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Incorporating statistics and data to support claims and boost credibility. Example: 'Studies show our diet plan is 30% more effective than the standard.',

Using pathos to connect with the audience on an emotional level, such as happiness, fear, or nostalgia. Example: 'Don’t let precious moments slip away; capture them with XYZ Camera'.

Feature, Advantage, Benefit: a three-part statement that conveys a product's function, its edge over competition, and the benefit to the customer. Example: 'Our solar panels (feature) use innovative technology (advantage) to cut your electric bill in half (benefit)'.

Writing content that is optimized for search engines to improve visibility and ranking. Example: Including targeted keywords within the text, while maintaining natural and engaging content.

A concise instruction intended to provoke immediate action, such as 'Buy Now', 'Call Today', or 'Subscribe'. Example: Click here to get 50% off your first order!

Crafting a narrative around a product or service to make it more relatable and memorable. Example: 'Meet Sarah, who went from overwhelmed to organized with our app in just 3 weeks.'

Incorporating elements that indicate limited availability or time to act, which compels quicker decision-making. Example: 'Only 3 left at this price! Order now before it’s too late!'

Focuses on not just what the product does (features) but why that matters to the customer (benefits). Example: A car with 'anti-lock brakes (feature) ensures your safety during sudden stops (benefit)'.

Emphasizes what makes your offering unique and why it's better than the competition. Example: 'Fresh hot pizza delivered in 30 minutes or it's free' – signifies Domino's Pizza's USP of speedy delivery.

Headlines should be useful, urgent, unique, and ultra-specific. Example: 'Save 20% on Winter Boots Today Only – Find Your Perfect Fit!'

A style of writing designed to elicit an immediate action from the reader, such as making a purchase or signing up. Example: a mail-order advertisement with a fill-in form.

Focus on one big idea, one core emotion, one primary action, and write for one reader. Example: An ad for a meditation app might focus solely on the idea of finding inner peace.

A structure where you identify a problem, agitate it, and then offer a solution. Example: 'Tired of noisy neighbors? Imagine a peaceful home. Our soundproof windows are the answer!'.

Ensuring the message is easily understood, avoiding jargon and complex language. Example: Use 'use' instead of 'utilize', keep the message straightforward and precise.

Attention, Interest, Desire, Action: a framework that outlines the steps needed to motivate people to act on your message. For instance, a headline grabs attention, the first paragraph generates interest, the content inspires desire, and a call-to-action (CTA) prompts action.

The distinct personality a brand expresses in its written communication. Example: A brand like Innocent Smoothies uses a playful and informal tone.

Maintaining a uniform style, tone, and messaging across all written content. Example: A brand that uses casual and friendly language in all its communications to reinforce its identity.

Using specific words that trigger an emotional or psychological response. Example: 'Discover', 'Guaranteed', 'Revolutionary', 'Free'.

Tailoring messages to appeal specifically to the intended audience based on their needs, interests, and pain points. Example: Skincare ads targeting teens will highlight anti-acne benefits and easy application.

Using testimonials, endorsements, or statistics to show that others have had a positive experience with a product or service. Example: 'Join the 10,000+ happy customers who’ve already made the switch!'

Creating a compelling and succinct title that captures attention and provides insight into the content that follows. Example: 'How to Lose Weight Without Giving Up Chocolate'.