Copywriting Axioms of Joseph Sugarman


Axiom 1: Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service.

Axiom 2: All the elements in an advertisement are primarily designed to do one thing and one thing only; get you to read the first sentence of the copy.

Axiom 3: The sole purpose of the first sentence is to get you to read the second sentence.

Axiom 4: Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.

Axiom 5: Get the reader to say "yes" and harmonise with your accurate and truthful statements while reading your copy

Axiom 6: Your readers should be so compelled to read our copy that they cannot stop reading until they read all of it as if sliding down a slippery slope.

Axiom 7: When trying to solve problems, don't assume constraints that aren't really there.

Axiom 8: Keep the copy interesting and the reader interested through the power of curiosity.

Axiom 9: Never sell a product or service. Always sell a concept.

Axiom 10: The incubation process is the power of your subconscious mind to use all your knowledge and experiences to solve a specific problem and its efficiency is dictated by time, creative orientation, environment and ego.

Axiom 11: Copy should be long enough to cause the reader to take the action you request.

Axiom 12: Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.

Axiom 13: The ideas presented in your copy should flow in a logical fashion, anticipating your prospect's questions and answering them as if the questions were asked face-to-face.

Axiom 14: In the editing process, you refine your copy to express exactly what you want to express with the fewest words.

Axiom 15: Selling a cure is a lot easier than selling a preventive, unless the preventive is perceived as a cure or the curative aspects of the preventive are emphasized.

Emotion Principles

Emotion Principle 1: Every word has an emotion associated with it and tells a story.

Emotion Principle 2: Every good ad is an emotional outpouring of words, feelings, and impressions.

Emotion Principle 3: You sell on emotion, but you justify a purchase with logic.

Powerful Copy Elements

  1. Typeface
  2. First sentence
  3. Second sentence
  4. Paragraph headings
  5. Product explanation
  6. New features
  7. Technical explanation
  8. Anticipate objections
  9. Resolve objections
  10. Gender
  11. Clarity
  12. Cliches
  13. Rhythm
  14. Service
  15. Physical facts
  16. Trial period
  17. Price comparison
  18. Testimonials
  19. Price
  20. Offer summary
  21. Avoid saying too much
  22. Ease of ordering
  23. Ask for the order

Psychological Triggers

  1. Feeling of involvement or ownership
  2. Honesty
  3. Integrity
  4. Credibility
  5. Value and proof of value
  6. Justify the purchase
  7. Greed
  8. Establish authority
  9. Satisfaction conviction
  10. Nature of product
  11. Nature of prospect
  12. Current fads
  13. Timing
  14. Linking
  15. Consistency
  16. Harmonize
  17. Desire to belong
  18. Desire to collect
  19. Curiosity
  20. Sense of urgency
  21. Fear
  22. Instant gratification
  23. Exclusivity, rarity or uniqueness
  24. Simplicity
  25. Human relationships
  26. Storytelling
  27. Mental engagement
  28. Guilt
  29. Specificity
  30. Familiarity
  31. Hope

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