Stealing is good. Or at least in copywriting.
Copywriters’ most precious possession is their “swipe file” – a collection of copywriting samples and templates from other ads. I personally have a “digital swipe file”, and an “offline swipe file” of actual direct mail ads. Since the principles of good copywriting are timeless, you can learn just as much from copywriters who only sent physical mail back in the day…AND from copywriters who only work in the digital world.
Here you’ll find my favorite copywriting samples, templates and techniques. Explore below and be sure to check out the mammoth Headlines That Sell resource.
It started when I found a brewery owned and operated by a remote monastery in New Mexico. I’d heard it was making great beer, but I couldn’t find it at my local stores and bars.
So, like any good beer … Continue Reading
Imagine this: you visit a cool website and subscribe to the email list, or you buy an awesome product from an online store. The company has your information (your email), and you already showed them you like what they offer.
Yet they never contact you!
You’d be surprised at how common this is. It’s a huge missed opportunity for companies … Continue Reading
Holy cow….do you know the U.S. Government made a course about basic copywriting? They call this using “Plain Language.”
This course was created by the Federal Aviation Administration, the part of the government in charge of all civil aviation (if you’ve ever flown on a plane, much of your flight from air traffic control to safety procedures to maintenance standards … Continue Reading
Sometimes people aren’t sure how to title a blog post, so the lazy way is to STEAL OTHER PEOPLE’S IDEAS! (This is also the concept behind a “Swipe File” for saving ideas).
You can see the results of this scrape, and see all the blog title below! You can also download the entire dataset here.
A little known product called “Google Keep” has made it to prime time, and is slowly being rolled out across Gmail and Google Docs:
Here’s why it kicks ass for copywriters (and well, other “normal” people) also :-P
Google Docs is the best text editor on Earth, and the new Google Keep lets you keep a drawer full of snippets … Continue Reading
One of the highest paid gigs for a copywriter to get is to create an entire sales page.
They cost so much because sales pages can often contain between 20 and 120+ pages long (you can see my whole swipe file of sales pages here to see what I mean).
But even when you are done writing the copy for … Continue Reading
When talking about a “Tagline” for a business, you’ll commonly hear some popular names cited such as:
The taglines examples you’ll see are typically that of ginormous brands.
But that’s the problem with these examples…
Every single one of these … Continue Reading
Spreadsheet Link: [Copywriting Command Center]
Make a copy: File –> Make A Copy
If you’re looking to start a career in copywriting, you need a CCC.
Copywriting Command Center.
I hear so many wannabe copywriters crying about not being able to get a copywriting gig, and it’s no wonder…..they do zero prep-work!
Finding a small copywriting … Continue Reading
Most people hate having to use high pressure sales tactics to get people to buy stuff. Especially with the internet creating far more informed consumers who are less likely to fall for tricks than in the past.
Here is a great principle that will make you (and your customer) feel much better about your marketing:
“The term product/market fit describes ‘the moment when a startup finally finds a widespread set of customers that resonate with its product’.”
“You can always feel product/market fit when it’s happening. The customers are buying the product just as fast as you can make it — … Continue Reading
This is Dewey, he sells high end olives and olive oil from his brand Wild Groves Olives:
Dewey wants to sell even MORE olive oil. But how does he do that?
Well since ME AND YOU are his trusted advisors, together we need to help Dewey sell lots of olives.
Let’s take stock of what Dewey currently sells:
Let’s say you sell a product, but lately your sales have been going down.
How do you increase sales?
By improving your product? No…
By enriching your customers lives? Umm no……
By giving away amazing information? Oh hells no………
It’s all about your CTA!!
A Call To Action (CTA) … Continue Reading
One of my favorite parts of a sales page is the part that causes money to rain! Let’s go over some ways successful sales pages structure their pricing:
Typically the whole purpose of a sales page is to convince people the product/service is soooo good, they click the “Buy” button in your pricing section.
BUT there are many different ways … Continue Reading
It’s time in our sales page to let people know about YOU.
Normally I teach everyone this:
This means there should be nothing about YOU on the sales page right??
People extremely care about who they are learning from. This means you need to show you are the … Continue Reading
One of the major parts almost every sales page has is some sort of “Satisfaction Guarantee” or “Money Back Guarantee.”
This section doesn’t have to be overly complex.
Let’s take a look at how some other people do their guarantee page sections:
On the Tuft & Needles “Reasons You Haven’t Bought” page… Continue Reading
Alright….listen up Chumpenstein.
So far in this “Make A Sales Page” experiment we’ve gone through 8 different sections based off our Skeleton Outline.
However, some questions don’t warrant entire sections to themselves.
This is where the “F.A.Q. Section” of a sales page comes in:
The beauty of the F.A.Q. Section is it answers … Continue Reading
Money is scarce for most people, so they have to decide between buying different things.
“Should I buy these pizzas for $22, or this eBook for $22?”
“Should I buy a diamond necklace for $50,000, or a downpayment for a mortgage for $50,000?”
“Should I buy a brand new Camry for $25,000, or a used … Continue Reading
Alright my young pupil, it’s about to start getting hairy.
As you know…..you and I have been hired to write a sales page together, and we’re several steps in:
So today we’re still incrementally building our sales page content, we’re going to pull a section from our Skeleton Outline, this time:
In this section we’re going to show people the difference between their life WITH the product, and WITHOUT the product.
This section always reminds me of the term … Continue Reading
In this section we are giving a quick-n-dirty summary of what people will get for their purchase.
If you are selling a learning product (like we are with our Kopywriting Kourse product example), then explain what they will learn.
If you are selling … Continue Reading
Alrighty then, we’re now into the part of our Sales Page where we are writing out real copy. The first section listed in our Skeleton Outline is:
In this stage of the process I don’t know WHERE this section will go on our final sales page, we just need to write it out first, … Continue Reading
For our first piece of actual writing on this sales page we need to write out a couple of headlines.
We already know what we are going to sell, now let’s create a bunch of headlines just to get our brain juices flowing.
I’ll be using this title generator for inspiration on some of these:
Ok, so we’ve got a rough Skeleton Outline of our sales page going, and now we need to fill out this first section:
However…..many times when people are writing a sales page they don’t clearly know WHAT they are selling!
If you’re selling something ultra-simple like an HDMI cable, it’s pretty easy:
One of the most intimidating things to create for a copywriter to write is a sales page.
…kind of like my p…..nevermind ;)
ANYHOW, sales pages usually have lots of sections that need to be written, have images created for, laid out properly, and tested. However it’s worth it, as a good sales page … Continue Reading
To me, as a copywriter who focuses on making sales (not just writing fswancy-schmancy words), I think this was one of the most iconic ads ever.
It has no images.
It fits on a single page.
It only uses black ink.
It sold more than a billion dollars worth of business.
It hangs on my wall 35 years after it … Continue Reading
Sending out direct mail to drum up business is nothing new, but one area of particular interest is real estate flyers…..because the numbers can work so phenomenally well!
Let’s say you send out $2,000 worth of real estate flyers to advertise a specific property, maybe something like this:
In this post we’re going to cover how to write a damn good testimonial.
If you have testimonials, here’s the first thing you must remember:
Don’t only post “Ego Testimonials.”
An “Ego Testimonial” is a testimonial that sounds great to YOU and YOUR COMPANY, but it doesn’t serve any benefit to the customer.
Here’s an example of an Ego Testimonial:… Continue Reading
So you’re about to sit down and write/design/print a brochure, but have no place to start?
Well my friend, take 6 minutes to read this and you’ll have an outline (and some templates):
A brochure is a piece of paper, usually folded up, that informs new customers about your product or service.
If you go … Continue Reading
Let’s put our “shady” hats on for a second. What we’re about to do isn’t technically illegal, but it’s slightly spammy:
We created a Content Mill to crank out tons of articles!
Sometimes this year I decided I wanted to get 10,000 visits per day on KopywritingKourse whether or not I published an article or not. This means the … Continue Reading
You strike up a quick conversation and have less than one minute to explain yourself, your business, your goals and your passions.
Can you do it?
If you tend to stumble around on your words like I do, it may help to have a pre-written and memorized … Continue Reading