The 5 Levels of Awareness
One of the first steps of writing effective copy is understanding the "awareness level" of your market. If they are...
The Missing Ingredient Lens
Image Description A vintage-style advertisement for "The Chef's Secret Cook Book" by Louis Szathmary. The ad targets people who are...
The Prevention Lens
Image Description The image features a bold headline emphasizing the phrase "HOW TO AVOID LAWYERS," suggesting a focus on preventing...
The 4 C's Copywriting Formula
The 4 C's Formula is a checklist you can use to edit any piece of copy. Clear: Is it direct...
5 Stages of Market Sophistication
In order to write effective copy, you need to match your message to your market. How skeptical are they? How...
The Analogy Lens
The Risk-Free Lens
The 4 U's Copywriting Formula
The 4 U's Formula is perfect for writing headlines, but can also be used as a guide for your entire...
Sales Email Copywriting Formulas
If you're stuck on how to structure a sales email, try one of these four proven strategies. Image Description The...
The One-Up Lens
Image Description The image features a bold, eye-catching headline in a vintage advertisement style. It reads: "At last! Doctor reveals...
The Exotic Lens
Image Description The image features bold, attention-grabbing headlines emphasizing exotic claims about health and beauty products. One states, "At last!...
The Problem-Agitate-Solution (PAS) Copywriting Formula
One of the simplest copywriting formulas to follow is Problem-Agitate-Solution. First, you empathize with a problem your audience has. Then,...
10 Steps to Writing Great Copy
Before hitting publish, polish up your message by running your copy through these 10 steps. Image Description The infographic titled...
The X-Factor Lens
Image Description The image features a vintage-style advertisement with bold text that reads, "Why Models Stay Young Till Sixty!" It...
The Value-First Lens
How To Create Advertising That Sells by David Ogilvy
This is David Ogilvy's most successful ad, bringing in billions of dollars of revenue for the Ogilvy & Mather advertising...
The Discovery Lens
The Lightbulb Lens
Image Description The image features an old-fashioned advertisement asking, "Why Haven't TV Owners Been Told These Facts?" It teases insider...
The Long-Term Lens
Image Description The image features a vintage advertisement with bold text stating, "HOW TO LIVE TO BE A HUNDRED!" It’s...
The Easy-Peasy Lens
Image Description The image features a black and white illustration of a woman lying down in a relaxed pose, promoting...