Axiom 1 Copywriting is a mental process the successful excecution of which reflects the sum of total of all your experiences, your specific knowledge and your ability to mentaly process that information and transfer it onto a piece of paper for the purpose of selling a product or service.
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 copy.
Axiom 3 The sole purpose of the first sentence is to get you to read the second sentence.
Axiom 4 Your ad layout and the first few paragraphs of your ad must create a buying environment most conducive to the sale of your product or service.
Axiom 5 Get the reader to say yes and harmonise with your accurate and truthful statements while reading your copy.
Axiom 6 Your readers should be compelled to read your copy that they cannot stop reading until all of it as if sliding down a slippery slide.
Axiom 7 When trying to solve problems don't assume constraints that aren't really there.
Axiom 8 Keep the copy interesting and the reader interested through the power of curiosity.
Axiom 9 Never sell a product or service. Always sell a concept.
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.
Axiom 11 Copy should be long enough to cause the reader to take the action you request.
Axiom 12 Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.
Axiom 13 The idea 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.
Axiom 14 In the editing process, you refine your copy to express exactly what you want to express with the fewest words.
Axiom 15 The more the mind must work to reach a conclusion successfully, the more positive, enjoyable or stimulating the experience.
Axiom 16 Selling a cure is a lot easier than selling a preventative, unless the preventative is perceived as a cure or the curative aspects of the preventative are emphasised.
Axiom 17 Telling a story can effectively sell your product, create an environment or get the reader well into your copy as you create an emotional bonding with your prospect.
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