⚠️ Editing – the best tool is time. Wait before you start editing.

✏️ Typeface – better use serif (I don’t know if it’s still relevant after mobile phones; need to check).

📰 A good headline – make one wonder, “what does this have to do with the product?” It’s unexpected.

🎼 Rhythm – to create a rhythm, make sure you make a mixture of different lengths of sentences. Short, long, and medium.

🌿 The nature of the product – you have to understand the personality of the product. Is it fun, serious, professional, safe, etc.?

📞 Customer service – it’s important to talk about what happens if there are problems. Do you give the money back? Are you always available on the phone?

💱 Price – if it’s a value-based product, keep the price to the end. Make it more subtle. If it’s a price-driven product, emphasize the great price. Make it big and repeat it.

📝 Summary – you know how sometimes you read through a whole page, but when you get to the end, you don’t even remember what you have read? So offer summaries at the end. Repeat what you said.

🗨️ Engage the reader’s imagination – make them picture themselves while using the product. Make them feel like they already own it. Describe its texture, sound, smell, etc.

🔗 Linking – a strategy that helps you to explain new concepts and products to readers. You connect the new product to something familiar.
[Example: calling iPhone a pocket computer]

👣 Consistency – people tend to be consistent. If you get them to buy from you once, they’ll prefer to buy from you again, instead of gaining trust in someone new again.

📚 Collectibles – people have an evolutionary tendency to collect things. If you market your product as a set, series, or collection, they will be tempted to buy the others.
[Example: McDonald’s toys]

➿ Product description – explain simple products in a complicated way and complicated products in the simplest way possible.
[Example: tech companies try to simplify, breaking down the product in a few simple steps, whereas whiskey brands show every step of their products and ingredients]

📜 The benefits of long copy – people want to feel like they’ve done some thorough research before they buy something important. After reading your long piece of informative copy, they should feel like they’ve done their research.

✔️ Credibility – the place and the context in which your ad appears has a great influence on its credibility. If you post it in a big and helpful Facebook community that people trust, you gain credibility. If you place it as a banner on some fishy website, you lose credibility. Even your physical location can add credibility.

🎁 Satisfaction conviction – offering something shows how sure you are about the product. Something that will make people say, “No way! they’re going to get ripped off.”
[Example: in Audible, Amazon’s audiobook app, you can return books even after you’ve finished them]

‼️ Add a sense of urgency – but do it right: Don’t lie, writing stuff like “it’s the last time you’ll see this ad” or “we’re running out of stock.” People know it’s bullshit, and even if it works once, it won’t work twice. We want long-term paying customers.

👔 Authority – show what makes your brand different from your competitors and what other people say about it. You can use testimonials, awards, etc. Your brand name can help establish authority. Take, for example, “Jackie and Ed’s Café” vs. “The Digital Warehouse.” On the other hand, if you want it to be more personal and authentic, the first name thing can do better.

🧐 Objections – list all the product’s flaws. All the objections and problems that the customer might think about. Then address them. There are two ways to do that: –Ridicule: Make fun of them. [like Avis did with “We’re No.2, so we try harder”] –Resolve: Mention the objection and explain why it isn’t really a problem Either way, the reader will think of the objection, so don’t try to wipe it under the carpet.