Here are 25 interesting copywriting insights inspired by Very Good Copy, a resource known for punchy, effective writing techniques that improve persuasion and engagement. Each takeaway is designed to elevate your copywriting skills and make your words more compelling.
1. Write Like You Speak
✅ Good copy feels like a conversation, not a lecture.
✅ Use simple, natural language that people actually use.
2. The First Sentence Sells the Second
✅ If your opening line doesn’t hook attention, nothing else matters.
✅ Make it short, surprising, or intriguing to pull readers in.
3. Focus on One Big Idea
✅ Confused readers don’t buy—keep your message clear and singular.
✅ What’s the one thing you want them to remember?
4. Benefits Over Features
✅ Features tell, benefits sell.
✅ Translate features into what the customer gains.
Example:
❌ “Noise-canceling headphones with 40mm drivers.”
✅ “Block out distractions and hear music like never before.”
5. Use the “So What?” Test
✅ After writing a sentence, ask: “So what?”
✅ If the benefit isn’t clear, rewrite it to make it more relevant.
6. People Buy Emotion, Not Logic
✅ Emotion drives action—logic justifies it later.
✅ Trigger desire, curiosity, fear, or joy in your copy.
7. Make It About Them (Not You)
✅ Customers don’t care about you—they care about how you help them.
✅ Use “you” more than “we” or “I” in your copy.
8. The 3-Second Rule
✅ You have three seconds to convince someone to keep reading.
✅ Use bold statements, questions, or surprising facts to engage them fast.
9. Be Specific, Not Generic
✅ Vague copy gets ignored—specifics make it believable.
Example:
❌ “Lose weight fast!”
✅ “Lose 10 pounds in 30 days—without starving yourself.”
10. Short Sentences Win
✅ Long, clunky sentences lose readers.
✅ Break ideas into quick, punchy lines for easier reading.
11. Create Open Loops (Curiosity Hooks)
✅ Start with an intriguing idea but don’t give everything away.
✅ Make readers want to keep reading.
Example:
✅ “Most businesses make this copywriting mistake. Are you guilty?”
12. Tap Into FOMO (Fear of Missing Out)
✅ People hate feeling like they’re missing an opportunity.
✅ Limited-time offers, exclusivity, and urgency make people act.
Example:
✅ “Only 5 spots left—apply before midnight!”
13. Show, Don’t Just Tell
✅ Instead of saying “It’s the best,” prove it with examples, testimonials, or stats.
✅ Visual descriptions make copy more persuasive.
Example:
✅ “This mattress is like sleeping on a cloud—97% of buyers report deeper sleep.”
14. Use Social Proof
✅ People trust what others say more than what you say.
✅ Highlight testimonials, reviews, and success stories.
Example:
✅ “Over 10,000 happy customers have switched to our service.”
15. Power Words Make Copy Pop
✅ Some words trigger strong emotions and action.
✅ Examples: Instant, Secret, Proven, Free, Unstoppable, Exclusive, Now.
16. Remove Weak Words
✅ Weak words dilute impact—cut "just," "kind of," "maybe," "I think," "perhaps."
✅ Be direct: “This will help you” → “This helps you.”
17. Start With a Problem, Then Offer a Solution
✅ Agitate the problem first, then show how your solution fixes it.
✅ Readers act when they feel the pain of their problem.
18. Use the PAS Formula (Problem, Agitate, Solution)
✅ Problem – Identify their pain.
✅ Agitate – Make them feel the struggle.
✅ Solution – Show how you fix it.
Example:
🛑 Problem: “Struggling to get clients?”
⚡ Agitate: “Wasting hours on outreach with no response?”
✅ Solution: “Use our proven email templates to close deals 3x faster.”
19. The Power of “Imagine”
✅ “Imagine” puts the reader in a future they desire.
Example:
✅ “Imagine waking up to an inbox full of sales—without lifting a finger.”
20. Make Calls to Action (CTAs) Clear & Urgent
✅ Tell people exactly what to do next.
✅ Use action verbs: “Get Started Now” instead of “Learn More.”
21. Use the Rule of Three
✅ People remember things in threes.
✅ Create lists, benefits, or statements in groups of three.
Example:
✅ “Faster. Simpler. Smarter.”
22. “Because” is a Magic Word
✅ Giving a reason makes people more likely to agree.
✅ Studies show adding “because” increases compliance in requests.
Example:
✅ “Sign up today because prices go up tomorrow.”
23. Repeat Your Core Message
✅ People need to hear something multiple times before they act.
✅ Repeat key benefits throughout your copy.
24. Make Your Reader the Hero
✅ Position your customer as the hero of the story, not your brand.
✅ Your product is the guide helping them succeed.
25. Keep Testing, Keep Improving
✅ Copy is never perfect—always test and refine.
✅ A/B test headlines, CTAs, and messaging to see what works best.
Final Thoughts: Make Your Words Work for You
Great copy isn’t just about writing well—it’s about persuading, connecting, and driving action. Whether you're crafting an ad, a landing page, or an email, use these principles to make your writing clearer, stronger, and more effective.
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