Good Copy f o r W r i t i n g Critical Rules

Good Copy f o r W r i t i n g Critical Rules

Written & illustrated by:

Henneke Duistermaat

As seen on:

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

The most frequent reason for unsuccessful advertising, …

… is advertisers who are so full of their own accomplishments…

… is advertisers who are so full of their own accomplishments…

… that they forget to tell us why we should buy

~ JOHN CAPLES (adapted)

… that they forget to tell us why we should buy

~ JOHN CAPLES (adapted)

Don’t write:

The world’s best seed The greatest landing page software The most experienced marketing coach

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

Rule 2 by

One of the highest paid copywriters in the 1950s and 60s; and he worked only 3 hours a day.

Eugene Schwartz

Write with your ears

~ EUGENE SCHWARTZ (adapted)

Write with your ears

~ EUGENE SCHWARTZ (adapted)

Write with your ears

~ EUGENE SCHWARTZ (adapted)

Don’t write:

Revolutionary new grass species Pioneering landing page software State-of-the-art website design

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

Rule 3 by

The guy who sold a $240,000 airplane in a single mail order ad

Joe Sugarman

When people perceive general statements as puffery or typical advertising babble, …

… those statements are at best discounted or accepted with some doubt.

… those statements are at best discounted or accepted with some doubt.

By contrast, statements with specific facts …

… can generate strong credibility. ~ JOE SUGARMAN

… can generate strong credibility. ~ JOE SUGARMAN

Don’t write:

Grow a new lawn super-fast Software used by thousands of small companies Friendly customer service

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

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

One must be able to express himself briefly, clearly and convincingly.

~ CLAUDE C. HOPKINS

One must be able to express himself briefly, clearly and convincingly.

~ CLAUDE C. HOPKINS

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

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

Rule 5 by

Born in 1898, Schwab has been hailed as the greatest mail-order copywriter of all time.

Victor O. Schwab

Now, to get action you’ve got to ask for it.

~ VICTOR SCHWAB

Now, to get action you’ve got to ask for it.

~ VICTOR SCHWAB

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

The 5 Critical Copywriting Rules for winning more sales

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

Looking for more writing tips?

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