a single source, nothing corroborates it
Assemble the line instead of waiting for it
Copy behaves more like arithmetic than art: a short conversion block comes out of a fixed order, meet the objection, prove it, then say what the reader ends up with. Working from components means a rewrite takes minutes instead of waiting on inspiration, and a single short line can carry several devices at once if you keep layering them.
The method
- 01
Assemble short conversion copy from three components in order: answer the objection, prove it with social proof, then state the outcome the reader gets.
- 02
Treat copy as a formula to be assembled rather than something you wait to be inspired for.
- 03
A single short slogan can carry many devices at once, so layer them rather than settling for one.
What it returned
A rewrite taking a couple of minutes added thousands of subscribers
Readers identified eight separate devices in one product slogan of under ten words
Sources
- Copywriting is more like math than you suspectHarry Dry · Marketing Examples · undated
- One line. Eight Rhetorical Devices.Harry Dry · Marketing Examples · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected