Oriol Gifra

It is curious to see that very few people within the marketing world to copywriting art. Yes, it is an Art!, as it has a creative side… but anyone can learn a lot reading from the experts.

We keep being humans (at least some of us :-), what it means our emotional side of decision making is important.

Good copywriting impact directly to emotions. Let me share with you 8 Great Rules from Eugene Schwartz, one of the best copywriters ever.

1. Be the best listener you ever met.

Just listen to what the market is saying. Eugene Schwartz used to get into a taxi and start interrogating the cab driver, because that’s one good way to tap into what the market is saying. Watch the top 10 box office movies. Even if you don’t like it, watch anyway because that is what the market is thinking and feeling. When you do that, you:

(i) Write copy that directly targets their minds

(ii) You are able to market your products more effectively because you know

2. Work extremely intensely, in spurts.

This is increases your productivity. Focus all your energy on one thing, don’t multi-task, and then move on to the next thing when you’re done.

3. Never “create”- know the product to the core and combine the details in new ways.

Hold the product until it surrenders its strength to you. Know it inside out. You don’t have to create anything new, but you do need to find all its existing strengths and combine them in new ways to present it to the public.

4. Write to the chimpanzee brain – simply and directly.

You should write for the 8-14 year old. Don’t make assumptions.

5. Channel demand – never sell.

You do not create desire for your product. You take an existing demand in the market, and you channel it into your products. So for example, for a market that is into weight loss, you don’t create a desire to lose weight.

6. Think about what your product “does”, not “is”- and demonstrate this.

Talk about the benefits, and talk even more about the emotional benefits. Let the features take a back seat.

7. Make gratification instantaneous.

In the copy or marketing itself, the prospect should already begin to get gratification, or feel like they are already getting something from you or your product.

8. Failing often, and testing big differences, shows you are trying hard enough.

It is best try to, thant don’t do!. Today differentiation is a must.