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The Copy Book Summary
A summary of the book 'How to Write Better Copy' (with illustrations) to help you remember the core concepts. For more insights go to: https://www.8020rule.co/post/the-copy-book
Terms in this set (10)
What is the phrase to remember 'The Copy Book'?
Bloody hell! LL (sigh) moved 100 trains using his raw strength, a segway and a great spell. 3 Ewes
What does 'Bloody hell' refer to?
Write headlines that make you think: "Bloody Hell, that's interesting, tell me more.
What does 'LL (Sigh)' refer to?
LL refers to LL (CoolJ) and it's an acronym. The basic motivations of people never change. Use them for great advertising. Human history boils down to the influence of (SIGH LL) Love, hate, sex, greed, hunger, insecurity.
What does 'moved' refer to?
Use your life to bring your copy to alive. If something has moved you, chances are that it will move someone else.
What does '100' refer to?
Write every headline 100 possible ways, don't stop too soon.
What does 'train' refer to?
Movement will help you write better. Take a train or a plane.
What does 'raw' refer to?
Raw statistics are better than opinions e.g 68 MPG is better than "outstandingly economical"
What does 'segway' refer to?
The first paragraph must segway from the headline into the sales pitch.
What does 'spell' refer to?
The reader's imagination is important - Spell it out and you ruin the spell.
What do 'the 3 sheep/ewes (yous!)' refer to?
Make sure that "you" appears 3 times more than "I" or "we".
OTHER SETS BY THIS CREATOR
The Elements of Eloquence Summary
The Boron Letters Summary
The Lessons of History Summary
Scientific Advertising Summary