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If you haven’t read Breakthrough Advertising by famous copywriter Eugene Schwartz, you totally should. He famously had a winning-ad rate of 85 percent. But for now, here is some of his wisdom distilled:
- Set a timer: Write with intense focus for 33.33 minutes, then take a short break. Repeat until your task is complete.
- Create problems: Instead of focusing solely on the product, highlight and amplify your audience’s problems to make your solution more appealing.
- Assemble, don’t create: Your job is to organize existing claims, features, and benefits into a persuasive narrative, not create them from scratch.
- Take a note from action movies: Keep your readers engaged by modeling your copy’s flow after action films, with regular bursts of excitement.
- Tap your subconcious: Take breaks to focus on unrelated tasks; your subconscious will feed you breakthrough ideas.
- Gauge awareness: Tailor your copy to your audience’s level of awareness—from unaware to most aware.
- Use fascination bullets: Add curiosity-laden bullets to your copy to keep readers hooked, making them eager to learn more.
- Preparation over everything: Success comes from intense preparation, like studying great ads and thoroughly researching your audience.
- Be a clear window: Your writing should be transparent, allowing readers to focus on the benefits of the product rather than the writing itself.
- Listen: To write effective copy, immerse yourself in your audience’s world by listening more and speaking less.
Check out Jeremy Mac’s blog for more on Schwartz.
