14 copywriting tips from copywriting legends

1/ Copy is a direct conversation with the consumer.
– Shirley Polykoff

The way to deduce what people want to buy is to simply observe what they DO buy!
– Gary Halbert

3/ Consumers do not buy products. They buy product benefits.
– David Ogilvy

4/ Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
– Leo Burnett

5/ The best copywriters are the most tenacious researchers. Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore. - John Caples

6/ I understand social proof is one of the most powerful levers to convince somebody to enter your funnel or start talking to you online. - @AaronOrendorff

7/ Be more specific. - @davegerhardt

8/ The more you read, the easier it is to write. - @VikkiRossWrites

9/ Metaphors are a great language tool, because they explain the unknown in terms of the known. – @ANNELAMOTT

10/ Brevity doesn’t mean bare bones or stripped down. Take as long as you need to tell the story.” – @MarketingProfs

11/ You sell on emotion, but you justify a purchase with logic. – Joseph Sugarman

Simplicity is the ultimate sophistication. – Leonardo Da Vinci

13/ The most powerful element in advertising is the truth. – William Bernbach

In our factory, we make lipstick. In our advertising, we sell hope. -
Peter Nivio Zarlenga

BONUS:A writing framework

1. Use draft 1 to find your novel ideas, which are:

• Counter-intuitive
• Counter-narrative
• Shock and awe

2. Draft 2 is for making those novel ideas stick—via:

• Stories
• Analogies
• Examples

Writing quality = Novelty x Resonance @julian