![VeryGoodCopy [Logo] DARK.png](https://images.squarespace-cdn.com/content/v1/5615edeae4b0b9df5c3d6e90/1533604504963-OTLHEGV14CKXFKDYAXX3/VeryGoodCopy+%5BLogo%5D+DARK.png)
That quote belongs to John Caples, one of the most successful copywriters of the 20th century.
Over his career, Caples ran thousands of headline tests.
These tests scientifically proved that headlines around self-interest and news were more effective at capturing a reader’s attention (which is the purpose of a headline) than any other two concepts.
Knowing that, here are the words and phrases every copywriter should use…
When writing a “self-interest” headline:
- why
- sale
- save
- easy
- quick
- proven
- how to
- results
- bargain
- guarantee
- last chance
When writing a “news” headline:
- new
- now
- at last
- it’s here
- discover
- just arrived
- introducing
- announcing
These words and phrases are powerful “triggers.”
When used in headlines, they alert the reader — consciously or otherwise — to the presence of value in the form of self-interest or news, respectively.
![VeryGoodCopy [Logo] DARK.png](https://images.squarespace-cdn.com/content/v1/5615edeae4b0b9df5c3d6e90/1533606301313-5MBYBW30QXW8D9RILU7T/VeryGoodCopy+%5BLogo%5D+DARK.png)
These words are also constantly used by copywriters because they work.
They worked a hundred years ago and they’ll work a hundred years into the future.
“Human nature is perpetual,” wrote Claude Hopkins, another master copywriter. “In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.”
When I explained all of this to one of my mentees, he said:
“But what about originality?”
“What about it?” I said.
“Well,” he said, “I don’t really want to sound like every other copywriter. I want to express myself.”
I didn’t like that, and decided to tell him exactly what he NEEDED to hear…
“Then you might be in the wrong business,” I said. “Direct response copywriting is not about self-expression.”
He just looked at me.
“It’s not about originality. It’s not about being cute or clever or creative with your turn of phrase,” I said. “Direct response copywriting is about generating sales.”
The kid nodded.
PLEASE SHARE
“These trigger words are proven to capture the attention necessary to get people to read the rest of the copy,” I said. “And that’s all that matters. And that’s why all copywriters should use them.”
LEARN TO PERSUADE
![VeryGoodCopy [Logo] DARK.png](https://images.squarespace-cdn.com/content/v1/5615edeae4b0b9df5c3d6e90/1533605535887-DY7SQXNT8VJ6RGZ0MVHF/VeryGoodCopy+%5BLogo%5D+DARK.png)
WRITE BETTER.
MARKET BETTER.
SELL MORE.
Because copywriters conjure emotion for a living.
The buildings in Jaipur, India are built of vibrant red brick. The entire place glows like Mars.
Writers share their work.
Perfectionists hoard it.
"I'm sorry about all this," I said.
"Thanks," he said. "But I deserve it. Things could've been different."
Here's a learning tactic.
It's what I do when I want to internalize a book — or an article, for that matter. You can do it, too.
When Big Lurch woke up, he was alone in a prison cell, confused and covered in blood.
As a content marketer, your most valuable asset is not your content.
Pressure and time. Pressure and time. Pressure and time.
Words are commodities. Anybody can fill space on a page.
Simplicity can be impactful.
Thank you, grandma.
Every time you're blocked ...
What's the purpose of your first line of copy?
They never have ...
Ideas, like love, can escape you. Don't let them.
Passion drives success.
Kevin Kelly, Co-founder and Editor of Wired magazine, on God and meaning of life.
Three billion people have access to the Internet, but only a third of those people speak English.
Just because you can, doesn't mean you should.
And it isn't even about copywriting ...
There are two types of bullet points: Those that break up text, making information easier to digest. And those that sell.
Swearing can be a powerful gesture. It could also be meaningless ...
Three simple rules that'll make your copy bolder, clearer, and more persuasive.
You should know, I'm not sexy. Sorry.
The one question that will help you write devastatingly creative and effective ads.
Whatever it is, nobody is going to buy it without ...
Creativity is like a muscle: It grows and develops with exercise, practice.
You’ll know you’re good.
You’ll know you’re good because a few clues will give it away…
Microcopy is concise, clear, small-print text that helps or encourages readers to complete an “action” on your website or app.
It’s how the great copywriter, Gene Schwartz, thought about the discipline…
If you aspire to write good copy, watch and read these things religiously.
Make it ugly.
Let me explain…
The longer you focus, the more focused you will become.
Focus long enough and you’ll tap into something called Deep Work…
There’s a marketing tenant every good copywriter respects…
Knowing that, here are the words and phrases every copywriter should use…
![How copywriters put prospects in the buying mood [quick trick]](https://images.squarespace-cdn.com/content/v1/5615edeae4b0b9df5c3d6e90/1533095575515-C2JPAZA3C46IBX00EMM8/Put+prospects+in+the+buying+mood+%5BVGC+art%5D.JPG)
As a teenager, I sold magazine subscriptions door-to-door. At first it was hard and I was unsuccessful.
Then I picked up a trick that skyrocketed my conversion rate…
This strategy is scientifically proven to help writers — and anyone else — spur their creativity.
“I can do that,” said The Copywriter. “But first let me ask you a question.”
“And how many of us have persistence enough in following out our ideas of what is obvious?”
If your goal is to write tighter copy — copy that says more in fewer words — try this 15-minute exercise.
Sometimes that feeling — that mood — is already there, all around, omnipotent and omnipresent.
Joyce was a magisterial novelist, but he would’ve made a miserable copywriter.
Smart writing is clear and concise. It’s easy for the eyes and mind to follow. It’s accessible and unpretentious, easy to consume and hard to create.
Smart writing is readable. Effortlessly readable.
Be a copywriter, not a coward.
If you can back up your claim, write the copy. If you can’t, be a professional and do the right thing.
Don’t write headlines that are flat, invisible, like white paper on a white desk. Write compelling headlines that stand out. Headlines that contain emotion, image, logic, and promise.
Here’s how to do that.
A visceral response is a physical reaction to a non-physical experience, an emotion.
If you feel it, don’t dismiss it. Let it wash over you.
You’ll be a more empathetic person for it — and a better marketer, too.
“We’re talking about him having an accident,” said the man, whispering. “Just walk up to him, put your hand on his back, and give him one big push!”
Don't sell chips. Sell a worldview.
It boils down to a simple three-step process ...
“I was The Onion’s editor at the time so, mainly, I was just punching up or rewriting other people’s work,” said Scott. “And so when I sat down to write the pilot, I was like, ‘Shit! I have writer’s block! I got nothing!’”
CHICAGO—Saying he was ‘more than happy’ to jump on the call, Scott Dikkers, The Onion’s longest-serving editor-in-chief, graciously gave time out of his day to talk to a copywriter about how to overcome writer’s block.
As a copywriter, it’s tempting to get lost in the majesty of your creativity, your ideas.
Looking inward for ideas will burn you out.
Want more ideas than you could ever use?
Confident copy says, “Go ahead, you’re making the right decision.”
Great copy starts with efficient questions.
“You have to be more concise,” he said. “You write like a water hose. You need to be a nail gun."