‘8 Laws for Writing Copy That Sells’ – Entrepreneur
Craig Simpson”Claude Hopkins was a whiz at writing effective advertising copy in the early part of the 20th century, but what really made him stand out was that he tested everything before he presented it to the public. As a result of the dedicated testing he did with his own copy, Hopkins knew for a fact what elements of copy worked and what didn’t, and was able to apply his findings to all his new campaigns so that he kept achieving better and better results.
In his classic book, My Life in Advertising, Hopkins included a chapter on “Scientific Advertising,” in which he laid out some of the basic laws of writing copy that sells, based on years of testing different ways of presenting his sales pitch and analyzing the resulting response rates. Here are just some of these laws that worked back then — and still work today:
1. Brilliant writing has no place in advertising.
The novice copywriter writes to impress and makes the mistake of putting readers’ attention on the copy, instead of on how the readers’ lives will improve by using the product in question”.
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