Hey there. I consider the most effective copywriting captures consideration by exposing a truth about a product, a company, a class or tradition. Following this one simple rule has saved me countless hours of pain and self loathing when the words just won’t flow looking to write that one great line. I find “truths” make one of the best copy, especially at headline level, as a result of they pop out as insights, turns of phrases that are both amazing, and more importantly, believable.
They don’t sound like sales pitches or advertising muck. They’re appealing as a result of they sound the style you’d speak at a cocktail party recommending a product or service to a pal—honest, colloquial and imbued along with your own character.