5 critical rules for writing compelling copy
TRANSCRIPT
Good Copy f o r W r i t i n g Critical Rules
Good Copy f o r W r i t i n g Critical Rules
Written & illustrated by:
Henneke Duistermaat
As seen on:
Rule 1 by
Writer of the world’s most famous headline: They Laughed When I Sat Down at the Piano, But When I Started to Play!
John Caples
The most frequent reason for unsuccessful advertising, …
… is advertisers who are so full of their own accomplishments…
… is advertisers who are so full of their own accomplishments…
… that they forget to tell us why we should buy
~ JOHN CAPLES (adapted)
… that they forget to tell us why we should buy
~ JOHN CAPLES (adapted)
Don’t write:
The world’s best seed The greatest landing page software The most experienced marketing coach
Don’t write:
The world’s best seed The greatest landing page software The most experienced marketing coach
Do write:
A beautiful lawn Higher converting landing pages Get unstuck and grow your business faster
Rule 2 by
One of the highest paid copywriters in the 1950s and 60s; and he worked only 3 hours a day.
Eugene Schwartz
Write with your ears
~ EUGENE SCHWARTZ (adapted)
Write with your ears
~ EUGENE SCHWARTZ (adapted)
Write with your ears
~ EUGENE SCHWARTZ (adapted)
Don’t write:
Revolutionary new grass species Pioneering landing page software State-of-the-art website design
Don’t write:
Revolutionary new grass species Pioneering landing page software State-of-the-art website design
Do write:
No weeds. No moss. Build landing pages in hours, not weeks Get an e-commerce site that encourages people to buy
Rule 3 by
The guy who sold a $240,000 airplane in a single mail order ad
Joe Sugarman
When people perceive general statements as puffery or typical advertising babble, …
… those statements are at best discounted or accepted with some doubt.
… those statements are at best discounted or accepted with some doubt.
By contrast, statements with specific facts …
… can generate strong credibility. ~ JOE SUGARMAN
… can generate strong credibility. ~ JOE SUGARMAN
Don’t write:
Grow a new lawn super-fast Software used by thousands of small companies Friendly customer service
Don’t write:
Grow a new lawn super-fast Software used by thousands of small companies Friendly customer service
Do write:
Grow a new lawn within 7 days 3,713 small companies use our software to build landing pages We pick up the phone within 3 rings
Rule 4 by
In 1907, Hopkins was earning a salary of $185,000 as copywriter. In the 21st century, copywriters continue to study his ads.
Claude Hopkins
One must be able to express himself briefly, clearly and convincingly.
~ CLAUDE C. HOPKINS
One must be able to express himself briefly, clearly and convincingly.
~ CLAUDE C. HOPKINS
Don’t write:
Utilize our landing page app to really alleviate the stress and pain of building landing pages Let us design and develop a world-class website that helps you very much win customers
Don’t write:
Utilize our landing page app to really alleviate the stress and pain of building landing pages Let us design and develop a world-class website that helps you very much win customers
Do write:
Take the stress out of building landing pages Let us create a website and turn more traffic into business
Rule 5 by
Born in 1898, Schwab has been hailed as the greatest mail-order copywriter of all time.
Victor O. Schwab
Now, to get action you’ve got to ask for it.
~ VICTOR SCHWAB
Now, to get action you’ve got to ask for it.
~ VICTOR SCHWAB
Don’t forget to write:
Order seeds for your new lawn today Start building your first landing page now Call us for a quote on 012345 678 909
The 5 Critical Copywriting Rules for winning more sales
The 5 Critical Copywriting Rules for winning more sales
1. Ask So what? 2. Write with your ears 3. Be specific 4. Cut each excess word 5. Ask for the action
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