It happens to all of us at some point. You see ad copy that’s making bank for a competitor, so you copy/paste it, change a few words here and there, and wait for the conversions to roll in… … Only they don’t. Instead your ad flops, and you have no idea why. This is an …
Copywriting
There is no such thing as universally-good copy. Why? Because copywriting is context-dependent. What works on a billboard may not work in a sponsored newsletter ad, and vice versa. We broke down the pieces of context you’ll need before you can write good copy. Our advice? Don’t write anything until you’ve got the following pieces …
In copywriting, the difference between mediocre and great can be as simple as a few common mistakes. Unfortunately, mistakes happen to the best of us—even if you’re pretty good at writing copy. Want to rise above everyone else? These are the mistakes to avoid: Focusing on features instead of benefits. Most people don’t care that …
The team that writes this newsletter is diverse in nationality, location, and skillset. But the one thing most of us have in common? We’ve sent our fair share of emails. What you’re about to read are insights we shared with each other in a private company channel recently, after critiquing a cold email: Don’t make …
“Copy is not written. Copy is assembled.” Those are words from the brilliant Eugene Schwartz, and they ring true. Good copy doesn’t come out of nowhere. It’s the result of meticulous work, of assembling winning ideas and promises piece-by-piece. But what are those pieces, exactly? Here are a few of the key ones. Audience information. …
There’s one writing mistake a huge number of brands make, and it’s frequently hurting their conversion—and every writer’s eyes, too. Want to know what it is? Not using consistent capitalization, particularly in headers. Here’s a crash course on the two main types of capitalization: Sentence case. This is when you write your copy in standard …
Plenty of online marketers believe messaging and copywriting are the same thing. But surprise, surprise… they actually aren’t. As Emma Stratton shows in her short LinkedIn post, the two are quite different. They’re also “best buddies,” working together to help you tell a positive and consistent story about your business. Messaging is what you say …
Here’s the anatomy of every yawn-inducing video ad: Monotone voice-overs, stock footage, sitcom episode length, and most importantly, the lack of story. Aazar Shad recently shared a great breakdown of Apple’s AirTag commercial, confirming once again that a captivating story is the alpha and omega of any engaging video ad. The most important skill you’ve …
If your social feed is suffering from a severe case of ChatGPT mania, you’re not the only one. Lots of content and copywriters are worried about how it could affect their careers. However, as Shlomo Genchin points out, instead of thinking of artificial intelligence as your biggest foe, it pays to think of it as …
Landing pages not converting at the rate you’d like? Well, Alex Garcia shared an interesting landing page optimization framework on Twitter. Here’s a dead-simple framework to increase your landing page’s conversion rate in the next 3 min: — Alex Garcia 🔍 (@alexgarcia_atx) December 4, 2022 He calls it the “Four Cs framework,” and it covers …
