Thread by @KJTurnbull

*** 50 Principles of Powerful Copywriting ***

1. Write with passion
2. Write your ad to one person
3. Appeal to your prospect's pre-existing beliefs
4. Don't try to educate the prospect into buying
5. Be entertaining

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6. Don't be boring

7. Write intriguing headlines

8. Make the claim in your headline instantly believable

9. Or use a hard-to-believe claim in your headline... but immediately back it up with overwhelming proof

10. Tighten up your headline until you can't remove another word, without changing the meaning

11. Write from a place of abundance (It doesn't matter whether the prospect buys or not, either way, you're eating steak)

12. Don't use a complicated word when a simple word will do

13. Keep your opening sentence short and punchy

14. Make your opening sentence intriguing

15. Whenever you use a pronoun, make sure it's clear as day who the pronoun is referring to

16. Vary sentence lengths

17. Vary paragraph lengths

18. Keep your copy below an eight-grade reading level

19. Ensure your copy flows smoothly between sentences

20. Present one idea per sentence

21. Write in the active voice

22. Structure your copy in a persuasive order

23. Don't abruptly change the topic between sentences

24. Agitate your prospect's current pains

25. Paint vivid word-pictures of your prospect's desires coming true

26. Back up every claim you make with proof and credibility

27. Anticipate your prospect's possible objections and answer them in the copy

28. Every word of copy must earn its place - if it doesn't help your sales case, delete it

29. Include at least one strong call-to-action

30. Grease the slide, so each sentence makes you want to read the next one

31. Follow the rule of one (one big idea, one problem, one solution, one offer)

32. Keep your writing pithy. Don't say in 100 words what can be said in 50.

33. Write in the 2nd person whenever you can.

34. Be your prospect's trusted advisor

35. Admit any flaws about the product

36. Weave social proof into your copy

37. Be careful not to use negative social proof

38. Offer a strong guarantee

39. Tell folks why they may not qualify to buy from you

40. Fill your copy with both emotion AND logic

41. Use the word "you" often in your copy

42. Write the first draft with gusto, then edit ruthlessly

43. Sell by telling stories

44. Show your prospect how they can move towards pleasure or away from pain

45. Write copy that targets the conversation already going on in your prospect's mind

46. Don't just list features - talk about their benefits

47. Show, don't tell

48. Avoid superlatives

49. Write copy that's worth reading

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