How do you grab people's attention? How do you make them read without it feeling like a sales pitch? You have to address their fears.
Desire must be touched.
You have to use the language they use.
It should feel like you're talking to a friend or trusted advisor.
--- p.21, from 「SECRET 1: What is Copywriting?」

The third effective headline template that grabs people's attention is the one that mentions 'mistakes.'
People are terribly afraid of making mistakes.
In school we learn that mistakes are bad.
If you make a mistake on a test, you will get a bad grade.
It's understandable why people get so worked up over mistakes! You can capitalize on this by creating headlines that clearly identify the mistake and grab people's attention.
--- p.61, from 「SECRET 6: Headline Template」

Understanding your audience is more about figuring out who to exclude than who to include.
I'd rather reach 10,000 people with a focused, specific sales message than spend a fortune on sales copy for a product they won't buy to 100,000 people who are only mildly interested.
--- p.78, from 「SECRET 8: FRED」

People who write 5-star reviews are often just enthusiastic fans, while 1-star reviewers are usually dissatisfied know-it-alls.
Two-, three-, and four-star reviewers are the most helpful because they write descriptions like, "I like this because it's good, but I'm not happy because it's not like this."
Taking these people's opinions into account can help you write your sales copy.
--- p.118, from 「SECRET 12: Market Research」

Most customers come across sales letters in a slightly hypnotic state.
I can barely focus on what you're saying, what you're showing, or what's written.
Most people are lost in thoughts like, 'I wonder what's on X' or 'What should I have for dinner?'
At this point you need to shock people into stopping what they are doing and focusing on you.
--- p.158, from "SECRET 17: 13 Elements of a Sales Letter"

The fourth way to make people "crave" with your content is to show them how to do something themselves or through a painstaking process.
Then you can sell a tool or simple solution that does this for you.
It's like showing someone how to dig a well with a shovel and a ladder.
After teaching you the entire process of making a well, he says this at the end.
“Congratulations! You have now mastered the art of digging a well.
“If it’s okay, I’ll explain the machine called an ‘excavator’ for just five minutes.”
--- p.188, from "SECRET 20: Story"

In no case should you tell your customers that they are the reason you did not get the results you wanted.
Of course, the reason people can't lose weight is because they don't think about getting up from the table before grabbing their third cheeseburger.
But I never say it out loud.
I would say this:
“It’s not your fault.
Because of the misinformation you've been receiving, you've been misinformed about the relationship between carbohydrates, proteins, and vegetables.
“If you just change your diet, you will start losing weight.”
--- p.203, from "SECRET 22: Product Promise"

Your offer should look like it's selling a product worth a few dollars for a few tens of cents.
I want you to think like this.
Someone said, “I’ll sell you dollar bills for 10 cents each, and you’ll get whatever you want.
If you were to ask, “How much would you like to buy?” you would answer, “As much as possible.”
We need to make our customers feel exactly like this.
--- p.215, from "SECRET 23: Fixing Bad Copy"

Everyone in the world has their thoughts tuned to the frequency of just one radio station.
The station's call sign is WIIFM, which stands for "What's In It For Me?"
Your ability to tune into the frequency of these radio stations has a tremendous impact on whether you succeed or fail in life.
--- p.244, from 「SECRET 27: The Magic Desk」

The sole purpose of online advertising is to get your target audience to stop what they're doing and click.
Besides this, all the other weird people who say things like online advertising is branding and such are not true.
The sole purpose of online advertising is to capture the attention of your target audience and get them to click.
--- p.255, from 「SECRET 28: The Purpose of Online Advertising」

A unique strength (USP) is a concept that describes what differentiates your product or service from other similar items.
The hook is a very short story that piques curiosity about this distinguishing element.
Let me give you an example.
If the USP is '90 percent of long drive problems can be fixed with a 3-minute video', the hook would be 'One-legged golfer surpasses Tiger Woods' driving distance record'.
--- p.268, from 「SECRET 29: Hook Point」

If possible, you should create a perfect proposal before you even create a product to sell.
When writing copy for an already finished product, critical thinking often pops up and asks, "Is this true?"
I much prefer to create a really great offer and great sales copy, and then build a product that meets or even surpasses it.
At this point, the copy becomes a blueprint for product creation, not a product description.

--- p.289, from "Conclusion: Everything You Need to Know About Sales Copywriting"