This is a compilation of copy writing notes I have taken from multiple books.
This document is not by any means complete, there is still many pages to go.
(I got sick over night and my current tasks at hand are taking much more time than expected)
Some notes are straight rips from the book because taking small or big notes wouldn't be able to capture what the author was trying to show or say.
Creating this document has allowed me to trim off fatty portion of the notes.
While there is still some repetition and fatty pieces in this, it is much better than what it was.
WHO THIS IS FOR
- You have no experience in writing copy (this is to everyone)
- You live a busy life and don't have the time to learn EVERYTHING there is to copy
(although if you are a business owner or someone blazing your own path, learning this skill is crucial)
The motivation behind me posting my notes publicly was from seeing other copy
writers (who have clients) that make such simple mistakes that made me question
how they got clients to pay them in the first place (not firing shots at anyone).
Here is a google doc link where all of the notes will be (not finished yet)
Copy Writing Notes
^This is to allow people to view the notes all in one document vs notes being scattered across the thread taking more of their precious time.
CA$HVERTISING NOTES
To sell anything to anyone
Don't: Want your entire body to look more appealing?
Do: Do you want a rippling, rock-hard stomach?
Feature = Component of Product
Benefits = What you get
NOBODY cares about your new equipment/anniversary unless it benefits them
Put Your Biggest Benefit In The Headline
Don’t Say: Attention food servers: New workshop teaches you tricks of the trade!
Do Say: Attention Food Servers: New workshop teaches you how to boost your tips 512%... Or your money back!
Don’t: Louise Taylor Designs Homes of Distinction
Do Say: Award winning interior designer Louise Taylor turns your house into a gorgeous model for less than ever dreamed possible!
Crank Up The Scarcity
“There are four important qualities that a good headline may possess. They are:1. Self-interest. 2. News. 3. Curiosity. 4. Quick, easy way.” - John Caples
1. FREE: “Free Book Shows You How to Write Sneaky Advertising That Practically Forces People to Send You Money!”
2. NEW: “Powerful New Seminar Teaches Flea Marketers the Power of ‘Flea-Psych’ to Drive People Into a Buying Frenzy”
3. AT LAST: “At Last...A Bakery That Uses Only Organic Sugar, Flour, Milk, and Eggs!”
4. THIS: “This New Invention Stops Any Attacker in His Tracks Without a Gun, Knife, or Black Belt in Karate.”
5. ANNOUNCING: “Announcing the Hottest New Sandwich Craze From Southern California: The Malibu Crust Pocket!”
6. WARNING! “WARNING! Some Dog Groomers Wrap a Noose Around Your Dog’s Neck!”
7. JUST RELEASED: “Just Released: Psychologist’s Study Reveals Little-Known Speaking Patterns That Immediately Put Rude Salespeople in Their Place.”
8. NOW: “Now You Can Stop Any Attacker Without Guns, Knives, or a Black Belt in Karate.” 9. HERE’S: “Here’s How a 95-Pound Granny Made a 275Pound Psychopathic Killer Cry Like a Baby for its Rattle....”
10. THESE: “These Three Very Italian Men Make a Pizza to Kill For.”
11. WHICH OF: “Which of These Hot Bodies Would YOU Like to Show Off?”
12. FINALLY: “Finally...a Self-Improvement Seminar That Moves, Empowers, and Transforms You for Life!”
13. LOOK: “LOOK! Now You Can Buy Cotton Candy Machines at Wholesale Prices.”
14. PRESENTING: “Presenting the Easiest Way Ever Developed to Learn the Piano.”
15. INTRODUCING: “Introducing the Only Water Ice Stand in Philly that Uses Real Fresh Fruit.”
16. HOW: “How to Sing Like an American Idol in 90 Days or Less—Guaranteed.”
17. AMAZING: “Amazing New DVD Lowers Your Blood Pressure by Just Watching It!”
18. DO YOU: “Do You Know How to Stop Vicious Dog Attacks with the Push of a Button?”
19. WOULD YOU: “Would You Trade $2 for Our Famous Brick-Oven Pizza?”
20. CAN YOU: “Can You Be Sure Your Child Won’t Get Kidnapped?”
21. IF YOU: “If You Hate Cleaning Your Pool, This Ad Brings Good News!”
22. STARTING TODAY: “Starting Today You Can Dance 97% Better...If You Follow These Rules.”
12 Ways to Lure Readers Into Your Copy
“Just Released! Psychologist’s Study Reveals Little-Known Speaking Patterns That Immediately Put Rude Salespeople in Their Place.”
1. Continue the Thought in the Headline:
“You know the rude salespeople we mean. The ones with the big mouths who don’t understand the word no . The ones who push and push and won’t leave you alone....”
2. Ask a Question:
“How would you handle yourself in a sticky situation like this?”
3. Quote a Respected Authority:
“According to communication psychologist R. Butler Sinclair, there’s no need for anyone to feel intimidated by the high-pressure tactics used by....”
4. Give ’Em a Free Taste:
“The next time you’re confronted by a pushy salesperson, do this: Wait until he is finished speaking. Then raise your left hand to your mouth and say, ‘You know, you really didn’t....’”
5. Challenge Them to Prove It Works:
“Here’s what we want you to do. Read pages 8 and 9 of this incredible new book—no more. Then go to the dealership with the reputation for the most obnoxious and belligerent....”
6. Start With a Story of Skepticism:
“When we first received the manuscript from the author, we were skeptical. But some of us in the editorial office actually tried some of Sinclair’s tricks, and we were absolutely blown away.”
7. Tell What Others Are Saying (Bandwagon Effect):
“Nobody hates obnoxious salespeople more than I do. So when I first saw the ad for this book I though it was too good to be true. It is, in fact, the most powerful book I’ve ever read on dealing with rude coworkers, salespeople, and mothers-in-law. —Bob Manstreth, Philadelphia, Pa.”
8. Play Reporter:
“Philadelphia, PA—A New York psychologist has just released the findings of a seven-year study that explains how any man or woman can use the power of a new type of communication psychology to deal with obnoxious people.”
9. Get Personal With You, You, You:
“Have you ever been hassled by a salesperson who can’t take no for an answer? Do you hate when people push you around and manipulate you? Would you like to know a powerful new way to instantly put these obnoxious people in their place? A way that gives you the upper hand....”
10. Tell a Dramatic Story:
“According to communication psychologist R. Butler Sinclair, there’s no longer any need for anyone to feel intimidated by the high-pressure tactics used by....”
11. Give Super-Detailed Specs:
“This amazing new book—a hefty 8 1/2 × 11-inch leatherbound, hardcover beauty—is jam-packed with over 327 pages, 10 information-filled chapters, and 45 of the most effective new communication tools ever developed for....”
12. Lure them with a Very Short First Sentence:
“Don’t you hate it?”
“It’s so annoying!”
“It makes me sick.”
“I can’t stand it!”
Ogilvy Layout Principle
OR
Use Only Serif Typefaces
Bottom Line: (According to Drew Whitman) Arial font size 12 is best.
This document is not by any means complete, there is still many pages to go.
(I got sick over night and my current tasks at hand are taking much more time than expected)
Some notes are straight rips from the book because taking small or big notes wouldn't be able to capture what the author was trying to show or say.
Creating this document has allowed me to trim off fatty portion of the notes.
While there is still some repetition and fatty pieces in this, it is much better than what it was.
WHO THIS IS FOR
- You have no experience in writing copy (this is to everyone)
- You live a busy life and don't have the time to learn EVERYTHING there is to copy
(although if you are a business owner or someone blazing your own path, learning this skill is crucial)
The motivation behind me posting my notes publicly was from seeing other copy
writers (who have clients) that make such simple mistakes that made me question
how they got clients to pay them in the first place (not firing shots at anyone).
Here is a google doc link where all of the notes will be (not finished yet)
Copy Writing Notes
^This is to allow people to view the notes all in one document vs notes being scattered across the thread taking more of their precious time.
"Experience is the best teacher" - I don't remember
CA$HVERTISING NOTES
- Convey Benefits and advantages
- Present facts, stats, evidence, testimonials, studies, reports
- Tension -> Desire -> Action to satisfy desire
- Others find it pleasant to read how others have satisfied themselves
- Use language that is specific & creates a mental movie
- First use of any product is in a consumer's mind
- It scares the hell out of people
- It offers a specific recommendation for overcoming the fear
- The recommended action is perceived as effective for reducing the fear
- Recipient believes they can perform the recommended action
- Deadlines & Scarcity induce fear
- Present to consumer benefit of the benefit
- Copy & Images should always show positive results
- Reciprocation = Give free gift and consumers will feel compelled to purchase from you
- Create specific outcomes
- Influence from the start
- Give a conclusion/view and work your way back
- Foreshadowing: make them ask questions
- Use rhetorical questions (best for message retention)
- Use colorful and easy to understand facts & figure charts
- Length implies strength
- Product is to be reviewed more favorly when it contains numerous credible facts & figures (includes testimonials)
To sell anything to anyone
- Write so people understand (psychology of simplicity)
- Keep sentences to 11 words max
- Refer to people 14 words out of 100
- Allow people to think less
- 70-80% words = 1 syllable
Don't: Want your entire body to look more appealing?
Do: Do you want a rippling, rock-hard stomach?
- Use short, simple words.
- The shorter your sentences, the better.
- Express only 1 thought in a sentence
- Limit paragraphs to 4-5 short sentences
- Keep first 11 words max
- Load copy with pronouns: you, me , she, I , you, him, they, them
- Helps turn mass media communication into personal communication
- Use bigger font paragraph leads
- “You Learned”
Feature = Component of Product
Benefits = What you get
NOBODY cares about your new equipment/anniversary unless it benefits them
Put Your Biggest Benefit In The Headline
Don’t Say: Attention food servers: New workshop teaches you tricks of the trade!
Do Say: Attention Food Servers: New workshop teaches you how to boost your tips 512%... Or your money back!
Don’t: Louise Taylor Designs Homes of Distinction
Do Say: Award winning interior designer Louise Taylor turns your house into a gorgeous model for less than ever dreamed possible!
- The headline is the ticket to the meat, use it to flag down readers who are prospects for the kind of product you are advertising
- Use short headlines, as headlines grow, readership shrinks.
Crank Up The Scarcity
- Limited quantity/sale ends april 5th!
- Call before april 5th!
- Good for only first 50 callers!
“There are four important qualities that a good headline may possess. They are:1. Self-interest. 2. News. 3. Curiosity. 4. Quick, easy way.” - John Caples
1. FREE: “Free Book Shows You How to Write Sneaky Advertising That Practically Forces People to Send You Money!”
2. NEW: “Powerful New Seminar Teaches Flea Marketers the Power of ‘Flea-Psych’ to Drive People Into a Buying Frenzy”
3. AT LAST: “At Last...A Bakery That Uses Only Organic Sugar, Flour, Milk, and Eggs!”
4. THIS: “This New Invention Stops Any Attacker in His Tracks Without a Gun, Knife, or Black Belt in Karate.”
5. ANNOUNCING: “Announcing the Hottest New Sandwich Craze From Southern California: The Malibu Crust Pocket!”
6. WARNING! “WARNING! Some Dog Groomers Wrap a Noose Around Your Dog’s Neck!”
7. JUST RELEASED: “Just Released: Psychologist’s Study Reveals Little-Known Speaking Patterns That Immediately Put Rude Salespeople in Their Place.”
8. NOW: “Now You Can Stop Any Attacker Without Guns, Knives, or a Black Belt in Karate.” 9. HERE’S: “Here’s How a 95-Pound Granny Made a 275Pound Psychopathic Killer Cry Like a Baby for its Rattle....”
10. THESE: “These Three Very Italian Men Make a Pizza to Kill For.”
11. WHICH OF: “Which of These Hot Bodies Would YOU Like to Show Off?”
12. FINALLY: “Finally...a Self-Improvement Seminar That Moves, Empowers, and Transforms You for Life!”
13. LOOK: “LOOK! Now You Can Buy Cotton Candy Machines at Wholesale Prices.”
14. PRESENTING: “Presenting the Easiest Way Ever Developed to Learn the Piano.”
15. INTRODUCING: “Introducing the Only Water Ice Stand in Philly that Uses Real Fresh Fruit.”
16. HOW: “How to Sing Like an American Idol in 90 Days or Less—Guaranteed.”
17. AMAZING: “Amazing New DVD Lowers Your Blood Pressure by Just Watching It!”
18. DO YOU: “Do You Know How to Stop Vicious Dog Attacks with the Push of a Button?”
19. WOULD YOU: “Would You Trade $2 for Our Famous Brick-Oven Pizza?”
20. CAN YOU: “Can You Be Sure Your Child Won’t Get Kidnapped?”
21. IF YOU: “If You Hate Cleaning Your Pool, This Ad Brings Good News!”
22. STARTING TODAY: “Starting Today You Can Dance 97% Better...If You Follow These Rules.”
12 Ways to Lure Readers Into Your Copy
“Just Released! Psychologist’s Study Reveals Little-Known Speaking Patterns That Immediately Put Rude Salespeople in Their Place.”
1. Continue the Thought in the Headline:
“You know the rude salespeople we mean. The ones with the big mouths who don’t understand the word no . The ones who push and push and won’t leave you alone....”
2. Ask a Question:
“How would you handle yourself in a sticky situation like this?”
3. Quote a Respected Authority:
“According to communication psychologist R. Butler Sinclair, there’s no need for anyone to feel intimidated by the high-pressure tactics used by....”
4. Give ’Em a Free Taste:
“The next time you’re confronted by a pushy salesperson, do this: Wait until he is finished speaking. Then raise your left hand to your mouth and say, ‘You know, you really didn’t....’”
5. Challenge Them to Prove It Works:
“Here’s what we want you to do. Read pages 8 and 9 of this incredible new book—no more. Then go to the dealership with the reputation for the most obnoxious and belligerent....”
6. Start With a Story of Skepticism:
“When we first received the manuscript from the author, we were skeptical. But some of us in the editorial office actually tried some of Sinclair’s tricks, and we were absolutely blown away.”
7. Tell What Others Are Saying (Bandwagon Effect):
“Nobody hates obnoxious salespeople more than I do. So when I first saw the ad for this book I though it was too good to be true. It is, in fact, the most powerful book I’ve ever read on dealing with rude coworkers, salespeople, and mothers-in-law. —Bob Manstreth, Philadelphia, Pa.”
8. Play Reporter:
“Philadelphia, PA—A New York psychologist has just released the findings of a seven-year study that explains how any man or woman can use the power of a new type of communication psychology to deal with obnoxious people.”
9. Get Personal With You, You, You:
“Have you ever been hassled by a salesperson who can’t take no for an answer? Do you hate when people push you around and manipulate you? Would you like to know a powerful new way to instantly put these obnoxious people in their place? A way that gives you the upper hand....”
10. Tell a Dramatic Story:
“According to communication psychologist R. Butler Sinclair, there’s no longer any need for anyone to feel intimidated by the high-pressure tactics used by....”
11. Give Super-Detailed Specs:
“This amazing new book—a hefty 8 1/2 × 11-inch leatherbound, hardcover beauty—is jam-packed with over 327 pages, 10 information-filled chapters, and 45 of the most effective new communication tools ever developed for....”
12. Lure them with a Very Short First Sentence:
“Don’t you hate it?”
“It’s so annoying!”
“It makes me sick.”
“I can’t stand it!”
- Don’t make ads sqaure like others (in reference to newspapers and mediums alike)
- Use circular border
- DON’T USE WHITE ON BLACK TEXT (nobody gives a shit if it looks cool)
- Also known as the reverse type pitfall, it also slows down reader (BECAUSE IT IS HARDER TO READ, JUST LIKE PUTTING THIS IN ALL CAPS SLOWS DOWN READERSHIP TOO)
- Crush your competition with specificity (educate about what you/how your product works)
- What can I say about my product that may be obvious to me, but my market knows little about?
- Tell about the process, effort, money involved
- Point out any major advantages.
Ogilvy Layout Principle
- Upper ⅔ is an image -> just below utilize a drop initial (example of drop initial below)
OR
- Upper ⅓ is an image -> Headline -> Lower ⅔ sales copy
- NEVER use an illustration without a caption under it
- Utilize a brief selling message or human interest message in every caption
Use Only Serif Typefaces
- Arial
- Times New Roman
- Courier
- Lato (My favorite)
Bottom Line: (According to Drew Whitman) Arial font size 12 is best.
EDIT:
Part 2 is down below (finished for now)
(Exceeded 20,000 character limit in this post)
The google doc is about 18 pages long.
Copy Writing Notes
Part 2 is down below (finished for now)
(Exceeded 20,000 character limit in this post)
The google doc is about 18 pages long.
Copy Writing Notes
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