Amazon: Link
Score: 8/10
Skills Category: Copywriting
Mental Models: Curiosity Instinct, Desire, Ego, Emotions, Evolution: Adaptation, Narrative Instinct, Replication, Trust, Velocity
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.
2. Desire
The basic motivations of people never change. Use them for great advertising. Human history boils down to the influence of:
Love
Hate
Sex
Greed
Hunger
Insecurity
3. Ego
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".
4. Emotions
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.
7. Replication
Write every headline 100 possible ways, don't stop too soon.
8. Trust
Raw statistics are better than opinions e.g 68 MPG is better than "outstandingly economical"
9. Velocity
Take a train or a plane. Movement will help you write better.
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:
