18. The “Even If” Clause
• Use the “Even If” Clause
• A common objection to buying miracle cures – from
weight loss programs to training courses – is that
people don’t believe in themselves enough. They think,
“I can’t learn to be an artist. I’m not creative enough.”
Or they tell themselves, “My husband would look at
me funny if I told him I wanted to start my own web
business. Forget it!”
•
• Enter the Even If. It normally follows a claim, and it’s a
great way to counter any of the previously mentioned
objections about believing in oneself.

19. Write High-Converting Copy in 2
Minutes or Less… Even If You
Can Barely Spell Your Own Name
Get Your iPhone Screen Fixed
Today – Even If It’s Smashed to
Smithereens

20. Gap of Curiosity
• Yes, this is another tool about curiosity – but never underestimate the power of curiosity. In his seminal paper
“The Psychology of Curiosity”, Dr. George Loewenstein (1994) writes that curiosity can be a driving force stronger
than economic gain. Think about Pandora, Eve and Lot’s wife, and you’ll recognize just how intriguing not knowing
everything yet – or curiosity – can be for people.
• Loewenstein contributed something called Information Gap Theory, which holds that an information gap is formed
when we come across something new or something that our existing knowledge and previous experiences can’t
explain. The information gap is home to curiosity. People want to bridge that gap.
• Very large and very small information gaps are not ideal for piquing curiosity. But a manageable information gap –
one where bridging the gap is just challenging enough – can be stimulating for people. In copy hacking, same goes.
• Here’s how to use this tool.
• Introduce an idea, action or concept, and connect it with an unexpected, seemingly unrelated outcome.
For example, in a crosshead preceding a chunk of text about how your mobile app makes it easy for busy moms to
order healthy dinners from local cooks, you might write, “Your Career Is Making Your Kids Fat, and You Don’t Even
Know It.”
• Write a few paragraphs… without yet bridging the gap.
• Finally bridge the gap.
How? By tying your copy back to the crosshead and explaining it.
• To truly pique your readers’ curiosity, be sure that you quash their belief that they know the answer to the ‘riddle’.
They need to be suspended in a state of curiosity for a short period for this tool to have any real impact. Don’t give
the answer away too soon.
• This concept is similar to cognitive dissonance, which you may be familiar with. Cognitive dissonance is all about
telling people something that is almost impossible for them to believe… but not entirely impossible. People then
think there might be a way what you’re claiming is true, and they keep reading in search of proof.

21. Your Wife Is More In Love With
Your Business Than With You
There’s Only 1 Thing You Need
to Do to Double Your Business

23. You Can’t Be Expected to Grow
Sales Every Month –
Not With So Many Hats to Wear

24. Use Word Pictures
NOT BUT
Figure out how Crack the code
How to make more sales online 5 steps to skyrocket your online sales
There’s no substitute for a stress-free life Make the pampered white Persian next door envy
your life
Proof from customers that [product name] works The gun’s still smoking for these [product name]
masters
Thousands have felt rejuvenated with [product
name]
[Product name] is a hungry leach, sucking up your
body’s toxins and swallowing them deep down
If your prospects think something is a mystery, position your solution as a way to “crack the code” or
as the “decoder ring” they’ve been waiting for. Create an image with your words alone that
gets the visitor to picture themselves climbing up the ivory tower in the dark and slipping the admission letter
on the top of the pile. Create an image with your words alone that turns your solution into
a golden key, releasing America’s best and brightest from the shackles of the traditional admissions process.
See what I mean?
Starting to see the word pictures?
You can only do this on long-form pages! Short copy readers wouldn’t stand for it. But long copy readers
are engaged by it. They need striking visuals. Word pictures help sell them.

25. Find Out How to Speak to Your
Website’s Visitors
vs
Decode the Secret Language of Your
Website’s Visitors

26. The 3D Rule
• I’m sure there’s someone out there who deserves credit for naming this rule, but I learned it so
long ago, I have no idea to whom to attribute it. Anyway, the 3D Rule is simply this: message your
incentive in at least 3 different ways.
•
• So let’s say you’ve decided to offer a bonus baseball cap and a free upgrade to the premium
version to people who subscribe to your web design course. You know you need to position each of
those incentives in at least 3 compelling ways, so you write a crosshead and body copy like so:
•
• * * * * *
•
• The various ways you can position your incentive include:
•
• The straightforward way: Save $200 Today
• Illuminating the hidden benefits of the incentive
• Messaging the benefit of silly tchotchke and the name of amazing bonuses
• Showing all the components of the incentive (to improve the sense of value)
• Twisting it to show it in a new light
• Comparing it to what it’s “like” getting

27. Does the stress of your student loan
wake you at night?
…Does your student loan stress give
you deep, intense headaches?
…Is your student loan one of the
biggest worries in your life?