The Adweek Copywriting Handbook

1. Master the Art of Compelling First Sentences

The sole purpose of the first sentence in an advertisement is to get you to read the second sentence.

Grab attention immediately. The first sentence of your copy is crucial. It should be short, simple, and intriguing enough to compel the reader to continue. This principle applies to all elements of your advertisement, from the headline to the subheadline and beyond. Each component should work together to draw the reader into your copy.

Create a reading momentum. Once you've captured the reader's attention, maintain it by crafting each subsequent sentence to build upon the previous one. This creates a natural flow that keeps the reader engaged and moving through your copy. Remember, the goal is not to convey all your product's benefits in the opening lines, but to create an irresistible urge to keep reading.

Examples of effective first sentences:

• "Losing weight is not easy."
• "It's you against a computer."
• "It's easy."
• "It had to happen."
• "Hats off to IBM."

2. Create a Slippery Slide to Keep Readers Engaged

Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.

Maintain interest throughout. The concept of the "slippery slide" is about creating such compelling copy that once a reader starts, they can't stop until they've read the entire advertisement. This is achieved through a combination of curiosity, engaging content, and a natural flow from one idea to the next.

Use "seeds of curiosity." Incorporate short sentences or phrases at the end of paragraphs that hint at what's coming next. These act as hooks that pull the reader forward. Examples include:

• "But there's more."
• "So read on."
• "But I didn't stop there."
• "Let me explain."
• "Now here comes the good part."

Structure for readability. Use short paragraphs, varied sentence lengths, and clear transitions to make your copy easy to read. Break up long blocks of text with subheadings, bullet points, or relevant images. The easier your copy is to read, the more likely readers are to continue to the end.

3. Understand and Apply Psychological Triggers in Copywriting

Human nature at play.

Leverage human psychology. Effective copywriting taps into fundamental human motivations and behaviors. By understanding and applying these psychological triggers, you can create more persuasive and compelling advertisements.

Key psychological triggers:

• Feeling of involvement or ownership
• Honesty and credibility
• Value and proof of value
• Greed and exclusivity
• Fear and urgency
• Hope and desire to belong
• Curiosity and simplicity

Apply triggers appropriately. Different products or services may benefit from different psychological triggers. For example, luxury items might leverage exclusivity and desire to belong, while health products might tap into fear and hope. Always ensure your use of these triggers is ethical and aligns with your brand values.

4. Craft a Powerful Satisfaction Conviction

If you're unhappy with BluBlockers, I'll let you return them anytime you want. There is no trial period.

Go beyond the standard guarantee. A satisfaction conviction is more than just a return policy or money-back guarantee. It's a bold statement that demonstrates your absolute confidence in your product or service. It should be so strong that it makes the reader think, "They must really believe in their product to offer that!"

Elements of a strong satisfaction conviction:

• Unconventional or unexpected offers
• Extended or unlimited return periods
• Additional benefits beyond a simple refund
• Personal involvement from the company leader

Build trust and reduce risk. A powerful satisfaction conviction helps overcome buyer hesitation by dramatically reducing the perceived risk of purchase. It also builds trust by showing that you stand firmly behind your product or service. This can be the final push that converts a hesitant reader into a customer.

5. Sell the Concept, Not Just the Product

Never sell a product or service. Always sell a concept.

Focus on the big idea. Instead of merely listing features and benefits, present your product or service as part of a larger concept or idea. This approach allows you to create a more compelling narrative and connect with your audience on a deeper level.

Examples of concept selling:

• Selling a "Pocket CB" instead of just a walkie-talkie
• Marketing "Space Chains" instead of just gold jewelry
• Presenting a thermostat as a "Vision Breakthrough" rather than just a temperature control device

Create emotional connections. Selling a concept allows you to tap into emotions and aspirations more effectively than selling a product alone. It helps the customer envision how the product will fit into their life or solve their problems in a broader sense.

6. Utilize the Power of Storytelling in Advertising

People love stories, and one of the really good ways to relate to your prospect is to tell a story.

Engage through narrative. Stories captivate audiences, create emotional connections, and make your message more memorable. They can be used to introduce a product, explain its benefits, or illustrate how it solves a problem.

Elements of effective storytelling in advertising:

• Relatable characters or situations
• Conflict or problem that needs solving
• Resolution that involves your product or service
• Emotional journey that resonates with the audience

Balance story and selling. While the story should be engaging, it shouldn't overshadow your product or message. Use the story to lead naturally into your sales pitch or product introduction. The best advertising stories leave the reader feeling both entertained and informed about the product.

7. Adapt Copywriting Techniques for Different Media

Copywriting is simply a written form of communicating facts and emotions.

Understand medium-specific requirements. While the core principles of copywriting remain consistent, each medium has its own unique characteristics and constraints. Adapt your approach to suit the format, whether it's a print ad, radio commercial, television spot, or online content.

Key considerations for different media:

• Print: Focus on compelling headlines and well-structured copy
• Radio: Use vivid language to create mental images; emphasize memorable phone numbers or websites
• Television: Combine visual storytelling with concise, impactful copy
• Internet: Incorporate interactivity and adapt to shorter attention spans

Maintain core principles across media. Regardless of the medium, always focus on creating a strong emotional connection, presenting clear benefits, and providing a compelling call to action. The fundamentals of good copywriting - clarity, persuasiveness, and relevance - apply across all platforms.

Last updated: September 11, 2024