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.
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
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, …
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
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