Principle #1: The Starving Crowd (Gary Halbert)

Gary Halbert, one of the greatest direct response copywriters of all time, once asked a room full of marketers a simple question:

“If you owned a hamburger stand, what’s the one thing you’d want most to guarantee success?”

Some answered, “The best product.” Others said, “A great location.” Halbert shook his head and said, “Nope. The only thing you need is a starving crowd.”

His point was clear:

No matter how good your sales copy is, you can’t sell to people who don’t want what you’re offering. Your message must meet your audience’s deepest needs, desires, or problems. Find your starving crowd, and selling becomes almost effortless.

How to apply the starving crowd principle:

1. Understand Your Audience’s Pain Points

Before you write a single word, ask yourself: What does my audience desperately want or need? For example, if you’re selling weight loss products, your audience isn’t just buying a smaller waist—they’re buying confidence, health, and freedom from insecurity. Focus on what drives them at a primal level.

2. Go Where Your Starving Crowd Is

Once you know your audience, find out where they hang out—both online and offline. If you’re targeting busy entrepreneurs, you’ll likely find them in LinkedIn groups or listening to productivity podcasts. Join the conversation where they’re already searching for solutions.

3. Craft Copy That Speaks to Their Hunger

Write your sales copy like you’re speaking directly to one member of your starving crowd. Use their language, their struggles, and their desires. If they’re desperate for a solution, your copy should make them feel like you’ve been reading their mind.

For example: Instead of saying, “This course helps improve productivity,” say, “Are you tired of working 12-hour days and still feeling like you’re falling behind?”

When you write to a starving crowd, you don’t have to convince them to want what you’re offering—they already do. Your sales copy simply positions your product as the solution they’ve been waiting for. And that’s when conversions skyrocket.


Principle #2: Don’t Build a Bigger Mousetrap, Create Scarier Mice (Eugene Schwartz)

Eugene Schwartz, author of the classic Breakthrough Advertising, taught one of the most powerful lessons in copywriting: You don’t need a better product; you need a sharper focus on the problem.

Schwartz believed that people are more motivated by their fears, frustrations, and anxieties than by the promise of something better. Instead of trying to convince people that your product is the best solution, amplify the problem so intensely that they feel compelled to take action.

In other words, you don’t need to build a better mousetrap. You need to show them how terrifying the mice are.

How to create scarier mice in your sales copy:

1. Uncover the Core Problem

Dig deep into what your audience is truly afraid of. What keeps them awake at night? What are the consequences of ignoring this problem? The scarier and more immediate the problem feels, the more likely they are to act.

Example:

If you’re selling financial planning services, the real fear isn’t just “running out of money.” It’s retiring broke and being forced to rely on family or live in financial insecurity.

2. Describe the Problem Vividly

Paint a picture that makes the problem feel real and urgent. Use specific, emotionally charged language. Instead of saying, “You might lose money,” say, “What if one unexpected medical bill wiped out your life savings?”

3. Connect the Problem to Their Everyday Life

Help readers see how the issue is already affecting them, even if they don’t realize it yet. For instance, if you’re writing for a productivity app, you might highlight how wasting time on distractions is secretly sabotaging their goals, costing them promotions, or even straining relationships.

4. Offer Your Product as the Escape

Once the problem is amplified, position your product as the immediate solution to neutralize the threat. Make it clear that taking action now will protect them from the worst-case scenario you’ve just outlined.

Example: “This 3-step financial plan ensures you’ll never outlive your retirement savings—so you can enjoy your golden years without worrying about money.”

When people feel the weight of a problem, they’re far more motivated to take action than if they’re only offered a vague improvement. By intensifying the fear of what happens if they don’t act, your sales copy taps into their survival instincts—making the sale feel urgent and necessary.


Principle #3: Everything Can Be Tested—and Should Be (Claude Hopkins)

Claude Hopkins, the father of scientific advertising, revolutionized the way we approach copywriting. His mantra? “Let the thousands decide.” Hopkins believed that the success of any ad, headline, or sales pitch should be measured not by gut feelings or personal preferences but by hard, testable results.

He pioneered the idea that copywriters aren’t just creatives—they’re experimenters. Every element of your sales copywriting can (and should) be tested to uncover what truly resonates with your audience.

How to apply Hopkins’ testing principle:
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1. Start With a Clear Hypothesis

Before you write, decide what you want to test. Is it a headline that grabs attention? A call-to-action that gets clicks? A lead that hooks the reader? Formulate a hypothesis like, “A benefit-driven headline will outperform a curiosity-driven one.”

Example: Test two headlines for a weight loss program:

- “Lose 10 Pounds in 30 Days—Guaranteed!”

- “What If You Could Drop 10 Pounds Without Giving Up Pizza?”

2. Test One Variable at a Time
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​To truly understand what’s driving results, test only one change at a time. If you tweak your headline, keep the rest of your sales copy identical. This isolates the variable and ensures your results are accurate.

Example: If your ad isn’t converting, test whether changing the opening line (and only the opening line) makes a difference.

3. Use Data to Guide Decisions

Your opinion on what “sounds good” doesn’t matter—let the numbers speak. Track metrics like click-through rates, conversion rates, and bounce rates to see what’s working. Tools like Google Analytics, heat maps, or A/B testing platforms can give you this insight.

Example: If Version A of your landing page converts at 2% and Version B converts at 4%, it’s not just a better headline—it’s a better result.

4. Iterate and Improve

Testing isn’t a one-and-done process. Even when you find a winning element, there’s always room for optimization. Keep testing, refining, and evolving your sales copy to stay ahead of the competition.

Example: Once you have a winning headline, test your call-to-action or email subject line next.

Testing removes guesswork. Instead of hoping your sales copy will work, you’ll know what works because the data proves it. And here’s the kicker: Even small improvements—like a 1% boost in conversion rates—can mean massive gains in revenue over time.

As Hopkins himself said, “Advertising is salesmanship. And the only way to know if your salesmanship is working is by testing it.” So stop guessing and start testing. Let’s move on to the next principle.


Principle #4: Sell With Emotion, Justify With Logic (John Caples)

John Caples, author of the iconic book Tested Advertising Methods, was a master at tapping into the emotional core of his audience. He famously said, “The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments that they forget to tell us why we should buy.”

Caples understood that people make decisions based on emotion first, then use logic to justify those decisions. They don’t buy a car because of its fuel efficiency—they buy it because it makes them feel successful, safe, or adventurous. The specs? Those are just the details they tell their friends to sound smart.

In sales copywriting, your job is to create an emotional connection that triggers the desire to act, then provide logical reasons to justify the purchase.

How to sell with emotion and justify with logic:

1. Focus on the Emotional Payoff

Think about how your product makes the buyer feel. Will they feel confident? Secure? Excited? Lead with the emotional transformation your audience craves.

Example: If you’re selling an online course, don’t just highlight the skills they’ll learn. Sell the confidence they’ll feel landing high-paying clients or the freedom of finally working on their own terms.

2. Tell a Story That Hits Home

Stories evoke emotions better than facts ever could. Use a relatable example to show your audience how your product can solve their problem or fulfill their desire.

Example: “Imagine walking into a room and knowing your words could command attention. That’s exactly what this public speaking course will help you achieve.”

3. Provide Logic-Based Justifications

After you’ve sparked an emotional response, back it up with logical reasons that make the purchase feel smart and practical. Highlight features, benefits, testimonials, and guarantees.

Example: “This course has helped over 5,000 people overcome stage fright and master public speaking. Plus, you’ll get lifetime access to expert coaching for just $297.”

4. Use Specifics to Cement Credibility

People are more likely to trust your logical claims when they’re specific. Include numbers, statistics, or hard facts to add weight to your pitch.

Example: “Studies show that people with strong public speaking skills earn up to 10% more than their peers.”

When your sales copy connects emotionally, it stirs desire and creates urgency. But it’s the logical details that give the buyer permission to act without guilt or doubt. They can feel good about their emotional decision because it’s backed by “smart” reasoning.

Caples taught us this timeless truth: People buy on feelings, but they defend their purchases with facts. Nail both, and you’ll have sales copy that’s impossible to resist.


Principle #5: Always Give Readers a Believable Reason to Respond Now (Dan Kennedy)

Dan Kennedy, the king of direct response marketing, often hammered home a critical truth: “No deadline, no urgency, no response.” Kennedy understood that people are natural procrastinators. Even if they love what you’re offering, they’ll put off buying unless you give them a compelling reason to act immediately.

But here’s the key—your urgency needs to feel real. Readers can smell fake scarcity a mile away. If you don’t create a believable reason for them to respond now, you’re leaving money on the table.

How to create believable urgency in your sales copy:

1. Use Time-Limited Offers

Deadlines are one of the most powerful motivators. Whether it’s a 24-hour sale, early-bird pricing, or a bonus expiring at midnight, let readers know they’ll miss out if they don’t act fast.

Example: “Enroll by midnight tonight to get an exclusive bonus module on advanced copywriting techniques—absolutely free.”

2. Highlight Scarcity

People value things that are limited in supply. If your product is genuinely limited—like a physical item with low inventory or a service with limited spots—make that clear.

Example: “We’re only accepting 20 students for this coaching program, and spots are filling up fast.”

3. Tie the Urgency to the Audience’s Problem

Frame the urgency around solving their pain point. Remind them that every day they delay is another day they’re stuck with the problem your product solves.

Example: “The longer you wait to master high-converting sales copy, the more clients you’re losing to your competition.”

4. Be Specific About Consequences

Spell out what they’ll miss if they don’t act now. Whether it’s losing out on a discount, a bonus, or an opportunity, make the consequences feel real.

Example: “Miss this deadline, and you’ll have to pay the full price of $497 instead of today’s discounted rate of $297.”

5. Back It Up With Proof

Your urgency will only work if it’s believable. Avoid vague claims like “limited time only” unless you can back them up with specifics. If your offer is truly time-sensitive, say why.

Example: “This early-bird price is only available until Friday, when we’ll open registration to the public.”

Urgency forces action. When readers feel they might lose out, they’re far more likely to make a decision now rather than putting it off until “someday” (which, let’s be honest, never comes). Kennedy’s advice boils down to this: If you don’t create urgency, you’re giving readers permission to delay—and delayed decisions rarely turn into sales.

So, ask yourself: Does your sales copy include a believable, urgent call-to-action? If not, fix it. Next up, let’s dive into another timeless principle.