The 5-Word Rule: Using Compression to Create High-Impact Copy
Richard A fast way to create more impact: turn key passages into five words. By adhering to a strict five-word limit for key statements during the drafting phase, writers can master…
Copywriting
Assume the Reader Doubts You
The moment a prospect realizes theyโre reading copy, their arms fold, their brow furrows, and an internal interrogation begins: Will it? Says who? What aren’t you telling me? Most copy…
How to Elevate Your Sales Copy from Junk to Art
In the early 1960s, a group of French intellectuals formed a club with a singular, seemingly strange mission: to preserve American comic strips. To the average American, these strips were…
The Man Who Sold Rocks
In 1975, copywriter Gary Dahl took an object with almost no conventional product value: a smooth rock, and constructed an elaborate joke around it. The Pet Rock came nestled in…
Case Study: How To Launch A Billion Dollar Brand In 90 Seconds
Dollar Shave Club peaked a decade ago, but it’s still useful to examine its marketing strategy. When Michael Dubin was pitching the Club, investors raised an obvious objection: People could…