aout. log. neletter. Honey Copy By Cole Schafer. coure. ork. ook.

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Ho to rite cop that ell like a Florida no Cone Vendor on the
hottet da of the ear ––
WSODOWNLOADS.IN
 WSODOWNLOADS.IN
Welcome.

Thi i a top ecret run don on copriting.

It’ called...

Ho to rite cop that ell like a Florida no Cone Vendor on
the hottet da of the ear.

orr for the length title.

Let’ get tarted, hall e?

Read thi firt.

I don’t kno ou. ut, I do kno ou’re a u entrepreneur,

marketer or no cone vendor chomping at the it to rite etter
tronger ale cop, fat.

o, knoing thi, I’m toing all the fanc formalitie in the ate
in.

Let’ cut right to the chae.

Thi run don (or guide of ort), Ho to rite cop that ell like
a Florida no Cone Vendor on the hottet da of the ear, ill
teach ou ho to rite ord that ell like hell.

It’ filled to the rim ith an inane amount of copriting and

marketing leon I’ve learned linging ink for rand acro the
orld. I don’t love chet pumping ut I undertand I have to, from
time to time, to etalih ome crediilit.

o, excue me for a moment a I tell ou h

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ou hould liten to hat I have to a...

• I run a ix-figure copriting uine called Hone Cop that

ork ith rand all over the gloe on riting ord that read
like poetr and ell like Ogilv.
• I once rote a crodfunding page for an Iraeli luggage
compan that generated $140,000 in funding in a eek-ih.

• I’ve een flon acro the orld to Mink, elaru to teach

copriting and marketing to thi tartup, thi tartup, thi
tartup and thi tartup (it’ a long tor, perhap one for
another da).
• I’ve ritten viral article like The Pcholog of elling that
have et the internet orld on fire.

• I’ve headed cop for product launche for maive health &
fitne influencer like Aure Marcu and A Pollock.

• I’ve ritten illoard for a protein compan in an ad ar ith a

competitor, I’ve ritten email erie for aa tartup looking
to olter ale, I’ve ritten advertiement for large media
companie like The Hutle and I’ve even ritten cop for the
American Ultimate Dic League.

Alright, that ill e the lat of me ragging aout melf. And,

again, I apologize. ut, if ou’re anthing like me, ou’re keptical.
o, I gue hat I’m aing i that... I kno hat I’m aing.

Ana, the leon ou’re aout to find don elo never take
more than 5-minute to ift through and mot are more in the
range of 1-minute, 2-minute and 3-minute.

The leon are hort, punch and concie for a reaon –– ecaue
good cop that ell i hort, punch and concie.

In addition to the coure’ revit, ou ill alo notice there are no
video. Again, thi i intentional. We aren’t learning to make
video. We are learning to rite cop. And, the et a to learn
ho to rite cop i through reading.

Thi guide took me a nice chunk of time to create and deign

ecaue I anted it to e more than jut a guide. I anted it to e
a living reathing reource ou can reviit hen ou have
quetion aout riting cop for our rand.
You're mart. You're avv. You can figure out the ret.

No, ithout further ado, let' learn to ell like hell ith the
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ritten ord...

Pt... if at an point during thi coure, ou a fuck it and
decide ou ant to give me ome cheddar to link ome ink for
ou… ou can do that here.

- fin -

What the hell i copriting, ana?

efore e learn anthing, e mut firt undertand hat

copriting i and hat copriting in’t.

A quick Google earch ill direct ou to handful of copriting

definition, mot of hich are long-inded (hich i ironic
ecaue long-indedne i a ig copriting no-no).

ut there are ome diamond in the rough. One of m favorite

copriting definition come from ruce endinger, a great
copriter and creative director ho decried the practice a…

“... a jo. A killed craft. Veral Carpentr. Word on paper. cript

to time. And one more thing. alemanhip.”

What’ lovel aout thi definition i that ruce ue great

copriting tactic a he i decriing hat copriting i (more
on that later).

Hoever, hile I’m ovioul oeed ith the craft of

copriting and ruce’ romanticizing of the craft through thi
definition, I’ll e the firt to admit it’ a it atract.
All ou reall need to rememer from the aove definition i the
final ord endinger ue –– alemanhip.

Copriting, at it WSODOWNLOADS.IN

mot concentrated form, i ritten
alemanhip or the act of elling omething ith ord.

It' reall that imple.

Write that don.

Repeat it out loud a fe time.

Hell, mae even get it tattooed to our forearm.

Copriting i the act of elling omething ith ord.

No that e have a definition to ork ith, let’ dicu h mot
of hat e read on the e toda, that’ intended to e
copriting, in’t actuall copriting at all.

When it come to riting cop, marketer, entrepreneur and

no cone vendor all make the ame fatal fla –– the mitake
copriting for regular riting.

A a reult, the ell diddl-quat and ore their could-e

cutomer to aolute tear in the proce.

Copriting, unlike regular everda riting, i getting the reader

to not jut think aout omething ut to actuall do omething.
Or, etter et, u omething.

Thi doing veru thinking i the fundamental difference eteen

riting and copriting.

ure. Thi might ound rudimentar. It’ not. If it ere, feer

rand ould e riting complete hit that people don’t ant to
read (nor u after reading).

When e undertand the hole reaon e are riting cop i to

get omeone to do omething or u omething, omething
magical happen –– e rite ord that people actuall ant to
read and a a reult, e ell more tuff.

o, to recap, copriting i the act of elling omething ith

ord. And, copriting i different than other form of riting
ecaue it i ritten to get the reader to do omething or u
omething.

Got it? Good. No,WSODOWNLOADS.IN

let’ learn ho to rite cop.

- Fin -

Hook ‘em –– ho to craft a killer headline.

David Ogilv, argual one of the greatet advertier of all time

aid the folloing aout headline…

“On average, five time a man people read the headline a the
od cop. When ou have ritten our headline, ou have pent
eight cent out of our dollar.”

ottom line, headline matter, and that’ h e are tarting ith
them. If ou’re pending five hour riting a piece of cop, I ould
argue that one of thoe hour hould e pent on the headline
alone.

I call thi the 20% rule: pend 20% of our time riting cop on
the actual headline itelf.

If ou can’t rite a olid headline, ou don’t have a no cone
chance in hell to get our reader to read the ret of our cop.

With that aid, undertand a headline can e anthing. It can e a

log pot title, an email uject line or even the firt line ou ee
on a ale page. Regardle, it’ one of the mot important
element of copriting.

ditor at large media companie ill ak their riter to rite a

man a 25 headline ever time the rite an article ecaue
the’ve een their click-through rate increae  50%, 100% and
in ome cae 500%.

Here are a fe tactic ou can reach for hen riting headline...
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Flirt our a off.

Thi tpe of headline i like the attractive girl or gu that i a

great flirt. he or he alk into a ar. The mile. The pa around
compliment. verone get a tate ut never a feel. The’re a flirt.
It make folk ant them more. A headline that flirt ith our
audience can e a good headline. You rite a headline that flirt
ith our audience  highlighting a prolem the reader ha and
hinting at having a olution.

xample:

Can’t eem to make mone in the tock market to ave our life?
Read thi.

Cut right to the chae.

On the contrar, don’t e afraid to e crtal clear. The Pcholog

of elling, the viral article I hared ith ou earlier, i an example
of a headline that cut right to the chae. It’ not uper exciting.
ut, it tell the reader exactl hat the’re going to get.

xample:

a foolproof trategie to increae our chance of making

mone in the tock market.

The quick, fat and in a hurr.

Cutomer and reader are contantl eing omarded ith

product offering, article and email… the lit goe on forever.
Writing a headline that offer fat actionale reult can e
refrehing to the cutomer or reader.

xample:

In five-minute e’ll teach ou ho to e deadl in the orld of

inveting.

Again, pend 20% of the time ou’ve allotted for an article or email
or ale page riting the actual headline. Make it a goal to rite
tent-five. After ou’ve ritten tent-five qualit headline,
alk aa and come ack to them.

Which one tand out the mot to ou?

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Ak the other people on our team, too. Ak them to circle their
favorite(). You’ll quickl find the inner.

Latl, for inpiration, here are ome viral

article headline that have orked for folk in
the pat:

• 32 Legitimate Wa to Make Mone at Home

• 9 Landing Page Goof That Make You Loe uine

• The Compact Guide to Grammar for u People

• Ho the We ecame Unreadale

• Patagonia’ Ne tud Find Fleece Jacket Are a eriou
Pollutant
• Wh Content Marketing Trump Advertiing
• Ho I uilt an Online T-hirt uine and Made $1,248.90 in 3
Week

• Ho I Paid off $46,500 of tudent Loan in 2 ear

• Ho to at on Le Than $1.00/meal
• Ho to Write the Highet-Performing AdWord Ad, ver

Pt... riting headline can e tough uine and to head

are etter than one, need ome help? Jut a the ord.

- fin -

Hook ‘em (part II) –– hat Medium’ 100 mot

viral article can teach u aout optimal
headline ord count.
I have a complicated relationhip ith Medium.
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Let me explain.

Toard the eginning of m career, I orked a a ghotriter for

a CO of a ig tech tartup in ilicon Valle. I raintormed the
topic, did the reearch, came up ith the concept and then
rote thee great ig 2,000-ord article that he impl pated
hi name on.

I decided to alk aa after an article I rote ent viral,

garnering 150,000 applaue, million of vie and hundred of
comment praiing thi CO for hi originalit, rilliant thinking
and hi poetic a ith ord.

The article i on the lit don elo. I’m not going to tell ou
hich one it i. Not ecaue I am cared of incriminating melf. I
didn’t ign a contract that forced me to keep m mouth hut or
anthing. I’m jut not ver proud of thi particular time in m
career.

What I ill a i that I’ve een punihed not for (ut ) m in.
It’ een three, mae four ear, ince I took off m inviiilit
cloak and put m ghotriting da ehind me and it till urn
like a mouthful of fire ant to kno the mot popular piece I’ve
ever ritten i under omeone ele’ name and not m on.

ut, thi i the conequence ou pa for ghotriting; for eing a
literar hore.

*hrug*

Ana, hile Medium i certainl a cepool arming ith

thought-leaderhip piece, productivit hack and poorl ritten
Cinderella torie, it doe offer ome tremendou leon in
regard to riting headline.

For a God-aful a Medium i, there are 1,385,000 ne article

pulihed on the platform ever ingle month, and onl a tin
percentage of thee article reach a level ou might call “viral”.

During Medium’ golden age (2013 - 2016-ih), I came acro a lit

that curated the platform’ 100 mot viral article (e’re talking
piece that oat million and million of vie).

While the meat and potatoe of thee article are complete hit,
there are ome intereting takeaa in their headline…
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For one, there i a common elief in riting that the ideal length
of a headline i 6 ord.

Hoever, the average ord count in the 100 article don elo
i nearl 9 ord and thoe that fall ithin the top 20% have
headline of almot 10 ord.

While I’d hope mot of the folk reading thi trive to rite more
thought-provoking piece than the hale hit that rie to the top
on Medium, it’ orth paing attention to hat catche reader
attention and thi eem to e article ith lightl longer
headline in that 9-10 ord count range.

(Alo, pleae rememer I’m ver iaed here… the headline for
thi guide i 19-ord and ha done quite ell for me from a ale
apect.)

It’ alo orthhile to note the “extreme” in the headline ou

ill find elo…

The hortet headline on the lit a jut impl “itcoin” (ee:
#65) and the longet headline on the lit a a hopping 18
ord “I intervieed at five top companie in ilicon Valle in five
da, and luckil got five jo offer” (ee: #94).

o… kno the rule to reak the rule, I uppoe?

efore ou egin to ift through the headline elo, pleae note
that I olded the headline I think are exceptionall good.

Thee are the unicorn that pa oth the “viralit” and the qualit
tet. While Como might rite viral headline, fe of them can e
decried a “qualit”. I’d argue the ame can e aid for Medium.

Ana, enough laer.

1. The Mot Important kill Nood Taught You

2. Digital xile: Ho I Got anned for Life from Airn

3. omething i rong on the internet
4. Ho a TV itcom Triggered the Donfall of Wetern
Civilization

5. 7 Practical Tip for Cheating at Deign

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6. Lazine Doe Not xit

7. The Rock Tet: A Hack for Men Who Don’t Want To e Accued
of exual Harament
8. Our redeign of Medium’ Clap…and h the ma not have
choen to do it thi a.

9. Ho to think like a programmer — leon in prolem olving

10. The poer of doing nothing at all

11. Ho I (re)uilt the Medium clap effect — and hat I got out
of the experiment.

12. A quick eginner’ guide to draing

13. You Are Not qual. I’m orr.

14. Wh verone Mied the Mot Mind-loing Feature of

Crptocurrenc
15. Ho Technolog i Hijacking Your Mind — from a Former
Inider
16. Deign etter Form

17. Ho I Hacked 40 Weite in 7 minute

18. We fired our top talent. et deciion e ever made.

19. 7 Thing You Need To top Doing To e More Productive,
acked  cience
20. I’m 35 and I ma uddenl have lot the ret of m life. I’m
panicking, jut a it.
21. You Make Or reak Your Life eteen 5-7 AM

22. The Purpoe Of Life I Not Happine: It’ Uefulne

23. Ho quitting m corporate jo for m tartup dream f*cked
m life up
24. You’re Not Laz

25. Goode, Oject Oriented Programming

26. Advice From A 19 Year Old Girl & oftare Developer

27. NO veru thereum: Wh NO might e 2018’ tronget
crptocurrenc

28. The 2018 We Developer Roadmap

29. Porn I Not the Wort Thing on Muical.l

30. 13 Thing You hould Give Up If You Want To e ucceful
31. Wh lockchain i Hard
32. Thi I Your Life in ilicon Valle

33. Don’t liten to thoe productivit guru: h aking up at

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6am on’t make ou ucceful
34. Wh We’re Underetimating American Collape

35. Ye, You hould Delete Faceook

36. People Who Have “Too Man Interet” Are More Likel To e
ucceful According To Reearch

37. Ho I ent from neie to oftare ngineer in 9 month

hile orking full time

38. Thi i Ho Google ill Collape

39. Wh ou houldn’t hare our goal

40. 10 cheat code for deigning Uer Interface

41. The ecret to eing a top developer i uilding thing! Here’
a lit of fun app to uild!

42. Optical ffect in Uer Interface (for True Nerd)

43. Wh I’m leaving ilicon Valle
44. Learn lockchain  uilding One

45. You fired our top talent. I hope ou’re happ.

46. DAR POPL WHO HAT CLAPPING

47. One peron’ hitor of Titter, from eginning to end
48. Toda’ Prolem With Maculinit In’t What You Think
49. Good to great UI animation tip

50. Get our Patm KYC done, tore up to R. 1 Lakh and avail
other enefit
51. The imple Truth ehind Reading 200 ook a Year

52. Wh Mot People Will Remain in Mediocrit

53. Do Thee Thing After 6 P.M. And Your Life Will Never e The
ame

54. 10 Trick to Appear mart During Meeting

55. Potmortem: ver Frame a Painting

56. HTTP explained ith carrier pigeon

57. Don’t fall for the hpe — Wh itcoin’ $10,000 Price Doen’t
Reflect It True Value

58. Ho Netflix ork: the (hugel implified) complex tuff

that happen ever time ou hit Pla

59. The Mitake I Made A a eginner Programmer

60. If You Don’t liminate Thi Hait, You Will Never Gro

61. Ho Doe potif Kno You o Well?

62. It’ Not What You Kno, It’ Ho You Think
WSODOWNLOADS.IN
63. Ho I hacked Google’ ug tracking tem itelf for $15,600
in ountie
64. WTF i The lockchain?

65. itcoin

66. A urvivor’ Defene of Al Franken

67. Machine Learning i Fun!

68. Creating Uailit ith Motion: The UX in Motion Manifeto

69. The ucce logger Are elling You ullhit.

70. A Letter to Jamie Dimon

71. When The Racit I omeone You Kno and Love…

72. Ho to encrpt our entire life in le than an hour

73. Modern Javacript xplained For Dinoaur

74. What Do 90-omething Regret Mot?
75. I Made the Pizza Cinnamon Roll from Mario atali’ exual
Miconduct Apolog Letter
76. lockchain i not onl crapp technolog ut a ad viion for
the future
77. Wh Women Need Tice A Much ex A Men
78. I Got Rejected  Apple Muic… o I Redeigned It
79. 50 Thing You [Proal] Forgot To Deign
80. A Guide to ecoming a Full-tack Developer in 2017

81. Ho I replicated an $86 million project in 57 line of code

82. A letter from a furiou teacher

83. The Greatet ale Deck I’ve ver een

84. Ten ear in, nood ha come up ith a ue for lockchain
85. Wh Decentralization Matter

86. We Architecture 101

87. Ho I made $200,000 hen I a 16 ear old

88. An Open Letter to the FCC:

89. The code I’m till ahamed of

90. Alloing #MeToo To Go Viral I The igget Mitake The
talihment ver Made
91. 5-Hour Rule: If ou’re not pending 5 hour per eek learning,
 ou’re eing irreponile

92. You Don’t Undertand itcoin ecaue You Think Mone I

Real
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93. Ho To Achieve Your 10-Year Plan In The Next 6 Month
94. I intervieed at five top companie in ilicon Valle in five
da, and luckil got five jo offer

95. Medium’ Ne Logo: A Revie

96. Focu On Learning and Creating Rather Than ntertainment
and Ditraction

97. The Onl 3 Thing I Need In A Partner

98. Ho To Tell If omeone I Trul mart Or Jut Average

99. Ho it feel to learn Javacript in 2016

100. Learning Pthon: From Zero to Hero

– fin –

Hook ‘em (part III) –– a lightning fat approach

to riting olid headline.

eth Godin doen’t find the ord “hack” a repulive a the ret of
u...

The term, according to Godin, i derived from a reed of hore

called The Hackne. The ere developed in Norfolk of all place,
ack in the 14th centur  the King of ngland.

The King didn’t ant the “et of the et” of hore ut intead a
hore that a impl “good enough” and could e ued for
general riding purpoe.

One that a poerful ut not overl o.

One that a good-looking ut not necearil a knock-out.

One that a fairl fat ut an’t going to necearil chae
don a cheetah.

o, the red The Hackne and thi gave irth to not onl a hore
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ut the term “hack”.

Godin argue that hile the ord “hack” ha taken on a negative
connotation, it in’t necearil a ad thing. It’ impl giving the
market hat the ant. It’ giving the market “good enough”.

While all of u ant to rite cop and headline that can in u a
We or an ffie or a Pencil… e can’t e Don Draper for
tent-four hour a da, even da a eek.

ometime, e mut ettle for good enough.

(peciall hen a client hit u up lat minute and tell u he

need cop  the end of the da or he’ roall fucked.)

Thoma Kemen, the copriter ho rote the ook Junior, ha
lung ink for ome of the top advertiing hop in America and
tackle everthing from navigating office politic to riting damn
good advertiing.

(If ou’re looking to ork at an advertiing agenc, I’d go pick the

ook up immediatel. ut, if ou’re anting to e a freelance
copriter, I’d jut go pick up a cop of m freelancing guide.)

Ana, in Junior, Kemen la out a fe tactic he ue hen he

need a headline quick, fat and in a hurr.

In other ord, he reak don ho to reed The Hackne

headline...

I ovioul put m on flair on hi recommendation a not to

plagiarize hi ork. ut, here’ hat he had to a…

Thro a pin on a ell-knon phrae.

o, intead of…

“It i hat it i.”

You ould rite…

“It i hat it in’t”

Or, intead of…

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“Don’t hoot the meenger.”

You ould rite…

“Don’t hoot the meenger, make love to her.”

tart land. Then, pice it up.

A painfull land headline ould e…

“Our coffee i old.”

You ould pice thing up a it  riting…

“Our coffee i o old, ou’ll keep the to-go cup a a troph.”

Oppoite attract.

Kemen arn thi particular tactic or “hack” i a cheap a a $4

ill at a Thrift tore (in not thoe pecific ord), ut claim it’
effective.

I ould venture to agree.

There’ a cheap attraction to harneing the poer of oppoite in

headline.

Let’ a ou’re marketing urger for a urger joint…

“For ig appetite (and allet on diet).”

Or, mae ou’re marketing oil change for a local mechanic…

“Done efore lunch (ithout coting ou dinner).”

hort. hort. Looooooooong.

urel ou’ve een thi tle of headline efore.

“It’ adjective. It’ ome other tpe of colorful adjective. It’ ome
claim that i uper compelling.”
Let’ a ou’re riting one of thee tpe of headline for an
athletic hoe compan that ha a killer pair of neaker on ale.
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It ould read a…

“The’re fat. The’re aurdl affordale. The’ll leave ou running

like ou tole omething.”

Goddamn, that lat one a actuall prett good.

– fin –

Hook ‘em (Part IV) –– David Ogilv’ leer-

knon approach to riting “potent” headline.

Rumor ha it that Mad Men’ rooding Don Draper, ho douled
a oth a creative director and a lad-killer (not literall), a
inpired  the late great David Ogilv.

ut, ho' to a?

What I do kno i that if Don Draper ere alive and reathing

(and not a fictional tv perona) in the 1960, David Ogilv and hi
agenc ould have ran circle around him.

It an’t that Draper a ad, per a. Ogilv a jut that good.

In Confeion of an Advertiing Man, Ogilv hared the

frameork he expected hi agenc to ue hen riting hat he
coined “potent” headline.

(Which,  the a, efore e dive in… thi ection i dedicated

more to riting headline pecificall for advertiement, paid ad
and landing page, not o much article.)

Ogilv ould rite no le than 16 headline for ever ingle

advertiement. Wh? ecaue he found that impl changing out
a hitt headline for a trong headline could increae ale  a
much a 1,000%.
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Here’ the frameork he folloed to rite thoe “potent” 1,000%
zinger…

1. The headline i the “ticket on the meat”.

You’ll notice cut of meat tend to have a tin lael protruding from
them. Thi in’t to e cute.

It make hopper aare of exactl hat meat the’re uing.

Ogilv elieved headline hould function in thi ame a; and

that copriter hould e incredil clear aout hat the ere
elling.

If ou’re riting an advertiement for a rare tea that cure “erectile

dfunction”, make ure “erectile dfunction” i omehere in the
headline.

It’ that imple.

2. ver headline hould appeal to the reader’

elf-interet.

Your headline hould tell the reader ho our product or ervice
can change their life.

Let’ a ou’re elling liptick. What doe our liptick do? Doe
it make lip appear fuller?

Then make ure that omehere in the headline ou mention

“fuller lip”.

3. Ala tr to inject “free” and “ne” into

our headline.

Ogilv felt the to mot important ord to ue in a headline

ere “free” and “ne” and encouraged hi copriter to find
a to prinkle them in.

I diagree entirel, I feel thee ord are overued and can make
the advertiement feel camm or even cheap.

ut, if I ere ou, I’d liten to Ogilv over melf.

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4. Ue other ord and phrae that ork
onder.

In addition to “free” and “ne”, Ogilv ould often reach for the
folloing ord that eemed to ork ell in headline:

• Ho to

• uddenl
• No

• Announcing

• Introducing
• It’ here

• Jut arrived
• Important development
• Improvement
• Amazing

• enational
• Remarkale

• Revolutionar

• tartling

• Miracle
• Magic

• Offer
• Quick
• a

• Wanted

• Challenge
• Advice to

• The truth aout

• Compare
• argain

• Hurr

• Lat chance
 • Darling

• Love

• Fear
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• Proud

• Friend

• a

While “darling” eem like a peculiar ord to to into a headline,

one of Ogilv’ “piciet” and certainl more ucceful headline
a one he rote for Dove oap here he included that ver
ord…

“Darling, I’m having the mot extraordinar experience… I’m head

over heel in DOV.”

5. The headline hould include the rand name.

Ogilv rote that…

“Five time a man people read the headline a read the od
cop, o it i important that thee glacier hould at leat e told
hat rand i eing advertied.”

imple ut rilliant.

If five time a man people are going to read the headline than
the od cop, ou might a ell include the rand name o our
client i getting ome recognition.

6. Land on the right length.

During David Ogilv’ tenure he found that long headline old

more merchandie than hort headline and that headline that
contained ix to telve ord pulled more coupon than their
horter counterpart.

Thi, naturall, led to Ogilv riting longer headline.

He claim hi greatet headline of all time a an eighteen ord

ehemoth he rote for Roll Roce…

“At ixt mile an hour the loudet noie in the ne Roll Roce
come from the electric clock.”
7. nd our headline ith a lure to keep
reading.
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ometime, it’ orthhile to leave our headline open-ended,
tugging on our reader’ curioit, encouraging them to keep
reading to find an aner, a olution, a concluion.

omething like…

“he a a truggling mall uine oner, arel reaking even,

then he finall decided to tr Frehook.”

8. Don’t get trick, punn, literar and fanc.

Cute doen’t ell.

In fact, it often get overlooked.

And, if ou are going to e cute, make ure ou’ve included #1, #2
and #5.

9. Don’t ue negative.

Read thi phrae…

Our condom don’t contain microcopic hole.

A a reader, ou uconcioul aociate “condom” ith

“microcopic hole”.

You’re far etter off riting…

Our condom are practicall a forcefield.

10. Avoid lind headline…

Headline that can’t tand alone on their on are called “lind
headline” and often require a od of cop underneath to help
the reader full undertand them.

Ogilv hated thee. He hated thee ecaue of Rule #5.

Rememer the it aout…

“Five time a man people read the headline a read the od
cop… lah, lah, lah.”

o, rite our headline like the’re ad in and of themelve.

WSODOWNLOADS.IN

And that jut aout um it up.

– fin –

“a m name, a m name” –– giving rand

and product the name the deerve.

ver o often, I get taked ith naming an uptart or a product or

even a line of product.

I’d like to conider melf reaonale at uch a tak.

While I don’t necearil have ome tried-and-true naming

formula, here are a fe thing I like to think aout…

Trut our intuition (if it feel right it proal

i right).

When in dout, I tr and rel on m intuition.

I named Hone Cop’ flaghip neletter “tick Note” ecaue

it came to me one da, almot out of the lue.

After cheing on the name for a it, I decided that I liked the a
it tated on the tongue, and eing that “hone” i “tick”, it felt
relevant.

At the rik of ounding a it kook, hen I a the name in m

mind, I kne it a the name.
(ide Note: I alo felt thi a in naming m paid neletter
Chaing Heminga, it hit me out of nohere and I kne, almot
immediatel, that it a the name.)
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I’m not a parent. o, I’ve never had the experience of naming a
human. ut, I imagine parent feel thi a hen naming their
offpring.

The might come up ith dozen, if not hundred, of name for

their unorn children ut, eventuall, e it  their on intuition or
divine intervention, the happen upon a name that feel a if it
a jut aiting for their offpring to lip into it and ear it like a
good uit or dre.

When in dout, e overl literal.

Other time, naming can e le intuitive (and dare I a creative)
and more literal.

While “ule’ Dr Cleaning” ure a hell in’t creative, nood

ill ever quetion hat the do.

Thi i the eaut in reaching for literalit, functionalit and

pecificit over creativit.

I named thi copriting guide “Ho to rite ord that ell like a
Florida no Cone Vendor on the hottet da of the ear”
ecaue I anted the name to a exactl hat a eing taught.

To date, it ha old 2,300 copie.

o, hile it might not e the mot creative name in the orld, it’
certainl effective.

On the contrar, don’t e afraid to run in the

oppoite direction of the “norm”.

At the end of lat ear, I a taked ith naming telve cookie
for an uptart cookie rand called Lat Crum. The uptart ha
ince lon the fuck up and the name and decription I rote
have put mirk on face the like of Chri Teigen.

While man conider the ork to e creative, m proce a

fairl imple… I jut ran in the oppoite direction of hat’
conidered to e the “norm” in regard to cookie name.
Chocolate Chip > “etter Than ex”

(One cutomer tried the aove cookie and aid, “It reall depend
WSODOWNLOADS.IN
on the ex… I’ve had ome rather mind-loing ex.”)

irthda Cake > “50 cent”

(Inpired  50 cent' famou ong “It’ our irthda”.)

Peanut utter > “The Madonna”

(Madonna a allegedl a huge peanut utter fan.)

Lemon Cookie > “When Life Give You Lemon”

(I’ve ala dug thi aing and thought thi ould e a clever
a to repurpoe it.)

Chocolate Lava Cake Cookie > “The Floor I Lava”

(I fucking loved thi game groing up).

White Chocolate Macadamia > “MacaDAMNia”

(ver heard Kendrick Lamar’ incredile alum “DAMN”?)

Oreo > “The Jame Dean”

(Wa too long of a tor to tell here –– orr.)

Red Velvet > “What The Fuck Velvet”

(Red Velvet i a it… dated.)

lueerr Muffin > “Not Toda Mr. Muffin Man”

(ecaue, ell, Drur Lane.)

’more > “’more an Campfire”

(The actuall came up ith thi one and I jut approved it).

anana > “Donke Kong”

(ecaue Donke Kong i a monke and monke like anana.)

If all ele fail, hip out the hotgun.

WSODOWNLOADS.IN
arlier thi ear a pirit rand  the name of “To Da” emailed
me aout anting a ne name.

I aked them to give me a fe ord that came to mind hen the
thought of their rand and the hit me ith “holida”… “relax”…
“chill”… “vacation”… “eekend”…

I took thee ord and I egan raintorming a ridiculoul long

lit of name.

Here’ hat I came up ith…

gather.

garner.

Glean.

queeze.

hiatu.

etixt.

riff.

ojourn.

Linger.

ingding.

poo.

mingle.

getaa.

Good Morro.

once more.
TOD + TOM.

After Part.
WSODOWNLOADS.IN

Here & There.

mate.

tark.

dadream.

ellih.

M da!

fetti.

doue.

You’ll notice that ome of thee ord are capitalized.

ome aren’t.

ome of them are italicized.

ome aren’t.

I think the a a ord look on the page i important (and oth
capitalization and italic pla a part in thi appearance).

For example...

FOX

Feel like “FOX” Ne, herea…

fox.

Feel like an expenive men’ clothier.

When naming omething, anthing, I recommend compiling a lit

of 25+ ord, printing them out on good paper and then handing
them out to people (entirel eparate from one another o that
there i no room for group think) and aking each peron to circle
their three favorite on the lit.

Naturall, there illWSODOWNLOADS.IN

e ome overlap in ord. When there i, pa
heed.

And, finall, hile naming i important, remove the preure

ecaue hile a good name can certainl help ou… a ad name
on’t kill ou.

After all thi ork, “To Da” i till “To Da” and the’re doing
jut fine.

Keep it hort & eet –– ho to rite a firt

entence that gra the reader  the hirt
and tell them to liten up.

You expoed our peni on national televiion, Max.

That a the firt entence of elleviion  Auguten urrough.

All thi happened, more or le.

That a the firt entence of laughterhoue-Five  Kurt

Vonnegut.

Fort minute later he a up in the k.

That a the firt entence of The ook of trange Ne Thing 
Michel Faer.

It a a pleaure to urn.

That a the firt entence of Fahrenheit 451  Ra radur.

The orld’ greatet author of all time figured it out far efore u
marketer and copriter. The poer of a hort firt entence,
that i.
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The realized that aking a reader to pend hour reading a piece

of literature a a great ig ak, o the made ure the ere
keeping them hooked from the jump ith a hort firt entence.

To tie in the previou ection, a killer headline get the cutomer

or reader to read the firt entence of our cop, the firt entence
of our cop get the reader to read the ret of our cop. o, the
firt entence of our cop i important. It’ almot a important a
the headline.

No, to continue, riting cop i not unlike riting a ook, our

goal i to get the reader to read our riting in it entiret.

Or, at the ver leat, read enough of it to do hat e ant them

to do or u hat e ant them to u.

Thi i challenging ecaue mot cutomer are laz and u.

That’ a difficult comination to market to. A copriter,
marketer, entrepreneur and no cone vendor e mut make it
a ea a poile for our cutomer (or propective cutomer)
to read our cop.

A good a to do thi i  tarting out our cop ith a ver hort
firt entence that gra the reader  the hirt and tell them to
liten up.

elo, hich entence i eaier to read? Which entence pull

ou in more? Which entence make ou ant to keep on
reading?

“Making mone in the tock market in’t at all impoile and from
our experience e ould even argue that if one i illing to put in
the ork and the time to learn, making mone in the tock market
i even… likel.”

Or…

“You could make mone in the tock market.”

A ou can ee, the firt entence i long and length. It feel like
it’ never going to end. The econd entence, hoever, i hort
and punch. It get right to the point.

Your cutomer hould e ale to read the firt entence of our

cop in le than a WSODOWNLOADS.IN
econd. The hould open our email or hit
our ale page and e through the firt entence efore the
fatet napper in the orld can nap her finger.

If ou rite a hort firt entence ou have a higher chance the
reader ill read our econd entence and then the third and then
the fourth and then the fifth.

When ou’re riting cop, rerite the firt entence of our

article, email and ale page 2-3 time. ee ho much ou can
hrink it don.

If ou can keep it under ten ord, that’ good.

If ou can keep it under eight, that’ ideal.

If ou can keep it under five, that’ divine.

To egin appling thi tactic, tart in the email ou’re ending to

colleague. tart making the firt entence punchier, horter.

When ou tart doing thi dozen of time each da, it ill egin
to feel econd nature. From there, in our cop, tr to not jut
rite a hort firt entence ut tr to rite an intereting hort
firt entence.

Rememer, a hort punch firt entence move the reader

through our cop fater and act a a “hook” for the reader. We
have to “hook” our reader quickl otherie he or he ill get
aa.

- fin -

Nixing tuttering & long-indedne –– ho to

var entence length to rite harper cop.
entence length i WSODOWNLOADS.IN
important. It’ omething to ala keep in
mind. hort crip entence are great for punch. The hammer in
pecific point. Longer, fattier entence are great for adding an
element of flavor and peronalit and converation to our cop.
Together the create rhthm. The feel like a dance. The feel
natural. Thi little excerpt, for example, i filled ith entence
varing in length. Reread it. Can ou feel the rhthm?

With that aid, hen e ue too man hort entence, the cop
can feel off. It can feel akard. It can feel forced. It can feel
rootic. It can read eird. Uncomfortale. Punch in an
unappealing a. Like omeone i tuttering. Or aing uhm. A lot.
It’ anxiet inducing.

And, on the contrar, too man long entence can make our cop
feel like it’ never going to top and can e difficult to read and
leave the reader ondering if the hole damn thing –– like a ad
train reck –– i going to go on forever ith no pecific end on
the horizon and caue them to loe focu and their mind tart to
onder like our mind i eginning to do right no.

Thank God that’ over.

The et trateg here i to var entence length throughout our

cop. Thi mean prinkling in oth hort entence and long
entence.

Watch ho e can vatl improve the horrendou cop on the

Aout U page of the National Park ervice eite…

“ince 1916, the National Park ervice ha een entruted ith the
care of our national park. With the help of volunteer and
partner, e afeguard thee pecial place and hare their
torie ith more than 330 million viitor ever ear. ut our ork
doen't top there. We are proud that trie, local government,
nonprofit organization, uinee, and individual citizen ak for
our help in revitalizing their communitie, preerving local hitor,
celerating local heritage, and creating cloe to home
opportunitie for kid and familie to get outide, e active, and
have fun. Taking care of the national park and helping American
take care of their communitie i a jo e love, and e need—and
elcome—our help and upport.”
Who farted?

Let’ appl entence variation to thi cop and ee hat e can
do… WSODOWNLOADS.IN

"We care for our nation' national park. We care o much, e’ve
een doing hat e do ince 1916, efore our grandpa a orn.
We afeguard thee pecial place. We protect thee tunning
landcape o our children and our children’ children can enjo
the full arra of eaut thi orld ha to offer. And, it’ rearding.
330 million viitor viit our park each ear. ach of hom make
memorie that lat a lifetime. We’re iaed. ut e elieve taking
care of our national park i one of the mot important jo in the
orld. And, o e ak ou thi, ill ou help u?"

The aove cop took me aout to minute to rerite and it’
vatl etter than hat i currentl on the ite. If ou’re part of
the National Park ervice, give me a call.

If ou’re not, appl hat I did aove to the cop that i currentl
on our ite. Varing the entence length can make our cop read
etter, flo moother and ultimatel e much more enjoale for
the reader.

– fin –

The Heminga Method –– uing one and to

llale ord to vatl improve
comprehenion.

rnet Heminga could rite. He could rite like hell. I’d argue
he a and till remain one of the greatet riter of all time.

ut, hat made hi riting jut o damn good? Heminga’

riting i o pecial ecaue anone and everone can
undertand it.
Heminga achieved thi  riting ith primaril one and to
llale ord. Take a look at an excerpt from one of hi ook A
Fareell to Arm don elo...
WSODOWNLOADS.IN
“In the late ummer of that ear, e lived in a houe in a village
that looked acro the river and the plain to the mountain. In the
ed of the river, there ere pele and oulder, dr and hite
in the un, and the ater a clear and iftl moving and lue in
the channel. Troop ent  the houe and don the road and
the dut the raied podered the leave of the tree. The trunk
of the tree too ere dut and the leave fell earl that ear and
e a the troop marching along the road and the dut riing
and leave, tirred  the reeze, falling and the oldier marching
and afterard the road are and hite except for the leave.”

In the aove four entence excerpt, ou’ll find one hundred and
tent-ix ord (one hundred and three of hich onl have one
llale). If one and to llale ord ere good enough for one
of the greatet American riter of all time, the hould e good
enough for u, too.

With that aid, if ou have a three or four llale ord that feel
right, there’ room for thoe a ell. Jut ue them paringl.

While thi might ound oviou, it’ not. Word like innovative,
leeding-edge, leverage and calailit litter uine email and
marketing communication contantl (more on thi later).

Heminga’ one and to-llale approach to riting remind u

to never ue a harder ord here a imple ord ill do.

Take a moment. Look ack through the email ou’ve ent our
cutomer or colleague. Pinpoint the three and four-llale
ord in them. Could ou have ued impler ord in thee
place? M gue i that ou could have.

- fin -

Murder our adver –– ho overue of the

adver might e the ingle, quicket a to
kill good riting.
 WSODOWNLOADS.IN

I’m undoutedl aful here adver are concerned. I’ve een

notoriou for naughtil overuing them ince the da I eagerl
picked up the pen for the firt time.

In fact, I’m o ildl ditateful that alread in thi mini-leon

covering h riter hould avoid them, I’ve een extraordinaril
guilt of ignorantl committing everal of thee tin atrocitie.

I’d tell ou that I’m not purpoefull fucking-up thee entence…
that I’m not intentionall littering them ith adver onl o I can
later correct them…

ut, e oth kno I’d e heepihl ling.

Hoever, joke aide, I do ue adver at an alarming frequenc.

o, thi afternoon’ leon i jut a much a leon for ou a it i
for me.

Let’ no do ome ifting and ee ho the pat even entence
or o can e improved upon  murdering a fe adver…

Adver hunting.

Let’ reread the firt even entence of thi ection (minu the
adver)…

I’m aful here adver are concerned. I’ve een notoriou for
overuing them ince the da I picked up the pen for the firt
time.

In fact, I’m o ditateful that alread in thi mini-leon covering

h riter hould avoid them, I’ve een guilt of committing
everal of thee tin atrocitie.
I’d tell ou that I’m not tring to fuck up thee entence… that
I’m not tring to litter them ith adver onl o I can later correct
them.
WSODOWNLOADS.IN
ut, e oth kno I’d e ling.

The riting i  no mean profound.

ut, it’ oviou that  murdering the adver, e’ve added

punch, revit and clarit that an’t there previoul ack hen
the adver ere till raging at the part.

Wait… hat i an adver?

I uppoe I got ahead of melf…

An adver i a ord that “modifie a ver, adjective or another

adver”.

(The uuall end in “-l” hich make them ea to pot.)

The reaon it’ in good practice to avoid uing them i ecaue

the make our riting oth timid and redundant.

For example…

Let’ take the folloing entence…

“rad elled loudl.”

If e ere to poll ten thouand people, aking them if the

conider a ell to e “loud” or “quiet”, all ten thouand people
ould, ithout a dout, check the ox of the former.

ecaue of thi, e’re far etter off riting…

“rad elled.”

Yelling eing “loud” goe ithout aing. o, it hould go ithout

riting, too.

Let’, for a moment, look at thi in the context

of riting advertiing…

The logan I rote for Hone Cop i…

WSODOWNLOADS.IN
“Word that read like poetr and ell like Ogilv.”

It’ hort.

It’ memorale.

It’ confident.

And, it’ far from redundant.

Hoever, let’ pretend I moked a unch of crack and felt called to

prinkle in a couple of adver…

“Word that artfull read like poetr and confidentl ell like
Ogilv.”

What once a a good logan no feel redundant and

unelievale (and not in an ae-inpiring a).

If the reader can gather from the line “ord that read like poetr”
that m cop i “artful”… h a o?

The ame can e aid for the line “ell like Ogilv” –– David Ogilv
a one of the greatet (and mot confident) advertiing men to
ever live.

o, hen making the comparion to elling like thi legend, it i

not necear to ue the adver “confident”.

Not onl are the adver “artfull” and “confidentl” redundant to

the reader ut the give off the impreion that the riter i
luffing; that he’ overcompenating.

It’ not unlike the man ho contantl rag aout the ize of hi
dick.

Ho ig i our dick actuall, Harr?

All that to a, after ou’ve ritten omething, reread it and look
for “-il”. Murder our adver and then re-reread the piece free of
thee rodent.
I can confidentl guarantee our riting ill improve.

- fin -
WSODOWNLOADS.IN

Murder our adver (part II) –– h ou

hould murder our adver from a tatitician.

A gent  the name of en latt once et off on the prepoterou
quet of uing tatitic to gain a tangile undertanding of hat
make for great riting.

I think much of hi finding ere hogah.

ut, he found omething intereting in the lack of “-l adver”

amongt the great…

He diplaed thi data in a rather hideou ar chart titled “Numer

of -l adver per 10,000 ord” that I’ve turned into text don
elo for aethetic purpoe.

rnet Heminga committed 80 -l adver ever 10,000 ord.

Mark Tain came in a cloe econd at 81. Am Tan a third at
83. John teineck held fourth place at 93.

After thi, it a Kurt Vonnegut at 101, John Updike at 102,

alman Ruhdie at 104, tephen King at 105, Charle Dicken at
108, Virginia Woolf at 116 and Herman Melville at 126.

When ou read thee numer, it’ fairl oviou that the le
adver ou ue, the etter our riting i.

Hoever, I’d like to mention that .L. Jame, the riter ehind the
Fift hade ook, rote 155 adver per 10,000 ord –– hich
in’t that much hen ou conider it.

ut, depite her “fame”, he i idel conidered to e a heinou

ordmith.
While cutting adver might e advantageou, it’ not the ecret
auce.
WSODOWNLOADS.IN
Heminga an’t good ecaue he onl rote 81 adver per
10,000 ord. He a good ecaue he a fucking Heminga.

Which, peaking of fucking…

A good a to filter out our adver i to place them efore the
ord “fuck”. If the ound ridiculou, remove them.

Paionatel fuck…

^^^ thi goe ithout aing.

Cautioul fuck…

^^^ thi doen’t make a lick of ene.

Quietl fuck…

^^^ ure, in the right circumtance.

Deperatel fuck…

^^^ a it creep.

Aggreivel fuck…

^^^ a it rape.

Mindlel fuck…

^^^ if e’re talking aout the 70.

Ana, ou get the git.

- fin -

The man kied the girl –– ho to ord

entence to make our reader and cutomer
do omething.
 WSODOWNLOADS.IN

In marketing, the active voice i etter to ue ecaue it i much

more direct and the entence are generall horter. It’ a good
idea to rite primaril in the active voice hen ou can.

The man kied the girl.

That’ an example of an active entence.

The girl a kied  the man.

That’ an example of a paive entence.

To kno the difference eteen the active voice and the paive
voice, impl locate here the doer i in the entence. If he i
efore the ver, the entence i ritten in the active voice. If he i
after the ver, the entence i ritten in the paive voice.

In addition to thi rule, alo conider the tpe of entence ou

are uing hen riting cop.

There are four tpe of entence. When e can, e ant to tick

ith a entence tructure called imperative. Thi i here the ver
come firt in the entence.

Join the neletter.

ign-up for our email lit.

u our product.

Thoe are all active entence.

We ue thi tpe of riting ecaue it force action, people are

more likel to repond to it.

Take a quick look at ho the entence elo can e improved

draticall  turning it into an imperative entence...

For our latet ne, advice and torie from our tudio make ure
ou join our email neletter.

Here’ that ame entence ritten in the imperative form...

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Join our neletter for the latet ne, advice and torie from
our tudio.

ee the difference? The latter entence entice the reader to take
action, to make a move, to do omething. Wherea the firt
entence read like e’re jut haring ome piece of information
ith the reader.

When ou’re anting to force our reader to take action, tart

our entence ith a ver.

- fin -

top narrating our rand in third peron.

rand are notoriou for referring to themelve and their

cutomer in third peron. I couldn’t tell ou h. Mae ecaue
it’ “profeional” or omething. ut, toda, cutomer could give a
hit le aout profeionalim. The ant to read omething that
ound like a human rote it.

o, intead of riting “our cutomer”... rite “ou”.

Intead of riting “Nike”... rite “e” or “u”.

Thi one imple hack ill immediatel make our riting feel more
human, more peronal, more relatale. It ill make the reader feel
like ou’re peaking directl to them.

o, again, intead of riting...

Nike i a orld-renoned fitne apparel rand that’ proud to

deliver great product to cutomer around the gloe.

We hould intead rite...

We make fitne apparel for athlete like ou.

When e rite directl to our cutomer it feel like e’re itting

WSODOWNLOADS.IN
acro from them having a converation face-to-face. It feel like
e are in the ame room having dinner. Ala, ala rite
directl to our cutomer and do o  uing “e” and “ou”.

I ould argue the onl exception i hen ou’re crafting an “Aout

U” page... ut even then it’ appropriate to rite ith “e” and
“ou”.

- fin -

lang, uine jargon, cliche and everthing

in eteen.

It’ a piece of cake.

It’ pot on.

At the drop of a hat.

all i in our court.

et of oth orld.

Thee are all example of lang or idiom that can e ued in

riting to add ome peronalit.

Uing lang and treet talk (or at the ver leat riting in a caual
a) i effective in connecting ith the reader, uilding rapport
and empath and ultimatel elling like a Florida no Cone
Vendor on the hottet da of the ear.

With that aid, e mut e careful. Too much of it can make our
riting ound too amiguou.

Here’ a good example of lang in cop...

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Donload our app in to-minute. It’ a piece of cake.

Here’ a ad example of lang in cop...

At the drop of a hat ou can donload our app… it’ a piece of
cake.

The latter feel like it i doing too much. Wherea the former
entence add ome peronalit and plafulne to the call-to-
action.

No, hile it’ effective to ue lang in our cop, it’ never (and I
do mean never) oka to ue uine jargon. If ou’ve ever read
m ork efore, ou kno I depie uine jargon and I’m not
alone.

I rote an article a hile ack called, The unofficial (lightl

arcatic) theauru for uine uzzord, here I poked fun at
the over-uage of jargon in the indutr. Over one hundred people
commented on the article, haring uine uzzord that irked
them a ell.

Writing toda i littered ith uine jargon and it’ a damn

hame. It’ cliche. It’ tack. It lack peronalit.

All I can a i that ou hould avoid them. Period.

Here’ ome example of uine jargon ou’ll ee if ou read

enough poorl ritten article lurking ehind hideou tock
image on Linkedin:

• Open the kimono

• leeding-edge

• Put out ome feeler

• Lot of moving part

• Doule check

• Duck in a ro
• Working in ilo

• Core competenc
 • Move the needle

• u-in

All indutrie have their on jargon. A a copriter or a marketer

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or an entrepreneur, it’ our reponiilit to e aare of thi
jargon and avoid uing it.

- fin -

More than ord –– undertand that

copriting i equal part trateg and voice.

Copriting i equal part trateg and voice. A I mentioned

earlier, the difference eteen riting and copriting i that
e’re not jut tring to get our reader to “think” aout omething
ut e’re tring to get them to do omething.

Thi action-oriented element i hat eparate copriting from

regular riting. Hoever, here man copriter and marketer
cre up i the rite cop ithout having a clear trateg in
mind. And, a a reult, the don’t end up riting cop at all.

Creating a trong trateg doen’t have to e overl complicated,

it can e uper imple. In fact, ometime keeping it imple i the
et thing ou can do.

Here are ome example of trategie ou might have hen

riting cop:

• We ant people to ign up for our neletter after reading our

article.

• We ant people to fall in love ith our rand and tell their
friend aout u after reading our article.

• We ant 10,000 people to donload our app after reading our

email.

I recommend that marketing team have ver clear and pecific

trategie hen riting their cop o the can kno for ure
hether or not their cop i orking.

And, e, our trateg might change depending on the tpe of

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cop or content ou’re riting. For example, the trateg of our
ale page might e to drive donload herea the trateg of
our article might e to capture email.

Your trateg doen’t have to e the ame. You jut ALWAY have
to have one hen riting cop. Otherie, like I aid, ou’re not
actuall riting cop... ou’re jut riting.

- fin -

A converation eteen to people ––

etalihing a rand and cutomer profile.

Creating our rand’ voice i hugel important in creating a

unique and authentic tone for our cop. When our reader read
our cop the hould kno exactl ho rote it (ithout having
to look at the URL). That’ ho unique and authentic our cop
hould e.

The et a to come up ith a rand voice i to pretend our

rand i a peron. I recommend all rand rite out a decription
of a fictional individual that repreent their rand. Antime the
rite, the hould e making it a goal to rite in that voice.

Here are a fe quetion ou can ak ourelve to create our
fictional character:

• What clothe ould our rand ear?

• What thing ould he or he talk aout at dinner?

• Would he or he cu?

 • Would he or he e funn? Or ould he or he e eriou?
• What ould he or he look like? Dre like?

• What muic ould he or he liten to?

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• What ook ould he or he read?
• Ho ould he or he talk to hi or her friend?

• If our rand a a famou peron, ho ould it e?

When ou get a chance, take a moment and decrie ho our
rand i, rite a hort decription aout him or her on a piece of
paper.

Let’ hoot for 5-6 entence a piece, pleae. Pick out the
element that feel mot like our rand. Then, give the fictional
individual a name and put together a io. Read thi io ever time
ou rite a piece of cop and upon completing the cop, ak
ourelf: doe thi ound like our rand?

Thi one trick ill help our rand rite more like a human and ill
immediatel allo ou to connect ith our cutomer on a much
deeper and more peronal level.

No, do the ame thing for our cutomer...

It’ no longer enough to a: our cutomer i... omen eteen

the age of 25 - 40. That’ not a target market.

I’ve dated omen 24, 26 and 30 and the’re aolutel nothing

alike. One to to ear in age difference can draticall change
people’ maturit level, value, interet and deire.

When e are defining a target market e need to jut think of

one peron and decrie her or him thoroughl. We can ue the
ame proce and ak the ame quetion a the one in the
previou ection to define ho he or he i.

Again, here are a fe quetion ou can ak ourelf to create
our cutomer:

• I our cutomer a he or he?

• What doe he or he ear?

• What thing doe he or he talk aout at dinner?

• Doe he or he cu? Doe he or he not cu?

• I he or he funn? Or i he or he eriou?

 • What doe he or he look like? Dre like?

• What muic doe he or he liten to?

• What ook doe he or he read?

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• Ho ould he or he talk to hi or her friend?
• What are hi or her fear?

• Wh ould he or he u our product?

• What prolem i our product olving for him or her?

Once e’ve created our rand profile and our cutomer profile,
riting cop ecome eaier. It impl ecome a converation
eteen to people. That’ it.

The quetion no ecome...

1. Doe hat e have ritten ound like omething our rand

ould rite?

2. Doe hat e have ritten ound like omething our cutomer

ould read?

If e can give a firm, honet “Hell Ye!” then e have nailed our
rand voice.

Pt... creating a rand voice and a cutomer profile can feel like
treading ater in teel toe oot (epeciall hen ou’re cloe to
our rand)… again, I’m here, if ou need me.

- fin -

You don’t have to e a pchologit (ut ou

need to e aare of pcholog).
A e are riting to our cutomer, e mut have a deep
undertanding of hat i going on in their head. And, hile ou
hould never trut a marketer or aleperon that a the can
read a cutomer’ mind (people are much too complicated and
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unique for thi to e true)… I do elieve e a human have ome
imilaritie hen it come to h e u tuff.

elo, I have hared a handful of pchological reaon people

u. The are thing I think aout hen riting cop (and the are
thing ou hould think aout too). Thi lit ill gro, of coure, a
I dicover more. ut, for no, thi ill e enough to get ou
tarted.

People u to move cloer to pleaure or further from pain.

People u Advil to move further from pain. The u a luxuriou
ine to move cloer to pleaure. The u car inurance to move
further from pain. The u a ack maage to move cloer to
pleaure. When ou think of the purchae ou made over the
coure of the lat eek, mot of them can e categorized a
either...

1. Moving cloer to pleaure.

2. Moving further from pain.

Marketer, copriter, entrepreneur and no cone vendor

mut have a deep undertanding of hat their product or ervice
i doing. I it moving their cutomer cloer to pleaure or further
from pain? Or oth?

Once e’ve determined hat our product i doing for our

cutomer, e can etter market it to them  crafting cop that
make them feel and experience thi pain or pleaure through the
ritten ord.

To put it another a, people u to avoid pain or to feel good.

Market to thi.

People u ecaue of emotion ut jutif hat the’ve ought

ith logic.

Thi i fairl common in almot all tranaction (epeciall hen

the fall under the pleaure categor). Mot people ill make a
purchae ecaue of emotion and then jutif that purchae ith
logic.
Think aout Dave ho jut ought the uper expenive port car.
He ought it ecaue it made him feel good, perhap ounger,
ild or edg. ut, hen hi friend ak him h he ought it he
a omething like...
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“Great quetion, thi ear’ model offer great ga mileage. And,
not to mention, it ha een relentlel crah teted and i uper
afe for the kiddo. Plu, I anted omething nicer than m lat
vehicle to pick up client in. You kno, I ant to leave a good
impreion on them.”

We need to e certain e are giving our cutomer oth

emotional reaon to u our product and logical reaon to u
them. motion park the purchae, logic allo the cutomer to
then jutif the purchae to friend, famil and colleague.

People u ecaue other people u.

In ocial pcholog, there i a concept called "herd mentalit"

hich eentiall mean that human can e influenced  their
peer to adopt certain emotionall charged ehavior (ometime
extremel irrational ehavior).

While herd mentalit can e dangerou, it can alo e ued  u

marketer and copriter to ell a lot of hatever e’re elling.

When other ee their famil, friend and complete tranger u
the ame thing over and over again, herd mentalit egin to et
in. uddenl, the ant it, too.

We mut contantl e making it apparent to our cutomer that

ton of people are uing hatever it i e are elling. Thi can e
achieved et through torie, tatitic and tetimonial.

- fin -

The finale efore the finale –– the art of

finihing trong.
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Gmnatic i a leon in finihing trong.

Let me explain.

Gmnat can come arreling don the floor at 15 mph, mack the
pringoard and flip and turn and tit a dozen feet in the air and
if the don’t land prett, ith their feet turd a a pair of fire
hdrant eneath them, the don’t have a noall’ chance in a
microave of alking aa ith gold.

Thi i the leon that port, particularl gmnatic, teache the

athlete; that finihing doen’t jut matter, that finihing i all that
matter.

With that aid, one of the greatet finihe in the hitor of

humanit never happened on a court or a field or a floor ut rather
on the deck of a inking hip.

On April 15, 1912, hen gravit and a 220-foot gah a dragging
the Titantic to hell, there a a gent named John Jaco Ator IV,
ho a itting eide hi ife in a lifeoat.

Ator a an American uineman, a real etate developer, an

invetor, an inventor, a riter and a lieutenant colonel in the
panih-American War.

At ome point during the hteria, Ator tood, giving up hi eat
to a oman ho needed it. And, he turned to hi ife and he
aid…

“The ladie have to go firt. Goode, dearie. I’ll ee ou later.”

Thi i finihing trong.

When ou arrive at the end of omething –– e it a life or a da or

a relationhip or a piece of riting –– finihing trong doen’t jut
matter, it’ all that matter.

Finihing trong, pecificall in regard to riting, in’t omething

ou can teach ut intead omething that mut e learned
through practice.

When Neil Gaiman,WSODOWNLOADS.IN

the prolific novelit, find himelf truggling to
finih a novel he ha tarted, he make himelf incredil ored.
He give himelf permiion to do anthing and everthing a long
a it’ “nothing” or “riting”.

In other ord, he can jut it there and tare out the indo or
he can rite a tor. And, ecaue taring out a indo
eventuall get oring, he chooe to rite and complete a tor.

Another plendid novelit  the name of Haruki Murakami ha

learned to finih ook  finihing race (particularl marathon).

Thi excerpt from hi ook, “What I talk aout hen I talk aout
running”, i perhap a it long-inded ut ildl valuale in
making thi connection….

*Murakami i tping no*

"Mucle are like ork animal that are quick on the uptake. If ou
carefull increae the load, tep  tep, the learn to take it. A
long a ou explain our expectation to them  actuall hoing
them example of the amount of ork the have to endure, our
mucle ill compl and graduall gro tronger.

It doen’t happen overnight, of coure. ut a long a ou take

our time and do it in tage, the on’t complain –– aide from
the occaional long face –– and the’ll ver patientl and
oedientl gro tronger. Through repitition ou input into our
mucle the meage that thi i ho much ork the have to
perform. Our mucle are ver concientiou. A long a e
oerve the correct procedure, the on’t complain.

If, hoever, the load halt for a fe da, the mucle
automaticall aume the don’t have to ork that hard anmore,
and the loer their limit. Mucle reall are like animal, and
the ant to take it a ea a poile; if preure in’t applied
to them, the relax and cancel out the memor of all that ork.

Input thi canceled memor once again, and ou have to repeat
the hole journe from the ver eginning. Natruall, it’
important to take a reak ometime, ut in a critical time like
thi, hen I’m training for a race, I have to ho m mucle ho’
o. I have to make it clear to them hat’ expected. i have to
maintain a certain tenion  eing unparing, ut not to the point
here I urn out. Thee are tactic that all experienced runner
learn over time.”
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There ou have it.

While finihing trong, can’t e taught, it can e learned through

repetition; it can e learned  forcing ourelf to it in the chair
again and again until ou’ve reached the proverial finih line.

o, if ou’re truggling to finih that piece, egin  itting till

and continue  tapping into the emotion of the thing that ou’ve
ritten.

If ou’re having troule tapping into that emotion, here are the
cloing line of 47 individual ho undertood that finihing
doen’t jut matter, that finihing i all that matter.

1. “Applaud, m friend, the comed i finihed.”

–– eethoven, German compoer and pianit.

2. “I’m going aa tonight.”

–– Jame ron, American inger-ongriter.

3. “topped.”
–– Joeph Henr Green, an nglih urgeon, uttered the aove
ord efore death hile checking hi on pule.

4. “I mut go in, for the fog i riing.”

–– mil Dickinon, American Poet.

5. “Are ou gu read? Let’ roll.”

–– Todd eamer, at the end of a cell phone call efore

attempting to ruh the cain of United Flight 93 on eptemer
11, 2001.

6. “The tor of life i quicker than a link of an ee. The tor of

love i hello and goode, until e meet again.”

–– The lat to line in a poem found on Jimi Hendrix’

nighttand.
7. “Ho did the Met do toda?”

–– Moe erg, ML catcher and coach.

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8. “Wo.”
–– o Diddle, an American inger, aid the aove ord and
gave a thum up hile litening to the ong “Walk Around
Heaven”.

9. “Damn it! Don’t ou dare ak God to help me!”

–– American actre, Joan Craford, to her houekeeper hile
he a praing over her.

10. “I’m ored ith it all.”

–– ir. Winton Churchill’ lat ord efore lipping into a

coma.

11. “Doctor, if I put thi here guitar don no, I ain’t never gonna
ake up.”
–– Leadell, lue guitarit, to hi phician.

12. “I’ve offended God and mankind ecaue m ork did not
reach the qualit it hould have.”
–– Leonardo Da Vinci, painter (and much much more).

13. “I hope the exit i joful and I hope never to return.”

–– Frida Kahlo, Mexican painter.

14. “Lat ord are for fool ho haven't aid enough!”
–– Karl Marx, German philoopher and ociologit, to hi
houekeeper aking hat hi lat ord ere.

15. “One lat drink, pleae?”

–– Jack Daniel, the gent ho tarted a hike empire.

16. “Valerie.”
–– T.. liot, America poet, hipering the name of hi ife.
17. “Where i m clock?”

–– alvador Dali, panih Artit.

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18. “Love one another.”

–– George Harrion, lead guitarit of The eatle.

19. “You are onderful.”

–– ir Arthur Conan Dole, ritih riter and doctor, to hi ife.

20. “I’m aout to take m lat voage; a great leap in the dark.”

–– Thoma Hoe, nglih Philoopher.

21. “The tate of death i upon m lip, I feel omething that i

not of thi arth.”
–– Mozart, Autrian compoer.

22. “Goodnight, m kitten.”

–– rnet Heminga to hi ife efore taking a hotgun to hi
head.

23. “Wh hould I talk to ou? I’ve jut een talking to our
o.”
–– Wilon Mizner, American Plaright, to a priet on hi
deathed.

24. “Of coure I kno ho ou are. You’re m girl. I love ou.”

–– John Wane to hi ife.

25. “nook, ill ou pleae turn thi a. I like to look at our
face.”

–– American Reporter, O. O. McIntre, to hi ife.

26. “ring me a ullet-proof vet.”

–– Murderer Jame W. Rodger efore facing the firing quad (I

ovioul don’t think thi gent i legendar ut hi lat ord
ere ada).
27. “Pardonnez-moi, monieur.”
–– Marie Antoinette after tepping on her executioner’ foot
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efore facing the guillotine.

28. “I’m loing it.”

–– Frank inatra, American inger-ongriter.

29. “What the devil do ou mean to ing to me, priet? You are
out of tune.”

–– Compoer Jean-Philippe Rameau to a priet tring to ing to

him at hi edide.

30. “Happ.”

–– Raphael, Italian Painter.

31. “I ant nothing ut death.”

–– Jane Auten, nglih Novelit.

32. “There i nothing proper aout hat ou are doing, oldier,
ut do tr to kill me properl.”
–– Roman tatemen, Cicero, to hi aain ent  mark
Anthon.

33. “Thi i a hell of a a to die.”

–– George Patton, World War II General, after a lethal car
crah.

34. “It’ etter to urn out than to fade aa.”

–– Kurt Coain, lead inger of Nirvana.

35. “Relax –– thi on’t hurt.”

–– American riter Hunter . Thompon in the final line of hi

uicide note.

36. “I hope I haven’t ored ou.”

–– lvi Prele’ lat ord in the lat concert he ever

 performed.

37. “M Florida ater.”

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–– American actre Lucille all hen aked if there a
anthing he anted.

38. “The couldn’t hit an elephant at thi ditance.”

–– General John edgick reprimanding hi men for ducking
from a Confederate niper.

39. “The ladie have to go firt. Goode, dearie. I’ll ee ou
later.”

–– John Jaco Ator IV (an American uineman, real etate

developer, invetor, inventor, riter and lieutenant colonel in
the panih–American War)… to hi ife upon giving up hi
eat in a lifeoat for another lad after the Titanic a truck
 an iceerg.

40. “Give me coffee, I’m going to rite.”

–– Olavo ilac, razilian Poet.

41. “I’ve had a hell of a lot of fun and I’ve enjoed ever minute of
it.”
–– rrol Flnn, Autralian-orn actor.

42. “I don’t think to people could have een happier than e
have een.”
–– Virginia Woolf to her huand in her uicide note.

43. “Take aa thoe pillo I hall need them no more.”

–– Lei Carroll, nglih riter.

44. “I’m jut going outide and ma e ome time.”

–– Larence Oate, Antarctic xplorer.

45. “No come the mter.”

–– Henr Ward eecher, American Congregationalit

 Clergman.

46. “The atard tried to come over me lat night. I gue the
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didn’t kno I a a Marine.”
–– Private Firt Cla dard Ahren, UMC, hipered thi a
he la ding from ound uffered during hi ingle-handed
prevention of a reach in American line during World War II.
Ahren a holding a ord and eide him ere multiple lain
enem oldier.

47. “Thi allpaper and I are fighting a duel to the death. ither it
goe or I do.”

–– Ocar Wilde, Irih Poet.

– fin –

And, for the finale, the mot important

copriting rule, ever.

In old chool advertiing, there’ omething called AIDA. If ou’ve

ever een Mad Men, AIDA i ome Don Draper hit. It’ a model u
marketer, copriter, entrepreneur and no cone vendor can
ue to get cutomer to u hat e’re elling.

It’ an acronm. It tand for Attention, Interet, Deire and

Action. Whether ou’re riting a ale email, an article, a landing
page, hatever… AIDA applie and if ou tick to it ou’re
naturall going to tart riting etter cop.
Here’ ho the AIDA model look hen applied...

1. Gra the cutomer’ Attention.

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egin  graing our cutomer’ attention ith a trong
headline, uject line or article title. Thi hould almot ank the
reader  the hirt and tell them to liten up. When e can, e
hould pair our headline ith an image of ort that i alo
attention-graing. efore e can even think aout elling
omeone on our product or ervice, e need to get them to look
at u.

2. Gain the cutomer’ Interet.

Once e have graed the reader’ attention, e no mut

etalih interet. Thi egin ith our ver firt entence.

Rememer to make thi entence ultra punch o the can egin

floing don the page, a the flo don the page, interet ill
egin to take root. We’re anting to make them curiou here. If
e can make them curiou aout hatever it i e are elling, e
can turn thi curioit or interet into deire.

talihing interet can e done in numerou a, ut I have

found telling a tor or highlighting a prolem (and hinting at a
olution) to e the mot effective a.

3. Create Deire in our cutomer.

Once e have graed our reader’ attention and got them

intereted in hat e are elling, e are ell on our a to
making the ale.

ut, efore doing o, e mut make them deire hatever it i e

are elling. Thi can e done in a handful of a.

It can e done  utilizing the pchological trigger I hared in

the previou ection.

It can e done  telling a tor to the cutomer aout ho their

life ill change after uing our product or ervice.

Or, it can e done  haring the enefit of uing our product.

Keep in mind that “great cutomer ervice”… i not a enefit. ut,
“our leather glove are made from kangaroo leather, the tronget
leather in the orld”… i.

In other ord, e pecific ith our enefit.

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4. Cloe the ale  telling the cutomer to take Action.

Cutomer can’t read our mind. The can’t. If e ant them to do

omething e mut ak them to do omething. And, man time,
e mut ak them to do omething over and over again.

If e ant our cutomer to u our product… e mut ak them

to u our product.

If e ant our cutomer to give u their email addre… e

mut ak them to give u their email addre.

If e ant our cutomer to hare our article ith their friend…

e mut ak them to hare our article ith their friend.

The AIDA model cloe ith “Action” (hort for call-to-action). And,
it erve a a onderful reminder that e a marketer have to
ak. We have to. You’ll notice I’ve added Action’ throughout thi
entire run don… I’ve een aking ou to ign up for one of m
Cop Audit.

In fact, to cloe out thi run don, I’m going to ak ou again. I am
a marketer, copriter, entrepreneur and (apiring no cone
vendor after all)… o I have to.

o, here it goe…

To egin, thank ou for uing thi run don. It mean the orld
to a marketing geek like melf that ha pent hour tuding,
practicing and appling the rule of the game.

Folk often ak me h I am in marketing… h I do it… and for a

long time, I didn’t kno h I a o dran to the craft. ut, a I
have continued to uild m copriting hop, I’ve realized it’
ecaue I like helping people and rand hare the eautiful
thing the’ve uilt ith the ret of the orld. Marketing and
copriting, hen done right, make the orld a etter place
ecaue it connect people truggling ith prolem to olution.
That’ h I do hat I do.

o, if at an point on our journe ou need help haring hat
ou’ve uilt ith the people in thi orld, don’t heitate to give
me a call.

ut, to e candid, I WSODOWNLOADS.IN

think if ou appl hat ou’ve learned through
our experience a a marketer, copriter, entrepreneur or no
cone vendor… and if ou trut our intuition… and if ou prinkle
in a fe of the leon in thi run don… ou on’t need to.

For no, that’ the end. ut, there’ more coming. I promie.

Cheer,

Cole @ Hone Cop.