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Science of Copywriting Rule Book First Steps Second Edition
Science of Copywriting Rule Book First Steps Second Edition
By Quentin Pain
Second edition 10 9 8 7 6 5 4 3 2
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Table of Contents
By Quentin Pain 1
International Copywriters Association 1
Table of Contents 3
Introduction 5
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Rule #19 Rhythm 30
Rule #20 Check The Players 31
Rule #21 Engage Emotion 34
Rule #22 New Sells, Revolution Repels 35
Rule #23 Prefer Informal Over Formal 36
Rule #24 Beginning Middle End 38
Rule #25 Weigh Your Anchors 40
Rule #26 Use Systems 41
Conclusion 53
Look For Contradictions 53
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Introduction
To become a great copywriter means doing one
thing. You write. And you write and write and write.
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You'll have come across some of these rules
before. That's great. Now you can confidently go
ahead and follow them. All the best writers in the
world know these rules. To be a great copywriter,
you need to know them too.
Quentin Pain
International Copywriters Association
United Kingdom
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The rules that follow are the most important for any
type of writer, but for copywriters, they're even
more so.
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Rule #6 Attention
The purpose of any piece of media is to get
attention. It doesn't matter how, provided it is
relevant.
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When you stay on the one thing, you can build the
best possible case for it. Nothing gets diluted. And
it means you're giving it the 100% treatment it
deserves.
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But there's a pattern here, and I believe it's a
common one. It's about leaders.
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commodity. You will pay good money for it, and
they will make a big fat profit.
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The whole world works like this. Progress is made
only because of this. Without consumerism, we
would still live in caves.
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may offer your services to a competitor if they don't
hire you, etc. etc.).
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Think in terms of the players involved when writing
your next piece. Then put yourself in each of their
shoes to check it works from all angles.
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Informal is based on the now. Informal has no
rules. It's entirely experimental. When you go
informal, you test the waters. You don't care about
the rules because there aren't any. You come as
you are. You're YOU.
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Sometimes a celebrity is used to replace the
beginning and middle in an attempt to induce
familiarity by association. It works, but only when
selling an already well known brand.
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New To Copy?
New To Copy? Want to be a freelancer? Want to
quit your job working for the BOSS?
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focus. And that means focusing on our customers
(actual and potential) and what they want.
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Money
When we're starting out, we say we don't know
what to do when it comes to copywriting. We're not
sure of the first step (or even if there is a first step).
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Conclusion
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Quentin Pain
International Copywriters Association
United Kingdom
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