The Copy Book: 80/20 Summary
Updated: Feb 10, 2022
Skills Category: Copywriting
Mental Models from the book:
'The Copy Book' can be summarised into 9 mental models:
1. Curiosity Instinct
Write headlines that make you think: "Bloody Hell, that's interesting, tell me more.
The basic motivations of people never change. Use them for great advertising. Human history boils down to the influence of:
Make sure that "you" appears 3 times more than "I" or "we".
"Our job is not to make people think what a great ad, it's to make them think what a great product".
Use your life to bring your copy alive. If something has moved you, chances are that it will move someone else.
5. Evolution: Adaptation
The first paragraph must segway from the headline into the sales pitch.
6. Narrative Instinct
The reader's imagination is important - Spell it out and you ruin the spell.
Write every headline 100 possible ways, don't stop too soon.
Raw statistics are better than opinions e.g 68 MPG is better than "outstandingly economical"
Take a train or a plane. Movement will help you write better.
Mental Model Mind Maps
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