Archive for Copy Craft
8 Instant Formulas for Writing Problem > Solution Leads
One of the work horses in the copywriters stable is the Problem > Solution structure for organizing a sales argument.
So, I just finished studying several hundred ads on a search for standard problem > solution lead formulas.
Here are eight common problem > solution patterns I discovered in these ads.
I’ve categorized and arranged them from the [...]
Video: Copywriting and Knife-Fighting Masters teach “Set-ups”
In this post we’re going to have a little fun.
I’m pulling in help from four masters to illustrate an important lesson in copywriting: Knife-fighting expert and Indonesian Silat instructor, Art Rhemrev and the others, Master copywriters Gary Bencivenga, Peter Stone and Robert Collier.
Okay, let’s get started.
One of the keys to mastery in fighting (and copywriting) [...]
Add Force to your copywriting…
Here are some ways to add persuasive force to your copy…
1. Simplicity.
I read too many ads, sales letters and promotions that clog a readers mind with $10-dollar words. Elsewhere in this blog I gave the following example of this…
“Next generation strategies to employ a single customer definition for improved multi-channel marketingâ€
There are two prime [...]
Copywriting bad enough to laugh at…
Laughing at your own mistakes is admirable…
But laughing at the mistakes of others is fun!
So, here’s a serious lack of copy-craft that caused both my wife and I to start laughing during the disclaimer at the end of a drug commercial…
“If you are a woman, with or without a uterus…”
Ummm… Is there another alternative? [...]
Less Hype = More Force
Here’s a quick example of how you can add more force and credibility into your copy - by reducing the hype and exaggeration…
1. “America’s greatest hotel”
2. “One of America’s greatest hotels”
3. “One of America’s great hotels”
Death by Buzzword!
To be powerful, your copy has to be understood. The “Clarity Command”.
Here’s an example of how not to be understood: This is the headline description for a marketing seminar…
“Next generation strategies to employ a single customer definition for improved multi-channel marketing”
Are you excited yet?
If there is anything like this in any of your marketing communications, [...]
Mark Twain on Copywriting…
Mark Twain once said, “When you catch an adjective, kill it.”
Copy-writing legends throughout history have taken the limited adjective approach.
To see the power of this in action read the 23rd Psalm, the Lord’s Prayer or, Lincoln’s Gettysburg address or Ogilvy’s Rolls Royce ad. All powerful. All light on adjectives.
On the other hand, copy-cubs often use [...]
This insanity cost you sales…
I stand amazed at a phenomenon I see quit often…
As copy writers, ad men (persons), marketing geniuses and business owners we have 60-years and billions of dollars in scientific advertising principles at our finger tips.
Masters of advertising have written these principles down in very easy to understand books. For the most part, it’s not opinion [...]
Copywriting diamonds…
Diamonds are clear, can cut glass and are beautiful. They can also cause women to say, “Yes!” to a life-long commitment.
And just like a diamond is created from intense heat and pressure, so too are copy diamonds created from heat and pressure.
The heat and pressure experienced by the copywriter are the limits of space, time [...]
