijacks – From the marketing legend, Craig Clemens
When trying to generate word of mouth, remember to focus on “What people are talking about”
On August 16, 2004, Canadian Ron Bensimhon had broken into the Olympics. He wasn’t actually on the Canadian swim team. When Rom jumped off the… Continue reading When trying to generate word of mouth, remember to focus on “What people are talking about”
Goal: Convince someone it’s worth it to live.
S1. Life sucks right? Not really, here’s some easy changes… S2. A few simple steps you can take to make your life better. S3. How… Continue reading Goal: Convince someone it’s worth it to live.
Goal: Convince Jason to buy a helicopter
S1. Every CEO has a helicopter, why don’t you? S2. Hate traffic on I-35 in the morning? Drive OVER it S3. How to save 300… Continue reading Goal: Convince Jason to buy a helicopter
Every amateur tennis player has the exact same problem with their tennis swing:
Every amateur tennis player has the exact same problem with their tennis swing: They don’t bend their elbow at the proper angle for their height.… Continue reading Every amateur tennis player has the exact same problem with their tennis swing:
Cold Email: Here’s the Best Cold Email You’ll Ever Write
Neville Medhora explains how this cold email template will make you the Don Draper of email. “Oh, you thought design was more important than copy?… Continue reading Cold Email: Here’s the Best Cold Email You’ll Ever Write
Amazing New Formula From Beverly Hills Lets You Look Years Younger
WOULDN’T YOU LIKE TO LOOK AS YOUNG AS YOU FEEL? Tova Borgnine’s amazing formula isn’t just for Hollywood stars like Debbie Reynolds, Connie Stevens and… Continue reading Amazing New Formula From Beverly Hills Lets You Look Years Younger
Don’t Be Tamed
Tom Watson, the chairman of IBM, use to read the following story to his employees each year. Read it in full. I promise you’ll feel… Continue reading Don’t Be Tamed
Coat of arms
Dear Mr. Macdonald, Did you know that your family name was recorded with a coat-of-arms in ancient heraldic archives more than seven centuries ago? My… Continue reading Coat of arms
How to get what the U.S. Government OWES YOU!
320 almost secret ways to get something back for your tax dollars right away! Dear Taxpayer: What do you get? The “poor” get federal housing,… Continue reading How to get what the U.S. Government OWES YOU!
People sign up for what they think you can do for them. They renew because they like you.
It’s the personality letters that really go. Keep bonding. You want to tell them personal stuff, snapshots of you and your family, and all kinds… Continue reading People sign up for what they think you can do for them. They renew because they like you.
There’s nothing that make people respond more than curiosity
In your ads or videos, don’t show the process, show the end results. Gary Halbert, Gary Halbert: XXX, p.198 Continue reading There’s nothing that make people respond more than curiosity
Believe it or not, I was at the Museum of Natural Art
He was a guy who’s an older guy, had a white beard. We were walking through we started talking, and we ended up having a… Continue reading Believe it or not, I was at the Museum of Natural Art
I was in Bulgaria and I was shopping…
I was in Bulgaria and I was shopping, and I went off the main drag, and this little store, it was hard to even tell… Continue reading I was in Bulgaria and I was shopping…
The best way to write is as if you were a fan reporter
This is the utopian thing that could happen for anybody who’s selling something. Let’s say that there is a reporter for the New York Times,… Continue reading The best way to write is as if you were a fan reporter
If somebody wants what you’re selling and you remove the fear out of it, you’ll make the sale
A lot of people are afraid to do that. Gary Halbert, Gary Halbert: XXX, p.138 Continue reading If somebody wants what you’re selling and you remove the fear out of it, you’ll make the sale
Copy does get tired
It’s kind of like if you gave the same parade every year for St. Patty’s Day. People get a little tired and they wouldn’t keep… Continue reading Copy does get tired
Think about marketing the way a singer thinks about a show
Let’s suppose that you played the guitar and you sing, and you get the chance to work in a bar. So, you do 10 songs… Continue reading Think about marketing the way a singer thinks about a show
It’s extremely hard to get someone to do something (aka get someone to buy your stuff)
So at the moment a customer starts moving, once he’s in motion. Whether that’s contacting you about the product, adding it to cart or buying… Continue reading It’s extremely hard to get someone to do something (aka get someone to buy your stuff)
Make them feel special
Make them feel they’re getting a deal no one else is getting. That can be based on their name or their location. John Carlton, Gary… Continue reading Make them feel special
Subheads are either the continuation of a sentence, or it’s a sentence…
A lot of people use subheads as sort of titles. For me, subheads are either the continuation of a sentence, and that’s where you get… Continue reading Subheads are either the continuation of a sentence, or it’s a sentence…
End a page with a split-sentence, always…
You do not end a page with a period. You cannot end a page without them having to go to the top of the next… Continue reading End a page with a split-sentence, always…
Mention any major point at least 3 times in a letter
The basic mistake most people make is you don’t even say, “Save time.” Most ads just say,”You can do it very quickly,” or something. They… Continue reading Mention any major point at least 3 times in a letter
Give them something that helps them flesh out the fantasy. People aren’t as visual as we think
Rather than saying you’ll save time and leave it to them to imagine what saving time means to them, say, “So instead of spending an… Continue reading Give them something that helps them flesh out the fantasy. People aren’t as visual as we think
We have a need to feel a little special, and respected
That’s why I always try to make the person feel a little special. I always try to slip in, “You’re going to get a better… Continue reading We have a need to feel a little special, and respected
2 reasons why a man buys anything. There’s the reason he’ll give you and there’s the real reason
Often, they’re not the same at all. The classic one is the Corvette. A classic Corvette buyer will quote you all kinds of stats about… Continue reading 2 reasons why a man buys anything. There’s the reason he’ll give you and there’s the real reason
How Your Horoscope Can Bring You Wealth, Love, Success And Happiness
Did you know your horoscope could mean the difference between happiness or sorrow; between success or failure? Picture a long room with doors at each… Continue reading How Your Horoscope Can Bring You Wealth, Love, Success And Happiness
The Amazing Blackjack Secret Of a Las Vegas Mystery Man!
Now! Revealed For The First Time Ever! The Amazing Blackjack Secret Of a Las Vegas Mystery Man! Have you ever wondered why there is always… Continue reading The Amazing Blackjack Secret Of a Las Vegas Mystery Man!
**Famous dollar letter for hospital donations
Dear Mr. Jones: Here’s a dollar. Yes, it’s a REAL dollar – nice and clean and new. Keep it if you want to, after you’ve… Continue reading **Famous dollar letter for hospital donations
Make sure the reader doesn’t notice your style of writing…
Interested in writing in bold, in CAPS or in italic ? Think twice. If the reader noticed your way of writing, you did a bad… Continue reading Make sure the reader doesn’t notice your style of writing…
Darling, I’m having the most extraordinary experience…
I’m head over heels in DOVE! No, darling – DOVE. D- like in delicious. I told you, sweet. I’m in the tub. Taking a bath.… Continue reading Darling, I’m having the most extraordinary experience…
Make suggestions and not false claims
Instead of saying that astrology changed the course of war (hard to prove). “A decision that may have altered the course of the war”. -Inspired… Continue reading Make suggestions and not false claims
Don’t you know I am just as busy as you are – or, at least, I like to think I am.
-Principle 3, How to Win Friends and Influence People, p.69 Continue reading Don’t you know I am just as busy as you are – or, at least, I like to think I am.
Who cares what your company desires?
I am worried about my own problems. The bank is foreclosing the mortgage on my house, the bugs are destroying the hollyhocks, the stock market… Continue reading Who cares what your company desires?
Show prices in your ads
You may see a necklace in a jeweler’s window, but you don’t consider buying it because the price is not shown and you are too… Continue reading Show prices in your ads
Testimonials are key. Especially the ones from experts
Testimonials from celebrity are recalled but the product is forgot. Testimonials from experts are very persuasive. An ex-burglar admitting he was never able to crack… Continue reading Testimonials are key. Especially the ones from experts
When you target a niche, use specific words in the headline that will trigger their attention
In a ad for campers, use word like daypack, canopy, tent pad, etc. -Ogilvy on Avertising Continue reading When you target a niche, use specific words in the headline that will trigger their attention
Don’t put a period at the end of headlines
Periods are also called full stops, because they stop the reader dead in his tracks. You will find no full stops at the end of… Continue reading Don’t put a period at the end of headlines
About to write something? Base your advertising on research and not intuition
Test everything. Will you choose a surgeon whoi has read some books on anatomy or one who relies on intuition. -Ogilvy on Avertising, p.21 Continue reading About to write something? Base your advertising on research and not intuition
Never do reverse writing (white text on black background)
Research proved it’s harder to read -Ogilvy on Avertising, p.97 Continue reading Never do reverse writing (white text on black background)
Photographs with an element of “story appeal” were far above average in attracting attention.
I started using an eye-patch on the model for the ad. The kind of photographs which work hardest are those which arouse the reader’s curiosity.… Continue reading Photographs with an element of “story appeal” were far above average in attracting attention.
Here are the Golden rules for Headlines.
-Promise a reader a benefit (whiter wash, more miles per gallon, freedom from pimples) -Headlines which contain news are sure-fire. Announcement of a new product,… Continue reading Here are the Golden rules for Headlines.
Put your headline below the illustration
Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the… Continue reading Put your headline below the illustration
The Amazing “Face-Lift-In-A-Jar”
NOW AT LAST, YOU CAN GET IT TOO! The Amazing “Face-Lift-In-A-Jar” Used by Hollywood Stars Who Lose Their Jobs If They Don’t Look Their Best!… Continue reading The Amazing “Face-Lift-In-A-Jar”
Looking for inspiration? Pay attention to ads you see over and over.
Now one thing I haven’t mentioned so far is that you want to be on the lookout for ads and direct mail pieces that you… Continue reading Looking for inspiration? Pay attention to ads you see over and over.
Be SPECIFIC in the action section of the AIDA sales letter
You should pay very close attention to how I get action in my MD and DM pitches. I do this better than anybody. I am… Continue reading Be SPECIFIC in the action section of the AIDA sales letter
Get hired for your services as an hotel consultant
Where: Through a cold sales email Mr. Chalmers, I want to show your East Brunswick Hampton inn how to generate an extra $4,000,000/year off your… Continue reading Get hired for your services as an hotel consultant
Welcome newsletter subscribers and get them to sign up for paid services
Where: In the welcome email Subject: Here’s how to close a sale with Stem. Attention: You did it. But here’s WHY you registered for Stem…… Continue reading Welcome newsletter subscribers and get them to sign up for paid services
Sell wrinkle free shirt to someone on the cusp of buying
Where: On a wrinkle free shirt website, on product page Attention: You woke up at 6am. You shaved, you showered, you ironed that brand new… Continue reading Sell wrinkle free shirt to someone on the cusp of buying
Always take a break when writing
According to Sam Parr, it’s best to write then pause for at least an hour, then take a look at it again. Everything will be… Continue reading Always take a break when writing
Whenever you write an ad it should look, in so far as possible, exactly like a rave review written by a reporter.
What’s the moral here? The moral is YOU CAN DO A BETTER SELLING JOB WHEN AT FIRST IT DOES NOT APPEAR YOU ARE ATTEMPTING TO… Continue reading Whenever you write an ad it should look, in so far as possible, exactly like a rave review written by a reporter.
Ask questions once in a while and then answer them yourself. Like this:
Bond, do you understand what I am saying? You do. Good, then let’s go on etc. How do we get the benefits? The answer is… Continue reading Ask questions once in a while and then answer them yourself. Like this:
Use simple common everyday words & smooth transition words.
Use “get” instead of “procure”. Write short sentences and short paragraphs. Use “transition” words and phrases to make your writing flow smoothly. Do you notice… Continue reading Use simple common everyday words & smooth transition words.
Paint a very detailed, very inviting picture. Feed their imagination with “word-pictures”
It will help your reader vicariously experience the wonderful benefits of owning your product or service. Like this: “And, just wait till you step into… Continue reading Paint a very detailed, very inviting picture. Feed their imagination with “word-pictures”
Always read your copy outloud
What happens when you read your copy out loud is that you will verbally stumble over all the places that are not smooth. Then, of… Continue reading Always read your copy outloud
One way to increase believability is to give exact details
Instead of “most car owners” write “77.6% of all car owners”. Instead of “you can lose lots of weight” write “and the average reported weight… Continue reading One way to increase believability is to give exact details
Grab attention without cheating
Dear Mr. Tiberion, I am attaching a plastic baggie to the top of this letter for two important reasons: First of all, what I have… Continue reading Grab attention without cheating
To make sure you get a reply: use guilt
“… and those pitiful children need your help right now! So please send a check immediately and send as much as possible. That’s all you… Continue reading To make sure you get a reply: use guilt
Another additional way to achieve this bond of intimacy and immediacy in your letters is to describe where you are and what you are doing as you are writing the letter
-The Boron Letters, Gary Halbert Continue reading Another additional way to achieve this bond of intimacy and immediacy in your letters is to describe where you are and what you are doing as you are writing the letter
Pick an audience based on Recency, Frequency, unit of sale
A brief explanation follows: Recency – The more recently a person has purchased (by mail) something similar to what you are selling, the more receptive he… Continue reading Pick an audience based on Recency, Frequency, unit of sale
One person presents a subject in way to flatter, another in a way to humiliate
One attracts a certain percentage, the other 10 times as many. -My life in advertising, p.119 Continue reading One person presents a subject in way to flatter, another in a way to humiliate
Never advertise negatively
Always present the attractive side, not the offensive side of a subject. Do not picture or feature ills. The people you appeal to have enough.… Continue reading Never advertise negatively
In national advertising, every word is worth 10$. Every word that is worth less should be cut.
Never repeat. A salesman who wastes his time might cost 1$ per hour. But an ad which does like things is wasting $10 per word.… Continue reading In national advertising, every word is worth 10$. Every word that is worth less should be cut.
Aim to get action
Your reader is perusing (browsing) a magazine or newspaper. She has paused because your subject or your headline attracts her. But in a moment she… Continue reading Aim to get action
Do not waste a sentence or a word on anything else than what you’re selling.
Use every word to talk about the service. That is what you selling, that is all your prospect wants. There is no place to boast… Continue reading Do not waste a sentence or a word on anything else than what you’re selling.
Where economy is a necessity most people like to defy it.
When silk shirts cost $15 they became so common among laboring men that other classes went to broadcloth. My experience on cosmetics prove that a… Continue reading Where economy is a necessity most people like to defy it.
No advertising campaign can educate readers into a new habit profitably, none.
No one can profitably change habits in paid prints. Instead, the advertiser comes in when those habits are changed. He says “Here is the right… Continue reading No advertising campaign can educate readers into a new habit profitably, none.
It is just as hard to sell at a half price as at a full price to people not converted.
Instead, offer a free sample to those interested. Ask them to fill a request for a free sample. Ex: Inquiries for free samples may cost… Continue reading It is just as hard to sell at a half price as at a full price to people not converted.
Establish a personality in your ads.
Personalities appeal, while soulless corporations do not. All of us love to study men and their accomplishments. -My life in advertising, p.93 Continue reading Establish a personality in your ads.
“We Will Buy” is a much better headline than “10-Cent Cake Free”
This plan has many advantages over a “free” offer. It is much more impressive, for one thing. There is a considerable difference in the psychological… Continue reading “We Will Buy” is a much better headline than “10-Cent Cake Free”
People read your story once, they might never read it again…
Make it a complete story. People have no reason to read it again. So I wish them to get in that one reading every convincing… Continue reading People read your story once, they might never read it again…
Show the trend, show what the crowds are doing.
People are like sheep. They cannot judge values, nor can you and I. We judge things largely by others’ impressions. People follow styles and preferences.… Continue reading Show the trend, show what the crowds are doing.
The advantage of making specific claims.
Generalities make no more impression than water on a duck. To say. “Best in the world”, “cheapest in the long run”, etc. does not create… Continue reading The advantage of making specific claims.
Describe a gift, and some will decide that they want it, more will decide that they don’t. But everybody wants a secret gift.
There are things to considerin such an offer. The gift must not be disappointing. It should be somewhat better than customers are led to expect.… Continue reading Describe a gift, and some will decide that they want it, more will decide that they don’t. But everybody wants a secret gift.
Tell the same story that any rival could have told, but all others thought the story was too commonplace.
In advertising Van Camp’s pork and beans, Claude told of their steam ovens where beans are baked for hours at 245 degrees. That is regular… Continue reading Tell the same story that any rival could have told, but all others thought the story was too commonplace.
In advertising, make appeals overwhelming, almost resistless
Very few people will cheat a square deal. Try to hedge or protect yourself, and human nature likes to circumvent you. But remove all restrictions… Continue reading In advertising, make appeals overwhelming, almost resistless
Treat people in advertising as you treat them in person.
Consider the person who stands before you with certain expressed desire. However big your business, get down to the units, for these units are all… Continue reading Treat people in advertising as you treat them in person.
Sell service, never ask people to buy.
I never ask people to buy. I rarely even say that my goods are sold by dealers, I seldom (rarely) quote a price. The ads… Continue reading Sell service, never ask people to buy.
What your brain is thinking right now, is the way you’re gonna write.
Feeling sad/tired/blue? Your writing will probably come across as that. Feeling fun/happy/playful?Your writing will probably come across as that. Here’s some brain-hacks I use myself… Continue reading What your brain is thinking right now, is the way you’re gonna write.
Should you write short or long copy?
Copy is like a woman’s skirt. It should be long enough to cover the essentials, but short enough to keep it interesting. People will read… Continue reading Should you write short or long copy?
[End results customer wants]+[Specific time period]+[Address the objections]
Ex 1. [tripe the conversions on your ecommerce store]+[in 3 days]+[or I’ll refund your money] Ex 2. [wipe away your debt]+[before your tax return is… Continue reading [End results customer wants]+[Specific time period]+[Address the objections]
We can even sex-up those headlines by adding more descriptive images in the persons head
“How to avoid getting stretch marks” -> “How to avoid gross stretch marks on your belly” “Three ways to increase email opt-ins” -> “Three ways… Continue reading We can even sex-up those headlines by adding more descriptive images in the persons head
Prevention is not a popular subject
People will do much to cure trouble, but people in general will do little to prevent it. Change your claim and stay away from prevention… Continue reading Prevention is not a popular subject
Don’t use advertising to educate. It will never be profitable
Some advertisers would not devote a whole campaign to educate about the use of a new product. Yet, they devote a share of the space… Continue reading Don’t use advertising to educate. It will never be profitable
Any reader of your ad is interested else he would not be reading it.
You are dealing with someone willing to listen. So don’t cut corners in order to be brief. That reader, if you lose him now, may… Continue reading Any reader of your ad is interested else he would not be reading it.
The purpose of a headline is to pick out the people you can interest
Don’t go for a general headline that will appeal to everyone and then most will be disappointed. Try to make your headline (maybe with a… Continue reading The purpose of a headline is to pick out the people you can interest
You tempted to write in CAPITAL letters ?
Don’t. People don’t like it. Would you discuss for long with a salesman if he was shouting? Probably not. -Scientific Advertising, P.12 Continue reading You tempted to write in CAPITAL letters ?
MISTAKE : Describe something too specific
E.g. if selling a dating advice product to men, saying “Have you ever been at a bar and met a hot blonde, got her number,… Continue reading MISTAKE : Describe something too specific
Gary Halbert wrote copy for 4 graders
Familiar copy with short sentences and common words sell most. Want the same? Go to http://hemingwayapp.com/ Continue reading Gary Halbert wrote copy for 4 graders
Bible on Advertising by Craig Clemens
10 Things we’ve learned at Golden Hippo after spending over $1B (of our own money) on online media: “They must see your ad 7 times… Continue reading Bible on Advertising by Craig Clemens
Always describe exactly what to expect
“Your natal horoscope will consist of nine pages and 3000 words. Your natal horoscope will contain your psychological analysis plus a discussion of the following:… Continue reading Always describe exactly what to expect
Roadmap to Billions 