⭐8 old-school copywriting tips you may've overlooked

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Hope Monday’s sunshine is pouring over your head like a bottle of NBA locker room champagne. 

What’s on tap? Today’s Main Thing gives you 8 underutilized copywriting tips. I’ve tossed in a bonus infographic at the end to help with the nuances of writing for search engines, red-blooded humans, and social media.

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The Main Thing

8 Underutilized Copywriting Tips

1. The "One Dramatic Demonstration" Rule (Claude Hopkins)

Instead of listing multiple benefits, focus on one powerful, concrete proof point. C-Hop said "No argument in the world can ever compare with one dramatic demonstration." Show, don't just tell. Use specific numbers, case studies, or visual proof.

2. "Good Testing, Good Selling" (John Caples)

Caples emphasized that "out of scores of traced ads the type which you see has paid the best." Track every piece of copy with unique codes to see what actually converts, not what looks pretty.

3. The "Bracket Method" for Editing (William Zinsser)

Before deleting copy, Zinsser "would bracket entire sentences - most often where they were repeating what a previous sentence already said or was saying something the reader didn't need to know.” Physically bracket redundant sentences before deleting them.

4. Write to Complete "I Want To..." (David Ogilvy)

For buttons and calls-to-action, "complete the phrase I want to" and "everything that follows becomes the copy." Instead of "Subscribe," use "I want to end my scheduling hassles" or "I want insider tips."

5. The "Story Appeal" Photo Strategy (Harold Rudolph / David Ogilvy)

Ogilvy learned "photographs with an element of story appeal were far above average in attracting attention." Use images that suggest a narrative or outcome, instead of product shots only.

6. The "Sleep Test" for Important Copy

Let copy sit overnight. You'll catch errors and improve clarity with fresh eyes. Can’t do this unless you get ahead on your copy. So, get ahead!

7. The "Feature-to-Benefit Drill" (David Ogilvy)

Ogilvy taught copywriters to "make a list of every feature your product or service contains and ask yourself why each feature is included in the first place." Don't just list what your product does, explain why each feature matters to the customer (some features will not matter!).

8. The "Salesperson Test"

Today, every copywriting tip says to be extra concise because people don’t have time to read. But Claude Hopkins asked: "Would you ever say that to a salesperson? With a prospect standing before him, would you confine him to any certain number of words?" Sometimes it’s best to write like you're having a face-to-face talk with your best prospect.

These techniques work because they force you to…

• Think like your reader

• Test what actually works

• Choose clarity over cleverness

Bonus copywriting infographic below.

Switching gears now to Monday Marketing News…

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Shane McLendon - Copy Kingpin

“Motivation has perfect attendance. It always shows up after you do.” ~Brain Food