Copywriting

Words that move people to action. Foundation of Marketing, Sales, and Facebook Ads.

Framework

Every piece of persuasive copy hits these beats:

• Emotion — Connect with how they feel
• Logic — Give them reasons to justify the decision
• Proof — Show results from others like them
• Bullets — Make benefits scannable

Headlines and Hooks

The first line determines if they read the rest. Study YouTube retention graphs—same principle applies to written content. You have seconds to earn attention.

Risk Reversal

Guarantees are copy, not policy. A strong guarantee does more selling than three paragraphs of benefits. Jason Fladlien puts it simply: don't just remove the risk — reverse it. Instead of "30-day money back," try "If you don't see results in 60 days, I'll refund you AND pay you $500 for wasting your time." That's the difference between a refund policy and a closing tool.

Ad Copy

Copywriting is the skill underneath every ad type. Whether you're writing a funny ad, a testimonial story, or a belief-shifting ad — the framework is the same: emotion, logic, proof. See the 6 Meta ad types that actually scale for how copywriting shows up differently in each format.

Resources

• Feed your best-performing copy into the The Marketing Show to build a swipe file you can actually search