DOWNLOAD & SAVE THIS POST >> CLICK HERE <<By the PromoteLabs team. Updated November 2026.
Effective copywriting focuses on the reader's result, not your product's features. Lead with a clear benefit, teach or add value in every paragraph, use specific words and numbers, back claims with proof and end with one clear call to action. Short sentences, simple words and a conversational tone make copy easier to read and act on.
In 1904, a former Canadian policeman named John E. Kennedy sent a note up to the offices of a Chicago advertising agency. It said, in effect, "I can tell you what advertising is." The young partner who read it, Albert Lasker, invited him up. Kennedy's answer was three words: salesmanship in print.
That idea shaped a century of great copywriting. Claude Hopkins built on it with specific facts and free samples. Decades later, David Ogilvy argued that the more informative an ad is, the more it sells. Their lessons still work today on sales pages, emails and blog posts. Here are eight of them.
Eight Timeless Copywriting Tips
1. Sell the result, not the features
"Save five hours a week" beats "automated scheduling." People buy what a product does for them, not what it is.
2. Teach before you sell
The best copy gives the reader something useful even if they never buy. That builds trust, and trust is what makes the eventual offer feel natural.
3. Be specific
Hopkins believed vague claims leave no impression. "37 templates" beats "lots of templates." "Fixes most slow websites in 20 minutes" beats "fast results."
4. Use action words
Get, start, claim, discover, build. Strong verbs move readers forward.
5. Back up every claim
Testimonials, numbers, screenshots and case studies turn claims into evidence.
6. Respect the reader
Ogilvy famously warned against insulting the reader's intelligence. Skip the hype words and tired adjectives. Tell the truth, but make it interesting.
7. Write like you talk
Short sentences. Simple words. A conversational tone. If it sounds stiff when you read it out loud, rewrite it.
8. Ask for one action
Give the reader a single, clear next step. More choices mean fewer clicks.
| Principle | Example |
|---|---|
| Benefits over features | "Save 5 hours a week" beats "automated scheduling" |
| Specifics | "37 templates" beats "lots of templates" |
| Proof | Testimonials, numbers and screenshots |
| One call to action | A single clear next step |
A Simple Copy Formula
- Problem: name what the reader struggles with.
- Agitate: show what it is costing them.
- Solution: present your offer and the result it delivers.
- Proof: show that it works.
- Action: tell them exactly what to do next.
Edit for Clarity
- Cut every word that does not add meaning.
- Read the copy out loud and fix anything that trips you up.
- Use AI to suggest variations, then keep the version that sounds like you.
Grab Attention, Then Close
Great copy does two jobs: it stops the scroll and it earns the click. Learn to stop the scroll with the 7 secrets of bold marketing, and close with 15 call-to-action formulas.
Practice on Something Real
The fastest way to improve is to write for a real offer. Try writing an opt-in page for one of our free gifts, and capture blog readers with PostGopher.
Keep reading
Frequently Asked Questions
What is the most important copywriting tip?
Focus on the reader's result rather than your product's features, and back it up with specific proof.
What does salesmanship in print mean?
It is John E. Kennedy's definition of advertising: copy should do the job of a good salesperson by giving real reasons to buy.
What is the problem, agitate, solution formula?
A copy structure that names a problem, shows its cost, presents the solution, proves it works and asks for action.
Should I use AI for copywriting?
AI is useful for drafts and variations, but edit the result so it is accurate and sounds like you.
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