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  • Writer's pictureDavid de Souza

How to Write Better Copy: 80/20 Summary

Updated: Feb 10, 2022


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.


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


Mental Model Mind Maps

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