Copy-writing – A mental process 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

HEADLINE
Get attention

SUB-HEADLINE
More information to further explain

PHOTO
Illustrate product more fully

CAPTION
Describe – one that is often read

COPY
Convey the main selling message for your product

PARAGRAPH HEADINGS
To break up copy into chunks

LOGO
Display the name of the company selling

PRICE
Let the reader know the price

RESPONSE DEVICE
Give a way to respond to the ad

OVERALL LAYOUT
Provide the overall appearance for the ad
The sole purpose of the first sentence is to get you to read the second sentence.

Your ad layout and the first few paragraphs must create the buying environment most conducive
to the sale.

1) We want them to read copy

2) Create the type of environment that causes the prospect to feel comfortable
exchanging money for product
3) Want the prospect to harmonize with us

Create a slippery slide!

Save those great articles *

Copy reflects the personality of the person writing it

Never sell a product or service. Always sell a concept.

Positioning - placed in a certain way to appeal to a consumer

“I didn’t sell the product but rather the concept of standing in a phone booth and pulling
out to the surprise and delight of those around you”

Create a logical sequence flow chart (96)

INTEREST AND EXCITEMENT -> DRAMA -> WHY DIFFERENT -> HOW TO PLAY ->
UNIQUE FEATURES

JUSTIFY PURCHASE - > LASTING PLAY VALUE -> SERVICE

ASK FOR ORDER

The higher the price point the more copy required to justify the price or create the need.
This is a general rule unless it is a tremendous value.

1. Look for any “that” words

2. Edit for rhythm *
3. Consider combining sentences
4. Eliminate unnecessary words
5. Rearrange thoughts so they flow better
POWERFUL COPY ELEMENTS EXPLAINED

1. Typeface
2. First Sentence
3. Second Sentence - keep momentum going
4. Paragraph Headings
a. Introduce material in the paragraph that follows. Designed to break up the copy
and make it look less intimidating. Not at the very end or beginning. Could say
anything. Arouse curiosity.
5. Product Explanation
a. Explain complicated product simply and simple product in a complex way.
6. New Features
7. Technical Explanation
a. Like to buy something from an expert. Trust. Impressed
8. Anticipate Objections
9. Resolve Objections
10. Gender
11. Clarity
12. Cliches - Avoiding
13. Rhythm
a. Mixture of sentence lengths that give a sense of variety. Triad.
14. Service - Make clear
15. Physical Facts
16. Trial Period
17. Price Comparison
18. Testimonials
19. Price
20. Offer Summary
21. Avoid Saying too Much
22. Ease of Ordering
Ask for the Order
THE PSYCHOLOGICAL TRIGGERS

1. Feeling of Involvement or Ownership

a. let them stroll down the path
2. Honesty
3. Integrity
4. Credibility
5. Value and Proof of Value
a. Justify why they are buying the best product at the best price.
6. Justify the Purchase
7. Greed
8. Establish Authority
9. Satisfaction Conviction
10. Nature of Product
11. Prospect Nature
12. Current Fads
13. Timing
14. Linking
15. Consistency
16. Harmonize
17. Desire to Belong
18. Desire to Collect
19. Curiosity
20. Sense of Urgency
21. Fear
22. Instant Gratification
23. Exclusivity, Rarity or Uniqueness
24. Simplicity
25. Human Relationships
26. Storytelling
27. Mental Engagement
28. Guilt
29. Specificity
30. Familiarity
31. Hope