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.

simon sinek homeless sign best copywriting example tap into emotion
- Subheadings with (You must understand/know/become)
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