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Copywriting Secret #14: The Words that Sell

If I were to tell you that certain words when used in a headline have a powerful impact on people -– you might say, “Yes, I already know that.” You might also be aware of a well-recognised list of words hailed as the most powerful advertising words of all time. When I...

Copywriting Secret #13: You CAN Write For Any Market

If you’re female you may wonder whether you have what it takes to write copy for a macho kind of product like power tools. If you’re male you might feel you’re in unknown territory writing about women’s hygiene products. Sure, the writing styles can be very different...

Secret #11: Here’s Where Creativity DOES Count

I mentioned that I spend a lot of time getting to know the audience and writing the headline. After I’ve researched the audience, and before I write the headline, the other area where I invest a lot of time is in developing the Big Idea. Spend time here and you’ll...

Copywriting Secret #10 How to Fix Dead Copy

This is a common question. Both copywriters and business owners often ask me what to do when they need to fix copy that doesn’t work (whether it’s their own or something someone else has created). This is what I tell them: The most important part of a piece of copy is...

Copywriting Secret #9: Emulate

As naturally creative beings we can easily feel tempted to unleash our creativity onto our copy. Pro copywriters are aware of this temptation but they restrain themselves. They don’t re-invent the wheel. Instead, they borrow ideas from advertising pieces they know...

Copywriting Secret #8: Morphing

This is SOOOO much fun to do!!! I first learnt this secret when I read how Claude Hopkins, John Caples and David Ogilvy approached their copywriting. A few years later when I heard Jay Abraham speak, I did a Homer Simpson and went, “DOHH!” and I finally GOT the...

Copywriting Secret #7: Where to Mention the Price

Where to mention it? At the beginning? At the end? Somewhere in the middle? Many copywriters put it at the end because they believe that’s the most logical place to put it. Many times (but not all) they are wrong. There are certain times when it is best to communicate...

Copywriting Secret #6: Bullet Points

I LOVE, LOVE, LOVE bullet points! Get them right and they sell up a storm. The first thing to consider when writing bullet points is this: They need to be benefit-focused NOT feature-focused. (This is very important so be sure to burn that into your memory banks)....

Copywriting Secret #5: Bring out your Inner Story Teller

Perhaps you can relate to this … As a child, I would really look forward to bedtime because my mother always read me a story before I went to sleep. As she read each page I listened eagerly to the words she spoke — as if they were the most important words I had...