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Ben Settle - Copywriting

The document provides tips for copywriters, including: 1. Understanding the fantasies of the target market and how the product fits into those fantasies. 2. Using techniques like reading different materials, taking showers, or playing video games to overcome writer's block. 3. Creating a sense of urgency in the writing to motivate immediate action from readers.

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Fotis Alex
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4K views2 pages

Ben Settle - Copywriting

The document provides tips for copywriters, including: 1. Understanding the fantasies of the target market and how the product fits into those fantasies. 2. Using techniques like reading different materials, taking showers, or playing video games to overcome writer's block. 3. Creating a sense of urgency in the writing to motivate immediate action from readers.

Uploaded by

Fotis Alex
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as RTF, PDF, TXT or read online on Scribd
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Copywriters Cheat Sheet

Ground rules

1. Simply learn what your market fantasizes about and figure out
how your product fits into that fantasy and how they fit in this
fantasies.

2. Removing "writers block":


a. Read from a junk publication and then from the Bible or two
very radically diferent materials.
b. Take long hot showers.
c. Play video games.

3. Watch Lethal Weapon(3 times in a row if possible) to get the


same amount of "rhythm" in your writing like in the movie.

4. Create a sense of urgency.(the 500 pounds woman example).


Force the reader to make a decision and act right away or lose out
forever.

5. Be a predator. Lure the client but don't lie to him.


"It's right over here, c'mon...you're gonna love this!"
and then, and then, and then...

6. Use before and after but with very extreme examples. Heaven-
Hell

7. The WOW factor. The one and only comic book with old
Batman. + ideally, the story should connect with your readers at
any point of any page.

8. Concept of gradualization. Take them slowly.

9. The lawyer with the 5-6 binders on the table. Nothing at all,
just binders full of testimonials from happy clients. Sell the thing
before he sees it.

10. Praise your competition. Talk nicely about them.


11. Free advertising. Send 1000 press releases to newspapers and
from that 1000, 50 that will call, 35 that you will talk to will make
free advertising for you and your product.
-in order to get that free advertising you have to give the media
what it wants: ANSWERS TO PROBLEMS-> that's the thing all the
newspapers are looking for.

*When a person chooses a newspapers or a media chanel to watch,


they do it because they instinctivly believe that those
newspapers/televisions are telling him the truth.

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