Write Copy That Works

“You cannot create demand. You can only channel demand. Demand is there. Demand is enormous. The bigger the demand, the better your ad is. You are getting in a boat and letting the stream carry you. Just don’t think that you can paddle up against the stream.” —Eugene Schwartz

Read on

Copywriting is an art

If human beings are creatures of desire and demand, then perhaps there's a lesson here: excellent ad copy is not hammered into shape but pulled as a set of patterns from the already existing flow of demand. This doesn't make it easy. Legendary copywriter Eugene Schwartz admitted there were many more innately ingenious copywriters than him—his dedication to completely understanding the products he wrote about elevated his work above that of his peers.

According to Schwartz, you have to know as much about the product as humanly possible when writing an individual claim. For a quick demonstration of the difference between how a bit of research can level up your copy, read this article.

Channeling desire

Successful new products can seem like live-savers, especially in untested markets. When channeling pain in a claim, think about the problem your product solves. Then, crucially, don't just highlight the pain—incorporate the remedy you’re offering into your claim. These feelings are a lot to pack into clear, concise copy, so you’ll need to iterate to produce claims that convert.

First and foremost, you must correctly identify your product. Again, you must know absolutely everything about the product you’re writing about, especially if you're a hired copywriter.


A good call to action (CTA) piques curiosity and creates anticipation, so, in the context of your entire product landing page, you need to give it as much thought as your slogan, layout, and body copy. It must grab your page visitors’ attention; at the same time, it must compel visitors to take action, whether it’s buying your product, contacting you to learn more, or anything else you would like them to do.

The right person for the right words

Your slogan should be short and sweet, general and descriptive, and specific yet all-encompassing. The more expansive your company, the more difficulty you will have writing an effective slogan. If you're building your startup from the ground up, you may not have a designated copywriter on your team when you’re creating your first landing pages. So consider hiring a freelancer until you have the budget to get an internal wordsmith.

Levels of market sophistication

Just as book and movie slogans target particular audiences, you need to consider how much your audience knows and which similar products are already on the market. Incorrectly identifying and speaking to your startup's market can lead to failure. Have your prospective customers heard it all before, and do they need to have their world shaken up? Or is your product so new the market doesn't even exist yet? How much do you need to educate your future user base? This will likely be something you tweak and re-address as you continue building your startup, but this knowledge goes back to the fundamentals of your product brainstorming.