17 tips for great copywriting:
1/ Write with your eraser
You get 100 bucks for every word you rub out from your title:
You get 100 bucks for every word you rub out from your title:
2/ Don't exaggerate
An honest line always feels warmer:
An honest line always feels warmer:
3/ No one cares what you can do
Everyone cares what you can do for them.
Everyone cares what you can do for them.
4/ Avoid the passive voice
It's indirect and awkward:
It's indirect and awkward:
5/ Don't kill your personality
The best brands feel “real”:
The best brands feel “real”:
6/ Find the tension
“Pleasant” gets forgotten. Conflict creates interest:
“Pleasant” gets forgotten. Conflict creates interest:
7/ Write how you talk
Casual. Colloquial. Full of pronouns:
Casual. Colloquial. Full of pronouns:
8/ Avoid “contained” titles
Write something that pulls the reader down your page:
Write something that pulls the reader down your page:
9/ Avoid “landing page words”
Unlock, unleash, enhance, empower, supercharge, etc.
Real people don't use them.
Unlock, unleash, enhance, empower, supercharge, etc.
Real people don't use them.
10/ Write scannable copy:
11/ Kill adverbs. Kill adjectives.
They're flowery. They're vague. They try too hard:
They're flowery. They're vague. They try too hard:
12/ Stories make you memorable
I couldn't list The Ten Commandments. I could tell you what happened to Adam and Eve:
I couldn't list The Ten Commandments. I could tell you what happened to Adam and Eve:
13/ Fence sitters don't buy
Go to the edge:
Go to the edge:
14/ More periods, fewer commas
Periods mean short sentences. We like short sentences.
Commas mean long, painful sentences, which New Yorker writers think are clever, but real people find torturous, because they wind on and on without actually saying anything.
h/t @david_perell
Periods mean short sentences. We like short sentences.
Commas mean long, painful sentences, which New Yorker writers think are clever, but real people find torturous, because they wind on and on without actually saying anything.
h/t @david_perell
15/ Think slippery slide
Every line of copy should lead to the next:
Every line of copy should lead to the next:
16/ Your first line is crucial
If people don’t read it, they’re not going to read your second line either.
Keep it short:
If people don’t read it, they’re not going to read your second line either.
Keep it short:
17/ Copywriting is selling
Don’t romanticize it. The goal is to inspire action:
Don’t romanticize it. The goal is to inspire action:
You made it!
I won't lie, this took a long while to make. If you enjoyed it please do share ♥️
I also write a weekly newsletter which you might like.
Over and out — Harry
marketingexamples.com
I won't lie, this took a long while to make. If you enjoyed it please do share ♥️
I also write a weekly newsletter which you might like.
Over and out — Harry
marketingexamples.com
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