9 copywriting lessons from 9 copywriting legends
1. Claude Hopkins:
“Don't boast.
Don't try to show off.
Do just what you think a good salesman should do with a half-sold person before him”
“Don't boast.
Don't try to show off.
Do just what you think a good salesman should do with a half-sold person before him”
2. Eugene M. Schwartz
"The copywriter does not create the desire of millions of women all over America to lose weight…
But he can channel that desire onto a particular product and make its owner a millionaire."
"The copywriter does not create the desire of millions of women all over America to lose weight…
But he can channel that desire onto a particular product and make its owner a millionaire."
3. David Ogilvy
When you sit down to write your body copy...
Pretend that you're talking to the woman on your right at a dinner party.
She has asked you:
"I'm thinking of buying a new car...
Which would you recommend?"
Write your copy as if you were answering that question.
When you sit down to write your body copy...
Pretend that you're talking to the woman on your right at a dinner party.
She has asked you:
"I'm thinking of buying a new car...
Which would you recommend?"
Write your copy as if you were answering that question.
4. Victor Schwab
There are five fundamentals in the writing of a good advertisement:
1. Get attention
2. Show people an advantage
3. Prove it
4. Persuade people to grasp this advantage
5. Ask for action
There are five fundamentals in the writing of a good advertisement:
1. Get attention
2. Show people an advantage
3. Prove it
4. Persuade people to grasp this advantage
5. Ask for action
5. Robert Collier
“Study your reader.
Find out what interests him.
Then study your proposition to see how it can be tied in
with that interest”
“Study your reader.
Find out what interests him.
Then study your proposition to see how it can be tied in
with that interest”
6. Gary Halbert
I get insights and ideas from going out amongst the market.
And what is the market?
You know, it seems to me that the "market" IS people.
I get insights and ideas from going out amongst the market.
And what is the market?
You know, it seems to me that the "market" IS people.
7. Joseph Sugarman
"The best copywriters in the world are those who are:
Curious about life, read a great deal, have many hobbies...
They hunger for experience and knowledge and find other people interesting.
They are very good listeners."
"The best copywriters in the world are those who are:
Curious about life, read a great deal, have many hobbies...
They hunger for experience and knowledge and find other people interesting.
They are very good listeners."
8. Gary Bencivenga:
“The best fisherman is the best not because he thinks like a guy who fishes, but like a fish”
“The best fisherman is the best not because he thinks like a guy who fishes, but like a fish”
9. John Carlton:
“Writing —and writing well — is like discovering how to sword fight.
The power suddenly available at your fingertips can literally shake up the world.”
“Writing —and writing well — is like discovering how to sword fight.
The power suddenly available at your fingertips can literally shake up the world.”
Something more:
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