Copy Writing Lessons From Joseph Sugarman Advertising Secrets of the Written Word (Notes) - Part 1

Condensed From Advertising Secrets of the Written Word: The Ultimate Resource
Textbook by Joseph Sugarman

Where is a good way to do product research?
Reddit threads

Short or long sentences?
Short sentences

What is the slippery slide?
Something on your page that will keep the reader reading. E.g tell a story, tell part of the story and then tell the ending at the very end. Or refer to something coming up further in the blog post.

Should you use specific headlines?
Yes

Should you use fear of missing out all the time?
No only use it when it works

What is a lead?
Write strong leads- the piece of writing that comes straight after the headline. This grabs the reader's attention.

Lead tips
Use a hook in the first/second second sentence. Make the lead 6-8 sentences long. Use mini stories within the leads.

Do fancy words work?
No do not use big or fancy words. Use simple language in your copy.

What is the AIDA formula?
In order of this. Attention, Interest, Desire, Action.

Testimonial structure
Start with before then go to after and then what they would tell someone.

How should you present your numbers?
Use crooked numbers - numbers that haven't been rounded like 53.9 or 41.2%

Benefits or features
BENEFITS. Benefits are much much better to talk about than the actual features.

Get out of the friend zone
Do this by addressing their objections. Bring them up and squash them.

Should you talk to customers?
Talking to customers is a greats way to research for a product.

Is product research a good idea?
YES product research is vital in your copywriting.

What are some good urgency and scarcity phrases?
'Limited time offer' 'quantities limited' 'only 47 left' 'sale ends on August 31st' 'doors close on Thursday' 'don't miss out'

How to solve the social proof paradox
For example say over 1000 have signed up. Or feature the people who got great results. Social proof is a great way to prove that the product is quality to the viewers.

What is copywriting?
The ability to use written words to persuade someone to take action. Copywriting is closing in print.

Which copywrite style should you master first?
Short form copy

How much time should you spend researching in comparison to writing?
80% research 20% writing.

How should you write?
Write the way you talk. Write in simple language. Make it easy to read. When writing write like you are talking to one person. Say 'you' instead of we.

What is a swipe file?
A swipe file is a copywriting vault.

What is a great way to improve your copywriting skills?
Study other people's work

human psychology point #1
Humans always want answered to questions.

How should you start your content?
Start it with a question. This keeps the reader hooked because they want to find out the answere.

What is the bridge model?
First talk about the desired situation, where the reader wants to be. Then talk about the current situation where the reader is currently. Offer bridge between both situations.

What is an open loop?
An open loop is where you tease them with something that they want and don't give them it until later. This ensures that they read on.

Should you have your best content at the start or at the end?
Have your best content at the start.

Headlines and sub headlines
Use tantalising headlines to grab interest and then use sub headlines to allow scroll readers to easily understand what the page is about. This will encourage them to scroll up and down your page.

Should you use a table of contents?
Yes

What are power words?
Power words are words that encourage readers to do something as it creates emotion. Examples include: 'joy' 'trust' 'fear' 'surprise' 'sadness' 'disgust'
'Anger' 'anticipation'. Be sure to use these in your copy.

What should you do when editing?
Try to reduce your word count as much as you can. Try to make sure that the amount of value for the amount of words you have is sky high.

Tune your language
Understand what state of mind your audience is in- tap in to how they are feeling and use that in your language.

Inject characteristics into your tone
Use certain characteristics within your copy to make you unique and distinct.

How should you treat your headlines?
You should treat your headlines like hooks. Think how a reptilian brain would react to your copy - it wants to conserve energy.

How efficient should you be?
Be ruthlessly efficient do not use more words than you need to.

Format for micro commitments
Don't make a reader commit to read an entire paragraph - think about how you digest information. Ditch blocks of copy and spread your information out so that it is easy to read.

Should you use visual support?
Using images back up your copy. This is very effective. Wherever possible use visual support to solidify your message.

Is grammar important
Yes always check your grammar. A single spelling mistake could completely throw your reader off and stop them engaging in your work.

Throw more jabs!
Give more value(jabs) focus on giving help so when you deliver the right hook(the offer) they are more likely to accept.

Don't be salesy
Make sure your audience don't feel like they are being sold to.

Be as real as your brand allows.
Let down your guard. Be vulnerable, show them inside the brand and show that you are not perfect yourself.

Figure out the primal desire of your market
Find the primal desire of your market and then give it to them.

Important message
Nobody cares about what you want to sell. They care about what they want to buy.

Use punch in the gut stories
Make the story emotion provoking. Make it dramatic. Add drama and emotion - this out sales logic.

Make promises with balls!
Make promises with balls! Say something over the top. Make a list of the most over the top promises and then pick one and refine it so that it is legal and true. Good promises are defined and are specific.

What is a magic mechanism?
A magic mechanism is a way to add an irresistible hook to your offer. Attach promise to a mechanism for example instead of 'how to get your ex back' say 'text your ex back' attaching the mechanism of texting it makes it seem more simple and specific.

Remember this
Your prospect will have a low self esteem around the topic that you are selling them.

Be sure to do this
Add tools and done for you stuff to your product.

Confirm everything
Confirm the prejudice, irrational beliefs and soak crushing fears that your market already have about your niche/idea.

Human psychology point #2
Humans love to be agreed with or made feel like they are right.

Do this
Say something that your prospect feels or believes is correct because humans love to believe that they are right or be agreed with.

What is the goal of the beginning of your content?
The beginning of your letter is to make the reader read on not to sell.

Make them read more
The more someone reads your content the more likely they will be to buy.

You can't please everybody
When writing copy direct it at a specific group of people. If you try to direct and interest everyone you will end up interesting no one.

How to adapt your copy
Adapt and change your copy depending on which audience you are trying to get the attention of. Spend time really trying to think of their personal needs, struggles and wants. Then give them that!

Best story structures part 1
THE HEROES JOURNEY- features hero - starts with departure:external event compelled reader to leave their ordinary world, the initiation:where the hero ventures into an unknown world meets a mentor/guide and deals with many struggles/challenges along the way, the return :the hero over comes those struggles and returns to their ordinary world with a sense of victory. FUTURE PACING- allows reader to imagine themselves in their ideal world- you just need to know what your prospect wants/desires then help them visualise the life they would have after you help them overcome their problem. USE PRESENT TENSE AND BE SPECIFIC.

Best story structures part 2
THE TROUBLE MAKER- nothing is more interesting than trouble. Introduce trouble, draw them into your story then flip with trouble. Trouble is exciting. THE BEFORE AFTER BRIDGE- before: show readers life before the solution- make reader identify the problem that you are presenting. The after show life after the solution and how wonderful it is. Finally bridge: introduce the product that will get them to that ideal life.

Research tips
Do two types of research. Be informed of the subject that you are writing about and also research who will be reading your copy. Have a call to action(clear and specific) add scarcity and urgency- say how they will lose if the don't take action- say how their life will stay the same.

Reciprocity
Reciprocity- tendency for humans to give back if they have been served. Giving before an offer makes the prospect more likely to buy. You give a free thing. They receive value and then due to reciprocity they want to give back by buying your product.

Personalisation
Making user feel special- using their name- saying you- singling them out. Take time to think about who is seeing your content and personalise it based on those people.

Reason why
Conclude a reason for why they should buy a product or why you are selling. Backing up with a reason makes the reader a lot more likely to follow through.

Commitment and Consistency
Encourage prospect to make a commitment that will gradually increase in scale. Visualise the word yes for them. Use questions to make prospect think of the positive action of yes.

social proof
Show evidence that people have liked the product- share online reviews - feature real testimonials using the testimonial structure.

common enemy
Rally your audience around a common view point or belief that aligns with their identity. People want to feel like they belong. Pick something that is a common enemy. Something that your audience all agreed on. For example organic food advocates have a common enemy of processed food. Call out that common enemy and place your product as the solution that stands against it.

Authority
People believe a product is credible if it has been supported by an expert. Showcasing authority can gain trust from your audience.

Anchoring and priming
Focussing effect referring to the fact that humans are biased to rely more heavily on the first piece of information received when making a decision. Expose you audience to information around the topic you are selling before giving the option of buying. For example if you are trying to sell French wine expose that person to French music and culture before trying to sell them it.

Where to get information
Be sure to get your information from legit sources and be sure to credit.

establish
Establish if you want to inform or persuade. Think about what message you are trying to send. Think about the readers that you want to see your writing. Think: what do your readers have in common? What does the average day look like for them? What values do they hold? Where will they cure your copy? What issues or problems do they have and what questions are they asking?

Include this
Include the research in your copy- source information- remember to credit

Write this way
Write in the readers language. If they are inexperienced in a certain field don't use vocabulary only an expert would know.

Ask questions
Ask your client questions to know your audience better.

Write for
Write for where the copy will be read

Direct readers
Direct readers with headlines and organisation. People want information fast. Keep it simple.

Give the next step
Give readers a next step - give a call to action. Give a call to action. Give them places to find more information and say where they can ask questions.

Make headline drafts
Headlines are vital to hook the reader in. When writing copy write lots of headlines for one certain piece of writing and pick the one that stands out the most. Template for a headline- how to (benefit) without (obstacle)

Understand this
Understand your audience and reader completely

Make specific claims
Be sure to make specific claims as it adds lots of credibility to your campaign.

Use of Evidence
Use proof/ evidence- testimonials, case studies, photos demonstrating the product, stats.

Be specific
I hen using story in copywriting be as specific as possible- show emotions and pain. Use specific numbers like 58.7%

Story telling
Use compelling story structures.

The goal of copy
To cause a person to exchange his or her hard earned money for a product or service.

To become a good copywriter
Have a hunger for life and experience as many things as you can. Use the dictionary for inspiration.

You need to do this before copywriting a product
You must become an expert on the product that you are writing about to be able to write about it really effectively.

You must know your customer
You must know the customer that you are trying to sell to.

The nature for a product
There is a specific way that each product should be presented to your customer. In short the product has a nature of it's own and it's up to you to discover what the nature of that product is in the mind of the consumer.

In copywriting
Scare statistics don't usually work.

Study your product
Become an expert of your product because when writing copy for it you may be able to see a unique benefit of the product that the average person may not have seen.

mental
Copywriting is all about the mental process. It's about thinking and planning your ideas and getting your a bought a organised in your mind and then eventually transferring them onto paper.

The best way to improve
Practice, practice, practice

Don't worry about
First drafts. They are always terrible. The skill of copywriting comes when you are able to polish that first draft into a masterpiece.

The goal of the first draft
Get everything down onto paper. The emotional outpouring of everything you are trying to convey about your product or service. Don't worry how it reads just get it down onto something that you can work with like a computer screen or a piece of paper and then go from there.

Axiom 1
Copywriting is a mental process where the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service.

Headline
To get your attention and draw you to the subheadline

Subheadline
To give you more information and further explain the attention-getting headline.

Photo or drawing
To get your attention and to illustrate the product more fully.

caption
To describe the photo or drawing. An important element and one that is often read.

Copy
To convey the main selling message for your product or service.

Paragraph headings
To break up the copy into chunks, thereby making the copy look less imposing.

logo
To display the name of the company selling the product

Price
To let the reader know what the product or service costs . The price should be in large type or could be buried in the copy.

Response device
To give the reader a way to respond to the ad, by using the coupon, toll-free number or ordering information, usually bear the end of the ad.

Overall layout
To provide the overall appearance for the ad, by using effective graphic design for the other elements.

Axiom 2
All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

The importance of the first sentence
The first sentence is extremely important. Make it short so that the reader reads the whole thing. Make sure there are no multi syllable words and keep it almost incomplete so that the reader has to read the next sentence. Make it so easy to read that your reader is almost compelled to read it.

Copy is like a train
When it starts from a standing point it starts to chug, it works really hard. The amount of commitment and energy that the train must exert is monumental. But once the train starts to move, the next few feet become easier and easier and the next few even easier. So it is with copy.

What magazines do
They have their first sentence short but in large print to draw you into the rest of the copy. After that the copy returns to normal size but that's okay because you have already been sucked in.

What is the purpose of the first sentence
To get you to read the second sentence.

The purpose of the first few sentences
To get you to read the following sentences. It doesn't mention benefits or feature.

Axiom 3
The sole purpose of the first sentence in an advertisement is to get you to read the second sentence.

Another purpose of the first paragraph
Create a buying environment. When you establish the reading momentum at the start of an ad, you also want to start establish the buying environment as well. You control the environment. The environment you choose is created in both the graphic elements and the copy, but especially the copy-by the way you phrase your words, the choice of words and the level of integrity you convey. Creating the ideal buying environment comes from experience and the specific knowledge you get from studying your product and potential customer.

Axiom 4
Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.

How copywriting is similar to selling in real life
The first thing you do in selling is to set up the selling environment. Whether it be a private room in a gallery or a car dealer's showroom, you configure the physical environment to be your selling environment. Next, you have to get the attention of the prospect. That certainly makes sense and is related to the headline of a print ad. Once you have the prospect's attention, the next step is to introduce yourself and say something that will keep the attention of the prospect. This is similar to the subheadline and the photos and captions. Then comes the sales pitch or the copy in the print ad. During this activity, the seller has two thoughts in mind. The first is that the buyer must like and develop confidence in the seller. The buyer must believe that the seller knows his product. Secondly the seller must somehow relate the product to the buyer and the buyer's needs. That's clear. But the buyer and the seller must literally vibrate together. There must be a harmony struck in both the buyer and seller, or the persuasive sales message won't come through.

The 2 ways to create harmony between you and the potential buyer
You have got to get the prospective reader to start saying yes. Second you've got to make statements that are both honest and believable. The moment a reader says no or even I really don't believe what he is saying or I don't think that relates to me, you've lost the reader.

Axiom 5
Get the reader to say yes and harmonise with your accurate and truthful statements while reading your copy.

Slippery slide
Every element in an advertisement must cause the slippery slide effect. The headline must be so powerful and compelling that you must read the subheadline, and the subheadline must be so powerful that you are compelled to read the first sentence, and the first sentence must be so easy to read and so compelling that you must read the next sentence and so on, straight through entire copy to end.

What is the slippery slide all about
The slippery slide is all about getting your reader to read all of the copy. You make the copy so compelling that before the reader realises it they have read the entire advertisement.

Axiom 6
Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as it sliding down a slippery slide.

One of the most important elements in creating the slippery slide
The start of your ad copy. Starting your copy with a story or even pick a piece of news from a magazine that you would feel would be of interest to your readers. The story is often offbeat, always interesting and a great short story.

A good start for a slippery slide
The use of an interesting article or a bit of information, when tied to your product or service, often makes for a good start to the slippery slide.

A good technique to start a slippery slide
A good technique to start a slippery slide is by starting the copy with larger font size and then once reader is sucked in return font size to normal.

What is an assumed constraint
An assumed constraint is a limitation that we subconsciously put on ourselves from a past bad experience involving that limitation.
E.g writing(maybe your English teacher gave you an awful grade in your test)

What to learn from assumed constraints
You never really know what will work and what won't. If you believe in your idea, do it. Step out of those assumed constraints.

Ways to find solutions
Sometimes that big idea will come to you if you step out of the traps that we often fall into. Practice lateral thinking, who's is done what the opposite of assumed constraints. Step away from the problem and guess what? You'll be amazed at how often you find a solution.

Axiom 7
when trying to solve problems, don't assume constraints that aren't really there

What is traffic
Traffic is a key word to any retailer. A shopping center that increases traffic will generally see an increase in sales for its stores.

Ways to increase traffic
Increase readership. Do this by planting seeds of curiosity. At the end of a paragraph put a very short sentence that offers some reason for the reader to read the next paragraph. Use sentences like 'but there's more' 'so read on' 'but I didn't stop there' 'let me explain' 'now here comes the good part' seeds of curiosity can also be used at the start of an ad where you mention some benefit or payoff that you are going to reveal somewhere in your copy.

Slippery slide and seeds of curiosity
These are the two most powerful copywriting tools that you can use.

Axiom 8
Keep the copy interesting and the reader interested through the power of curiosity.
 

Emotion in Advertising
Emotion principle 1: every word has an emotion associated with it and tells a story.

Emotion principle 2: every good ad is an emotional outpouring of words, feelings and impressions.

Emotion principle 3: you sell emotion, but you justify a purchase with logic.

Logic often doesn't work
In writing copy for an advertisement, often you get your reader in an emotional frame of mind, as a result of the environment you have created logic becomes less important. Saying the phrase 'if you aren't absolutely satisfied, return your product within 30 days for a prompt and courteous refund' the emotion or the feel of that phrase really says that we are a very respectful and understanding company that will return your money very promptly. With very few words, I conveyed the feeling of being a concerned company that acts promptly. And even though the phrase makes no logical sense, it has been picked up by several direct marketers and used in their catalogs and print ads. Often a phrase doesn't have to be correct logically it just has to convey the message emotionally.

Why getting to know the type of people who would by the product you are advertising is important
I realised that the product would appeal to the gadget motivated person who would want to show it off you his or her friends. The ad copy reflects this specific knowledge. 'Your stuck. You're at a phone booth trying to find a phone number, and people are waiting. You feel the pressure. To the startled eyes of those around you, you pull out your calculator, press a few buttons, and presto- the phone number appears on the display of your calculator. A dream? Absolutely not.

Why a first draft is always a mess
'But the reason, I explained, for my ad appearing so poorly written in my first draft is because it is simply an emotional outpouring of my thoughts on the product and how I feel it should be sold. It is a free release of my emotions.'

Each word has an emotion attached to it
Each word has an emotion attached to it. Almost like a short story. Look at the dictionary not as a collection of words but as a collection of short stories. Look at each word individually and use different words to create a certain emotion. Analyse each word you want to use to give a certain message and emotion. Each word has an emotional impact. For example 'the little old lady in the cottage' gives off a more emotional feel rather than 'the woman in the motel'

Sell the concept not the product
What is a concept - many words can describe it. It is commonly called the big idea, or USP (unique selling proposition) you sell the sizzle not the steak. The concept not the product. Only exception is when the product is so unique or new that the product becomes the concept. For example the worlds thinnest watch, one with a built in alarm or one with the most expensive watch or one with the finest quality or one that required a laser beam in its manufacturing process- all were different concepts. For example the Pocket Yellow Pages. ' I sold the concept of standing in a phone booth and pulling out an electronic directory to the surprise and delight of those around you instead of selling the actually product.'

Combining products into concepts
Concept- the chess challenge about karpov, this concept was incorporated into selling the computers. Focused on the concept whilst selling the product. If your just advertising a product be careful. You need a concept. If you've come up with a unique concept, fantastic. You'll do much better. For example - selling a chess computer, concept is Karpov beating another amazing chess player, then tying his victory in the chess battle into the chess computer 'however he has never confronted American spaceage technology and in particular JS and A's new computer.'

How price can alter concept
For example when offering the Pocket CB at £39.95 it came across as a serious electronic product. When dropped to £29.95 it was thought of as a sophisticated walkie-talkie. Finally the price dropped to £19.95, the product was perceived as a toy despite the fact that the copy in the ad was pretty much the same.

The copywriters responsibility
It's your responsibility to realise the fact that every product has a unique selling proposition that makes it stand out from the rest. You have to discover the products uniqueness. If you do simple positioning of a product and the developing of a concept can be so powerful that it can make the difference between a huge success and a loser.

STEP BY STEP PROCESS FOR WRITING COPY
Assume you are now an expert on a particular product and you are ready to start writing. The first thing you should do is to go over all the material you have on your subject and give a great deal of thought to what you have just read and studied. Do plenty of thinking about what you want to write. You may jot some headlines down and some of the copy points you would like to bring out. You must those points which best describe the nature of the product you are selling and you might like to list some of the strong reasons that your product would appeal to your customers. Put all your thoughts down on paper. But keep in mind, you have not yet started to write the copy. This is just preparation. You might even visualise the end result of your work. Next stop everything and do something else. Forget about the project. Do something pleasurable like a stroll in the park. Don't even think about the copy. This is the incubation period. Whilst keeping occupied your brain is working hard absorbing all the material you have just gone over. Whilst doing this thing suddenly a big idea will flash into your head. Eureka, then go to your desk and start writing some of that good stuff your mind has created and organised for you. This process works best with pressure. When it comes to sit down and write out that copy you have to let the copy pour out of your brain, forgetting about spelling and grammar.

Axiom 10
The incubation process is the power of your subconscious mind to use all your knowledge and experiences to solve a specific problem, and it's efficiency is dictated by time, creative orientation, environment and ego.

How mucb copy should you write
The copy should ensure the reader reads the entire thing. Copy will be read if it is interesting to the reader. Copy is like a woman's skirt. It should be long enough to cover the essentials but short enough to make it interesting. The copy should cover how long it takes you to make the selling environment. Develop interest in the product, relate to the prospect's needs and make the sale. The copy has to be long enough to cover the entire story or make the entire sales pitch. No longer no shorter.

Two factors that increase the need for a lot more copy.
PRICE POINT: the higher the price point, the more copy required to justify the price or create the need. This is a general rule unless the price point perceived to be a tremendous value(then less copy may be required) or the lower price point appears to lack credibility(then more copy is required) more copy will allow you to increase the value of a product and add many more dollars to your retail price. In short by educating the consumer you can demand more money for your product. UNUSUAL ITEM: The more unusual the product the more you need to relate that product to the user and more you've got to focus on creating the buying environment and explaining the products new features.

Axiom 11
Copy should be long enough to cause the reader to take the action you request.

Use personal communication to harmonise with the reader
Instead of we at ABC company wish to invite all of you to visit our exhibit again at the upcoming trade show. Our staff will be there to meet you and demonstrate our new and novel button machine. THE PERSONAL WAY OF SAYING THIS: Hi. You might remember me from the last trade show. Well, I'd like to invite you to the next one where I will be looking forward to meeting you again to demonstrate our new and novel button machine. SEE THE DIFFERENCE the second one is a lot more personal and direct. It is like you are being spoken to directly. Use words like 'I' 'you' and 'me' this will create the feel of a personal for of communication. Write the copy as if you are writing to a single individual. Your copy should be very personal. You want to create a very personal image so that people will emotionally respond to you, feel close and feel very comfortable taking their hard earned money and buying your product or service.

John smith vs John lee
Dear customer: we here at consolidation international would like to Thankyou for your recent order. We realise that you could have given your business to many of the other companies in our industry, but the fact that you chose consolidation international is really appreciated by our entire staff. Thankyou very much. Sincerely, mr John smith NOW COMPARE IT TO THE FOLLOWING
Dear Mr Jones: I just wanted to thank you personally for your recent order, which I've just received. I took your order and even showed it to the president of our company. I realise that you had a number of other choices, but I really appreciate the fact that you chose my company. Sincerely, John lee.

Use a byline to make the copy more personal.
E.g Headline: vision breakthrough. Subheadline: when I put on the pair of glasses what I saw I could not believe. Not will you.
Byline: by Joseph sugar man
This allows you to use words like 'I' 'me' and 'we' and 'you'

Axiom 12
Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.

Questions to ask yourself
Start by writing the headline: will it grab the reader? Then write the subheadline: will it compel the reader to read further? Then write the caption under the image: is all this strong enough to get people to read the first sentence?

How your copy should be
When the question comes into a readers mind you should answer it in the next sentence. You need to craft your ads in such a manner that they literally lead your prospect(by the flow of the copy) to ask the question that we want to answer. The point of each of these blocks of copy is that they are logically placed as if to anticipate the next question a prospect is going to ask-all in an environment that you have created and all flowing logically to the last part of the ad when you ask for the order. Ask yourself: how do you want to sequence your questions in your copy? What kind of environment do you want to do o weave through the early part of the text? What are some of the questions you would surely be asked about the product if you were a sales person and you were selling the product face to face?

Block diagram for a copy sequence
Create a flow chart of a logical way the copy should flow and the questions that might logically be asked.

Axiom 13
The ideas presented in your copy should flow in a logical fashion, anticipating your prospect's questions and answering them as if the questions were asked face to face.

Learning a product
The more you learn about the product that you are advertising, the greater the chances you'll come up with that unique copy angle or product position or big idea.

Tips on how to come up with a big idea or concept for the product that you are advertising
First state the problem. It might be as simple as 'I want to sell this pinball game' Then once you have stated the problem, restate it in a different way: 'I would like to introduce my prospect to the unique aspects of this pinball game.' Then restate it again:'I want to make the pinball machine easy to buy and seem like fun.' Once you have restated your problem and you have the statements you like best, sit down and list your big ideas or concepts, list several concepts. Then pick one or two that make the most sense. Visualise your concept and see how it might be incorporated into the ad. Think again about your problem statement and whether your concept seems to be consistent with it. Then stop. It's time to incubate. After the incubation period start writing. First write your headline- an attention getting block buster of a headline short enough to grab the readers attention. Then write the subheadline- so compelling and curiosity building that your prospect must read the first sentence. And finally, write the first sentence of the copy-short, to the point and strong enough to carry you into the next sentence- and then it's down the slippery slide. Block diagram your ad. What do the first few paragraphs do for the ad? What is the emotional appeal? Are you anticipating those questions and answering them to the satisfaction of your prospect? Are you frank and honest with those answers?

Pattering your ad
Using a piece of copy advertising a similar product to yours as guidance. If they use a long healing make your headline long. If they use a lot of captions, then you create a number of captions. Make sure not to copy the layout to closely as you could violate the rights of the person who wrote the ad.

Axiom 14
In the editing process, you refine your copy to express exact what you want to express with the fewest words.

When editing
You want to keep the same emotional feel, the same thought process, the same vibration that you had in mind when you wrote the copy. It it just that you want to do it in the fewest words.

Advantages of writing less copy
Your copy will look less imposing and he or she will be more likely to read it. You are also making the slippery slide more slippery by making it shorter. Your prospect will get to the bottom of the slide much faster, yet still will get the full impact of your sales message.

Editing principles
1) Look for any 'that' words: for example in Joseph sugarmans first draft he used the words 'and if you've tried it you know that' the words up to and including 'that' can very often be eliminated.

2) edit for rhythm: make sure that you vary the length of sentences so they don't sound monotonous.

3) consider combining sentences: for example the sentence ' a bathroom scale is like a report card. It's feedback mechanism that tells you how well you've done.' Condense it to 'your bathroom scale is like a report card-a feedback mechanism that tells you how well you've done'

4) eliminate unnecessary words: in the phrase 'and seeing the positive results' the word 'the' can be easily eliminated without changing the final meeting so it will read 'and seeing positive results'

5) Rearrange thoughts so they flow better: note that in the first draft the flow of the copy pointed out that the scale was a report card and the second thought was that the part of the pleasure of a weight loss programme was stepping on a scale and seeing the positive results. By reversing these two thoughts. U made the ad more emotional by focusing on the pleasure of using a scale when losing weight and then I explained why. This sounds a lot better and more logical from a flow standpoint than the first draft.

Take as long as you need when editing
Take as-long as you need when editing. You may need to do 10 drafts and spend hours or it may flow write out of your hand on the first draft.

Edit the periodicals
Phrases like 'finally, it is important to note that....' 'fortunately or unfortunately as the case may be.....' these phrases can be completely eliminated and not affect the flow or understanding that follows. In writing effective copy you can't afford to be too wordy.

When writing copy
Use a computer as help. After finishing final draft make someone else read it. They will be able to find other things that you have not seen. Also another technique to help editing is give yourself time after editing. After a day or two you will find things you would have never have seen.

Typeface
The most legible font to use is serif(not sans-serif) don't use fancy fonts the most important thing is that is is as legible as possible. A secondary role for your type face is to reflect the image of the company. This is less important.

First sentence
Keep it short, easy to read and compelling enough to cause the reader to read the next sentence.

Second sentence
You have to maintain interest, so you must also create another sentence with a compelling reason to cause your reader to want to continue. You must continue this momentum throughout the first and second paragraphs. Put aside any facts, benefits or product features. Your only goal is to get the momentum going and create that buying environment.

Paragraph headlines
They make the copy less intimidating. This to encourage the reader to read on. These can introduce material in the paragraph that follows or they could have absolutely nothing to do with the copy underneath. They break up the copy. Avoid placing paragraph heading at the very end or beginning. Put it in the middle of copy to break it up. Secondary purpose is to arouse interest.

Product explanation
Explain a complicated product in a very simple way and explain a simple product in a complicated way. You should sell a simple product that is clearly understood by the consumer in a more complicated way and a more complicated product in a very simple way. For example a smoke detector this is a simple product so talk about the gold contacts on the inside and talk about the competitor circuit. And for a complicated product like a computer explain it simply so it will ease the customer into the purchase. When checking your copy you should think 'did I explain the product sufficiently to my product' and make sure you have explained all of the features.

New features
Highlight the features which make your product or service new, unique or novel. You are revealing not just the features of the product, but the features that distinguish it from anything else on the market.

Technical explanation
People like to buy from an expert. Buying is a process of trust. Trust is enhanced when the seller becomes an expert at what he or she is selling. People will be impressed if the seller is describing the product using words that you do not understand. This is because if the seller did this it would appear that the seller was an expert around the product. A seller must become an expert on a product in order to talk about it in technical language. Technical explanations add a great deal of credibility. Providing a technical explanation which the reader may not understand shows that we really did out research and if we say it's good, it must be good. In your ads convey knowledge of not just what you are selling but of the entire universe of products available.

Anticipate Objections
If you feel your prospect may raise some objection when you are describing a product, then raise the objection yourself. Remember you are not in front of the consumer and you have to sense what the next question might be. If you sense an objection and ignore it it is like ignoring that customer.

Resolve objections
When raising objections it is an opportunity to solve the top. You must be honest and provide alternate solutions.

Gender
Identify the differences between the interests of women and men. Being aware of these differences and sometimes lack of differences is important. This awareness will allow you to harmonise with your target audience by understanding how to communicate with them and knowing what might offend them.

Clarity
Be clear, simple, short and to the point. Avoid big words that confuse people who don't know them. The clearer the copy and the more concise the easier it will be for people to read and get in the slippery slide and stay there. The only exception to this rule is technical explanation.

Cliches
Avoid 'here is the product the world has been waiting for' 'it's too good to be true'

Rhythm
Vary sentence lengths to create a rhythm. When listing examples list the I'm three. For example. I went shopping for a hammer, a screwdriver and a pair of pliers.

Service
If there is a obvious problem with delivery of product be sure to highlight the problem and put the reader's mind at ease.
 

(Notes continued in next guide)