The Laws of Copywriting
In the world of marketing, the art of persuasive writing can make or break a campaign. Copywriting is not just about stringing words together; it's about understanding human behavior, motivating action, and crafting messages that resonate with your audience. Here are ten essential laws of copywriting to help you create compelling copy that drives results.
LAW 1: Understand How People Make Decisions
At the heart of effective copywriting is the understanding of decision-making. People don't buy based on logic alone—they buy with emotion and justify their decisions with logic.
Maslow’s Hierarchy of Needs explains the five stages of human needs that drive our behavior:
Psychological Needs
Safety
Love and Belonging
Esteem
Self-Actualization
This hierarchy provides insights into what motivates people at different levels, helping you tailor your messaging to meet these needs. Whether through fear (negative motivation) or reward (positive motivation), understanding your audience's emotional triggers will guide your copy.
The Two Sides of Buying Decisions
Logic: Buyers justify their purchases with facts and evidence.
Emotion: Purchases are often driven by feelings, where storytelling can win hearts before logic wins minds.
By understanding these two components, you can craft messages that resonate on both levels.
LAW 2: Uncover the Selfish Benefit
Put yourself in the customer's shoes. What’s in it for them? People care about what you can do for them, not what you can do in general.
Harry Dry’s Example: "No one cares what you can do; everyone cares what you can do for them." This is the core principle of selling service—focus on how your product or service benefits the customer.
Remember, ads must be centered around service to the customer, addressing their needs and frustrations, not your interests or profits.
LAW 3: Tell a Great Story
Humans are wired for stories. Great copywriting involves weaving a narrative that captivates your audience.
Apple’s Storytelling Framework:
Pose a problem.
Offer a solution.
Highlight the benefits of that solution.
End with a clear call to action.
The best product launches, like the iPhone and iPod reveals, used clear and simple language to explain the problem and solution, creating an emotional connection with the audience before diving into the technical details.
LAW 4: Write Like You Talk
Your goal is to be understood, not to be grammatically perfect. Copy should sound natural, conversational, and approachable.
Harry Dry’s Example: Use a casual, colloquial tone full of pronouns—write how you would speak to a friend. This builds rapport and keeps readers engaged.
LAW 5: Use Their Words, Not Yours
The best copy uses the language of the customer. Ditch the jargon and marketing speak—describe your product the way your customers would.
Dan Kennedy’s 10 Questions help uncover what your customers really care about:
What keeps them awake at night?
What are they afraid of?
What do they secretly desire?
By understanding their language and their frustrations, you can create copy that speaks directly to their concerns.
LAW 6: Write Short, Choppy Copy
Keep sentences short and direct. The goal is for every sentence to lead naturally to the next, creating momentum. Long, winding sentences can cause readers to lose interest.
LAW 7: Be Specific
Specificity creates clarity. The more specific you are, the clearer the image you paint in the reader's mind.
Examples:
Wikipedia: “Just $2”—an easy, relatable ask.
Last Crumb Cookies: Bold, fun names like “Everything But The Candles”—specific and attention-grabbing.
Specificity also helps communicate value, whether you're talking about the benefits or offering a clear, compelling reason to buy.
LAW 8: Nail the Headline
Your headline is the first (and possibly only) chance to make an impression. On average, five times as many people read the headline as the body copy.
Headlines should be relevant, benefit-driven, and attention-grabbing. They should make the reader feel like they can’t miss out. A great headline pulls the reader in, leading them to the rest of the copy.
LAW 9: Back Everything Up with Social Proof
Social proof is powerful in influencing decisions. People tend to trust what others say about your product more than what you claim yourself.
Incorporating social proof into your marketing—whether through testimonials, case studies, user-generated content, or media coverage—helps establish credibility and build trust. Reviews and endorsements can greatly increase your conversion rates.
LAW 10: Address Objections Upfront
Don't wait for objections to arise—address them early. Anticipate concerns your customers may have and tackle them head-on in your copy.
By proactively addressing the “elephant in the room,” you can prevent hesitation and move the prospect closer to making a purchase decision.
In conclusion…
By following these ten laws of copywriting, you can create more persuasive and effective messages that resonate with your audience, build trust, and drive action. Whether you're writing ads, landing pages, or emails, these principles will help you craft copy that converts.
