The Risk-Free Lens
The One-Up Lens
The Exotic Lens
The X-Factor Lens
Ever wonder why some ads make products look like magic? It’s because they position the product as the secret ingredient...
The Value-First Lens
The Discovery Lens
The Lightbulb Lens
The Long-Term Lens
The Easy-Peasy Lens
The WARNING Lens
The Problem-Solver Lens
The Objection-Buster Lens
The Contrarian Lens
The "DIY" Lens
Copywriting Lenses List
Most writers stare at a blank page thinking, “Where do I start?” This list solves that. Each “lens” gives you...
Sugarman Trigger #24 - Hope
Look at that happy little stick figure standing on the edge — hopeful and ready to leap. That’s exactly what...
Sugarman Trigger #23 - Familiarity
Ever notice how you instantly trust a Coke or McDonald's ad? That’s not magic. It’s familiarity. As Joe Sugarman highlights,...
Sugarman Trigger #22 - Specificity
Ever notice how oddly specific numbers just feel more believable? The image above nails it: “66 people joined the Kopywriting...
Sugarman Trigger #21 - Guilt
Ever get a tiny pang of guilt when a charity sends you a free sticker or address labels? That feeling...
Sugarman Trigger #20 - Human Relationships
People buy from people, not robots. Joe Sugarman nailed this with his “Human Relationships” trigger — the idea that just...
Sugarman Trigger #19 - Simplicity
This image nails a timeless truth: simple sells, complex repels. Two product pages—one packed with boxes and buttons, the other...
Sugarman Trigger #18 - Exclusivity, Rarity or Uniqueness
Ever wondered why a beat-up vintage car can sell for millions? Or why people camp overnight for a limited sneaker...
Sugarman Trigger #17 - Instant Gratification
That little “Buy” button means more when the reward comes fast. People crave quick wins and instant results, so the...
Sugarman Trigger #16 - Sense of Urgency (Scarcity)
Ever notice how “ending soon” or “limited stock” makes people buy faster? That’s the scarcity trigger in action—one of the...
