David Deutsch @ddeutsch Twitter profile

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David Deutsch

1 year

The "secrets" of my success... 1. Starting at Ogilvy and getting a first-class introduction to "Madison Avenue" ad agency advertising (it's where I learned to balance great creativity with great salesmanship) 2. Working on direct response for super-savvy clients like

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David Deutsch

@ddeutsch

1 year

Stop reading copywriting books! Instead, read: How to Argue and Win Every Time by legendary lawyer Gerald Spence… to learn how to prove your case Books on screenwriting… to see how to show and not tell True Believer by Eric Hoffer to discover the truth about mass psychology

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David Deutsch

@ddeutsch

1 year

For copy that converts... Start with a promise, like "Make Money" Add specificity: "Make $5,000 a Month" Say what makes it possible "Make $5,000 a Month Mining for Gold" Add credibility: "World's Most Successful Prospector Reveals How to Make $5,000 a Month Mining for Gold"

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David Deutsch

@ddeutsch

1 year

A dirty little secret… Most people can't readily grasp percentages. So don't say "50% off." Say: "half off." Don't say: "increased by 97%." Say: "almost doubled." And don't say "82% of people have this problem." Say: "If you know 10 people, 8 of them have this problem."

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David Deutsch

@ddeutsch

4 months

The more your copywriting sounds like copywriting, the less effective it will be. The best copywriting, like a good friend, simply presents ideas and reasoning that allow the prospect to persuade themselves.

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David Deutsch

@ddeutsch

5 months

When I first started as a junior copywriter at Ogilvy, I received a priceless copywriting lesson while working on a guidebook to Bermuda. I was assigned to do the descriptions of the island's many bed and breakfast places. But as a copywriting (and guidebook-writing) novice, I

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David Deutsch

@ddeutsch

1 year

Great copy avoids lame transitions like: "And next…" Instead, briefly say how what follows is similar to, different from, adds to or connects with what came before. Consider this delightful segue from roads to high tech: "From concrete highways, we now turn to digital ones…"

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David Deutsch

@ddeutsch

1 year

What to study (besides copywriting) to make huge leaps as a copywriter: 1. Salesmanship 2. Behavioral economics 3. Persuasion 4. Psychology (individual & mass) 5. Marketing (on-line & off-) 6. Rhetoric 7. Design/Design Thinking 8. Game Theory 9. Systems Theory 10. Screenwriting

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David Deutsch

@ddeutsch

8 months

How to write better copy instantly... Get mad. (I'm serious.) Get mad at the people, institutions, or attitudes that stand in the way of your prospect getting what they desire. Or get angry about the pain, suffering, and lost time or money caused by prospects not having your

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David Deutsch

@ddeutsch

1 year

Add power to your copy! Turn verbs acting as nouns back into active verbs. Change "it's designed for the RELIEF of pain" to "it RELIEVES pain." "It promotes the GROWTH of your money" to "it GROWS your money." "The scientist made the EXPLANATION" to "the scientist EXPLAINED

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David Deutsch

@ddeutsch

1 year

The best copywriters know this formula: Copy Persuasion x Offer Appeal = Results So they work on the offer as hard as on the words. They add to it, subtract from it, rename, regroup. They ask: Should the price be lower? Higher? Divided into installments? Buy 2 get 1 free?

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David Deutsch

@ddeutsch

10 months

To write a great headline, you've got to make a switch. Because you can't write a headline from the same mindset you're in when writing the rest of the copy. That is, from the selling mindset, the "how-can-I-convince-the-prospect-this-is-the-greatest-thing-ever?" mindset.

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David Deutsch

@ddeutsch

2 months

When copywriting, never forget that if you want to sell boats to people you believe are stranded on an island, you must first convince them of their predicament.

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David Deutsch

@ddeutsch

3 months

Do not read another book on copywriting... Until you have read at least one book on each of the following subjects: Salesmanship Screenwriting Story Psychology (or behavioral economics) Argumentation

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David Deutsch

@ddeutsch

1 year

Stop trying to superimpose emotions onto your prospects. Emotions are contagious. So feel them yourself first. Want prospects to feel angry at an injustice? First get mad about it yourself. Want prospects to feel hope for your solution? Be sure YOU feel hopeful about it.

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David Deutsch

@ddeutsch

9 months

The Rule of 10: To write a great headline, write 10 headlines. To develop a winning ad, test 10 ads. To find the right person, talk to 10 people.

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David Deutsch

@ddeutsch

1 year

To sell a gold bar to a stranger for $10… Would you go on about how wonderful gold is? Or build trust and convince them that both you and the gold are for real? In sales and in copy, no matter how precious the product… Or how great the deal… Nothing happens without trust.

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David Deutsch

@ddeutsch

1 year

It may not seem so to non-writers, but writing takes a toll on both brain and body. That’s why it's so easy for writers to get overwhelmed or even burned out. It has happened to me during my few decades of writing. Here are a dozen ways to keep it from happening to YOU…

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David Deutsch

@ddeutsch

3 months

Gene Wilder learned a valuable lesson from Charlie Chaplin that can dramatically improve the impact of your writing: He saw that when Chaplin did something funny, he didn't act as if it was funny. He acted normally. This amplified the comedy. (Watch some Charlie Chaplin clips

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David Deutsch

@ddeutsch

1 year

Today's critical formula for copywriting success... COPY CRAFT x AI EXPERTISE = SUCCESS One multiplies the other. Neglect either at your peril. Spend some time every day on BOTH to get an "unfair advantage" over your competition — both for now as well as for the future.

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David Deutsch

@ddeutsch

2 months

If there's a "secret" to copywriting, it's powerful verbs that explode like lightning bolts — seizing attention, delighting the senses, transforming beliefs, and compelling action. In short: To strengthen your writing, power up your verbs.

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David Deutsch

@ddeutsch

2 months

Don't immediately present your product as the solution to your prospect's problem. First, reveal a clever way to solve their problem — one they could do on their own, but not without investing time, effort, and expense. Then, have your product ride to the rescue as a

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David Deutsch

@ddeutsch

1 year

Big mistake too many writers make... Not zooming in and looking closely at their writing sentence by sentence. Take a sentence in your copy. Does it convey what you want it to convey? Does it connect to the sentence before? Does it flow seamlessly into the sentence after?

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David Deutsch

@ddeutsch

1 year

Big mistake many writers make with guarantees… Expressing them negatively. Such as: "Money back if you're unhappy or not 100% satisfied." But why encourage your prospect to picture a negative outcome? Instead: "You must be overjoyed with your results — or your money back."

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David Deutsch

@ddeutsch

8 months

Huge mistake many copywriters make... Telling prospects, what they expect to hear, what they already know, and what everyone else says. For example: "Arthritis pain is terrible." "I can show you how to make a lot of money in real estate." "Most diets fail. This new one we

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David Deutsch

@ddeutsch

2 months

Copywriters: Don't rush into specialization. Applying your craft across a wide range of industries and projects sharpens your skills in ways nothing else can. Like cross-pollinating plants, a copywriter's growth thrives with diversity.

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David Deutsch

@ddeutsch

10 months

Here's a great hack for writing powerful sales copy... Begin with the words: "Once upon a time..." Write your sales copy. Then delete "Once upon a time..."

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David Deutsch

@ddeutsch

3 months

One of the best books on writing — a must-read for copywriters — is called "Clear and Simple as the Truth." It is about writing clearly, simply and truthfully by sticking to what can be objectively verified — what the audience would see with their own eyes if they were in your

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David Deutsch

@ddeutsch

1 year

I'm about to reach 4,000 followers. (Now 3,999... who'll put me over?) I wanted to take this opportunity to: 1. Say "thanks" to everyone who has followed, liked, replied to, or just read any of my tweets. 2. Share on this thread what I've learned from this amazing journey…

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David Deutsch

@ddeutsch

1 month

You've heard it time and time again: Sell benefits, not features. But take it one step further: Sell the fulfillment of their dreams.

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David Deutsch

@ddeutsch

4 months

The best copywriters have a deeper understanding of the prospect. The best copywriters have a deeper understanding of the product. The best copywriters have a deeper understanding of what the competition is doing. So why do so many copywriters believe the secret to great copy

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David Deutsch

@ddeutsch

7 months

We keep hearing that good writing should "show and not tell." But how do you do that? Whenever you have the urge to explain, do what screenwriters do and let the action reveal what is necessary. So it's not: "Blood pressure is a biomechanical function that..." Instead: "When

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David Deutsch

@ddeutsch

1 year

Substitute "copy" for "a show" in this George Wolfe quote about Broadway: "To get a show to go from good to very good is easy — there's a series of bold, smart things you must do. "But to go from good to brilliant takes an endless series of unbelievable details that lift it."

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David Deutsch

@ddeutsch

6 months

Average copywriters believe people buy when the perceived value is greater than the price. The best copywriters know that people buy when they feel an unshakable trust in you and the product. They understand that virtually every sentence is an opportunity to build a bond of

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David Deutsch

@ddeutsch

10 months

Someone asked my advice about selling an educational product on becoming a better reader. Here's what I told them: "Don’t sell "education." "Don’t sell being a better reader. "Sell the transformative impact of being a better reader, and how it can transform their business

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David Deutsch

@ddeutsch

1 year

PUNCH UP your copy with verbs. And MULTIPLY its effectiveness. SEE how I'm doing it here? Verbs GRAB attention, MOVE people along, and COMPEL them to action... TRANSFORMING prospects into customers and RACKING UP profits. FILL your copy with more verbs. WATCH what happens.

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David Deutsch

@ddeutsch

8 months

Study screenwriting if you want to be a great copywriter... Because screenwriters excel in: 1. Showing, Not Telling — Telling is boring. Screenwriters must master the art of telling through showing, making every scene not just vivid and engaging, but conveying necessary

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David Deutsch

@ddeutsch

8 months

Great books that are actually great sales letters in disguise: Confessions of an Advertising Man by David Ogilvy (for his ad agency) Think and Grow Rich by Napoleon Hill (for his consulting and lecturing) How to Win Friends and Influence Others by Dale Carnegie (for his

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David Deutsch

@ddeutsch

8 months

World's best copywriting training... Go out and sell something to people. By phone. In person. Door-to-door. Note what works: What captures attention... overcomes objections... and gets people to act. Do likewise in your copy. Next best: Study salesmanship through books,

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David Deutsch

@ddeutsch

2 months

The biggest leap you'll make as a copywriter is when you become able to review your own work as if someone else had written it.

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David Deutsch

@ddeutsch

1 year

A new twist on a powerful copywriting formula… PAS P - Problem: Identify a relevant one A - Agitate: Drive home how awful it is S - Solution: Offer one The new twist: PANS N - Before offering your solution, Negate (show the folly of) any alternate ways to solve the problem

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David Deutsch

@ddeutsch

8 months

Years ago, Steve Martin had a great piece of advice: "Be so good they can't ignore you." Today's twist: "Be so good AI can't replace you."

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David Deutsch

@ddeutsch

2 months

Over the years, I've been fortunate to write copy that has contributed to more than a billion dollars in sales for companies from startups to some of the biggest brands in the world. And I've found that copywriting ultimately boils down to just one thing: persuasion. It may be

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David Deutsch

@ddeutsch

11 months

10 Ways to Excel at Copywriting (That, On the Surface, Have Nothing to Do with Copywriting): 1. Sell something at a flea market or garage sale — Because copywriting is selling 2. Cultivate deep focus habits — Work for uninterrupted blocks of time with cell phone and internet

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David Deutsch

@ddeutsch

1 month

Today more than ever, if you want to be effective as a copywriter, you can't afford to just be good. You must be extraordinary. And the secret to becoming extraordinary is to study not just copywriting, but the power and magic of writing in all its forms. For example, fiction

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David Deutsch

@ddeutsch

9 months

People don't want what you're selling. Not your book... your course... your coaching... your supplement... your newsletter... your widget... your laundry detergent. They want what it will do for them. They want the pleasure or satisfaction it will give them. They want to avoid

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David Deutsch

@ddeutsch

1 year

Copywriting isn't about writing. It's about showing people how your product can help them achieve their desires, allay their fears, and change their lives for the better. Be like a reporter and present the who, what, when, where, how and why of that. That's all there is to it.

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David Deutsch

@ddeutsch

1 year

For a copywriter, this could be lifechanging: Words aren't the key to your success… IDEAS are. Ideas that grab attention… inspire and motivate… transform how a product is viewed. Ideas take many forms: • Offer • Concept • Headline • Copy • Format How do YOU come

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David Deutsch

@ddeutsch

8 months

The odometer just clicked over to 6,000 followers. Thank you all. So... here are 6 lessons I learned getting from 5,000 to 6,000: 1. The pace of acquiring new followers is increasing. It's not a straight line, but it's becoming more like an upward curve. 2. I need to keep

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David Deutsch

@ddeutsch

28 days

Your job as a copywriter, says Eugene Schwartz in Breakthrough Advertising, isn't to create desire. It's to build a bridge between a prospect's existing desire and the product or service you're offering.

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David Deutsch

@ddeutsch

1 year

Most copywriting is so damn predictable. Surprise — even shock — people more. Instead of: "It's not your fault"… "It IS your fault. And here's what to do about it." Instead of: "I know what it's like for you"… "I have no idea what it's like for you. But I do know this..."

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David Deutsch

@ddeutsch

10 months

The 10 Commandments of Copywriting I. Thou shalt not bore thy prospect. II. Thou shalt not confuse thy prospect. III. Thou shalt not engender mistrust or disbelief in thy prospect. IV. Thou shalt offer proof in abundance. V. Thou shalt be ever mindful of the desires, fears,

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David Deutsch

@ddeutsch

10 months

To succeed as a copywriter, you don't have to be great. You just have to be consistently good, dependable when it comes to deadlines, and reasonably priced. It's a surprisingly — indeed shockingly — rare combination.

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David Deutsch

@ddeutsch

8 months

The main thing I love about copywriting... I've gotten to meet and hang out with great people. With John Carlton and Stan Dahl on the Santa Monica pier, looking visionary.

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David Deutsch

@ddeutsch

1 year

Copywriting MUST do these 4 things: 1. Get and hold the prospect's attention 2. Link what the product does to a strong need or desire of the prospect 3. Prove the product does what you say 4. Tell the prospect what to do next. That's all… no need to over-complicate it.

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David Deutsch

@ddeutsch

2 years

To write great copy, pretend you're a screenwriter. It FORCES you to show and not tell. So instead of telling: "A study was done on 100 participants and it was fond that…" You SHOW: "Researchers gave 50 people our remedy and 50 a sugar pill. They were shocked to find that…"

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David Deutsch

@ddeutsch

1 year

The 3-P copy formula that makes prospects buy… Promise x Proof = Purchase Most copywriters overload on promise. Rule of thumb: Back each promise up with 3 proof points, such as: 1. Past results 2. Who else says so? 3. Logic (if A and B are true, C must be!)

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David Deutsch

@ddeutsch

8 months

Accumulating knowledge without implementing it is like revving the engine with the car in neutral. It creates noise and uses up energy, but doesn't move you forward.

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David Deutsch

@ddeutsch

1 month

To write a great sales letter, use the Persuasion Pyramid. First, compose a single compelling sentence about the product. Expand that sentence into a powerful paragraph that vividly portrays the life-changing benefits the product brings, and why the prospect should take action

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David Deutsch

@ddeutsch

9 months

Since I've been doing it successfully for decades, people often ask me how to get started in copywriting. Well, New Year's Day being a time for new starts, it seems like a good time to answer. So here goes...

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David Deutsch

@ddeutsch

10 months

The best copywriting doesn't "sell." It's more like going clothes shopping with a friend. "That looks terrible on you. But oh, look... here's something that will look great on you..."

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David Deutsch

@ddeutsch

10 months

I'm about to blast through the 5,000 followers mark. Who'll put me over? Meanwhile, a big thank you to all those who got me here. To show my appreciation, here are: 5 Things I've Learned Going from 4,000 to 5,000 followers...

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David Deutsch

@ddeutsch

1 year

The best advice ever for copywriters... Or any writer, for that matter... May well have been written more than two and a half centuries ago... When Samuel Johnson said... "The two most engaging powers of an author are to make new things familiar, and familiar things new."

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David Deutsch

@ddeutsch

2 months

Skilled writers often make surprisingly poor copywriters. Too often, they craft well-written copy that sounds like typical marketing pablum, and lacks persuasive depth and selling power. Better to be an effective persuader and salesperson, but with average writing skills, than

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David Deutsch

@ddeutsch

1 year

To really sharpen your copywriting skills… Study promotions from charities and non-profit organizations. When there's no product or service… Just the promise of a good feeling if you donate… You can see the power of emotion in copy… Backed by real selling and persuasion.

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David Deutsch

@ddeutsch

3 months

Want to instantly be able to come up with twice as many ideas? Here's a powerful technique: Every time you have an idea, explore the opposite. Start with your original idea. Let's say you come up with a headline: How to Be Successful. Then flip it. For example: How to Be

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David Deutsch

@ddeutsch

1 year

Mediocre copywriters pile on promise. Good ones add proof. The best RAISE THE STAKES… And drive home the consequences of taking—or not taking—action. A health author once told me: "After reading your copy for my book, I felt I would die unless I ordered it." Like that.

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David Deutsch

@ddeutsch

10 months

Copywriting is like creating a diamond. You subject a lump of coal to intense pressure until it becomes strong, clear and valuable. You meticulously chip away the excess, sculpting a beautiful shape and creating facets that optimally capture and reflect the light. And finally,

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David Deutsch

@ddeutsch

8 months

The paradox of being a writer: You need ego to believe that your words will captivate, move, or spur action in others. Yet you must also possess the humility to set your ego aside and welcome feedback from your audience, peers, and mentors with open arms.

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David Deutsch

@ddeutsch

25 days

The hallmark of a first-rate copywriter is the ability to explain without lecturing, empathize with sincerity, and sell without evoking a used car salesman.

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David Deutsch

@ddeutsch

1 year

What I learned about copywriting by doing stand-up comedy a few times: 1. How to trigger laughter, anticipation, surprise 2. The importance of timing and setup 3. How to get the audience on your side 4. To keep refining until it works Best (and worst) part: INSTANT feedback

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David Deutsch

@ddeutsch

11 months

Here’s how to elevate your copywriting to a whole other level… Picture an invisible column off to the side of your page, running parallel to what you’re writing. On it are the thoughts and reactions of the prospect you’re writing to, such as: “I don’t believe it.” “That’s

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David Deutsch

@ddeutsch

1 year

How to tell if you've got a big idea: B: Bang – Makes one I: Intriguing – Generates interest G: Gain – Benefit to the prospect I: Incites – Leads to action D: Different – What it is or how said E: Easy – To understand and pass along A: Audacious – Makes you a bit nervous

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David Deutsch

@ddeutsch

9 months

How a hobby can make you a better copywriter... ✅ Taking up music helps you understand how to make your writing more melodious and rhythmic, and how pure sound can move people. ✅ Learning about movies helps you understand how to show and not tell, and how to keep an audience

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David Deutsch

@ddeutsch

7 months

Big (enormous, actually) mistake too many copywriters make... Writing copy as if they are the first person in history to make that promise. They say: Make a lot of money! Lose a lot of weight! Be more successful! Prospects say: "Oh, please, tell me more." No they don't.

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David Deutsch

@ddeutsch

6 months

10 ways to kill trust in sales copy: 1. Make unrealistic or exaggerated promises. 2. Rarely provide evidence or proof to support facts and claims. 3. Attempt to create false empathy with formulaic, cliché manipulations such as "It's not your fault" or "I'm just like you."

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David Deutsch

@ddeutsch

1 year

The best copywriters always ask: What's it like? Because analogies get noticed and remembered. What's good insurance like? Like a good neighbor (State Farm is there). What's Red Bull like? Like having wings. What's a diamond like? Like eternal love (A diamond is forever).

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David Deutsch

@ddeutsch

7 months

Where copywriters get off track with headlines is that they fail to understand their purpose. The purpose of a headline is NOT to: ✖️ Sell ✖️ Tell the whole story ✖️ Make the biggest possible claim ✖️ Shock It is simply to capture the prospect's attention and get them to

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David Deutsch

@ddeutsch

1 year

To write a powerful headline, make people ask: "How's that possible?!" Turn a Losing Stock Trade into a Winner "How's that possible?!" Lose Weight without Dieting, Exercise, Pills or Hypnosis "HTP?!" Give Me 10 Minutes and I'll Banish Your Imposter Syndrome Forever "HTP?!"

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David Deutsch

@ddeutsch

7 months

Robert Collier said copywriters must "enter the conversation already going on in your prospect's head." It's great advice. But how do you do it? There are two types of conversations going on. The first is the one already going on before they see or hear your copy. Here's an

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David Deutsch

@ddeutsch

7 months

Copywriting isn't just about how to write. More than anything, it's about WHAT to write. Some top copywriters are very fine writers. Their writing "sings." A few even write novels or screenplays in their spare time. Other top copywriters may never cause you to exclaim, "Wow,

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David Deutsch

@ddeutsch

1 year

I just reviewed some copy that oozed wit, charm, and personality. And I realized it's been a while since I've edited copy like that. I worry that today's copywriters are becoming botified. Please, folks, let's not lose our humanness. It's our last real competitive advantage.

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David Deutsch

@ddeutsch

4 months

You'll never get better at copywriting if you just keep writing essentially the same copy over and over again. Try different techniques. Write different kinds of copy for different types of products. Get out of your comfort zone. Make more mistakes!

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David Deutsch

@ddeutsch

26 days

When writing sales copy, focus on feelings, not facts. How does the prospect feel now, struggling with the problem (or unfulfilled desire) the product addresses? How will they feel as they experience the product? And how will they feel as the problem becomes a distant memory?

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David Deutsch

@ddeutsch

8 months

When writing sales copy, it doesn't only need to SOUND good when you read it over to yourself. It needs forward propulsion and momentum. However, when we read our own writing, even aloud, we often don't hear when that is lacking because we need to keep reading — we need to get

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David Deutsch

@ddeutsch

7 months

To write better copy, we believe we must do all kinds of research to more deeply know our prospects and customers. But in reality, all we really need to do is understand ourselves, and why we do what we do.

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David Deutsch

@ddeutsch

10 months

Please stop asking me where to start. Your copy. Your writing career. Whatever. For the most part, it doesn't matter where you start. What really matters is how you do it. And how you proceed. So start your copy with a story. Or a big promise. A tease. A startling fact. A

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David Deutsch

@ddeutsch

1 year

Has anyone else noticed that, in general, copy is getting worse? I started when writers switched from typewriters to computers. Made writing easier—not necessarily better. Now AI may well be making it TOO easy—and making it worse. I still find I do my BEST writing with a pen.

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David Deutsch

@ddeutsch

3 months

Average copywriters obsess over the words. The best copywriters obsess over the prospect.

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David Deutsch

@ddeutsch

8 months

Really, the only answer to "How do I break into copywriting?" or "How do I get more copywriting jobs?" is... Get good. Get really good. Because here's the thing... Copywriting is an exceptionally easy business skill to demonstrate. You can be a great manager, a great

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David Deutsch

@ddeutsch

9 months

People don't buy because they believe you. They buy because they TRUST you. The best way to engender trust is simply to BE trustworthy — to always be looking out for your prospects' and customers' best interests. That will not only give you or your company a reputation for

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David Deutsch

@ddeutsch

1 month

One of the biggest copywriting mistakes you can make is failing to convey the uniqueness of the product or service you're writing about. Writers often go to great lengths to extol a product's features and benefits but forget that, unless it is perceived as being in some way

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David Deutsch

@ddeutsch

10 months

AI is quickly eliminating the market for soulless, mediocre copy. It produces it faster than anyone, and better than most. The opportunity: Leverage AI to more quickly produce great copy infused by you with humanness, real-life experience and personality. Steve Martin once

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David Deutsch

@ddeutsch

1 year

Instant gamechanger when copywriting for clients: Read a book or two on the subject! Too much copy I see sounds superficial—parroting terms and facts without real understanding. 95% of any book you read won't make it in the copy. But your deeper knowledge will shine through.

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David Deutsch

@ddeutsch

1 year

Many years ago, the marketing genius Jay Abraham shared a piece of advice with me that changed my life. He said that if you really want to know how someone who is truly great at something does what they do, it's not enough to simply study their teaching, take their courses or

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David Deutsch

@ddeutsch

1 year

Upping your copywriting game isn't just about the words. It's also knowing: • Behavioral Science: How people behave • Persuasion: How to influence people • Creativity: Coming up with ideas • Marketing: Media, funnels, pricing • Storytelling: Holding people spellbound

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David Deutsch

@ddeutsch

8 months

Biggest mistake people make with headlines: Not immediately addressing the first thought prospects have after you make your big promises: "But can I trust you?" Confront this right away — in the headline itself, in a subhead or prehead, or at the very start of the body copy —

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David Deutsch

@ddeutsch

10 months

Copywriting is one-third clearly defining the problem... One-third clearly defining the solution... And one-third clearly demonstrating why your product or service is the best and most effective way to deliver that solution.

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David Deutsch

@ddeutsch

2 months

Your words don't convince prospects to buy. Effective sales copy triggers stories in your prospects' minds where they buy and achieve their desired result. So don't just write sentences — evoke narratives.

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David Deutsch

@ddeutsch

1 year

Too much copy wanders aimlessly… And would hugely benefit from more FOCUS. Try the 1x3x3 Focus Formula: • What's the 1 thing your prospect should do or believe? • What are 3 reasons they should do or believe it? • What 3 proof elements support each of those reasons?

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