Concise vs Wordy Writing

This intro to a piece on "Precision Writing" is great because it shows the difference between being concise vs being...

The No-Brainer Lens

Image Description The image features bold, attention-grabbing text asking provocative questions like "Is it worth $2 to you to banish...

Restaurant Tunnel Billboard

Most billboards are easy to tune out. Not this one. You literally drive into it. Let's be honest—If you're hungry,...

The Sniper Lens

Image Description The image is a bold, attention-grabbing example of ad copy. It states: "IF YOU’RE OVER THIRTY—THIS IS THE...

The Case Study Lens

Image Description The image features a bold and attention-grabbing headline: "I lost 85 lbs. of ugly fat in only 2...

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 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...

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....

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...

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

MoonClerk home page

MoonClerk's home page is really strong, from top to bottom. It starts off with a great headline that explains exactly...

Awesome "grandparents" illustration from WaitButWhy

This is a fantastic illustration showing how your ancestors make up a small piece of your DNA. Image Description The...

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...