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...

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....

The Prevention Lens

The Analogy Lens

The Risk-Free Lens

Sales Email Copywriting Formulas

If you're stuck on how to structure a sales email, try one of these four proven strategies.

The Exotic Lens

The X-Factor Lens

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 Sniper Lens

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...

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 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...

MoonClerk home page

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

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...

The One-Up Lens

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,...

The Value-First Lens

The Case Study Lens

The Missing Ingredient Lens

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...

Awesome "grandparents" illustration from WaitButWhy

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

YardZen Before/After Pic

This is a simple but effective way of showing a before/after result.

10 Steps to Writing Great Copy

Before hitting publish, polish up your message by running your copy through these 10 steps.