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Marketing Examples - Marketing Examples #042

Two weeks. No articles. What happened? 
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#043 - 17 tips for great copywriting:
(Copywriting • 3 mins • Read on website)
Two weeks. No articles!?
Well, I wanted to email something awesome. Really awesome. Like a copywriting mixtape. And it took time. Hope you enjoy it:
1) Write with your eraser
You get 100 bucks for every word you rub out from your title:
Trello landing page
2) Don't exaggerate
An honest line always feels warmer:
Volkswagon ads
3) No one cares what you can do
Everyone cares what you can do for them.
Apple iPod ads
4) Avoid the passive voice
It's indirect and awkward:
Passive voice
5) Don't kill your personality
The best brands feel “real”:
Andie's email
6) Avoid “landing page words”
Unlock, unleash, exceed, empower, supercharge, etc.
Real people don't use them.
Frontend mentor
7) Find the tension
“Pleasant” gets forgotten. Conflict creates interest:
Lemondae landing page
8) Write how you talk
Casual. Colloquial. Full of pronouns:
Basecamps landing page
9) Avoid “contained” titles
Write something that pulls your reader down the page:
Zenbu landing page
10) Formatting matters
Write scannable copy:
Everyone scans
11) Kill adverbs. Kill adjectives.
They're flowery. They're vague. They try too hard:
Adjective and verb tips
12) Stories make you memorable
Write scannable copy
Power of stories
13) More periods, fewer commas
Periods mean short sentences. We like short sentences.
Commas mean long, painful sentences, like this one, which New Yorker writers think are clever, but real people find torturous, because they wind on and on without actually saying anything.
14) Fence sitters don't buy
Go to the edge:
Ernest Shackleton
15) Think slippery slide
Every line of copy should lead to the next.
Play this ad. You won't be able to stop:
Slippery slide
16) Your first line is crucial
If people don't read it, they're not going to read your second line either.
Keep it short:
Short first line
17) Copywriting is selling
Don't romanticize it. The goal isn't to be clever or cute.
The goal is to inspire action:
Drifts landing page
You made it!
Sponsored by
Exploding topics. They run a great newsletter where they share all the latest trends before they go mainstream. I'm subscribed. It's good stuff!
Thanks for reading, stay safe — Harry
I won't lie. I've been working on this for ages! If you're feeling generous please show some love to the thread on Twitter.
Also. I challenge you to forward this to a friend. Would really appreciate it. Anyone new can subscribe here :)


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