Summary
Highlights
Headlines are most important; spend time crafting them. Curiosity, differentiation, and sex appeal work. Always have a headline, even if it means rewriting a bad one. Test headlines using organic content as inspiration. Steal ideas from other industries. Use curiosity, quotes, and questions.
Share unique achievements or experiences. Proof always trumps promises. Competitors can copy offers but not earned proof.
Always identify your target audience and, even more powerfully, specify who you're *not* for. This self-selection process attracts the right customers.
Provide a reason for your offer, even if it's arbitrary. The word 'because' is influential. Tie reasons to urgency or scarcity. Focus on selling the next step; avoid confusing the customer.
Admit your flaws and own them. It builds trust and preempts objections. Use the 'statement but other statement' structure to emphasize desired points.
Instead of stating benefits, describe the experience of achieving them. Focus on specific moments and emotions your audience will experience.
Connect benefits to status or how it improves the customer's standing among their peers, family, or rivals. Understand who gives them status and tailor your message accordingly.
Use urgency (time-based) and scarcity (quantity-based) legitimately. Show that others want what you're offering and that they must act quickly.
Highlight achievements, longevity, or affiliations that imply authority. It builds trust and believability.
The PS statement is one of the most read parts of advertising. Use it to recap, add a disclaimer, or include a strong call to action.
Provide clear and simple instructions about what to do next. Outline each step, and when each promise is fulfilled, trust increases. Use the company named as the CTA.
Simplify your copy. Use short sentences and simple words to ensure it's easily understood. Simple equals Sales. Aim for a third-grade reading level.
Whenever possible, use humor to entertain and educate. Entertainment broadens appeal, while education changes behavior. Be sure to test out the humour to make sure it convert.