David Abbott 5 Rules of Copywriting
Updated on
David Abbott was one of the sharpest ad men ever. His rules for copywriting are simple but killer — and they work just as well today as when he wrote them.
What Abbott Teaches Us
His advice boils down to one truth: great copy isn’t magic, it’s crafted. The best words come from putting yourself in the work, editing ruthlessly, and speaking human.
Why It Works
- Authenticity builds trust and emotional connection
- Visual thinking makes ideas stick
- Simplicity invites readers in
- Vulnerability (confession) humanizes brands
- Energy beats boredom every time
Modern Proof
- Apple ads: emotional, visual, clean
- Nike: powerful storytelling through life moments
- Dollar Shave Club: honest, funny, and human
- Airbnb: user-driven copy that feels personal
- Mailchimp: quirky but clear voice that never bores