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Joanna Wiebe, Copy 
Hackers 
YOUR 
PERSONALITY 
IS SHOWING
STOP 
SAYING nothing
STOP 
SAYING nothing
ü New 
ü Busy 
ü Bored 
ü Removed
COMPETENT EXCITED SOPHIST. RUGGE 
D 
SINCER 
E 
ü More likely to buy 
ü 3x more likely to recall
Predictability 
bores 
brains.
Say what your 
competitors 
won’t
MOFO
MOFO
MOFO
MOFO
"A PLAGUE UPON YOUR 
EPILEPTIC VISAGE!"
CASTIGATE 
DWINDLE 
CLANGOR 
SANCTIMONIOUS
“The artist, the painter, and 
the advertiser set a trap to 
catch your attention.” 
Marshall Mcluhan
“Make it sing.”
Polish isn’t sticky
“Save time 
and money”
“The future of 
_______ is here”
“Welcome to the 
new ______”
Jagged edges are sticky
DIFFERENT IS THE ONLY 
THING THAT STANDS OUT
123.9% more 
clicks to sign up
BOOBS
MOFO
OBVS!
Those 
are 
EXCUSES
SEO?
CRO?
B2B?
Boring2Boring
17.9% increase 
in video views
Be visible 
Get started with Flow 
Welcome to Flow 
Can I ask you something? 
39.6% 
open 
rate 
45.5% 
open 
rate 
54.0% 
open 
rate 
27% more 
opens than 
Control
103% increase 
in engagement
Say what your 
competitors 
won’t
How to write 
non-sucky 
copy
1. Content audit 
2. “Voice of customer” 
3. 3AM
Do a competitor 
content audit. 1
How does my 
prospect talk?
How does my 
prospect want to 
talk?
Mine Amazon 
reviews for VO2C.
26% more 
leads
Humanize 
1. Sincere 
Honest, genuine, cheerful 
2. Competent 
Reliable, responsible, efficient 
3. Excited 
4. Sophisticated 
5. Rugged 
Daring, spirited, imaginative, up-to-date 
Glamorous, pretentious, romantic 
Tough, strong, outdoorsy
The more people see 
themselves in you, 
the more they like you.
READERS 3 
WRITE FOR 3AM
It’s 3am 
1. Be clear. 
2. Use short words. 
3. Sprinkle in unexpected 
words. 
4. Break familiar patterns. 
5. Use short sentences. 
Fragments, too. 
6. Skip the parts your 
prospect skips.
BOOM
BOOM! This is how you get 
traffic… and convert it
104% OPEN RATE
How to write 
non-sucky 
copy
NO ONE 
GETS 
BONUS POINTS 
FOR BEING 
THE QUIETEST
JOANNA WIEBE 
COPY HACKERS

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