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Good Copy
f o r Wr i t i n g
Critical Rules
Good Copy
f o r Wr i t i n g
Critical Rules
Written & illustrated by:
Henneke Duistermaat
As seen on:
Rule 1 by
Writer of the world’s most famous headline:
They Laughed When I Sat Down at the Piano,
But When I Started to Play!
John Caples
The most frequent reason
for unsuccessful
advertising, …
… is advertisers who are
so full of their own
accomplishments…
… is advertisers who are
so full of their own
accomplishments…
… that they forget to tell us
why we should buy
~ JOHN CAPLES (adapted)
… that they forget to tell us
why we should buy
~ JOHN CAPLES (adapted)
Don’t write:
The world’s best seed
The greatest landing
page software
The most experienced
marketing coach
Don’t write:
The world’s best seed
The greatest landing
page software
The most experienced
marketing coach
Do write:
A beautiful lawn
Higher converting
landing pages
Get unstuck and grow
your business faster
Rule 2 by
One of the highest paid copywriters in the 1950s
and 60s; and he worked only 3 hours a day.
Eugene Schwartz
Write with your ears
~ EUGENE SCHWARTZ (adapted)
Write with your ears
~ EUGENE SCHWARTZ (adapted)
Write with your ears
~ EUGENE SCHWARTZ (adapted)
Don’t write:
Revolutionary new
grass species
Pioneering landing
page software
State-of-the-art
website design
Don’t write:
Revolutionary new
grass species
Pioneering landing
page software
State-of-the-art
website design
Do write:
No weeds. No moss.
Build landing pages in hours,
not weeks
Get an e-commerce site that
encourages people to buy
Rule 3 by
The guy who sold a $240,000 airplane
in a single mail order ad
Joe Sugarman
When people perceive general
statements as puffery or typical
advertising babble, …
… those statements
are at best discounted
or accepted with some doubt.
… those statements
are at best discounted
or accepted with some doubt.
By contrast, statements with
specific facts …
… can generate strong credibility.
~ JOE SUGARMAN
… can generate strong credibility.
~ JOE SUGARMAN
Don’t write:
Grow a new lawn
super-fast
Software used by
thousands of small
companies
Friendly customer service
Don’t write:
Grow a new lawn
super-fast
Software used by
thousands of small
companies
Friendly customer service
Do write:
Grow a new lawn
within 7 days
3,713 small companies
use our software to
build landing pages
We pick up the phone
within 3 rings
Rule 4 by
In 1907, Hopkins was earning a salary of $185,000
as copywriter. In the 21st century, copywriters
continue to study his ads.
Claude Hopkins
One must be able to express
himself briefly, clearly and
convincingly.
~ CLAUDE C. HOPKINS
One must be able to express
himself briefly, clearly and
convincingly.
~ CLAUDE C. HOPKINS
Don’t write:
Utilize our landing page app
to really alleviate the stress
and pain of building landing
pages
Let us design and develop a
world-class website that
helps you very much win
customers
Don’t write:
Utilize our landing page app
to really alleviate the stress
and pain of building landing
pages
Let us design and develop a
world-class website that
helps you very much win
customers
Do write:
Take the stress out of
building landing pages
Let us create a website and
turn more traffic into
business
Rule 5 by
Born in 1898, Schwab has been hailed as the
greatest mail-order copywriter of all time.
Victor O. Schwab
Now, to get action you’ve got
to ask for it.
~ VICTOR SCHWAB
Now, to get action you’ve got
to ask for it.
~ VICTOR SCHWAB
Don’t forget to write:
Order seeds for your new lawn today
Start building your first landing page now
Call us for a quote on 012345 678 909
The 5 Critical Copywriting Rules
for winning more sales
The 5 Critical Copywriting Rules
for winning more sales
1. Ask So what?
2. Write with your ears
3. Be specific
4. Cut each excess word
5. Ask for the action
Looking for more
writing tips?
So you can win
more clients?
©2014byHennekeDuistermaat
Get your FREE
Snackable Writing
Course
for Busy People
©2014byHennekeDuistermaat
Get your FREE
Snackable Writing
Course
for Busy People
©2014byHennekeDuistermaat
Click here

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5 Critical Rules for Writing Compelling Copy

  • 1. Good Copy f o r Wr i t i n g Critical Rules
  • 2. Good Copy f o r Wr i t i n g Critical Rules
  • 3. Written & illustrated by: Henneke Duistermaat As seen on:
  • 4. Rule 1 by Writer of the world’s most famous headline: They Laughed When I Sat Down at the Piano, But When I Started to Play! John Caples
  • 5. The most frequent reason for unsuccessful advertising, …
  • 6. … is advertisers who are so full of their own accomplishments…
  • 7. … is advertisers who are so full of their own accomplishments…
  • 8. … that they forget to tell us why we should buy ~ JOHN CAPLES (adapted)
  • 9. … that they forget to tell us why we should buy ~ JOHN CAPLES (adapted)
  • 10. Don’t write: The world’s best seed The greatest landing page software The most experienced marketing coach
  • 11. Don’t write: The world’s best seed The greatest landing page software The most experienced marketing coach Do write: A beautiful lawn Higher converting landing pages Get unstuck and grow your business faster
  • 12. Rule 2 by One of the highest paid copywriters in the 1950s and 60s; and he worked only 3 hours a day. Eugene Schwartz
  • 13. Write with your ears ~ EUGENE SCHWARTZ (adapted)
  • 14. Write with your ears ~ EUGENE SCHWARTZ (adapted)
  • 15. Write with your ears ~ EUGENE SCHWARTZ (adapted)
  • 16. Don’t write: Revolutionary new grass species Pioneering landing page software State-of-the-art website design
  • 17. Don’t write: Revolutionary new grass species Pioneering landing page software State-of-the-art website design Do write: No weeds. No moss. Build landing pages in hours, not weeks Get an e-commerce site that encourages people to buy
  • 18. Rule 3 by The guy who sold a $240,000 airplane in a single mail order ad Joe Sugarman
  • 19. When people perceive general statements as puffery or typical advertising babble, …
  • 20. … those statements are at best discounted or accepted with some doubt.
  • 21. … those statements are at best discounted or accepted with some doubt.
  • 22. By contrast, statements with specific facts …
  • 23. … can generate strong credibility. ~ JOE SUGARMAN
  • 24. … can generate strong credibility. ~ JOE SUGARMAN
  • 25. Don’t write: Grow a new lawn super-fast Software used by thousands of small companies Friendly customer service
  • 26. Don’t write: Grow a new lawn super-fast Software used by thousands of small companies Friendly customer service Do write: Grow a new lawn within 7 days 3,713 small companies use our software to build landing pages We pick up the phone within 3 rings
  • 27. Rule 4 by In 1907, Hopkins was earning a salary of $185,000 as copywriter. In the 21st century, copywriters continue to study his ads. Claude Hopkins
  • 28. One must be able to express himself briefly, clearly and convincingly. ~ CLAUDE C. HOPKINS
  • 29. One must be able to express himself briefly, clearly and convincingly. ~ CLAUDE C. HOPKINS
  • 30. Don’t write: Utilize our landing page app to really alleviate the stress and pain of building landing pages Let us design and develop a world-class website that helps you very much win customers
  • 31. Don’t write: Utilize our landing page app to really alleviate the stress and pain of building landing pages Let us design and develop a world-class website that helps you very much win customers Do write: Take the stress out of building landing pages Let us create a website and turn more traffic into business
  • 32. Rule 5 by Born in 1898, Schwab has been hailed as the greatest mail-order copywriter of all time. Victor O. Schwab
  • 33. Now, to get action you’ve got to ask for it. ~ VICTOR SCHWAB
  • 34. Now, to get action you’ve got to ask for it. ~ VICTOR SCHWAB
  • 35. Don’t forget to write: Order seeds for your new lawn today Start building your first landing page now Call us for a quote on 012345 678 909
  • 36. The 5 Critical Copywriting Rules for winning more sales
  • 37. The 5 Critical Copywriting Rules for winning more sales 1. Ask So what? 2. Write with your ears 3. Be specific 4. Cut each excess word 5. Ask for the action
  • 38. Looking for more writing tips? So you can win more clients? ©2014byHennekeDuistermaat
  • 39. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat
  • 40. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat Click here