David de Souza

Feb 27, 20201 min

How to Write Better Copy: 80/20 Summary

Updated: Feb 10, 2022

  • Amazon: Link

  • Score: 8/10

  • Skills Categories: Copywriting

  • Mental Models: Curiosity Instinct, Ego, Emotions: Empathy, First Conclusion Bias, Incentives, Momentum, Resistance, Scarcity, Velocity

Mental Models from the book:

'How to Write Better Copy' can be summarised into 9 mental models:


 

1. Curiosity Instinct

  • Use juxtaposition. The reader must use their intelligence to reconcile and gets a 'smile in the mind'.
     

2. Ego

  • The most powerful short word is 'you'.

3. Emotions: Empathy

  • Use empathy to overcome resistance, build rapport and make your copy more engaging.

4. First Conclusion Bias

  • Include the problem the reader has within the headline.
     

5. Incentives

  • Appeal to the reader's self-interest.
     

6. Momentum

  • Keep the momentum going by asking a question at the end of a paragraph.
     

7. Resistance

  • Suggest. Don't sell

8. Scarcity

  • Use short sentences and paragraphs.

9. VELOCITY

  • Be abruptive: For example: New, Announcing, Now

Mental Model Mind Maps

Mind maps can help you to remember the most important parts of a book. Signup to my newsletter below to get a free mindmap of this book:

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