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.

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