It’s an unwritten rule of copywriting if you will. Rule Zero:

“When it’s finally finished, [your client] will have a campaign they could run for years and out-pull virtually anything else they’ve ever run unless they were very lucky beforehand.”

This is a very powerful, very versatile persuasion technique. You can use it in your sales letters, your emails, your social posts, your website copy — just about any asset designed to sell.

Dialogue is a powerful copywriting tool (unless you’re making this common mistake).

People forget their lives almost as quickly as they live them. So how can copywriters create ads that produce lasting memories? Find out.

But not today…

Clear copy is understood faster and remembered longer than unclear copy. Master copywriter, Eugene Schwartz, recommends doing this one thing to make your writing as clear as humanly possible.

One of the best, most original direct-response copywriters of the 20th century constantly used cliches. Learn why you should, too.

You might be making this completely common, completely stifling mistake…

Reading (and transcribing) this beautiful book will help you write copy that feels like a letter from a friend (as it should).

The best copywriters in the world possess these 3 qualities. Do you?

Buying something can be a vulnerable, scary experience. And the more expensive the purchase, the more vulnerable your prospect may feel. Vulnerability is bad for business. Here’s how to avoid it:

An ad’s hook should create curiosity and wonder, interest! The hook’s only goal is to keep people reading.

Here’s how to find a compelling hook every time you write an ad (based on one of the most powerful examples in copywriting history).

This truism helped conceptualize one of the most iconic campaigns ever produced…

Good copy creates a visualization in the reader’s mind…

One of the most compelling angles in advertising is:

An article about using Mother Nature to manufacture tension, create desire, and compel action.

Dialogue is an efficient character-development tool.

And that makes it an efficient, valuable copywriting tool…

The goal of conversion copywriting is to compel action. There are plenty of ways to do this… but the most persuasive tactic by far is: