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11 crucial copy elements

by Alex Cohen
12 replies
For my 1,000th post on the Warrior Forum, here are 11 crucial copy elements:

Obviously there are other important copy elements, so consider this a mini-checklist. With these 11 elements in your sales piece, your chances of success are greatly increased...

1. Are “power verbs” used?
2. Are the benefits fully described?
3. Do the words prompt mental imagery?
4. Does the copy address the prospect’s driving emotion(s)?
5. Does the copy communicate your differentiation?
6. Does the copy include “blind bullets”?
7. Does the headline “hook” the reader?
8. Has urgency been communicated?
9. Is the copy conversational?
10. Is the offer irresistible?
11. Is the perceived value of the product maximized?

Enjoy!

Alex

Edit: Power verbs are action words that give your copy more life and touch a mental anchor in your client's mind that triggers an emotion.

Here's an example from a John Carlton sales letter...

"building a huge list swarming with prospects"

Notice how the verb "swarming" conveys the idea so much more powerfully than a wimpy verb like "full" or "loaded".
#copy #crucial #elements
  • Profile picture of the author Steve The Copywriter
    Alex,

    Great List and happy 1000th.

    Cheers,

    Steve
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  • Profile picture of the author abugah
    1000 posts is a major milestone...Congratulation!

    The 12th element would be...
    Do you use short words, sentences, and paragraphs with just a few lines?
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  • Profile picture of the author ThomasOMalley
    That's a very helpful list, Alex.

    The 13th element would be: Does your copy help the reader glide through your copy like sliding down a greased slide to the end? (see Sugarman's book, Advertising Secrets of the Written Word or The Adweek Copywriting Handbook).
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  • Profile picture of the author DanEitreim
    Congrats on your 1000th post. That's quite a feat!

    Another element might be to add plenty of white space in your copy. Few people enjoy reading anymore and more white space makes it seem easier.
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  • Profile picture of the author chrisChandra
    I can't say I fully know how to use all of them as I'm new at this but I think that's a very helpful way to start, and I know what to focus on. Thank you
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  • Profile picture of the author tylerjaysen
    Power verbs? Can you elaborate a little? I'm always fascinated at good copywriting and how...when it's done right....doesn't seem like reading at all. It's as if the copy reads itself and you're simply following along. Kinda like when watching a movie or video where you don't use much effort to follow along.

    I like the conversational style...as mentioned above..the best I think. And ya know it's funny how all good copywriting goes against everything we learned in English class in school..lol. Fragments, run ons, bad transitions,, are all no-nos. But when you can write like you talk then you have a gift and will gain a much better response when someone reads your copy.
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  • Profile picture of the author CharismaticMannequin
    Cheers for the advice!

    Also, why is it your last post on the copywriting sub-forum?


    Ben.
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  • Profile picture of the author ryuchi
    1000 great posts and 11 helpful elements. But, what exactly are "power verbs"? I'll surely bear this thing in mind when writing. Thanks for sharing Alex!
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  • Profile picture of the author AdmiralGloom
    Sheesh, Alex last post on the sub-forum?

    You were the first Copywriter I actually I had a conversation with and I really appreciate all you did to help me out in my first few months.

    Great post, got 'em down in my notebook.

    God speed.
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  • Profile picture of the author RadiniCopywriting
    Nice list, covers the essentials well
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  • Profile picture of the author PsychoProfits
    Thanks Alex, we'll miss you
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  • Profile picture of the author MaryaZ
    Nice list! Shall inbox it for my reference ..
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