How to Write Better Copy: 80/20 Summary
Updated: Feb 10
Skills Categories: Copywriting
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'.
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.
Appeal to the reader's self-interest.
Keep the momentum going by asking a question at the end of a paragraph.
Suggest. Don't sell
Use short sentences and paragraphs.
Be abruptive: For example: New, Announcing, Now
Mental Model Mind Maps
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