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5 Critical Rules for Writing Compelling Copy

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Copywriting 101: This tutorial explains the 5 most basic rules for writing compelling copy. Including quotes by legendary copywriters and with before & after examples, showing how to turn icky content into compelling copy.

Published in: Marketing
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5 Critical Rules for Writing Compelling Copy

  1. Good Copy f o r Wr i t i n g Critical Rules
  2. Good Copy f o r Wr i t i n g Critical Rules
  3. Written & illustrated by: Henneke Duistermaat As seen on:
  4. 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
  5. The most frequent reason for unsuccessful advertising, …
  6. … is advertisers who are so full of their own accomplishments…
  7. … is advertisers who are so full of their own accomplishments…
  8. … that they forget to tell us why we should buy ~ JOHN CAPLES (adapted)
  9. … that they forget to tell us why we should buy ~ JOHN CAPLES (adapted)
  10. Don’t write: The world’s best seed The greatest landing page software The most experienced marketing coach
  11. 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
  12. Rule 2 by One of the highest paid copywriters in the 1950s and 60s; and he worked only 3 hours a day. Eugene Schwartz
  13. Write with your ears ~ EUGENE SCHWARTZ (adapted)
  14. Write with your ears ~ EUGENE SCHWARTZ (adapted)
  15. Write with your ears ~ EUGENE SCHWARTZ (adapted)
  16. Don’t write: Revolutionary new grass species Pioneering landing page software State-of-the-art website design
  17. 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
  18. Rule 3 by The guy who sold a $240,000 airplane in a single mail order ad Joe Sugarman
  19. When people perceive general statements as puffery or typical advertising babble, …
  20. … those statements are at best discounted or accepted with some doubt.
  21. … those statements are at best discounted or accepted with some doubt.
  22. By contrast, statements with specific facts …
  23. … can generate strong credibility. ~ JOE SUGARMAN
  24. … can generate strong credibility. ~ JOE SUGARMAN
  25. Don’t write: Grow a new lawn super-fast Software used by thousands of small companies Friendly customer service
  26. 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
  27. 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
  28. One must be able to express himself briefly, clearly and convincingly. ~ CLAUDE C. HOPKINS
  29. One must be able to express himself briefly, clearly and convincingly. ~ CLAUDE C. HOPKINS
  30. 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
  31. 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
  32. Rule 5 by Born in 1898, Schwab has been hailed as the greatest mail-order copywriter of all time. Victor O. Schwab
  33. Now, to get action you’ve got to ask for it. ~ VICTOR SCHWAB
  34. Now, to get action you’ve got to ask for it. ~ VICTOR SCHWAB
  35. 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
  36. The 5 Critical Copywriting Rules for winning more sales
  37. 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
  38. Looking for more writing tips? So you can win more clients? ©2014byHennekeDuistermaat
  39. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat
  40. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat Click here

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