One of the most difficult thing to do as a copywriter is to look for ideas and inspiration. Here are some tips to help you.

1. Idea Factory
Looking for Ideas and Finding Inspiration

2. Features and Benefits
• Remember to transform features into benefits
Feature What’s in it for me? Benefit

3. Features vs. Benefits
Feature What’s in it for me? Benefit

4. Features vs. Benefits

5. Features vs. Benefits
Headline?

6. The Marketing Funnel
Top
Middle
Bottom

7. The Marketing Funnel
Top
Top of the funnel content
is meant to :
• create brand awareness
• pique curiosity
• drive web traffic

8. The Content Marketing Funnel
Middle
Middle of the funnel
content is meant to :
• strengthen the
relationship between the
vendor and the prospect

9. The Content Marketing Funnel
Bottom
Bottom of the funnel
content is meant to :
• showcase the features
and benefits to the buyer

10. ToFu Vocabulary (Pain)
For example, if someone is beginning the hunt for a new pair of
running shoes, the top of funnel keywords they might search
include:
• heel pain when running
• shoes to get rid of foot pain
• cushion running shoes

11. How to Convert Clients
1. Be positive
2. Be personal
3. Be Direct
4. Be Assertive (CTA)
5. Be Exciting
6. Be Positive
7. Insist on Action

12. MoFu (Nurturing)
Friendly
Soft

13. BoFu Vocabulary (Offer)
• Discount
• Coupon
• Promo code
• Best price
• Where / How to buy (CTA)

14. Be Personal

15. Be Direct
• "Our product enables you to access data in dozens of
languages, providing total access to every available mention
of your brand or name, including online content and
information shared on social networks. This takes place
constantly, ensuring that you get real-time data delivered to
you when you need it.”

16. Be Assertive (CTA)

17. Be Exciting!
Make your writing more exciting:
• Unleash powerful verbs. Specifically, verbs that erupt with
passion and explode with vigor.
• Avoid the use passive sentences -- they are excitement-killers.
• Write short sentences. Short sentences are like a cheer. They
come with staccato-like emphasis that gives a feeling of
momentum.
• Use an exclamation point (if you must). An exclamation point
can be an artificial form of excitement generation. It works in
some cases, but it can make your content seem forced.

18. Be Positive
Give your customer a pat on the back and make them feel good:
• Don’t be controversial. It can be an instant turn-off. Know who
you’re targeting, and speak like you’re on their side about the
topics that they want to hear.
• Lead with information that they already know. Establishing
some commonality regarding their knowledge is a great way
to establish subtle camaraderie, and encourage them to think
positively about themselves.
• Draw attention to what they want to achieve. People enjoy
feeling validated. If you can simply state how they feel, it will
put them in a self-encouraged frame of mind.

19. Be Positive

20. Insist on Action
• Emphasize the now. The user needs to know that now is the
time. Make them live in the present and experience the
urgency of the situation.
• For every informational sentence, add a “so that.” If you need
to give information, then explain the “so that” behind it. For
example, you write “The fastest processor on the market, so
you can get tons of stuff done.” That two-part fragment
contains information (fast processor), and why it matters
(action). The action helps the sentence live, breathe, and
move.

21. Insist on Action
• "Use action verbs. Verbs like “be”, “is”, “was”,
“am”, “are”, “will” and “have” are unavoidable
• “Get”, “work”, “launch”, “lead”, “blast”,
“produce”, “create”, “push”, “drive”, “pull” and
“sustain” are far more descriptive.

22. You’re a Problem Solver
• Write down all the problems that your product or
service solves.
• Attach some descriptive emotions to those
problems.
• Structure your copy so that you firstly show
empathy with the reader.
• Then show how your product or service will help
them.
• Finish by reaffirming how much happier they’ll
be.

23. Tell a Story
• Try to identify a hero and a villain within your
subject matter. They don’t have to be actual
characters. If you’re selling window cleaner for
instance, then daily grime is the enemy.
• Move the reader along a journey. Create the
sense that you’ll help the reader overcome a
challenge and discover something new and
valuable.

24. Use Opposites and Ask Questions
Never ask a question that might not yield the answer you're after.
One of the most common questions that businesses can typically ask
is:
Why not give us a call today?
Readers can always think of a reason; time, money, effort...
Instead be more decisive:
Give us a call today.
Get a free quote today.
Make a change today.
If you're going to ask a question, ask one that people will always
respond to with a 'yes':
Do you need more customers?
Would you like guaranteed business growth?
Are you after copywriting tips that work?

25. Tip: Use Active Verbs
Turn Hit into:

26. • https://www.adsoftheworld.com/taxonomy/b
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