Features vs. Benefits (Diet Coke)
People don’t want to buy a nail. They want to buy a sturdy place to hang their family picture on the wall.
Persuasive copy needs to include the physical characteristics …
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 hyper-aware, you can take a direct approach. All you need …
How much sugar is in a can of Coke?
There are hundreds of images and videos that show the quantity of sugar in Coke and other soft drinks.
This explainer video is better than the others because of one …
Disney’s business strategy infographic (1957)
This isn’t the *neatest* diagram, but it’s a pretty cool one.
It’s a breakdown of Disney’s business strategy from 1957. It connects all the different aspects of Disney, from amusement …
Solar energy home page mockup before and after
This before and after image is from a redesign tutorial in the Kopywriting Kourse.
It takes a sub-par hero section from a solar energy installation company’s home page and turns …
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 and easy to understand?
Concise: Is there anything you can …
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 many times have they seen similar offers?
How many similar …
MoonClerk home page
MoonClerk’s home page is really strong, from top to bottom.
- It starts off with a great headline that explains exactly what MoonClerk does (and how quickly it does it).
- It
Awesome “grandparents” illustration from WaitButWhy
This is a fantastic illustration showing how your ancestors make up a small piece of your DNA.…
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 message.…
Sales Email Copywriting Formulas
If you’re stuck on how to structure a sales email, try one of these four proven strategies.…
YardZen Before/After Pic
This is a simple but effective way of showing a before/after result.…
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, you pour a little salt on the wound and make …
10 Steps to Writing Great Copy
Before hitting publish, polish up your message by running your copy through these 10 steps.…