THE ADWEEK COPYWRITING HANDBOOK REVIEW AND TAKEAWAYS  

THE ADWEEK COPYWRITING HANDBOOK REVIEW AND TAKEAWAYS

• The goal of copy is the get a person to exchange $ for a brand
• General knowledge, experiences, very unique news can help you create ideas.
• Creativity: relate totally divergent concepts into a new unique concept.
• Become an expert in the product to be able to effectively communicate it to a customer
• Become an expert on who your customer is: likes, dislikes, what motivates them.
• Understand the product’s nature. People do not buy alarms or insurance by scare tactics. Once customers accept their need then they want to buy a product that actually solves their issue.

PHRASES

• But the best place to start, without a question, is…
• You are now ready to start to learn the techniques I use to (verb)
• When you realise this and start…
• One of the first things I would ask you to explore is…
• If you grasp this, you have a fantastic start and a great understanding of…
• Another fact to realise about 
• Another factor that makes a great…
• In this article/chapter/book, you will learn
• XYZ is the key to any successful…
• If you cannot communicate XYZ, you have nothing.
• I will give you the skills and insights to successfully…
• I have already personally taken the most expensive…
• If you would add up my failures and their cost to me, add the insights mostly from my failures, and then add the experiences I have had in XYZ, you will see that it has been indeed a very expensive exercise. And you are about to share in it. 
• My gratest XYZ were done when…
• It is this specific knowledge that will make a dramatic difference in your ability to…
• I realised that if I were to (verb)….
• Regardless of your current educational level or knowledge of…this XYZ will give you fresh insights into the world of…
• You too will understand how to relate what you have learned about XYZ to other XYZ and you will see how many of the same principles apply. 
• This I hope is quite clear to you from the last section
• XYZ will give you a good foundation for your future XYZ
• This concept also applies to coming up with XYZ solutions.

CREATE THE BUYING ENVIRONMENT

• So get comfy and sink into one of the most…a treasure chest of insights that will entertain as it teaches. 

GET READER INTO THE TASK

• Picture this. You are (XYZ) and you need to XYZ and you have been given…
• Just compare the situation in our example with…

MAKE THE READER FEEL PROGRESS

• If you understand this, you understand, then you are better able to cope with breaking out of XYZ and becoming/accomplishing…

MINIMISE DOUBT

• If you do not believe it, have patience and I will prove it to you.
• I know what you are thinking “What about..”
• But like I said…
• My most successful XYZ have followed
• For example, if I was selling XYZ, I would XYZ. In short, I would XYZ and conversely, if I was (verb), I would (verb)
• You would not expect to …. and you would not expect to… (double to make a point)
• I thought the idea 1 did not really make sense. I thought that….but went along with (idea 1) and to my surprise, (idea 1) turn out to be the best XYZ while the others really pulled poorly.

SPARK CURIOSITY

• And even if you understand XYZ, you must realise one more thing. (offer the insight)
• Let me cite a good example….
• I can point to hundreds of examples that I personally experienced. Here are six of them.
• Or how bout the following four examples of…
• In my case, i have been presented with…
• Look at my background. I am…
• Look what XYZ did to create the perfect
• Another illustration of this concept is in the…
• (XYZ) tactics do not usually work
• New XYZ requires a powerful XYZ
• I take the mystery out of the process and at the same time show you how you can (create) even if you have never…
• The preparation for becoming a great…
• See if you agree with…
• Notice that the…
• Have you ever. If you have, you might notice that….

IMPORTANCE

• But more significantly, it is important to (experience)…
• As we explained earlier, one of the most important elements in…I often will… A good example of this technique is…
• You already understand the importance of having XYZ
• Once you realise the importance of XYZ you will know that it must be (verb)
• Besides XYZ, there is another important function we are trying to accomplish…
• And that’s what so great about XY. You can…You’ve got to be able to. And then you have the essence of a powerful tool that will bring you rewards for the rest of your life
• There are many methods for XYZ and two of the most important apply very directly to XYZ. First you have got to get…

MAKE CLARIFICATION

• In short, you try to get, or at least you make…
• The point I am making is simply this: asdasdas and when blended nicely with….it can work to cause….
• Make sure that…
• If you were a XYZ looking for, you would be very likely be…
• So now we have three things we are trying to/ want to… First…Then we….And finally we…

OWNERSHIP

• Since you are creating your own XYZ, you have total control over its XYZ
• Unlike XYZ who/that may or may not be able to create he ideal XYZ, you can create your own. And unlike, the XYZ who/that sometimes cannot control the XYZ, you can.

CHAPTER OR SECTION CONNECTORS

• To understand how we get XYZ, lets take time out for a little lesson on XYZ, in the next chapter/section.
• By now you have learned several important points about…First, you learned that you… Then you learn that…. And finally you learned that..
• If you remember, we said that the sole purpose of the…
• We have compared the…
• You have already learned that ideally…
• You are now in the store for some fun. For in the next few sections/chapters I am going to stretch your imagination and then continue to build the foundations we have been building in section two of this article/guide. So stay with me as we cover the timely topic of XYZ (next chapter name)

SUBHEADINGS

• Subheadings that bring emotions (failures/ fateful/ most expensive/Don’t worry about…)

This reminded me of Simon Sinek’s example of tapping into emotion in your copywriting. Simo’s example talks about how a homeless sign change that brought far more money in just two hours than what the previous sign did for a day.

• Subheadings with (You must understand/know/become)

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Mau is a Senior Digital Marketing Specialist with 15+ years helping clients solve their digital marketing challenges. Mau is a certified Facebook & Adwords Professional, Certified SEO Consultant and industry speaker. Mau trains marketers via Strategy Workshops & Training Sessions inc his popular Digital Marketing Plan & Social Media Plan templates. Subscribe to Mau’s e-newsletter connect on LinkedIn Instagram Facebook

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