The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells

by Robert W. Bly

THE 4 U’S FORMULA FOR WRITING EFFECTIVE HEADLINES When prospects see your ad, they make a quick decision, usually in a couple of seconds, to read it or turn the page, based largely on the subject line. But given the flood of commercial messages today, how can you convince a busy prospect—in just a few words—that your ad is worthy of attention? The “4 U’s” copywriting formula—which stands for urgent, unique, ultra-specific, and useful—can help.

Terry C. Smith, a communications manager with Westinghouse, has a rule for organizing sales points in speeches and presentations. His rule is: “Tell them what you’re going to tell them. Tell them. And then, tell them what you told them.”

• Use pronouns—I, we, you, they. • Use colloquial expressions—a sure thing, turn-on, rip-off, OK. • Use contractions—they’re, you’re, it’s, here’s, we’ve, I’m. • Use simple words. • If you must choose between writing naturally and being grammatically correct, write naturally.

Once you understand what makes people buy things, you know how to sell—and how to write copy. The rest is just organization and good editing and a few simple techniques.