This document provides guidance on writing effective advertising copy. It discusses the importance of headlines in grabbing attention, communicating the main benefit, and persuading the reader. The document outlines techniques for writing headlines, crafting clear communication, highlighting benefits over features, using the motivating sequence of getting attention, showing need, satisfying need, proving claims, and calling for action. It also provides tips on determining appropriate copy length based on the product and audience as well as developing the unique selling proposition.

1. Copywriter’s Handbook
by Robert Bly
•“The goal of advertising is not to be
liked, to entertain, or to win advertising
awards. The goal of advertising is to
sell products.”
– Robert Bly
Prepared by Colin Post – find me at
www.colinpost.net

2. Prepared by Colin Post – find me at
www.colinpost.net
• To convince the consumer to buy the product,
the copy must do three things:
1.Get attention.
2.Communicate.
3.Persuade

3. Writing to Get Attention: The Headline
Direct mail sales letters have 5 seconds to gain
the reader's attention.
"If you come up with a good headline, you are
almost sure to have a good ad ... But even
the greatest writer can't save an ad with a
poor headline." -- John Caples
Prepared by Colin Post – find me at
www.colinpost.net

4. Defining Headline / First Impression
1. In print advertising, it's the headline and visual.
2. In an email, it's the From and Subject lines.
3. In radio or TV ad, it's the first few seconds.
4. In a direct-mail package, it's the outer envelope or
first few sentences of the letter.
5. In a press release, it's the lead paragraph.
6. In a sales brochure or catalog, it's the front cover.
7. In a sales presentation, it's the first few slides or flip
charts.
8. On a website, it's the first screen of the homepage.
Prepared by Colin Post – find me at
www.colinpost.net

5. Four Possible Headline Functions
1. Get attention.
2. Select the audience.
3. Deliver a complete message.
4. Draw the reader into the body copy.
“The headline is the most important element in
most advertisements … On average, five times as
many people read the headline as read the body
copy.” – David Ogilvy
Prepared by Colin Post – find me at
www.colinpost.net

6. Headlines Get Attention
• Appeal to the reader’s self interest
– “Why Swelter Through Another Hot Summer?” – GE
air conditioners
• Give the reader news
– “Introducing …”
• Offer freebies and use the word, “free”
• Offer useful information
– “How to Bake Beans” – Van Camp’s
• Proven headline buzzwords:
– Free, how to, why, sale, quick, easy, bargain, last
chance, guarantee, results, proven, save
Prepared by Colin Post – find me at
www.colinpost.net

7. • Headline can qualify the buyer – “an ad for a
$65,000 sports car should (somehow) say,
‘This is for rich folks only!’”
• Select the right audience, screen out others.
“We’re looking for People to Write Children’s
Books!”
“Is Your Electric Bill Too High?”
Headlines Select the Audience
Prepared by Colin Post – find me at
www.colinpost.net

8. Headlines Deliver a Complete Message
This kind of headline can sell the 80%
who read headlines only.
• “Gas Energy Inc. Cuts Cooling and Heating
Costs Up to 50%!”
• “Caught Soon Enough, Early Tooth Decay Can
Actually Be Repaired by Colgate!”
* Include the selling promise and brand name.
Prepared by Colin Post – find me at
www.colinpost.net

9. Headlines Draw Reader into Copy
• For products that require much information to
sell, use humor, intrigue, mystery, ask a
question, promise reward, news, info.
“What do Japanese Managers Have That
American Managers Sometimes Lack?”
“The $5 Alternative to Costly Plastic Surgery”
“If You’re Confused About Buying a Personal
Computer, Here’s Some Help.”
Prepared by Colin Post – find me at
www.colinpost.net

10. • Direct Headlines
• Indirect Headlines
• News Headlines
• How-to Headlines
• Question Headlines
• Command Headlines
• Reason-Why Headlines
• Testimonial Headlines
Prepared by Colin Post – find me at
www.colinpost.net
8 Types of Headlines

11. 4 U’s Formula for Writing Effective Headlines
1. Urgent – gives the reader reason to act now instead of later.
– “Make $100,000 working from home this year.” (add ‘this year’)
2. Unique – says something new or something familiar in a new
way.
– “Why Japanese women have beautiful skin”
3. Ultra-specific – “fascinations” tease the reader into reading
further.
– “Best time to file for a tax refund”
4. Useful – appeals to reader’s self-interest by offering a benefit.
– “An Invitation to Ski and Save”
* Rate every headline you write on each U from 1 – 4. Then tweak it
to boost your total average rating.
Prepared by Colin Post – find me at
www.colinpost.net

12. Writing to Communicate
• “You sell more merchandise when you write
clear copy.”
• Causes of confusing copy:
– “Borrowed interest”, lengthy sentences, clichés,
big words, not getting to the point, a lack of
specifics, technical jargon, and poor organization
Prepared by Colin Post – find me at
www.colinpost.net

13. 11 Tips for Writing Clear Copy
1. Put the reader first, use “you”
2. Carefully organize your selling points
3. Break the writing into short sections
– Long paragraphs are intimidating
4. Use short sentences – easier to read
– Best average length = 14 to 16 words
5. Use simple words
6. Avoid technical jargon
7. Be concise – avoid wordy phrases, unnecessary
adjectives, redundancies, etc.
8. Be specific
9. Go straight to the point – start selling in the first line.
10. Write in a conversational style
11. Avoid sexist languagePrepared by Colin Post – find me at
www.colinpost.net

14. Stylistic Tricks of the Trade
• End sentences with a preposition.
• Use sentence fragments – adds drama.
• Begin sentences with conjunctions – easy transitions.
• Use one-sentence paragraphs – lively change of
pace.
• Use graphic techniques to emphasize words or
phrases – underlining, capitalization, boldface, italics,
arrows and notes, etc.
• Use bulletpoints
Prepared by Colin Post – find me at
www.colinpost.net

15. Copywriter’s Checklist
• Does the copy fulfill promise from headline?
• Is the copy interesting?
• Is it easy to read?
• Is it believable?
• Is it persuasive?
• Is it specific?
• Is it concise?
• Is it relevant?
• Does it flow smoothly?
• Does it call for action?
Prepared by Colin Post – find me at
www.colinpost.net

16. Writing to Sell
• Feature: a descriptive fact about a product or
service; it’s what the product is or has.
• Benefit: what the product does; it’s what the
user gains as a result of the feature.
“Write about benefits and not about features.” –
Robert W. Bly
“Customers don’t buy products or services …
They buy what these products and services do
for them.” – Learning Dynamics Incorporated
Prepared by Colin Post – find me at
www.colinpost.net

17. The Motivating Sequence
1. Get Attention
– Headline & visual, should focus on single strongest benefit
– Don’t use clever phrases, puns, irrelevant info while saving strongest
benefit for a big finish inside the copy.
2. Show a Need
– With most products, the need for the product may not be obvious.
– Demonstrate that need.
3. Satisfy the Need and Position Your Product as a Solution
– After demonstrating need, quickly show that your product satisfies
the need, answers questions, or solves problems.
4. Prove Your Product Can Do What You Say It Can Do
– Testimonials, comparisons to competition, studies / research, etc.
5. Ask for Action
– Last step must be a call for action to the next step in buying process.
– If possible, give an incentive for responding now: discounts, etc.
5-step formula to writing copy that sells:
Prepared by Colin Post – find me at
www.colinpost.net

18. The Unique Selling Proposition
USP is the major advantage your product
has over competition.
3 requirements for USP:
1. Each ad must say “buy this and get
this benefit.”
2. Proposition must be different from
competition.
3. Proposition must be so strong it pulls
new customers.
Prepared by Colin Post – find me at
www.colinpost.net

19. 4 Ways to Create USP
1. Stress an underpublicized or little-known
benefit.
2. Dramatize a known benefit in compelling
fashion.
3. Dramatize the product name or package.
4. Build long-term brand personalities.
Advertising is “the art of getting a USP into the
heads of the most people at the lowest
possible cost.” – Rosser Reeves
Prepared by Colin Post – find me at
www.colinpost.net

20. Know Your Customer
• Find out which benefits and features your
readers care about.
Copy hits prospects on 3 levels:
1. Intellectual – based on logic. Not as strong as
others.
2. Emotional – tap into fear, greed, love, vanity,
benevolence.
3. Personal – use you, you, you. Most powerful.
Prepared by Colin Post – find me at
www.colinpost.net

21. BFD Formula
To reach prospects on those 3 levels, determine
your target market BFD profile:
• Beliefs – attitudes toward need, your product
• Feelings – Confident and brash? Nervous and
fearful?
• Desires – What do they want? Goals? What
change?
– Before writing copy, write out in narrative form the
BFD profile of your target market.
Prepared by Colin Post – find me at
www.colinpost.net

22. Motivators Checklist
1. To be liked / appreciated
2. To be right
3. To feel important
4. To make / save money
5. To make work easier
6. To be secure
7. To be attractive or sexy
8. To be comfortable
9. To be distinctive
Prepared by Colin Post – find me at
www.colinpost.net

23. Motivators Checklist, contd.
10. To be happy
11. To have fun
12. To gain knowledge
13. To be healthy
14. To gratify curiosity
15. For convenience
16. Out of fear
17. Out of greed
18. Out of guilt
Prepared by Colin Post – find me at
www.colinpost.net

24. Long Copy vs. Short Copy
Length of copy will depend on:
1. Product – how much to say about it?
2. Audience – how involved are they with the
product?
3. Purpose of the copy – which step in the
buying process are you asking for?
Prepared by Colin Post – find me at
www.colinpost.net

25. Copy Length Grid
• Emotion refers to the degree of which the purchase
is emotional
– Diamond engagement ring vs. paper clips
• Involvement refers to how much time, effort, and
though goes into purchase
– Car vs. cheeseburger
Prepared by Colin Post – find me at
www.colinpost.net
Low Emotion High Emotion
Low
Involvement
Short Copy Medium Copy
High
Involvement
Medium Copy Long Copy

26. Other Factors that Determine
Length of Copy
• Price – more expensive, more copy
• Importance – high need products
(refrigerator) can be sold with less copy
• Familiarity – familiar products need less copy
Prepared by Colin Post – find me at
www.colinpost.net

27. Getting Ready to Write
1. Get all previously published material on the
product
– Brochures, reports, catalogs, ads, websites,
everything.
2. Ask questions about the product
– Features and benefits? Which are most important?
How is it different from competition?
3. Ask questions about your audience
– Who will buy? Why? What is main concern? What
motivates purchase?
4. Determine the objective of your copy
– To generate inquiries, sales, qualify prospects,
generate store traffic, keep in touch with customers
Prepared by Colin Post – find me at
www.colinpost.net

28. Technique for Producing Ad Ideas
1. Identify the problem
2. Assemble pertinent facts
3. Gather general knowledge
4. Look for combinations
5. Sleep on it
6. Use a checklist
7. Get feedback
8. Team up
9. Give new ideas a chance
Prepared by Colin Post – find me at
www.colinpost.net

29. 4 Missions of Print Ads
1. To sell products directly
– Lengthy, answer all questions, aim to close the sale
2. To generate sales leads
– May give a lot or little info, but never the full story. A
salesperson is needed for this buying process. The ad
asks for response for more info.
3. To build awareness of a product
– When product is not sold by mail or salesperson.
4. To build the company’s image
– Corporate advertising aimed at general public,
stockholders, investors, etc.
Prepared by Colin Post – find me at
www.colinpost.net

30. How to Write a Good Ad
1. Headline contains an important consumer benefit, or
news, or arouses curiosity, or promises a reward for
reading the copy.
2. Visual illustrates the headline’s main benefit.
3. Lead paragraph expands on headline theme.
4. Layout invites readers to read the copy.
5. Body copy covers all important sales points in logical
sequence.
6. Copy provides info needed to convince prospects to
take next step in buying process.
7. Copy is interesting and believable.
8. The ad asks for action.
Prepared by Colin Post – find me at
www.colinpost.net

31. Checklist of Ad Ideas
• Question ad – headline asks question, copy answers.
• Quiz ad – copy presents quiz, which qualifies reader.
• News ad – announces something new in products.
• Direct ad – straightforward presentation.
• Indirect ad – obscure headline arouses curiosity.
• Reward ad – promises a reward for reading copy.
• Command ad – commands reader to take action.
• Price-and-where-to-buy-ad – announces sale.
• Reason-why ad – presents reasons why you should buy.
• Letter-ad – written in letter form.
• Before-and-after – shows improvements.
• Testimonial – product user or celebrity speaks in favor
• Case history – detailed product success story.
• Free information ad – offers free brochure, pamphlet, or
other info. Prepared by Colin Post – find me at
www.colinpost.net

32. Ad Ideas Checklist, contd.
• Story – tells a story involving people and product.
• “New Wave” – relies on far-out graphics.
• Reader identification – headline selects audience.
• Information ad – gives useful info related to product.
• Location ad – features product in unusual location.
• Fictional characters – uses brand mascots, etc.
• Fictional places – e.g. Marlboro Country
• Cartoons and cartoon strips
• Advertiser in ad – advertiser speaks about own product.
• Invent a word – “athlete’s foot” and “halitosis” were marketing
inventions.
• Comparative advertising – shows your product against competition.
• Challenge – challenges reader to do something.
• Guarantee ad – focuses on guarantee, not product.
• Offer ad – focuses on the offer, sale, etc.
• Demonstration – shows how product works.
• Pun – attracts attention and explains pun in copy.
• Contests and sweepstakes
• Tie-in with current events – adds timeliness and urgency.
Prepared by Colin Post – find me at
www.colinpost.net

33. Writing Small Display or Classified Ads
1. Don’t ask directly for order. Get an inquiry.
2. Be concise – short and pithy as possible.
– Minimize address.
– Use phrases and sentence fragments.
– Remember your objective
3. Effective words:
– Free, new, amazing, now, how to, easy, discover,
method, plan, reveals, show, simple, startling,
advanced, improved, you
Prepared by Colin Post – find me at
www.colinpost.net

34. Writing Direct Mail
Successful direct-mail writers favor an informal,
conversational style … with personality,
enthusiasm, warmth, and sincerity.
Classic direct-mail package contains:
• Outer envelope
• Sales letter
• Brochure
• Reply card
“The letter sells; the brochure tells.”
Prepared by Colin Post – find me at
www.colinpost.net

35. 15 Ways to Start DM Sales Letter
1. State the offer.
2. Highlight the free literature.
3. Make an announcement.
4. Tell a story.
5. Flatter the reader.
6. Write to the reader Peer-to-Peer.
7. Personal message from the president.
8. Use a provocative quote.
9. Ask a question.
10. Make it personal.
11. Identify the reader’s problem.
12. Stress a benefit.
13. Use human interest.
14. Let the reader in on inside info.
15. Sweepstakes. Prepared by Colin Post – find me at
www.colinpost.net

36. 11 Tips on Writing Sales Brochures
1. Know where the brochure fits into the buying process.
– Leave-behinds, point-of-sale, inquiry response, direct
mail, sales support
2. Know whether the brochure stands alone.
3. Know your audience.
4. Put a strong selling message on the front cover.
5. Give complete info to get prospect to the next step in
the buying process.
6. Organize your selling points.
7. Divide the brochure into short, easy-to-read sections.
8. Use hardworking visuals, captions stress benefits.
9. Tell reader to take next step in buying process.
10. Don’t forget the obvious: contact info, prices, hours,
etc.
11. Make the brochure worth keeping.Prepared by Colin Post – find me at
www.colinpost.net

37. How To Organize Product Brochure Copy
• Introduction – capsule description
• Benefits – why customer should buy
• Features – how it’s different from competition
• “How it works” – description of how it works
• Types of users (markets)
• Applications
• Product availability – models, sizes, etc.
• Technical specifications
• Questions and answers – FAQ
• Company description
• Support – info on delivery, installation, guarantees
• The next step – how to order or get more info
Prepared by Colin Post – find me at
www.colinpost.net

38. How To Organize Service Brochure Copy
• Intro – outlines services, types of accounts
handled, reasons why reader should be
interested.
• Services offered – detailed descriptions.
• Benefits – describes what readers will gain and
differentiates you from competition.
• Methodology – outlines firm’s methods.
• Client list – list of customers who endorse service.
• Testimonials
• Fees and terms
• Biographical info – key employees
• The next step – instructions on what to do next.Prepared by Colin Post – find me at
www.colinpost.net

39. Catalogs vs. Brochures
• Brochures tell in-depth story about a single
product. Catalogs give short descriptions of
many products. Catalog descriptions must be
terse.
• Brochure’s mission is to provide enough info
for reader to take next step in buying process.
Catalogs are mail-order vehicles from which
you order; salesperson not needed for
catalogs.
Prepared by Colin Post – find me at
www.colinpost.net

40. Tips for Writing Catalogs
1. Write snappy headlines – strong benefit or
descriptive adjective.
2. Include a letter from the manufacturer.
3. Give all key product facts.
4. Devote the most space to best-sellers.
5. Use techniques that stimulate sales – toll-free
phone numbers, credit cards accepted, free
gifts.
6. Make the order form simple.
7. Indicate discounted items – 25% off! or $11.95
$8.95
Prepared by Colin Post – find me at
www.colinpost.net

41. Other Types of Sales Literature
• Annual reports
• Flyers
• Broadsides – flyers folded for mailing
• Invoice stuffers – small promos mailed with
monthly bills / statements
• Circulars – 4-8 pgs, full color, contain coupons for
local products
• Pamphlets – similar to brochures but more
general
• White papers – in-depth reports about product or
industry under guise of unbiased informationPrepared by Colin Post – find me at
www.colinpost.net

42. Writing Public Relations Materials
Press release: a printed news story prepared
by an organization and distributed to the
media for the purpose of publicizing the
organization’s products, services, or
activities.
Prepared by Colin Post – find me at
www.colinpost.net

43. Press Release Tips
• Clarity and accuracy are more important than
fancy letterhead or layouts.
• Cite outside PR firm if they wrote the release.
• Use release date or “For Immediate Release.”
• Leave ample space between date and headline.
• Headline should sum up story at one glance. Max
2-3 lines.
• Lead paragraph should include “who, what,
when, where, why, and how.”
• Include person to be credited for quoting or if
you make any claims. Editors don’t want to take
the position they’re claiming something.Prepared by Colin Post – find me at
www.colinpost.net

44. Press Release Tips, cont’d.
• Body picks up additional facts. Don’t use
superlatives or complimentary adjectives.
• Shoot for a single page, no more than 2.
• Include name, address, phone of someone to
contact for more information.
• If you use photos, print & attach caption on
the back of the photo w/ sources, contacts.
• Keep the release simple, straightforward, and
newsy. Excess verbiage turns editors off.
Prepared by Colin Post – find me at
www.colinpost.net

45. Making Press Releases Newsworthy
Advertising and promotion is not news. Editors will
only print that tells something new, or provides
info useful to the publication’s readers.
Possible topics for news releases:
• New product, old product with new name or
package
• Product improvement, or new version
• Old product available in new materials, color, size
• New application of an old product
• New accessories available for an old product
Prepared by Colin Post – find me at
www.colinpost.net

46. Possible topics for news releases, cont’d
• Speech or presentation given by executive
• Expert opinion on any subject
• Controversial issue
• New employees or promotions within company
• Awards / honors won by your organization
• Original discoveries or innovations
• New stores, offices, headquarters, facilities
• New sales reps, distributors, agents
• Major contracts won or achievements
• Joint ventures
• Management reorganization
• Case histories of successful applications or projects
• Tips and hints – how-to advice
• Change of company name, slogan, or logo
• Special events or charitable actsPrepared by Colin Post – find me at
www.colinpost.net

47. Writing for the Web
• Microsite: or long-copy landing page, is a website
designed to sell a product directly.
• Short-copy landing page: simple landing page for
product / offer. Often used for white papers, software
demos, inquiry fulfillment.
• Transaction page: similar to SCLP but with less
descriptive product copy. Basically just an order form.
• Long-copy email: designed to sell product directly by
driving recipient to short-copy landing page or
transaction page.
• Teaser email: short email designed to drive readers to
microsite or long-copy landing page.
• Lead-generation email: similar to teaser but drives
readers to request more information.
Prepared by Colin Post – find me at
www.colinpost.net

48. Writing for the Web, cont’d
• Online email conversion series: series of
follow-up email messages ,sent via
autoresponder, designed to convert inquiry to
sale.
• Online ad: typically a 100-word classified ad
on e-zine.
• Banner ad: HTML ad on a website.
• Pop-under: window that appears on a website
when visitor takes certain action (usually
trying to leave site). It makes a special offer,
usually in exchange for email address.
Prepared by Colin Post – find me at
www.colinpost.net

49. Email Marketing Tips
• Use From and Subject lines for headline.
• “Free” is effective buzzword in copywriting, but
using it in the Subject line can cause ISP or email
service to block the message, or forward it to
junk folder.
• Lead copy with a killer leading sentence. Email is
read with even less attention than other mail.
• Deliver mini-version of complete message in 1st
paragraph.
• After 1st paragraph, cover all benefits, features,
details, etc.
• Offer and response mechanisms should be
repeated in the close of the email.
• Limit response links to three.Prepared by Colin Post – find me at
www.colinpost.net

50. Email Marketing Tips, cont’d
• Use wide margins so weird wraps or breaks
don’t occur. Limit 55-60 characters per line.
• Be careful with all-caps, which is hard to read
and interpreted as SCREAMING online.
• In general, shorter is better.
• Get important points across quickly.
• Use helpful, friendly, informative and
educational tone. Not promotional or hard-
sell.
• Include an opt-out statement for readers who
don’t want to receive your messages.
Prepared by Colin Post – find me at
www.colinpost.net

51. Getting Past ISPs and Spam Filters
• Create a reverse DNS.
• Set up a Sender Policy Framework (SPF).
• Send only one message per connection.
• Limit sending rate – 10,000 messages / hour.
• Accept bounce messages.
• Validate HTML content at W3C.
• Avoid scripting (JavaScript, PHP, Perl).
• Understand content filtering basics.
• Monitor delivery and bounce rates by ISP and
domain.
• Monitor spam complaints – you’re sure to get
them. Prepared by Colin Post – find me at
www.colinpost.net

52. Writing a Conversion Email Series
1. You create some free content.
– Special reports, newsletter, etc.
2. You offer people the free content online.
– Get email address in exchange.
3. When they accept, you then sell them
products and services they have to pay for.
– Send a series of emails with the objective of
turning a requester of free content into a buyer
of a paid product.
Prepared by Colin Post – find me at
www.colinpost.net

53. Writing an Effective E-Zine
• Be a conduit who passes along useful info.
• Pay attention to questions, problems, and
ideas from customers.
• Distill lesson(s) into a tip easily shared.
• State problem / need as intro to tip.
• Give the solution – action steps.
• Describe benefit resulting from solution.
• List websites and other resources readers
can use.
• Put your best tip first.
Prepared by Colin Post – find me at
www.colinpost.net

54. Content not Covered
• I’ve left out a lot of good stuff from the book.
Missing from this presentation:
– How to Organize Corporate Brochure
– How To Write a Feature Article
– How To Write a Speech
– Writing Promotional Newsletters
– Writing Commercials and Multi-Media
– Writing Long-Copy Landing Pages
• virtually same as direct mail sales letter
– Writing a Blog and SEO Copywriting
– How to Get a Job as a Copywriter
– How to Hire and Work with Copywriters
– Graphic Design for Copywriters
Prepared by Colin Post – find me at
www.colinpost.net

55. THE END
Colin Post
post.colin@gmail.com
Vendor and Publisher
colinpost.net
I hope this helped!
Prepared by Colin Post – find me at
www.colinpost.net