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 Long-Term Lens

The Problem-Solver Lens

The Contrarian Lens

Try using a single call to action for emails

Be careful of sending emails with multiple CTAs. They dilute your conversions. Once a reader clicks one link, they’re unlikely...

Make actionable steps in "How To" content

People write will often write “How To” content without giving the reader clear, practical ACTIONS to take. Why it’s bad:...

Avoid confusing "buzzwords" in your copy

Try not to use too many “Buzzwords” and confuse the message. Buzzwords are vague and confusing. Buzzwords don’t tell the...

Sugarman Trigger #23 - Familiarity

Sugarman states that becoming familiar to a customer can be very powerful, especially if they start to like and trust...

Sugarman Trigger #20 - Human Relationships

Sugarman says adding in "human elements" is very easy and can be very powerful.This can mean:Showing a product being held...

The Discovery Lens

The Easy-Peasy Lens

The "DIY" Lens

Write 3 versions of a cold email

We see people WAY overthink their cold email style + format. One trick we have people do inside our forum...

Don't add too many CTA's

Common mistake we see with sales emails: WAY too many calls to action! Far better to drive for ONE action...

Sugarman Trigger #22 - Specificity

Sugarman says that being specific in your explanations is very critical, and can establish your credibility much better than not...

The Lightbulb Lens

The WARNING Lens

The Objection-Buster Lens

Copywriting Lenses List

This is a list of 25 different copywriting lenses to use.

Avoid cold emails with really bad introductions

Avoid awkward cold emails with really bad introductions. Why it’s bad: They turn the reader off immediately. They make the...

Make more "personal" posts about a topic

New writers shouldn't try to copy content from major blogs. It usually ends up being shallow and not very useful....

Sugarman Trigger #24 - Hope

Sugarman says that hope can be a great motivator in the buying process:A person buys a new face cream that...

Sugarman Trigger #21 - Guilt

Sugarman gives examples of charities that would send people free things like stickers or other small gifts in order to...

Sugarman Trigger #19 - Simplicity

Simple words.Simple layouts.Simple explanations.These tend to work best when selling. Complexity in selling generally backfires.Sugarman says that keeping things simple...