Study real copy that made millions. Understand why each example works. Then practice writing copy that converts.
Practice these techniques"They Laughed When I Sat Down at the Piano — But When I Started to Play!"
— John Caples
Why it works:
Creates intrigue with a narrative arc. The reader needs to know what happened next.
"Do You Make These Mistakes in English?"
— Max Sackheim
Why it works:
Triggers self-doubt. Nobody wants to look foolish—so they keep reading.
"How to Win Friends and Influence People"
— Dale Carnegie
Why it works:
Promises a clear transformation. The benefit is impossible to ignore.
"On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men..."
— Wall Street Journal
Why it works:
The 'two young men' letter. One of the most successful direct mail pieces ever. Creates immediate comparison and curiosity.
"If you're like most people, you probably think you're a pretty good driver."
— Classic DM
Why it works:
Challenges the reader's self-perception. They have to keep reading to defend themselves.
"I'm going to tell you something that your financial advisor will never tell you."
— Financial Copy
Why it works:
Positions the writer as someone with exclusive knowledge. Creates immediate trust gap with competitors.
"Click here to claim your free trial before midnight tonight."
— Classic SaaS
Why it works:
The deadline creates urgency. 'Claim' implies ownership. 'Free' removes risk.
"Join 50,000+ copywriters who've already transformed their writing."
— Course Copy
Why it works:
The number proves popularity. 'Transformed' promises a meaningful change.
"Get instant access now — or keep struggling with blank page syndrome."
— Info Product
Why it works:
Shows two futures. Makes inaction feel painful.
"Fresh hot pizza delivered to your door in 30 minutes or less — or it's free."
— Domino's
Why it works:
The 30-minute promise is specific and memorable. The guarantee removes all risk.
"1,000 songs in your pocket."
— Apple iPod
Why it works:
No jargon. No features. Just a vivid picture of what you get.
"We're number two. We try harder."
— Avis
Why it works:
Turned a weakness into a strength. Authenticity builds trust.
"When your child looks up at you and asks 'Why didn't you protect me?' — what will you say?"
— Insurance Copy
Why it works:
Places the reader in an uncomfortable future scenario. The emotional stakes are impossible to ignore.
"Remember when you used to wake up excited about life?"
— Self-Help Copy
Why it works:
References a better past. Creates desire to return to that state.
"You've worked too hard to let one mistake destroy everything."
— Legal Services
Why it works:
Acknowledges their effort while introducing threat. They feel understood and alarmed.
The copywriters who wrote these didn't just read great copy. They typed it. Word by word. Until it became instinct.
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