Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
The Bourdain Structure: See stuff › Talk about how it made you feel › Be honest It’s storytelling, simplified.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
- Explain the consequences of inaction: People jog to pleasure, but we sprint from pain. Indeed, we are all far more driven to avoid discomfort and suffering than to acquire satisfaction and delight.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
The next time you need to efficiently articulate a huge concept—whether it’s about love or business or anything else—zoom in. Zoom in on a specific moment tied to that concept. Focus The Reader’s attention on that one spot. If The Reader can relate, the moment will carry weight. If she can relate, it will tell your story better than you think.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
Testimonials prove. The more, the better: having two reviews is good, but displaying two hundred reviews is impossible to ignore. Testimonials make your prospects think, It worked for them; it’ll work for me.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
Making The Reader feel something is central to good copywriting, which is why it helps to be sentimental as a writer, sensitive to life’s nuances, moved by tenderness and sadness and nostalgia. It helps to recognize traces of emotion—of pain and pleasure, gain and loss—in the mundane moments, the ordinary moments, the moments people take for grante
... See moreEddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
I transcribed and analyzed sales letters and print ads by renowned copywriters, the shoulders we stand on: Eugene Schwartz, Joe Sugarman, Drayton Bird, David Ogilvy, Rory Sutherland, Brian Clark, Phyllis Robinson, John Carlton, Gary Bencivenga, Clayton Makepeace, Kim Krause Schwalm, Claude Hopkins, Bill Bernbach, David Abbott, David Deutsch, Ben Se
... See moreEddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
If given the choice between avoiding pain and attaining pleasure, people, like animals, will almost always choose the former. We jog to pleasure, but we sprint from pain.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
This sentence is in the passive voice: “The car was driven by Jim.” You can tell because the subject (Jim) is at the end, which shifts the focus of the sentence to its object (the car). This sentence is in the active voice: “Jim drove the car.” You can tell because Jim, the subject, is doing the action.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
the Japanese company behind Hello Kitty. People don’t know Sanrio’s creative department invented over four hundred characters—all with unique looks and personalities and backstories—before they made Hello Kitty, which became a phenomenon.