I’m going to tell you a secret.
It’s a copywriting secret that the immortals — from Aristotle to Ogilvy to Draper — have known, but few have stated as directly as I’m about to.
By now, you know the standards of effective copywriting …
Know your audience. Know your product cold. Research. Nail the headline. Write plainly, in the language of your audience. Research more. Write fascinating bullets. Craft a great offer. Include a strong call to action. Et cetera.
These elements are the standard for good reason. They get the job done.
This little truth I’m about to tell you is the foundation that makes all the rest of it work.