I've been analyzing some ads on swipe.co but not quite sure if I am doing it correctly or maybe even over analyzing. I am a fan of Gene Schwartz just now. I listen to his words and read his stuff and try and take-apart his adverts.
What do I do?
Ok, I look at the number of benefits (does's as he puts it) he uses and what he repeats again (maybe in a different way). I also look at the amount of authority/trust he sprinkles in his copy to reassure the reader that this is more than worth the risk etc, the words he uses to instill fear to the reader and the number of times he adds instant gratification in the copy or wants to get the reader to imagine, use a past experience or remember seeing something in the past to agitate a problem.
If you have ever analyzed anyone's copy what do or did you look for to understand it better, this would help me and my own learning improve?