Copywriter Quotes

A creative ad creation process involves a minimum of three professionals – a market research expert, copywriter and creative director.

Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

It's not whether you win or lose in life that's important but whether you play the game. Lose enough and eventually you will win. It's only a matter of time.

People think copywriters are obsessed with words. This isn't correct. The word should be 'infatuated' - it fits the context better.

Attention Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These aren't diseases, they're marketing ploys. Doctors didn't discover them, copywriters did. Marketing departments did. Drug companies did.

We are not in the business of being original. We are in the business of reusing things that work.

Grade your performance as a copywriter on sales generated by your copy, not on originality.

Copywriting is a design muse, it carves a beautiful masterpiece in an imaginative way.

Copywriters are salespeople whose job is to convince people to buy products.

Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.

Most good copywriters’, says William Maynard of the Bates agency, ‘fall into two categories. Poets. And killers.

cultural change occurs whenever a new meme is introduced and catches on. It might be romanticism or double-entry book-keeping, chaos theory or Pokemon. So where in the world do new memes come from? sometimes they spring full-blown from the brains of artists or scientists, advertising copywriters or teenagers. often a process of mutation is involved in the creation of a new meme, in much the same way that mutations in natural environment can lead to useful new genetic traits.

the words in your copy should be “like the windows in a storefront. The reader should be able to see right through them and see the product.

Direct marketing . . . is the only form of accountable advertising.

When copywriters argue with me about some esoteric word they want to use, I say to them, ‘Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead.

Aldous Huxley, who was once a copywriter, said, ‘It is easier to write ten passably effective sonnets than one effective advertisement.’ You cannot bore people into buying your product. You can only interest them in buying it.

By late August, I’m on my second sublet, and I’ve been working as a copywriter long enough to know I’m not good at it. I seem to be reliving the life I had when I was twenty-two, but I’m about to run twenty-eight, which feels like the opposite of twenty-two.

Clever advertising can convince people to try a bad product once. But it can’t convince them to buy a product they’ve already tried and didn’t like.

Effective content marketing is about mastering the art of storytelling. Facts tell, but stories sell.

Attention Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These aren't diseases, they're marketing ploys. Doctors didn't discover them, copywriters did.

Copywriters, journalists, mainstream authors, ghostwriters, bloggers and advertising creatives have as much right to think of themselves as good writers as academics, poets, or literary novelists.

One of my favorite sayings, which I stole from the venerable copywriter Herschell Gordon Lewis, is: Sell results, not procedures. Any time you want to figure out how to get more money for what you sell, ask yourself this question: “How do I make what I give my customer more of a finished result and less of a procedure?

What comes full of virtue from the statistician’s desk may find itself twisted, exaggerated, oversimplified, and distorted-through-selection by salesman, public-relations expert, journalist, or advertising copywriter.

I once worked as a writer for a big New York ad agency. Our boss used to tell us: Invent a disease. Come up with the disease, he said, and we can sell the cure. Attention Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These aren't diseases, they're marketing ploys. Doctors didn't discover them, copywriters did. Marketing departments did. Drug companies did. Depression and anxiety may be real. But they can also be Resistance.

Good first impressions....are good for business.

Vision, emotion, sincerity, passion and creativity. Without these attributes a writer has only his pen with which to speak to his audience

Avoid pompous words and fancy phrases.

The first step in persuasion is to entice your target to imagine doing the thing you want them to do.

Copywriting basically consists of taking something dreadful, putting it in a box with a shiny ribbon, and presenting it to someone. Any disappointment the recipient has upon opening the box is entirely due to their own high expectations and therefore their fault.

People use big words to impress others, but they rarely do. More often, big words annoy and distract the reader from what the writer is trying to say.

To sell, your copy must get attention . . . hook the reader’s interest . . . create a desire for the product . . . prove the product’s superiority . . . and ask for action.

The object of advertising is to sell goods,

The more your copy sounds like a real conversation, the more engaging it will be.

Referring to an event in an untold story is a powerful technique rarely used.

When people ask me about the definition of a copywriter, I say, "If I become a good copywriter, I will have the ability to bring nonliving people to life.

Real copywriting is the deconstruction of marketing goals, and the construction of salesmanship. 

Begin your career as a copywriting lover, not a fighter, and you will always be doubly blessed — with good money and goodwill.

In their pamphlet “Why Don’t Those Salespeople Sell,” Learning Dynamics Incorporated, a sales training firm, cites poor ability to present benefits as one of ten reasons why salespeople fail to make the sale.

Facebook basically handed the election to Donald Trump. It’s pretty fucking convincing and pretty fucking concerning. Facebook embedded staff in Trump’s campaign team in San Antonio for months, alongside Trump campaign programmers, ad copywriters, media buyers, network engineers, and data scientists. A Trump operative named Brad Parscale ran the operation together with the embedded Facebook staff, and he basically

A: “Nobody Knows It but Me” is by ad copywriter Patrick O’Leary. Many readers asked for the text. Here it is: “There’s a place I travel when I want to roam, and nobody knows it but me. / The roads don’t go there and the signs stay home, and nobody knows it but me. / It’s far, far away and way, way afar. It’s over the moon and the sea / and wherever you’re going that’s wherever you are. / And nobody knows it but me.

Anna had her pets and she was blind to her pets. And she was not always good at rewarding hard work,” Seymour, the copywriter, said of Anna’s management style. “She fell for a lot of people who were blowing smoke.

I asked an indifferent copywriter what books he had read about advertising. He told me that he had not read any; he preferred to rely on his own intuition. ‘Suppose,’ I asked, ‘your gall-bladder has to be removed this evening. Will you choose a surgeon who has read some books on anatomy and knows where to find your gall-bladder, or a surgeon who relies on his intuition? Why should our clients be expected to bet millions of dollars on your intuition?

the surest way to arouse and hold the attention of the reader is by being specific, definite, and concrete. The greatest writers—Homer, Dante, Shakespeare—are effective largely because they deal in particulars and report the details that matter.

Designers and copywriters were at the top of the moral flexibility scale, and the accountants ranked at the bottom. It seems that when “creativity” is in our job description, we are more likely to say “Go for it” when it comes to dishonest behavior.

Facebook embedded staff in Trump’s campaign team in San Antonio for months, alongside Trump campaign programmers, ad copywriters, media buyers, network engineers, and data scientists. A Trump operative named Brad Parscale ran the operation together with the embedded Facebook staff, and he basically invented a new way for a political campaign to shitpost its way to the White House, targeting voters with misinformation, inflammatory posts, and fundraising messages. Boz, who led the ads team, described it as the “single best digital ad campaign I’ve ever seen from any advertiser. Period.

Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised.

The more tools you have to work on a problem in the form of experiences or knowledge, the more new ways you can figure out how to solve it.

Most of us find it easy to knock things. We always know what we don't like, and we tend to highlight problems and issues rather than build on the elements that we do like.

you can make a fortune selling people what they want, but you can go broke selling them what they need.

Bureau, consumers are exposed to more than twice as many ads today as fifteen years ago, but pay attention to only 20 percent more.

Your right people will hear you differently.

Don't seek popularity, seek integrity and authenticity. Everything else will follow.

Confidence walks into a room differently.

Too busy focusing on my grass to worry about whether yours is greener.

I came to Canada as a teenager with no money, no contacts, and no knowledge of English.

Staren is ook schrijven.

For professional hackers, copyrights shall be reserved and for ethical hackers, the rights to copy shall be served

Content, in writing, is supreme.

Adopt a clear mindset. Strive for pure ideas. Communicate in a matter that needs no further explanation. Avoid shades of grey. Focus on the fundamentals, and share them to the world

We humans are pretty bad at knowing the truth. In fact, our brains suffer from so many distortions, omissions and biases that our perceptions can be completely at odds with reality.

tried-and-true copywriting formulas he invented back in the 1930s, like Picture—Promise—Prove—Push: “You start by painting a word picture of what the product or service will do for the reader. Then promise that the picture will come true if the product is purchased. Offer proof of what the product has done for others. Finally, end with a push for immediate action.” Henry

If you tell your prospect how bad things are in a way they can identify with and relate to, then they know that you know the way it really is because that is the way it really is for them.

Number one is talk about the unique achievement, status or other specialties. Number two is personalize the greatness in your offer. Number three is show the reader how easy it is to achieve this.

Of course, I have never agreed that creativity is the great contribution of the advertising agency, and a look through the pages of the business magazines should dramatize my contention that much advertising suffers from overzealous creativity—aiming for high readership scores rather than for the accomplishment of a specified communications task. Or, worse, creativity for self-satisfaction. —Howard Sawyer, Vice President, Marsteller, Inc.

Another factor that makes a great copywriter is the experience of running your own company and being responsible for every word you write. The really great direct marketing copywriters often don’t work for advertising agencies, but rather run their own companies and experience their own successes and failures. Ben Suarez, Gary Halbert, the late Gene Schwartz and dozens of others recognized as top copywriters have owned their own companies and learned over years of trial and error—years of both big mistakes and great success. You can’t beat that type of experience.

When I say we, I'm referring to society: copywriters, companies, and overall general opinion; I am in no way taking personal responsibility. We/they market to women like they are giant toddlers. This endless, pejorative, female-targeted infantilization of the English language when it's directed toward women: "Mama Bear needs her beauty rest!" "Rockstar gal gets her glam on!" "Work it, she-entrepreneur!" "Be a diva-licious ass-kicker in stilettos! The biggest, badass, boss-babe in herstory! The fiercest, she-matologist working in the blood lab!" This pervasive rhetoric is basically watered down, digestible empowerment designed to get a woman's money. It's the advertising equivalent of a "Live Laugh Love" sign.

I once worked as a writer for a big New York ad agency. Our boss used to tell us: Invent a disease. Come up with the disease, he said, and we can sell the cure. Attention Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These aren't diseases, they're marketing ploys. Doctors didn't discover them, copywriters did. Marketing departments did. Drug companies did. Depression and anxiety may be real. But they can also be Resistance. When we drug ourselves to blot out our soul's call, we are being good Americans and exemplary consumers. We're doing exactly what TV commercials and pop materialist culture have been brainwashing us to do from birth. Instead of applying self-knowledge, self-discipline, delayed gratification and hard work, we simply consume a product.

The maker of an advertised article knows the manufacturing side and probably the dealers side. But this very knowledge often leads him astray in respect to customers. His interests are not in their interests. The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else. This book will contain no more important chapter than this one on salesmanship. The reason for most of the non-successes in advertising is trying to sell people what they do not want. But next to that comes lack of true salesmanship. Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interest of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists.

Julian and his team of copy-writers had noted that the phrase ‘Lest we forget’ had so far been reserved for fallen soldiers. In minutes they had created a viral post accusing ‘crazed trans multi-cultural zealots’ of claiming that a dead transsexual was as much an English hero as the fighter pilots who had died during the Battle of Britain. Malika’s algorithms then swiftly sent the message to the people most likely to be annoyed by it.

I wasn’t worried about being defined as a copywriter, whatever that meant. What I was worried about was being defined as someone who didn’t have the courage or gumption or intelligence or whatever was necessary to get out of spending half his waking hours on a task and at a place that he didn’t enjoy or find fulfilling. I didn’t care if I was or wasn’t a writer. I was worried I was someone who let life just sort of happen to them. I was worried about being stuck, just like I’d been in the mud, and not following the instinct to fight my way out. The cabin offered a way to cope with those feelings because it felt like a version of fighting back, of resisting being bored, being stuck, giving up. Even imagining the cabin and its laundry list of projects was a worthwhile distraction from my daily routines. And in early summer, I got good news. I wouldn’t just be imagining cabin projects much longer.

What content types best meet the needs of our target audience and their changing, multiple contexts? What content types best fit the skills of our copywriters? What content types do we already have? What contexts are appropriate for the delivery of our content, and how will we translate our information into multiple content types appropriate for different screens, resolutions, locations, and contexts? Is existing content still good? Is it still current, relevant, and brand-appropriate for our needs, our users’ needs, and the context in which we want to deliver it? How will we get more content to bridge the gaps between what we have and what we need? What is the workflow that already supports that, and do we need to refine it? How will we make the case for these new content types to other team members who help shape the user experience? Who will do this for launch? Who will maintain content on an ongoing basis? Who will train them? How will we help people find the answers, definitions, and other information they need? What are the relationships within our content?

There’s a story about legendary copywriter Gary Halbert, who once asked a room of aspiring writers, “Imagine you’re opening a hamburger stand on the beach—what do you need most to succeed?” Answers included, “secret sauce,” and “great location” and “quality meat.” Halbert replied, “You missed the most important thing—A STARVING CROWD.” Your job is to find that “starving crowd” who can’t live without what it is you have to offer. What we want to do in terms of targeting is to find good, prospective customers for our business that can be reached affordably, that are likely to buy, that are able to buy, and preferably who already know of us, or are likely to trust us. Once you get this down, and you nail exactly who your slam-dunk customer truly is—the person you absolutely want to do business with over and again—then you’ll be able to make your marketing “magnetic” because you’ll be using words and phrases that’ll attract your target audience. This makes your job much easier, because you can talk to them using language they relate to about what it is they really want.

Mr. Bredon had been a week with Pym's Publicity, and had learnt a number of things. He learned the average number of words that can be crammed into four inches of copy; that Mr. Armstrong's fancy could be caught by an elaborately-drawn lay-out, whereas Mr. Hankin looked on art-work as waste of a copy-writer's time; that the word “pure” was dangerous, because, if lightly used, it laid the client open to prosecution by the Government inspectors, whereas the words “highest quality,” “finest ingredients,” “packed under the best conditions” had no legal meaning, and were therefore safe; that the expression “giving work to umpteen thousand British employees in our model works at so-and-so” was not by any means the same thing as “British made throughout”; that the north of England liked its butter and margarine salted, whereas the south preferred it fresh; that the Morning Star would not accept any advertisements containing the word “cure,” though there was no objection to such expressions as “relieve” or “ameliorate,” and that, further, any commodity that professed to “cure” anything might find itself compelled to register as a patent medicine and use an expensive stamp; that the most convincing copy was always written with the tongue in the cheek, a genuine conviction of the commodity's worth producing—for some reason—poverty and flatness of style; that if, by the most far-fetched stretch of ingenuity, an indecent meaning could be read into a headline, that was the meaning that the great British Public would infallibly read into it; that the great aim and object of the studio artist was to crowd the copy out of the advertisement and that, conversely, the copy-writer was a designing villain whose ambition was to cram the space with verbiage and leave no room for the sketch; that the lay-out man, a meek ass between two burdens, spent a miserable life trying to reconcile these opposing parties; and further, that all departments alike united in hatred of the client, who persisted in spoiling good lay-outs by cluttering them up with coupons, free-gift offers, lists of local agents and realistic portraits of hideous and uninteresting cartons, to the detriment of his own interests and the annoyance of everybody concerned.

Product: •What is the product? •Who is it for? •What does it do? •How does it work? •How do people buy and use it? Benefits: •How does the product help people? •What are its most important benefits? Reader: •Who are you writing for? •How do they live? •What do they want? •What do they feel? •What do they know about the product, or this type of product? •Are they using a similar product already? Aim: •What do you want the reader to do, think or feel as a result of reading this copy? •What situation will they be in when they read it? Format: •Where will the copy be used? (Sales letter, web page, YouTube video, etc) •How long does it need to be? (500 words, 10 pages, 30 seconds, etc) •How should it be structured? (Main title, subtitles, sidebars, pullout quotes, calls to action, etc) •What other types of content might be involved? (Images, diagrams, video, music, etc) Tone: •Should the copy be serious, light-hearted, emotional, energetic, laid-back, etc? Constraints: •Maximum or minimum length •Anything that must be included or left out •Legal issues (regulations on scientific or health claims, prohibited words, trademarks, etc) •How this copy needs to fit in with other copy that’s already been written, or that will be written in the future •Whether the copy will form part of a campaign, so that different ideas along the same lines will be needed in future (see ‘Take it further’ in chapter 9) •Which countries the copy will appear in (whether in English, or translated) •SEO issues (for example, popular search terms that should feature in headings) •Brand or tone of voice guidelines (see ‘Tone of voice guidelines’ in chapter 15) Other background information about: •The product (development history, use cases, technical specifications, distribution, retail, buying processes, buying channels, marketing strategy) •The product’s market position (price point, offers and discounts, customer perceptions, competitors) •The target market (size, history, typical customer profile, marketing personas) •The client (history, current setup, culture, people, values) •The brand (history, positioning, values) Project management points: •Timescales (dates for copy plan, drafts, feedback, final copy, approval) •Who will provide feedback, and how •Who will approve the final copy, and how •How the copy will be delivered (usually a Word document, but not always) These are only suggestions.

Un trabajo te pone en el camino de otras personas. Aprende de ellas, roba de ellas. Yo he intentado trabajar para aprender cosas que me sirvan más adelante; mi trabajo en una biblioteca me enseñó cómo investigar; cuando trabajé como diseñador web, aprendí a hacer páginas de internet; y en mi trabajo como copywriter aprendí a vender cosas.

Makes it easy to find the deals others missed. Gives you the keys to make high profit off virtually all the deals you decide to do. Three steps to avoid chasing deals that won’t work. The real secret for how to have fun doing deals. Discover how to find high profit deals in any market. Stop worrying about buying a poison house that will destroy your business.

Divertimento per tutta la famiglia" non attira più nessuno. Un tempo, sì. Oggi la gente è schizzinosa e vuole informazioni hardcore combinate con una narrazione soggettiva che con metodi creativi e sorprendenti le faccia le faccia dimenticare che sta leggendo una brochure.

26. Stress your guarantee. “Develop Software Applications Up to 6 Times Faster or Your Money Back.” 27. State the price. “Link 8 PCs to Your Mainframe—Only $2,395.” 28. Set up a seeming contradiction. “Profit from ‘Insider Trading’—100% Legal!” 29. Offer an exclusive the reader can’t get elsewhere. “Earn 500+% Gains with Little-Known ‘Trader’s Secret Weapon.’” 30. Address the reader’s concern. “Why Most Small Businesses Fail—and What You Can Do About It.” 31. “As Crazy as It Sounds…” “Crazy as It Sounds, Shares of This Tiny R&D Company, Selling for $2 Today, Could Be Worth as Much as $100 in the Not-Too-Distant Future.

In the television show, Mad Men, creative director and Madison Avenue lothario Don Draper provides a quick lesson when a copywriter’s words lack impact. Don says, “Stop writing for other writers.” The lesson is: put yourself in the shoes of the customer. Real life mad man Leo Burnett, eponymous creator of a great advertising firm, emphasized the same point: “If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.” Marketing stories have to be real, relevant, and relatable.

Some grammarians complain that we copywriters are redundant when we write “free gift,” because all gifts are free. Yet in a split test of “free gift” vs. “gift,” the free gift pulled a greater response.

Adaptar un texto con técnicas copywriting y principios de neuromarketing puede parecer complicado, pero al terminar el libro verás que solo debes ponerte tu bata de científico para escribir.

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same. Go through a magazine and pick out the advertisements you like best. You will probably pick those with beautiful illustrations, or clever copy. You forget to ask yourself whether your favorite advertisements would make you want to buy the product. Says Rosser Reeves, of the Ted Bates agency: ‘I’m not saying that charming, witty and warm copy won’t sell. I’m just saying that I’ve seen thousands of charming, witty campaigns that didn’t. Let’s say you are a manufacturer. Your advertising isn’t working and your sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it. And you walk in this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?

An example is Neil Patel. You can go to his site right now and he’ll walk you through everything from launching a Wordpress site, to setting up Google analytics, learning SEO, copywriting secrets, and literally a hundred other blog posts covering everything you’d ever need to know to be an online marketer. And it’s all free. But hundreds of people pay him every single day to do that work for them.

To believe you, they should see you.

At Golf Club Marketing we solve one problem. We help the best golf clubs grow their revenue by getting seen online. Everything we do from branding to copywriting to SEO management is tailored to the goal of bringing in new customers to your clubhouse door. We’ve spent over 20 years helping 850+ businesses create growth from their online presence. With that experience, we’ve distilled down a golf and country club-specific marketing framework to help you win customers from your online presence.

RESISTANCE AND SELF-MEDICATION Do you regularly ingest any substance, controlled or otherwise, whose aim is the alleviation of depression, anxiety, etc.? I offer the following experience: I once worked as a writer for a big New York ad agency. Our boss used to tell us: Invent a disease. Come up with the disease, he said, and we can sell the cure. Attention Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These aren't diseases, they're marketing ploys. Doctors didn't discover them, copywriters did. Marketing departments did. Drug companies did. Depression and anxiety may be real. But they can also be Resistance. When we drug ourselves to blot out our soul's call, we are being good Americans and exemplary consumers. We're doing exactly what TV commercials and pop materialist culture have been brainwashing us to do from birth. Instead of applying self-knowledge, self-discipline, delayed gratification and hard work, we simply consume a product. Many pedestrians have been maimed or killed at the intersection of Resistance and Commerce.

Clear and persuasive copywriting. Classic, heartfelt storytelling that speaks to people’s everyday problems. A strong and well-communicated differentiator, so I stand out from the competition. An email list I control and regularly provide value to. Informative, insightful content that delivers value upfront while also moving people toward a sale. Long-term relationships that will continue to bear fruit for years. Authentic testimonials that help people see themselves in what I’m offering.

All copywriting is content writing but not all content writing is copywriting.

A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” Michael Eisner

Here’s the trick to significantly improving your SaaS email marketing skills—you have to become a student of it. This means you should: Start collecting great email copy, CTAs, and designs. Understand the objective behind each and every email that businesses send. Try to understand the rationale behind copy, link, and design decisions. There are great websites like Really Good Emails11, Good Email Copy12, and Good Sales Emails.com13 that you can use for your research. These sites categorize email copy and designs by types. As well as this, you should sign up to receive emails from some of the leading SaaS brands. Those include, among others: Drift MailChimp Pipedrive Shopify SurveyMonkey Trello Wistia Zapier You should also sign up to competing products and mailing lists from companies in your sector. I personally signed up to thousands of products and newsletters. It’s great for benchmarking and research. At the time of writing, I’ve already passively collected more than 60,000 emails. Obviously, don’t sign up to your competitors’ products with a business email address! I have a special email address I use for this. This account allows me to get data, understand what other organizations are doing, and find good copy ideas. For example, here’s what a search for ‘Typeform’ gives me: Figure 18.1 – Inbox Inspiration It’s not uncommon for me to sign up several times to the same product or newsletter. This allows me to see what they have learned and to track the evolution of their email marketing program. At LANDR, we created a shared document to keep track of subject lines, offers, and copy we wanted to test. Our copywriter was even going through his junk mail folder to find ideas and inspiration. There are tests we ran that were inspired by copy found in his spam folder. Some of them turned out to be really successful too—so keep your eyes open for inspiration. You can use Evernote, Paper, or any other platform to collaborate on idea generation. Alternatively, you can subscribe to paid services like Mailcharts14 or Mailody15. These services will help you track and understand your competitors’ email programs. Build processes to find and access copy and design ideas. It will help you create better emails, faster. In the next chapter we’ll get started creating our first email sequences.

1. Create intimacy: You’ll get more trust—and capture the attention of your prospects—by establishing a personal connection. Your emails should read as if one person has written it to another: one to one. This can be achieved by: using a personal, or plain-text template; using “you” instead of “we”, or “I”; telling stories; and making good use of personalization. For an even greater effect, you can add subtle personalization throughout your copy. For example: “…this is what we’ve heard from other people in [ Tampa ]”. 2. Make users feel special: On top of personalization, you can create exclusivity: “This offer is only for our most engaged users” “…it’s for early adopters” Or appeal to vanity: “Our most successful users want to feel this way…” 3. Demonstrate that you understand their reality: You can create obvious qualifications everyone wants to have assigned to themselves, for example “…people who care about maximizing their return on investment”; or “…savvy marketers”. Illustrate product benefits and value with clear examples that relate to the unique situation of your users. 4. Create urgency: As Zapier did, you can also get creative with deadlines. Use coupons with limited-time offers to accentuate the fear of missing out (FOMO)17: “Offer only available until June 4th…” “Only a few people get this plan…” 5. Use clear actions: Use a CTA that clearly establishes the next steps. Repeat it throughout the email, coming at it from different angles. Use the P.S. to attract the eye and to reinforce the action you want users to take (when appropriate). Keep your emails simple and your messaging scannable. It’s important for users to be able to get the email at a glance. Short and sweet often outperforms long and complex emails. You want a near-instant reaction from your readers. Your email has to build up to the desired action. Use copy to overcome objections, and accentuate the desire to buy or engage. A good email has to: capture attention through the subject line, personalization, or a story; build reader interest by demonstrating either the benefit or the problem; build desire to act by creating information gaps, time constraints, or the fear of missing out; and drive action through a well-timed CTA, telling users exactly what you want them to do. These are really just the four steps of the AIDA model18 (Attention, Interest, Desire, and Action) applied to email copywriting. Don’t get intimidated by copywriting. Emails that are too polished often don’t work as well. Get started crafting your own email offers. We’ll get started working on subject lines in the next chapter.

to make him pay you for your product, you must make it pay him to read about it.

Arthur Brisbane defined good writing, are “easier to read than to skip.

Whenever people are particularly muddled in their thinking they invent big words to cover their confusion.

advertising is nothing but an expense (not an investment) unless it gets the kind of action desired by the advertiser.

what really sells is the experience of a product, rather than the product itself.

One way to turn features into benefits is to play the role of the reader and ask why different features mean benefits for you. Ask really basic questions like ‘How does this product help me?’ or ‘Why do I need it?’ It’s easy to lose touch with these fundamentals, but you can’t write good copy unless you understand them through and through.

Tangible benefits are solid, objective facts that readers can use to choose and compare products, or make a logical argument for buying them. Sometimes you can measure them numerically, like this claim used by Dettol (Reckitt Benckiser): Kills 99.9% of germs Other benefits are more subjective and emotional. These are called intangible benefits. They offer to change the reader’s emotions by making them feel more attractive, secure, clever, fashionable and so on. The famous tagline for L’Oréal promises the intangible benefit of self-esteem: Because You’re Worth It.

Understand the person you’re writing for, inside and out. Decide what you want them to know, feel or do when they read your copy.

Before people have a reason to buy products (the second ‘why’), there’s a situation they want to change (the first ‘why’). As a copywriter, your job is to uncover the first ‘why’ and link it to the second in a convincing way.

Attention Write a headline that gets readers’ attention and makes them want to read on (chapter 6) Tell relevant readers that you’re talking to them Offer a benefit or the solution to a problem Use a creative concept (chapter 9) to generate more interest Interest Introduce the product and what it does See the reader’s situation or problem from their perspective and show how the product helps them (see ‘See it from the reader’s side’ in chapter 11) Give the reader the information they need to understand the product or what it does (see below) Tell a story – of how the product was made, or of someone who used it and benefited as a result (see ‘Tell a story’ in chapter 11) Desire Describe the benefits (chapter 3) in greater detail to make the reader want the product Evoke the experience of using the product (see ‘Make it real’ in chapter 11) Use persuasive techniques (chapter 13) to strengthen the benefits Activate social proof by bringing in testimonials, case studies, endorsements or reviews to show that other people are using and benefiting from the product (See ‘Social proof’ in chapter 13) Action Recap the main benefit(s) and/or return to the creative theme Use persuasion (chapter 13) to remove obstacles, overcome objections and convince readers that it’s OK to act – or point out the negative consequences of not acting Tell the reader what to do next with a strong, clear call to action

Creativity is not copywriting or art directing, creativity is not interior, graphic, or fashion design, creativity is not mimicry or doodle, is not gesture or token, is not a clever text message, a new and even sillier pair of trousers, or an unmade bed, it’s not your shitty computer music, or your shitty homemade films, or your shitty Web site with a flashing cock. Creativity is . . . creativity is a massive and serious lifetime’s endeavor to further humankind’s fundamental understanding of itself.

The simplest type of headline simply says what the product is, and what it does. The basic formula is ‘[Product] is a [description] that helps you [action].’ For example: Amazon Dash Button is a Wi-Fi-connected device that reorders your favourite product with the press of a button.

Big ideas are often big precisely because they defy categorization. But blame it on our human tendency to want some kind of peg to hang our hat on. So before you blow up the category, what your editors, copywriters and marketing department might want to know is, what’s the niche?

You’ll find them by listing benefits, attributes, insights, and truths for whatever it is you’re selling.

If you’re going to embrace the bucket-filling system from Section I, these last three tips could be buckets: Be Refreshingly Honest, Embrace Your Dirt, Sack the Competition. Whenever you are creating buckets for anything, add these three to your list to see where they lead you.

A couple other techniques I haven’t covered in this book are: 1) What happens when you have too much of this product, and 2) What’s life like without this product? When you dig into these, you really want to exaggerate life with and without the product. Go to extremes. These could be two more buckets. You’re already at five and you haven’t even had to turn your brain on.

There is no such thing as too long. Only too boring.

In his book Forget All the Rules You Ever Learned About Graphic Design, Bob Gill wrote, “Interesting words need boring graphics.” And the opposite is true. So, if you’re asked to write a line to pair with a killer visual, don’t put too much pressure on yourself. Take a deep breath, and instead of trying so hard to write a clever line, the answer might be in trying easier.

What’s another word for comfort?” ask, “What are images of comfort?” or, “When I think of comfort, what memories come up?” Or try a Google image search for “comfort”. You’ll scroll through images of hammocks, beanbag chairs, thick woolly socks, and wood-burning fireplaces. You’ll see a cup of hot chocolate, mom’s baked mac n’ cheese, a hug from a grandma, or a cuddle with a sleeping puppy. All of these images should inspire something more visceral than a word on thesaurus.com

One study suggests that the most productive people take the most breaks and that the optimal work-to-break ratio was 52 to 17. That’s 52 minutes of work followed by a 17-minute break, repeated throughout the workday. This wasn’t a creative-specific study or a you-specific study, but all I take from this is that breaks are healthy and necessary, as are structure and consistency. The key is working purposefully for 52 minutes, and then breaking purposefully for 17, which brings me to the next point.

What you can do next is look at what the product or service IS NOT. You do this by looking at your existing buckets and seeing if any of them have an opposite. If you’re selling a fast vehicle, it’s not slow. The words fast and not slow will lead you down different paths. For example, in the case of Udemy, you could turn lectures being “only three to five minutes,” into “lectures are not long and boring.” These two areas will definitely inspire different idea babies.

Idleness is not a vice. It is indispensable for making those unexpected connections in the brain you crave and necessary to getting creative work done.

The four streams of writing headlines: 1. Finding your buckets 2. Filling those buckets with ideas 3. Crafting those ideas into headlines 4. Editing

Bucket: You can learn from home • You don’t have to shower before going to school. (You can take the class in the shower.) • You don’t have to wear pants. • Your desk could be the couch, or your bed, or the toilet. • You’ll be the smartest person at school. • You are technically being homeschooled. • Another excuse to avoid cleaning the bathroom. • When you fall asleep in this class, it’s in an actual bed. • If there’s gum under the desk, it’s probably yours. • The teacher’s in your house. Or wherever you are in your house. • Your cat/dog will be happy you’re staying home. If you have twenty buckets and ten ideas under each one, you’ll have two hundred starting points. They won’t all lead to great headlines, and several will be dead ends, but that’s not the point. The point is you’re not starting with a blank page and a blank brain. And if at any point you start to miss the sweet sounds of that self-doubting voice, just go back to winging the creative process.

When you’re filling your buckets, you want to be on the lookout for human truths. These are ideas that make you think, or more importantly feel, “Oh wow, that’s so true.

Keep asking, “What’s the benefit of the benefit?

What’s an ... unexpected / obvious / helpful / interesting / funny / convenient / comforting / amazing / wild / beautiful / exciting / weird ... … benefit of the benefit?

What’s a benefit of the downside of this product?” The downside of owning a Porsche is that it’s too small for your kids to fit in it. A benefit of that downside is that it’s too small for your kids to fit in it. To do this, list all of the potential downsides, and then spin them into positives.

Utilizing two rounds of review is quite typical. The first round is for you to sign off on what the copywriter or owner of the material has written and the second round is so that you can see how the copy looks after it has been placed within the document’s design.

O filósofo britânico Sir Roger Scruton diz que, se você não lê (livros, que fique bem claro), se está preso apenas à televisão e à internet, se só vive o tempo presente,e se desconhece sua história pessoal e a História da sociedade onde vive, então seu passado vira um porão escuro e desconhecido, que guarda coisas das quais você jamais poderá desfrutar. Para ele, ao viver apenas na ignorância do presente, você está irremediavelmente escravo de uma ditadura terrível. Tal como os camponeses da Idade Média, condenados a apenas existir e trabalhar sem parar até a morte.

Free Report by England’s Leading Authority on Health and Nutrition Reveals How to “Reset” Your Body Back to Optimal Health

FINALLY—YOU ARE A SWEEPSTAKES WINNER! I don’t know about you, but I enter all those darned magazine company sweepstakes. I go for the Reader’s Digest sweepstakes and I buy my weekly lottery tickets—after all, as a character in the movie Let It Ride said, “You could be walking around lucky and not know it.” In a lot of years, though, I have gone winless. The guys with the balloons and the giant-sized check have not shown up at my door. So the headline FINALLY—YOU ARE A SWEEPSTAKES WINNER! got me. I read that letter. And if you send a letter to every one of your customers with that headline on it, every one of them will read it. What should the letter say? Here’s an example, courtesy of the late, great copywriter, my friend Gary Halbert: Dear Valued Customer:    I am writing to tell you that your name was entered into a drawing here at my store and you have won a valuable prize.    As you know, my store, ABC Jewelry, specializes in low-cost, top-quality diamond rings and diamond earrings. Well, guess what? The other day we got in a small shipment of fake diamonds that are made with a new process that makes them look so real they almost fooled me!    Anyway, I don’t want to sell these fakes because they could cause a lot of trouble for the pawnbrokers around town. So I’ve decided to give them away to some of my good customers whose names were selected at random by having my wife, Janet, put all the names in a jar and pull out the winners.    So, you’re one of the winners—and all you’ve got to do is drop in sometime before 5:00 P.M. Friday and you’ll have a 1-karat “diamond” that looks so good it’ll knock your eyes out! Sincerely, John Jones P.S.: After 5:00 P.M. Friday, I reserve the right to give your prize to someone else. Thank you.

Meet one of the leading creative directors Roger Hooks, Jr. He is a renowned “S&P 500 Creative Executive”, who has successfully established his name in the creative industry. He possesses a boasted portfolio in package design of Pacific-Rim makers of entertainment PC peripherals and add-on cards with category best sellers up in down the aisles of Fry's Electronics, Micro Center, Ritz Camera, Best Buy, and Good Guys in their brick-and Mortar Hey-Day. Also, he is a Platinum Award winner in copywriting, a Gold Award winner in advertising campaigns, and a Gold Award winner in special events. So, if you are searching for a professional creative strategist, you must contact Roger Hooks, Jr. Feel free to reach out.

In addition to examining a few ads from beginning to end, I also reproduce a few of the JS&A ads that show my principles in action. If you’ve had a problem understanding any of the principles, this is where you’ll get greater understanding and clarity. It was during this part of my seminar when participants would often comment, “Now I feel I can do a great ad myself.” And they often did.

Finally, you did not have to pay $3,000 to get this knowledge as my seminar participants did. In Section Three we take all that you have learned and crystallize it into practical knowledge by examining many of the ads that were used as examples in our seminar. This is an important section, for here you see how all the pieces you have learned fit together. We also examine a few ads where the pieces didn’t quite fit together and we show you how they could have been done more effectively.

the first two sections of this book I have taught you most of the copywriting techniques I taught my seminar participants. You have learned techniques that took me many years to develop. You have learned concepts that I didn’t discover and personally use until well into my career. And most importantly, you have learned from my failures—an education that has cost me dearly but that you do not have to experience on your own.

At the core of marketing copywriting is the ability to establish an emotional connection with the intended audience while delivering pertinent information. Well-crafted copy doesn’t just inform; it resonates with readers, prompting them to act, whether that’s by purchasing a product, signing up for a service, or changing their perception of a brand.

In B2B copywriting, clarity and conciseness are even more critical due to the complex nature of many business products and services. The persuasive element in B2B involves demonstrating a clear understanding of industry-specific challenges and providing evidence-based solutions. It’s about convincing a business that the product or service will offer tangible benefits and a strong return on investment (ROI).

IN THE WORLD OF advertising, every copywriter knows the power of two magic words: “Free!” and “New!” We see them in the supermarket, in the newspaper, on billboards. And consumers respond. In the church today, we are falling prey to the appeal of “New!” The old truths of the gospel don’t seem spectacular enough. We’re restless for the latest, greatest, newest teaching or technique. We pastors in particular seem to search for a shortcut or some dynamic new strategy that will fire up our churches.

10 Ideas For Transforming Advertising 1. No cranberry bagels at meetings. No exceptions. 2. While on duty, copywriters required to wear those Peruvian knit hats with the funny earflaps. 3. Reinstatement of the three martini lunch. After a 6-month trial period, optional upgrade to four. 4. Confiscate all computers and baseball caps from art directors. 5. Use of the following terms will be considered justifiable cause for termination: ecosystem, conversation, engagement, landscape, seared ahi tuna, and quirky. 6. When making presentations, account planners must dress up as pirates and hop around on one foot. 7. Breakthrough idea for tv spots: Animals that talk! 8. Criminalize all products containing pomegranates or acai berries. 9.  Increase touch points from 360 degrees to 380 degrees. 10. Require Sir Martin Sorrell to walk around with his weenie out.

Starting off your chapter title with “why” at the beginning of a declarative statement (instead of a question) is one easy way to focus in on the benefit of reading your article. That’s one of the reasons why the title of this post works, but the words that follow the “why” are what’s most important. You can do the same by starting with “here’s why,” “what,” “when,” or “how,” or you can simply make a strong statement that clearly demonstrates that the elaborated answer will be provided in the body content.

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Advertising your business is imperative in the present age because of cutting edge competition and you cannot expect rapid business growth unless and until a workable advertising strategy is employed. You can choose from a number of available options to market your services to people. Internet marketing is a modern as well as an efficient method to promote your services and products but, the effectiveness of poster printing cannot be denied. With the introduction of new and improved methods of poster printing, the quality of the prints has become considerably better. Today Poster printing, along with other print mediums like: Mug printing, T-Shirt printing, Sign printing & calendar printing, companies offer services to not only print, but also design posters for advertising campaigns. Here are 5 key advantages of Poster Priting: Advantages of Poster Printing 1. Low Costs The creative process of a poster printing involves a copywriter, a graphic designer as well as a printer. You can also hire a poster distributor or simply hang the posters by yourself. It is a simple process that won’t cost too much. However, you need to be mindful of local laws that may prevent posters from being displayed in certain areas. 2. Active Response printing People who view posters actively get engaged with their surroundings. Whether they are standing at a bus stop or lining up at the local nightclub, people are likely to notice posters out of sheer boredom. A clever poster printing must have a call-to-action phrase that propels the viewer to take action as soon as possible. This could be in the form of making a phone call, visiting a shop or navigating to a website. 3. Visibility Poster printing helps you hang multiple posters in one location in order to increase brand visibility. It’s quite normal to see entire rows of the same poster lining the side of a street or subway. When people get bombarded with the poster message, it is ensured that the message is going to sit on their hands long after they have viewed the poster. 4. Strategic location of a street or subway You can hang multiple posters in one location to increase brand visibility. It’s quite normal to see entire rows of the same poster lining the side of a street or subway. The biggest advantage of using poster printing is that, they can be put just about anywhere & seen by almost anyone.

Frank Hummert was a Chicago copywriter in the ’20s. In 1930 he met Anne Ashenhurst, a former newspaperwoman who became his assistant and, five years later, his wife. The Hummerts had a formula that was surefire: appeal to the lowest common denominator, make it clear, grab the heartstrings, and reap the rewards. With writer Robert Hardy Andrews they created The Stolen Husband, one of radio’s earliest soaps. Hummert went on to do the most notable serials of the daytime. His name was added to the agency Blackett & Sample, though he was never a partner and owned no part of it. He left Blackett-Sample-Hummert and moved to New York. His new company, Air Features, Inc., turned out (among many others) Just Plain Bill, The Romance of Helen Trent, Ma Perkins, Our Gal Sunday, Lorenzo Jones, and Stella Dallas. It was estimated that Hummert at his peak bought 12.5 percent of the entire network radio schedule, that he billed $12 million a year, that his fiction factory produced almost seven million words a season.

For a lie to add piquancy to a story the story would be factual. Fantasy needs no lie to stimulate or excite. But if the factual story is contrived or fallacious then it’s the fantasy that is the lie.

The cultural divides within the advertising industry became wider when web pages became part of the marketing mix, beginning in 1995. Early web pages were like printed catalogs, and traditional advertising agencies knew how to design catalogs – they were just pictures and words in a different medium, right? The rub was that web pages seemed to clients and agencies more like the domain of software folk, like computer programmers, rather than the domain of traditional copywriters and art directors. An automotive company that wanted to put up web pages to help consumers choose car models and features was more likely to go to a group of programmers than to a traditional agency. The web production costs were exceptionally high, too – the hours spent by web designers and programmers far outstripped the creative hours spent on catalogs. Wasn’t the business of web design (and later, web advertising) a separate business? Traditional

The way a crane creates, then erases itself, from the skyline." He'd been referring to how I, as a copywriter, created R.H. Macy's, but the same metaphor might easily have been applied to how I, as a mother, was creating my son.

copywriter for Ogilvy & Mather and Young & Rubicam.

A copywriter is a combination of a professional advertising engineer and a salesman.

almost all copywriters these days write in a conversational manner.

In short: Write the way people think. Nike knew what it was doing when it coined the slogan “Just do it.” Grammatically, this phrase makes no sense. Your high-school English teacher would scold the copywriter for not being clear about the antecedent for “it.

Selling to the right person is more important than all the sales methods, copywriting techniques, and negotiation tactics in the world. Because the wrong person doesn’t have the money. Or the wrong person doesn’t care. The wrong person won’t be persuaded by anything.

They wanted the benefits of direct response copy in their business: they wanted to leverage their time, energy and money, while marketing one-to-many and automating their sales and marketing to free up their time and allow them to reach more people than they could without it… But they hated how it made them feel. Inauthentic. Hype-y. Sales-y. Slime-y. Like a used car salesman.

It’s also best (although not required) to have a project in mind as you go through the system. For instance, maybe you want to write (or rewrite) your website, or maybe you want to craft a sales letter.

Dale Carnegie wrote a best selling book, which I highly recommend – How to Win Friends and Influence People. What if he had named the book How to Remember People’s Birthdays and Curb Your Incessant Urge to Argue? Do you think it would have been named the business book of the 20th Century by British Airways?

when the person doesn’t have to do anything and when they envision having it done to them or for them, or without any effort on their part, then they will want it even more. So, “Puts Music in Your Life

better, easier, and happier

Anger and jealousy are two of the most powerful motivators known to man. In fact, someone said to me that jealousy is fear of loss brought into the immediate present. Think about that. If you see someone else walking away with something you want, that’s fear of loss right before your eyes.

1. Headline 2. Open – Promise or Negative Optism (See Chapter 9) 3. Credentials 4. Offer 5. Bullets 6. Choice of one 7. Price 8. Guarantee 9. Takeaway 10. Signature 11. P.S.

a social butterfly with a full and busy social life. Yet she always made time to see her two daughters, Ava and Rona. She wasn’t too worried about Rona. Rona’s husband, Carlos, looked after her well, and she was busy enjoying life as a new mother to six-month-old Tori. It was Ava that she was more concerned about.  This wedding was taking its toll on her daughter; she could see that. Her daughter was busy enough as it was, what with her copywriting assignments and her online store, and now the wedding preparations had taken over. Each day she hoped the final arrangements for the wedding would be drawing near, but each time her perfectionist daughter would go the extra mile doing everything to make the big day extra special. The wedding preparations were never ending.

A widowed woman, in her late sixties, Elsa was a social butterfly with a full and busy social life. Yet she always made time to see her two daughters, Ava and Rona. She wasn’t too worried about Rona. Rona’s husband, Carlos, looked after her well, and she was busy enjoying life as a new mother to six-month-old Tori. It was Ava that she was more concerned about.  This wedding was taking its toll on her daughter; she could see that. Her daughter was busy enough as it was, what with her copywriting assignments and her online store, and now the wedding preparations had taken over. Each day she hoped the final arrangements for the wedding would be drawing near, but each time her perfectionist daughter would go the extra mile doing everything to make the big day extra special. The wedding preparations were never ending.

To be sure, Barbie is a toy, and in market research sessions, as Barbie's first advertising copywriter Cy Schneider has pointed out, children, presented with choices that can be characterized as "tasteful, gaudy, gaudier, or gaudiest," invariably choose "gaudiest." But Barbie is also a reflection of her times—or a reflection of how market researchers and professional prognosticators interpret them. And perhaps therein lies the paradox.

The Gary Halbert Letters was my first introduction to the world of direct-response copywriting. Halbert had put an archive of his (normally, very expensive) work, including 25 years of marketing newsletters, online for free.

Politicians, real-estate agents, used-car salesmen, and advertising copy-writers are expected to stretch facts in self-serving directions, but scientists who falsify their results are regarded by their peers as committing an inexcusable crime. Yet the sad fact is that the history of science swarms with cases of outright fakery and instances of scientists who unconsciously distorted their work by seeing it through lenses of passionately held beliefs.

The world’s most powerful business tool is also the most misunderstood. The e-factors are all about feelings not figures and feelings rule all buying decisions!

SEO should never trump copywriting.  You need to write for your customers first and let SEO be a byproduct of good copywriting.  Just don’t ignore SEO.

Arthur found a job in the pharmaceutical industry, at Schering, the drug company where he had freelanced as a copywriter in his student days.

Every ideology is a mental murder, a reduction of dynamic living processes to static classifications, and every classification is a Damnation, just as every inclusion is an exclusion. In a busy, buzzing universe where no two snow flakes are identical, and no two trees are identical, and no two people are identical- and, indeed, the smallest sub-atomic particle, we are assured, is not even identical with itself from one microsecond to the next- every card-index system is a delusion. “Or, to put it more charitably,” as Nietzsche says, “we are all better artists than we realize.” It is easy to see that label “Jew” was a Damnation in Nazi Germany, but actually the label “Jew” is a Damnation anywhere, even where anti-Semitism does not exist. “He is a Jew,” “He is a doctor,” and “He is a poet” mean, to the card indexing centre of the cortex, that my experience with him will be like my experience with other Jews, other doctors, and other poets. Thus, individuality is ignored when identity is asserted. At a party or any place where strangers meet, watch this mechanism in action. Behind the friendly overtures there is wariness as each person fishes for the label that will identify and Damn the other. Finally, it is revealed: “Oh, he’s an advertising copywriter,” “Oh, he’s an engine-lathe operator.” Both parties relax, for now they know how to behave, what roles to play in the game. Ninety-nine percent of each has been Damned; the other is reacting to the 1 percent that has been labeled by the card-index machine.

Michael Artime is CEO & Founder of Ecom Honey which leads a small, focused team comprised of designers, copywriters, and other marketing professionals working together to create email and SMS marketing campaigns that convert. The company boasts significant increases in client revenues and has worked with over 100 popular e-commerce brands. Mr. Artime is a University of Central Florida alum and enjoys golfing. He lives in Nashville, Tennessee where Ecom Honey is headquartered.

Here’s what I sent: Hi there! You’re looking for a copywriter to spruce up a psychologist’s website and make it a little more client-friendly. I'm a copywriter who loves writing and revamping web pages and has experience writing for a therapist. You can view one of those pieces in my UpWork portfolio if you’re interested.

Advertising, and by extension copywriting (which is the writing of ads) is simply salesmanship in print.

You won’t die because you haven’t written headlines for Palmolive Dish Soap quickly enough.

En una de sus charlas TEDx[6], Patrick Renvoise habla de todo lo que estimula al cerebro instintivo y lo resume en 6 claves que podemos aplicar a nuestra estrategia copywriting: Personal: le interesa todo lo que tenga que ver con su supervivencia Contrastable: le gustan las comparaciones y los contrastes Tangible: entiende aquello que reconoce y que es sencillo. Memorable: le deja huella lo primero y lo último que ve. Visual: se conecta con este sentido, necesita ver para activarse. Emocional: las emociones le ayudan a recordar.

You get what you settle for.

Whatever makes you unique is your greatest asset.

Be an innovator, not an imitator.

Your niche isn't a person you serve, it's a problem you solve.

Serve a niche, not a nation.

Don't be something for everyone. Be everything for someone.

Maybe that person you don't understand is just a lesson you haven't learned yet.

The place you're used to isn't necessarily the place you belong.

The sky's the limit? How very claustrophobic.

Successful brands are an experience, not an entity.

Make your customer the hero of your brand story.

Don't borrow lessons you haven't learned or experiences you haven't had, and try to write them into your own success story. It doesn't work.

You can say all the right things, for all the right reasons, but if you're talking to the wrong people, it will never matter.

Be worth knowing, not just well-known.

Make authenticity part of your growth strategy.

The most memorable people are the ones who don't remind me of anyone else.

Your purpose: Find something more important than you are, and dedicate your life to it.

If you find yourself explaining your worth, you've already forgotten your value.

Your brand is the way your business is personified in the minds of consumers.

When you're true to yourself you're going to lose some people. Let them go.

To truly succeed, one must first be distinctive.

Be a game changer. The world has enough followers.

In your hesitation, I found my answer.

If you aren't intentional, you'll turn out ordinary.

What do they want? What are their fears? What are their objections to buying either what you sell or what anybody is selling out there?

Look at the sales messages your customers see in the marketplace. Look at the number one bestselling books on Amazon that target your audience. Read the back cover copy. Look at the chapter titles. See the sales messages used to get these people to buy. This process is called “funnel hacking.” Look at what’s already working with an offer, sales copy, and product, then apply that to what you’re doing with your products and services. You don’t steal what others are doing, but you do model how they’re approaching and selling to the marketplace.

Can you be better? Yep. Are you good enough today? Hell yep.

I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes.” Philip Dusenberry

Copywriting should rarely highlight how cool you or your product are, but rather what your product does for the buyer.

[19th century copywriter] John Powers had given us all we’ve ever really needed to know. Be interesting. Tell the truth. And if you can’t tell the truth, change what you’re doing so you can. In other words, live the truth.

Tutti loro sono convinti che le parole, i libri, le storie, uniscano. Creano vincoli invisibili che spezzano ogni barriera. Mentre leggiamo non siamo mai soli. E siamo forti. E tutto appare come sarà. Perchè andrà tutto bene.

The second extra thing that The Brain Audit gave was not just success elements and explanations, but a STRUCTURE. A checklist for the necessary ingredients, a blueprint for your copy. My copywriting before The Brain Audit was good, but it was like a tree house. After The Brain Audit your copywriting will be like a glass and steel superstructure your customers just can’t take their eyes off.

The right words are powerful and create a world in your reader’s mind. In copywriting, just as in fiction, you’re finding the words to invoke a specific dream.

Good copy invites the reader to become conscious of the story they’re living right now—and offers a vision of their deepest desires made real.

Start your day with a delicious cup of sparkling ideas and inspiration.