Over the last 4 years, I’ve picked up a bunch of copywriting rules to follow.
These copywriting principles have guided me in writing money-dripping copy.
Whenever I make mistakes, I am usually breaking 1 or more of these proven copywriting rules.
In this blog post…
I’m going to reveal 12 rules of copywriting that you must follow at ALL TIMES.
If you do, you will reduce guesswork, confusion and failure.
Plus, it’ll be much easier to write persuasive copy that hooks your readers, piques their interest and motivates them to purchase in droves.
What Are Copywriting Rules?
Copywriting rules are time-tested “laws” of writing successful copy.
They are invented, refined and taught by the OGs of copywriting.
The pioneers of direct response copywriting have paved the yellow brick road through hard work, meticulous tests and selling billions worth of products & services through their writing.
Why Should You Follow These 10 Copywriting Rules?
The top copywriters who are killing it right now constantly learn, study and apply copywriting basics, rules & lessons taught by the legendary copywriters before them.
If you follow these 12 copywriting rules…
You will possess the rare power to charge moon-high fees, write for well-known brands and achieve total freedom & control in your freelance business.
If you break even ONE of these copywriting rules, you are playing the game on SUICIDE MODE.
You will limp down a very lonely, confusing and broke road until you are slaughtered by more competent copywriters who DO follow these 12 rules of copywriting.
Instead…
Use the rules of copywriting as your trusty compass to guide you in the right direction and to leapfrog over common pitfalls, avoid creativity ruts and slip out of scary selling dry spells.
12 Copywriting Rules You Must Follow if You Want to Earn 6 Figures (Or More)
Copywriting Rule #1: Grab the RIGHT Attention
The first step of anything you write is to grab attention.
If you fail to grab attention, your writing will not be read – no matter how good it is.
But you don’t want just anybody’s attention.
You want to hook your client’s target audience.
Write headlines specifically tailored to them and what they’re interested in.
Follow this ultimate guide for writing attention-grabbing headlines. Inside, I reveal 10 sure-fire ways to grab attention fast, use them to maximize the number of readers you gain.
Copywriting Rule #2: The Only Goal of Copywriting
There’s really only one goal of copywriting.
No.
It’s not to get applause, chuckles or win awards.
The ONLY goal of copywriting is to generate a response.
99% of the time is sales or leads.
As the great Claude C Hopkins taught…
Copywriting is nothing but good salesmanship.
The same principles that salesmen use to sell apply to your writing.
These 12 copywriting rules were all invented by copywriters who understood this, studied salesmanship and figured out how to apply it to their writing to explode their income.
Copywriting Rule #3: Sell Benefits, Not Features
Whatever you do, sell the benefits of your product, NOT the plain-Jane features.
Feature:
The characteristic or attribute of a product that describes what the product is.
Benefit:
The benefit explains how the features directly translate into something positive for the user.
Also…
The best way to emphasize benefits is to explain what they will DO for the customer.
For example:
Losing 10 pounds is certainly a benefit, but it’s not what motivates people to buy a diet supplement. It’s what losing 10 pounds will DO for the customer (look more attractive, live longer, be more active with kids, etc.)
Uncover the real benefits of your product’s features and emphasize them in a dramatic and emotional way.
Copywriting Rule #4: Ask for Action
Lots of copywriters butcher this…
They’ll write great copy, hitting all the main benefits, emotional hot buttons, appeals… but then… they’ll fail to tell their readers what to do next.
Listen good, muchacho:
Copywriting is all about getting ACTION.
This is the job of your call to action (CTA). Which is placed at the end of your sales message.
The secret to turning casual readers into happy customers is to give them clear, direct and concise instructions on what to do next.
Here are some quick tips to boost sales:
- Tell readers exactly what to do next
- Make it very simple and easy to take action
- Give readers a reason to act NOW – discount, limited number of products available, re-framing everything they’ll gain and miss out on, etc.
Want more tips on how to write powerful CTAs? Click here.
Copywriting Rule #5: Tell Engaging Stories
If you gander at the most successful ads of all time, you’ll notice a commonality.
99% of them all tell engaging stories.
Stories cover all the bases of creating persuasive copy - solves problems, persuades, educates, entertains, taps into emotions, etc.
Here are 5 types of stories to use in your copy:
- Cautionary tales (of what not to do, mistakes to avoid)
- Stories about celebrities
- Stories about historical figures
- Inspirational stories
- Rags-to-riches stories – related to your market.
Plus, with any story you tell, make it emotional, dramatic and tension-filled.
Copywriting Rule #6: The 40/40/20 Rule
Believe it or not, copywriting is a small slice of the success pizza.
There are 3 main slices:
- The market (40%)
- The offer (40%)
- The copy (20%)
Meaning:
If you aren’t writing to a hot market and offering them something they are starving for, then you will fail to convert customers EVEN if your copywriting is fuego.
So…
You want to find clients with a hot market and an irresistible offer.
When you do, your job is MUCH easier.
Often, you can sell like hotcakes with okay sales copy, IF there is a crowd of people who are starving for what you offer.
Copywriting Rule #7: You Are a Problem Solver
I learned this from Sean D’souza…
Problems grab our attention much more effectively than solutions.
So, you should always start your copy with the BIG PROBLEM your target audience is trying to overcome.
The easiest way is to write PAS copy.
PAS (problem, agitate, solution) is a tried-and-true copywriting framework.
Here’s how to write sizzling hot copy following this handy formula…
1. Problem:
Talk about the biggest problem your reader is currently experiencing
2. Agitate:
Now, agitate their problem by tapping into their EMOTIONS.
Anger, guilt, jealousy, greed, insecurity – any relevant negative emotion.
Make your reader’s problem larger than life, and worse than death.
Get them shouting “This has got to stop! I’ve got to do something about this, right now!”
3. Solution:
Then, offer the perfect solution to their problem!
It helps to make this solution a quick fix (think magic pill solutions).
Copywriting Rule #8: Be Specific
Specificity is a powerful persuasion weapon.
When you describe something with specific details it is much more believable.
This directly impacts your copy because when your readers BELIEVE your claims, they are much more likely to buy.
Lace your copy with specific details:
- Features
- Benefits
- Stats
- Figures
- Stories
- Comparisons
- Number of steps to take
- Vivid descriptions
Copywriting Rule #9: Keep it Simple
The best sales copy is VERY easy to understand.
Here are some tips to help you simplify your writing:
- Use short sentences, paragraphs and words
- Use easy-to-understand language
- Avoid jargon
The easier it is for readers to grasp your message, the easier it is for you to persuade them.
Plus, you should strive to write at a 5th grade level. This app will help you achieve this – thehemingwayapp.com
Copywriting Rule #10: Connect with Your Reader's Feelings
To sell like a pro, you need to guide your readers to a decision.
Here's a simple truth:
People can't make decisions without feelings.
So, it's crucial to tap into your reader's emotions.
Think about both bad feelings (like fears, worries, and insecurities) and good feelings (like joy, happiness, and hope).
Remember what Victor Schwab, a legendary sales writer, said: "Sell with feelings, and explain the buy with sense."
If your readers aren't responding like you want, try to dig into their emotions more.
Your writing should make them feel strong emotions; if it doesn't, you’ll need to tweak things.
Copywriting Rule #11: The Most Important Word in Writing
In the world of writing to sell, the most powerful word is "YOU."
Why?
Because people care most about themselves.
They don't really care about how cool your product is or your achievements.
All they care about is what they get out of it.
So, when you're writing, talk directly to your reader.
Use lots of "YOU" language to show them that you understand them, care about them and that your message is all about them.
Copywriting Rule #12: Proof
Gary Bencivenga sold billions worth of products using PROOF.
To get people to believe you, especially with all the unbelievable ads we see every day, you need to prove your claims.
Here are three ways to get err done:
- Show what others say, like testimonials and reviews.
- Avoid using words that sound too good to be true, like "get rich quick" or "become a millionaire."
- Use the "If…Then" technique. Say if your reader meets a requirement, then they get a big benefit. For example, "If you have 5 minutes per day, then you can lose 10 pounds this month."
IMPORTANT:
Don't say something unless you can show it's true. Use strong proof to back up your claims.
Conclusion
Whatever you do, do NOT break any of these copywriting rules.
If you do, you will suffer GRAVE consequences.
On a lighter note…
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