The goal of great copywriting is to take what’s in your brain, and transfer it to someone else's brain in the most efficient & sticky way.

No matter where you place your advertisement, without the right lure, success remains elusive

Generalised statements like “best [insert product] ever” will have your customers discounting everything else you say.

• if a claim is worth making make it in the most impressive way

No matter where you place your advertisement, without the right lure, success remains elusive

You aren’t advertising to a standing army, you are advertising to a moving parade - David Ogilvy

• write as if your reader is hearing about you for the first time, dont write for people who have already bought your product

When offering a discount...

I've found that showing the % off works better for lower priced items.

10% off a $25 item sounds better than $2.50 off.

And showing the $ off works better for higher priced items.

$100 off a $1,000 item sounds better than 10% off.

"Writing is thinking”

• The act of "writing" is usually hard because it involves a lot of thinking and brain power. But writing things down can help:

Clarify your thoughts. Remember material better. Help with decision making.

The less it feels like marketing, the more it sells.

Only give out free samples to people who have listened to your story and asked for them otherwise it will diminish the value of your product