Tell a simple story that engages your readers emotionally.

woman wearing mask in store

It doesn’t have to be a big, dramatic story.

It can be something simple.

Like how my wife cried when she walked to the local corner store to buy chips, but realized she didn’t have a mask with her. So she couldn’t go in.

Her tears weren’t about the chips.

We know that.

Her tears were about the relentless grind of living through a pandemic, where something as simple as buying chips is sometimes out of reach.

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Short copy rocks.

Choose between long form copywriting and short-form copywriting

When I sing the praises of short-form copy, I often get pushback.

Particularly from some of my fellow copywriters.

I’m told that short copy isn’t up to the job.

For the tough jobs… the heavy lifting… only long copy works.

I’m not so sure.

I think short copy can also get the job done.

In fact, I think some of the most powerful copy is really, really, short.

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3 Tips on Writing Better Headlines.

Over the years I’ve written a lot about writing headlines.

I even teach a course on the subject.

But of all the tips I share, I have three favorites.

In fact, these are the tips – or filters – I use myself when trying to improve my own headlines.

Let’s get started…

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