How to Write Better Copy: 80/20 Summary
- Amazon: Link
- Score: 8/10
- Skills Categories: Copywriting
- Mental Models: Curiosity Instinct, Ego, Emotions: Empathy, First Conclusion Bias, Incentives, Momentum, Resistance, Scarcity, Velocity
Mental Models from the book:
'How to Write Better Copy' can be summarised into 9 mental models:
1. Curiosity Instinct
- Use juxtaposition. The reader must use their intelligence to reconcile and gets a 'smile in the mind'.
2. Ego
- The most powerful short word is 'you'.
3. Emotions: Empathy
- Use empathy to overcome resistance, build rapport and make your copy more engaging.
4. First Conclusion Bias
- Include the problem the reader has within the headline.
5. Incentives
- Appeal to the reader's self-interest.
6. Momentum
- Keep the momentum going by asking a question at the end of a paragraph.
7. Resistance
- Suggest. Don't sell
8. Scarcity
- Use short sentences and paragraphs.
9. VELOCITY
- Be abruptive: For example: New, Announcing, Now
Mental Model Mind Maps
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