copywriting

Copywriting Rules:

1. Can you visualize it?

2. Can you falsify it?

3. Can nobody else say it?

Ad test: 1 Mississippi, 2 Mississippi

me·ton·y·my: the substitution of the name of an attribute or adjunct for that of the thing meant

1,000 songs in your pocket (instead of media player) - Apple

“If you can make your customer feel like they’re making a smart decision, you’re doing something right.”

Neil French: Most people think that in an ad, you need 4 things: header, subheader, picture, and logo. But if you can have an ad with just one of those things, you’re onto something.

When writing:

1. Who am I talking to?

   1. Map current attitude → desired attitude

   2. Write in the format your viewer will see it

2. Have something to say!!!

   1. What do you believe?

3. Say it well.

Conflict is king. Enemy!!!

1. Different Approaches

2. Different beliefs

3. Competitors

4. Before vs. After

Hinge around the word ‘but’ without writing it.

• Give yourself permission to write badly!!

• You can’t write simply, only rewrite simply!!

Anne Hanley “It’s less about the news, it’s more about the letter.”

Newsletter

• Set the scene

• The meat

• Conclusion

Short paragraphs are like monkey bars. They’re easier to swing between. A paragraph could be cut down to two lines. Give your writing room to breathe.

Kaplan’s Law of Words: Any words that are working with you and working against you.

Your standards are your work. Anything 9/10 goes out; otherwise, you won’t see it.