As presented at CTA Conf 2014 (Unbounce). By Joanna Wiebe, conversion copywriter and founder of Copy Hackers (www.copyhackers.com). You've been lied to. How does that feel? For me, a ten-year copywriter who's written the book - well, 7 books actually - on copywriting, it feels pretty gross. So much of what I've been taught as a copywriter and so many of those copywriting best practices are turning out to be little more than garbage. Crap. Nonsense. Why? Because the world in which copywriting legends like Ogilvy and Caples dominated is not the world we're living in today. In this presentation about copywriting, see the 3 things - just 3 things - I know to be "true" about writing copy that works.

1. i know this much is
TRUE
3 Undeniably Real – and Sometimes Disturbing – Test-Proof Truths
That Will Shake What You “Know” About Copywriting

2. ALWAY
S
MAKE COPY AS
SHORT AS
POSSIBLE

3. ALWAY
S
USE AN ORANGE
BUTTON

4. NEVER BE CLEVER

5. NEVER LEAD WITH A
FEATURE

6. the headline is not

7. SURE,
ATTENTION
GRABBING
HEADLINES
CAN
WORK…

8. 14.3% more
clicks to sign up

9. …BUT
BLAND
HEADLINE
S
WORK
TOO

10. FLAT RESULTS

11. The Headline Show
is over.

12. HEADLINE
S
WORK
BETTER
WITH
BUTTONS

13. 14.3% more
clicks to sign up

14. 123.9% more
clicks to sign up

15. 123.9% more
clicks to sign up
14.3% more
clicks to sign up

16. Optimize headline and
button copy together.

17. 10.3% more
leads

18. Repeat headline copy
in buttons.

19. 24% more
button clicks

20. 1
everything has
JOB

21. YOU HAD ONE
JOB!
PPC AD
LP
HEADLINE
LP BODY
LP FORM

22. LP BODY
LP FORM
EMAIL CTA
EMAIL
BODY
LP BODY
YOU HAD ONE
JOB!
PPC AD
LP
HEADLINE
LP CTA
EMAIL
SUBJECT
LP
HEADLINE
LP CTA
CART
HEADLINE
CART FORM
CART CTA

23. YOUR
HEADLINE
HAS
1 JOB:
keep them
YOUR
BUTTON
HAS
1 JOB:
get clicked

24. YOUR
SUBJECT
LINE HAS
1 JOB

25. Get subscribers to open
Get started with Flow
Welcome to Flow
Can I ask you something?
39.6% open rate
45.5% open rate
54.0% open rate
27% more
opens than
Control

26. Get subscribers to open
Create some tasks in Flow
I think this might help you get started Joanna
36.7% open rate
40.8% open rate
10% more
opens than
Control

27. Get subscribers to open
BOOM! This is how you get more traffic and convert
it
104% open rate

28. YOUR
EMAIL
CTA HAS
1 JOB

29. Get readers to click to
the LP
83.1% more clicks

30. you don’t have a

31. DON’T
WRITE.
SWIPE.

32. Swipe from
testimonials.

33. 103% increase
in engagement

34. Swipe from
Amazon reviews.

35. 26% more
leads

36. Don’t swipe from other
test winners.

38. 30% fewer
conversions

39. i know this much is
TRUE…
today

40. the headline is not

41. 1
everything has
JOB

42. you don’t have a

43. JOANNA WIEBE
COPY HACKERS