The Adweek Copywriting Handbook
Joseph Sugarman
Summary
Interesting book written about how to copywrite effectively in order to sell products. Valuable tips on how to become a better writer and hook your readers
Rating: 4/5
Notes
Babe Ruth is remembered for his home run record but not for the fact he also held the record for most strikeouts
The best copywriters are those who are curious about life
The more you experience and the more knowledge you have, the easier it is to come up with that big idea
It’s not whether you win or lose in life that’s important but whether you play the game, lose enough and eventually you will win
A mistake is a future benefit, the full value of which is yet to be realized - Edwin Lourd
You need to become an expert on anything you write in order to be effective
Know your customer and what they like/dislike
Scare tactics don’t work
Write at every opportunity you can
Don’t worry about the first draft, just pour out what you need to write
All the elements in an advertisement are primarily designed to do one thing; get you to read the first sentence of the copy
Make the first sentence short and it’s purpose is to get you to read the second sentence
Your ad must create the buying environment most conducive to the sale of the product/service
Get your prospective reader/buyer to start saying yes and you have to make statements that are honest and believable
Your readers should be compelled to read your copy that they can’t stop reading until they read all of it as if slipping down a slide
Remember and save those offbeat articles
Often to solve a problem, you have to go out of the problem area itself to find an answer
You never really know what will work and what won’t. If you believe in your idea, do it. Step out of those assumed constraints
When trying to solve a problem, don’t assume constraints that aren’t really there
Include seeds of curiousity; short sentences that offer the reader to read on
Keep the copy interesting and the reader interesting through curiousity
Every word has an emotion associated with it and tells a story
Every good ad is an emotional outpouring of words, feelings and impressions
You sell an emotion but justify a purchase with logic
Never sell a product or service, always sell a concept
After you’ve come up with an idea and jotted it down, stop and do something else. Let that idea incubate
The incubation process is the power of your subconscious mind to use all your knowledge and experience to solve a specific problem
Copy should be long enough to cause the reader to take the action you want
Every advertisement should be a personal message from the advertiser to the prospect
Your copy should be very personal, from me to you personal
Every communication should be a personal one, from the writer to reader, regardless of the medium used
The ideas in your copy should flow in logical fashion, anticipating your prospect’s questions and answering them as if they were asked face-face
In the editing process, refine your copy to express exactly what you want in the fewest words
Look for ‘that’ words, eliminate unnecessary words, edit for rhythm and rearrange thoughts so they work better
Consider combining sentences
If you sense an objection to the product, raise it yourself and resolve it
Keep the copy simple and don’t use cliches. Always ask if there a simpler way of saying this
Make the person feel involved and have ownership of the product
Make sure you’re advertisement is credible
Justify the purchase
Know the nature of the prospect
Fads generate publicity but capture the moment early enough and get out right as the fad peaks
Link your product to something the consumer already knows
Make the first sale simple and once the customer agrees, offer something else
The desire to belong is a strong motivating factor
Provide a sense of urgency to the buyer
Fear is a good motivating factor, as well as exclusivity
Use simple and easy to understand words
Tell a story at the beginning, everyone loves them
Causing the mind to work hard to reach a conclusion creates a positive/enjoyable stimulating effect on the brain
Statements with specific numbers generate strong believability
Don’t sell a preventative, sell a cure
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How the World Works
Noam Chomsky
Summary
A combination of books Chomsky wrote in the 80s and 90s about America and it's role in the world. Fascinating read and insight into one of the great thinkers of the 21st century
Rating: 5/5
Notes
The US invaded Greece in 1947 and supported a horrendous war which led to 160k Greek deaths. This was the model for Vietnam and allowed American business to gain and thrive
US policies in the 3rd world consistently opposed democracies if they couldn’t be controlled as real democracies believe government should respond to the needs of their own population rather than those of US investors
US-run contra forces in the 3rd world isn’t ordering killing - it’s brutal sadistic torture (Nicaragua, El Salvador, Guatemala)
From the Bolshevik revolution in 1917 till the collapse of the communist governments in eastern europe in the 80s, it was possible to justify every US attack as defense against the Soviets
If you want a global system that’s subordinated to the needs of US investors, you can’t let pieces of it wander off. It’s clearly stated in the documents of record
The US wants ‘stability’ meaning security for the upper classes and large foreign businesses
Solid case for impeaching every American president since World War 2 either outright as war criminals or involved in serious war crimes
El Salvador and Nicaragua were not covered by the US media in the 70s when US-supported brutal torture and murder were taking place
In the early 80s, America’s friends slaughtered 10s of thousands of Guatemalans with countless others tortured and raped
After Vietnam, the major US policy goal has been to maximize repression and suffering of countries demonstrated by their violence - blocked other countries from seeking aid
The US regularly carries out or supports aggression
For most of the 20th century, the US was the dominant economic power and used economic warfare as a weapon ranging from illegal embargoes to enforcement of weak IMF rules with their military becoming pre-eminent
The US tries to avoid negotiations with countries as the US fears it will lose and other countries will be better off
When a state has huge debts, it must divert the population from what’s happening and they do this by inspiring fear of our enemies (Russia in Europe)
The real enemy of the US has always been ‘the poor who seek to plunder the rich’. In America, it’s the opposite and has been for generations
‘The war on drugs’ was a manufactured media blitz by the US leadership to distract the population, increase repression in inner cities and build support for attack on civil liberties
The US government blocks international effort to seek peace (Russia and Ukraine)
Major media are large companies owned and interlinked with even larger conglomerates. The market is the advertisers and the product is audiences
The power in the US lies in the hands of people who determine investment decisions as they determine production, distribution and staff the government. They want a passive, quiescent population
The struggle of freedom is never over and requires active and sustained efforts
One important consequence of globalization is it extends the third world model to industrial nations where the average person has their jobs shipped away while the rich and elite continue to amass massive amounts of wealth
We’ve moved to an international state with the IMF, World Bank, G7 & EU, WEF where the general population doesn’t know what’s happening and it doesn’t know it doesn’t know
If the borrowing the US has done was used for constructive purposes like investment or infrastructure, the US would be better off, but it was used to enrich the rich - for consumption, financial manipulation and speculation which are all harmful
The class warfare of the last few decades has successfully weakened popular organizations leaving people to feel isolated
The US is so deeply in debt to the international financial community because of debt that they have a lock on US policy
Many of the large number of security council resolutions vetoed by the US have to do with Israeli aggression or atrocities
Invaders typically use local collaborators to run things for them by playing upon existing rivalries to get onne group to work for them against another
European wars were wars of extermination. If we were to be honest about history, we would simply describe it as barbarian invasion
There has always been racism but it developed as a leading principle of thought in the context of colonialism.
A standard technique of belief formation goes along with oppression
In the US, you’re not allowed to talk about the class differences, which is the real issue
When the US establishment talks about jobs, it means profits for its corporations
The elite are masters and they follow what Adam Smith said about ‘the vile maxim’ - all for ourselves and nothing for anyone else
People who aren’t owners and investors have nothing much to say in the US
Jefferson warned against banking institutions and corporations and said if they grow, aristocrats would’ve won and the revolution would’ve been lost
The ‘Free market’ is for the poor. We have a dual system - protection for the rich and market discipline for everyone else
There’s been a considerable increase in inequality and has the American society moving towards a third world model, thereby seeing increased crime and signs of social disintegration
A huge area of the media is dedicated to diverting people and making them more stupid and passive
There’s nothing individualistic about corporations who are totalitarian in nature
Free trade agreements result in reduced wages for local employees while predominantly benefiting the rich consumer while also destroying unions
Operation Paper Clip imported large number of known Nazi criminals
The American army’s counter-insurgency literature begins with an analysis of the German experience in Europe written with the co-operation of Naxi officials (instruments of statecraft - book)
US involvement in Chile with the coup in 1973 to reduce social democracy
The threat of a good empire is what the US worried about with reforms on uncontrolled capitalism
The US killed a few million people and destoryed 3 countries during the Vietnam war
A huge amount of business propaganda is to create wants
The answers to solve all these issues is to organize. Being alone you can’t do anything but if you join with other people, you can make changes
Under capitalism, investment is supposed to be as risk free as possible. No competition wants free markets - what they want is power
The government subsidizes corporations’ costs, protects them from market risks and lets them keep the profits
There’s never been much difference between the 2 business parties and the differences are disappearing
The CIA has been involved in drug running for generations (the politics of heroin book)
You need something to frighten people with, to prevent them from paying attention to what’s really happening to them. You have to engender fear and hatred
The first world lives in a highly indoctrinated society
Neoliberalism is nothing more than the imperial formula: free markets for you and plenty of protection for me. The rich would never accept it but they’re happy to impose it on the poor
The UN does mostly what US business wants
‘Politics is the shadow cast on society by big business’ - John Devery
If people dedicate themselves to organizing and activism, we’ll gain access to broader audiences
If you extrapolate to the future, it’s very ugly but the point is it’s not inevitable. It can be changed but we can’t change things till we understand them.
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