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Headers
Features
Social Proof
Story
Lead Magnet
Ads
Simple
Outcomes
Creative
Contrast
Rhetorical
Conversational
B2B
B2C
Type TYPE
Headers
Features
Social Proof
Story
Lead Magnet
Ads
STYLE STYLE
Simple
Outcomes
Creative
Contrast
Rhetorical
Conversational
AUDIENCE AUDIENCE
B2B
B2C
NEWSLETTER NEWSLETTER
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“Nothing is more believable than the product itself— Leo Burnett
“Sometimes the best copy is no copy”


— John Hegarty
Social proof pattern


1. Timeframe - “26 years”


2. Customers - “156,240 students”


3. Outcome - “Excellent”
One tip to make copy less boring


1. Playful - “(Almost)”


2. Exaggeration - “unkillable”
“You can't sell a woman who isn't listening


— Bill Bernbach
Three clever techniques


1. Repetition - “7”, “7”


2. Alliteration - “days”, “dollars”


3. Loss aversion - “opportunities you're missing”
Gotcha ;)
How a “challenger brand” stands out


1. Name enemy - “Big Pet Food...”


2. Nail enemy - “pink sludge... extruded”


3. Draw contrast - “Smalls is cooked gently...”
A well written founder's story


1. Put yourself in the customer's shoes
“Out of the 12+ million stores...”


2. Explain their problem
“two challenges with growth...”


3. Take ownership of it
“That's why we built Privy”


4. Show the happy ending
“we've helped over 600k stores...”
“Nothing, I mean nothing, goes out your door without an offer” — Dan Kennedy
Hey, I'm Harry. Every Monday I share:
3 short examples
2 copywriting tips
1 favourite tweet
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