THE Executive Speech Coach, Great Advertising, Best Copywriter

Bob Bly is one of country's best copywriters. This is from his newsletter.
Gene Schwartz was one of the greatest advertising writers who
ever lived.

Yet he eschewed the so-called creativity of Madison Avenue, and
many of his ads were written using formulas.

Here are 10 of his favorite ad writing formulas:

1-Numbered lists.

Example: "The Seven Deadliest Crimes Against Yourself."

2-How-to headlines.

Example: "How to Make Anybody Like You!"


Example: "Secrets of Eastern Super-Men Revealed at Last!"

4-Question headlines.

Example: "Why Haven't TV Owners Been Told These Facts?"

5-Reason-why headlines.

Example: "Why Models Stay Young Till Sixty!"

6-Make a big promise.

Example: "I'll Make You a Mental Wizard as Easily as This!"

7-Reference to a foreign or exotic location.

Example: "Doctors in Sweden Say There is a Cure for Arthritis."

8-Put a time reference in the headline.

Example: "One Day with This Man Could Make You Rich!"

9-Use the word "now" in the headline.

Example: "Now-Run Your Car Without Spark Plugs!"

10-"Don't pay one penny."

Example: "Don't Pay One Penny Till This Course Turns You Into a
Human Computer!"

Note: once Schwartz found a formula that worked, he would adapt
it to many other ads for many different products.


Bob Bly

P.S. You'll find more about Gene Schwartz and his great ads here: 
Bob Bly
Copywriter / Consultant

More on copywriting from David Garfinkel.