Copywriting Basics

When a person first looks at something you have written it should be something that looks inviting to read.

This means wide margins, a certain amount of white space, double spacing between paragraphs, short words, short sentences, short paragraphs and an attractive, inviting layout.

1. You must become a “student of markets.”
2. The first and the most important thing you must learn is what people want to buy.
3. The way to deduce what people want to buy is to simply observe what they DO buy!
4. If you want to be a top-notch marketing man, you have to know how...

• Going over and over plans is a good way to make sure everyone is on the same page and remembers small things.
• Write down your goals and go over them every day, not just once a year.
• Sweat the details.

• A fat, sloppy, or skinny and weak body tends to broadcast to the world that the owner of that body is lacking self-respect.
• Defensive behaviour invites aggressive action.
• Rely on your own strength instead of somebody else’s compassion!
• It is important to know that oft...

• Money, in my opinion, especially big money, is most often a by-product of enthusiasm.
• The money is where the enthusiasm is. Please remember this!
• When hiring, always look for the most enthusiastic person, not necessarily the most qualified.

• Use simple, common, everyday words.
• Write short sentences and short paragraphs.
• Use transition words and phrases to make your writing flow smoothly.
• Ask questions once in a while, and then answer them yourself.

• Try things at least twice.
• Just the second attempt at anything hard will be much easier. Not a little bit but by A LOT. It is true of almost everything, not just sports.
• Everyone wants to climb the mountain, but the big difference between those at the top and those still on t...

• A good writer is one who makes things perfectly clear.
• The best writing goes unnoticed.
• Your ads should have a crisp, clean appearance.
• Go the extra mile in whatever you’re doing to increase professionalism and perception.
• Never make a decision when you a...

The best list of all is your own customer list.

Nothing will add to your bottom line as fast as selling something new to your existing customers and sourcing new prospects.

Characteristics of “Hot” Lists

• Recency (most important): The more recently a person has purchased...

Copywriting has to be done according to a formula, a proven sequential outline like AIDA:

ATTENTION, INTEREST, DESIRE, ACTION.

Your manuscript should:

• First, get the readers attention
• Second, get them interested
• Third, make them desire what you are se...

• Compel him to take whatever action is needed to get whatever it is you are selling.
• Describe benefits the prospect gets if he buys our product or service, and remember, you must do even the obvious.
• When you write bullets, the basic pattern should be specific/blind fact, bene...

When it comes to accomplishing things, most people fail to even try. There is no benefit in dealing with people who have nothing but negative things to say.

Sometimes there is no use wasting time and energy fighting established beliefs by arguing, and it is better to just silently go about...

1. Most of the time, a person will never alter his original impression. Most of the time he will simply “edit” all new info that comes to him and “process” it in such a way as to validate his original opinion.
2. Make sure your promotion has a “crisp” look about it. In other words, the lay...

• The first thing to do in the morning? Get outside and get walking.
• Fast one day per week.
• To figure out what people want to buy? Just look at what they do buy.
• Segment your marketing - be specific in who you are targeting, and custom tailor your ads to them.
• W...

1. Mind follows the body. A regular exercise routine is not only good for your health, but also clears your mind to set you up for a productive day.
2. Find a hot market first. Only then should you begin to look for a product to sell.
3. A good writer makes things perfectly clear. Use...

When you get stuck or emotionally jammed up one of the ways to get yourself unclogged and flowing again is just to keep moving. Run. Walk. Jog. Write. Do the dishes.

Write from start to finish in one sitting so your different moods on different days don’t seep into your copy and make it dis...