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30 Copywriting Secrets from the Best Ad Campaign of All Time
Section 1: Introduction
Great copy requires great insights. (8:29)
Section 2: Headlines
Secret 1: Write a weak headline if your visual is strong (4:53)
Secret 2: Sync your headline and your visual (5:33)
Secret 3: Write headlines that compel buyers to read your copy (5:49)
Secret 4: Make your headline a zinger if your visual is lame (6:08)
Secret 5: If in doubt, ask a question (5:27)
Secret 6: Start telling a story (4:26)
Secret 7: Tie your headline to current events (5:19)
Secret 8: Aim for the “hunh?” factor (4:52)
Secret 9: Make them smile (3:57)
Secret 10: Use headlines for features, images for benefits (5:01)
Secret 11: Comparing yourself? Better be clever (4:48)
Secret 12: Find headlines in your body copy (6:03)
Section 3: Opening Lines
Secret 13: Deliver on the premise of your headline (5:52)
Secret 14: If in doubt, ask a question (4:03)
Secret 15: Start with irony (4:24)
Section 4: Strategic Body Copy
Secret 16: Stick to one idea per ad (6:12)
Secret 17: Follow a simple script (7:48)
Secret 18: Give multiple benefits for each feature (4:50)
Secret 19: Back all claims with proof (3:14)
Secret 20: Borrow credibility (4:41)
Section 5: How to Write Memorable Copy
Secret 21: Keep your reader reading (5:14)
Secret 22: Build trust with specifics (7:21)
Secret 23: Write quirky testimonials (8:01)
Secret 24: Use parallel structure (4:24)
Secret 25: Spin your strongest feature into a theme (3:14)
Secret 26: Use original clichés (4:35)
Secret 27: Write in pictures (4:17)
Section 6: Your Ending, and Some Final Thoughts
Secret 28: Come full circle at the end (6:03)
Secret 29: Give your buyer something to think about (5:30)
Secret 30: Write like a pro (a few words on style) (5:02)
Secret 8: Aim for the “hunh?” factor
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