The Most Valuable Copy Advice Of All Time

It’s Will from Cash Copy in this cheat sheet I share the greatest copywriting wisdom I've learned. It’s taken me over 30 years to study all the material and distil it down. You’re lucky because you just saved yourself 30 years. 🎉

Apply any tip and to make your copy more persuasive. Apply them all and maybe you won’t need me anymore. 😭

1. Be ultra-specific.

2. Use short sentences.

3. Write at US grade level 6-8.

4. Check this and other readability factors with the free at Hemingway App .

5. Make sure your copy contains only one main idea.

6. Make your offer irresistible BEFORE you write a word of copy.

7. Lose the big words.

8. Use the words your clients use.

9. Write as you would talk to a good friend.

10. Write to one person.

11. Less ‘we’ and more ‘you’.

12. Read your copy aloud to find things that don’t flow.

13. Get someone else who doesn’t know what you do to do it as well.

14. Give clear instructions about the action you want someone to take.

15. Spend more time doing research before you write a word.

16. Spend most of your time on getting your headline/first line and angle right.

17. Find the most interesting thing you can about whatever you sell.

18. Understand what’s going in the world. Context impacts how your copy is received.

19. Use humour if you can, but don’t punch down on people.

20. Turn features into benefits.

21. Turn benefits into feelings.

22. Get emotional. We buy emotionally and justify with logic.

23. Provide proof for your claims.

24. Make your proof as specific as you can.

25. Use stories, we’re wired to listen to them.

26. Use questions, we’re trained not to ignore them.

27. Add urgency but it make it believable.

28. Make the next step as small as you can.

29. Make the next step as easy as you can.

30. Test different headlines/first lines. One will outperform everything else.

31. Keep trying to beat your current copy.

32. You have one job and that’s get someone to act now.

33. Enter the conversation already going in your client’s mind.

34. Pain trumps pleasure as a motivator of action.

35. Remember you’re competing with anything else a client can give their acen7on to. And that’s a lot.

36. Measure everything you can. Response is your North Star.

37. Have a powerful risk reversal guarantee.

38. Be honest.

39. Great copy comes in the rewriting.

40. Remove unnecessary words.

41. Keep it human. AI is for brainstorming only and it’s just OK at that.

42. Always test your copy on a small audience if you can. Then adjust and scale based on response.