Clever copy kills sales. Clear copy prints money. Here’s the real...
Blake Emal@heyblake
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Jun 23, 2025
~2 min read
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Clever copy kills sales.
Clear copy prints money.
Here’s the real copywriting playbook anyone can use to sell more:
Clear copy prints money.
Here’s the real copywriting playbook anyone can use to sell more:
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1. Say it straight, then say it great.
Write the truth first.
Polish after.
No one remembers the clever line that didn’t land.
Write the truth first.
Polish after.
No one remembers the clever line that didn’t land.
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2. Be clear, not clever.
Clever lines feel good for the writer.
Readers crave clarity.
If your copy needs a second read, it’s already lost.
Clever lines feel good for the writer.
Readers crave clarity.
If your copy needs a second read, it’s already lost.
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3. Write like you’re talking to a friend over coffee.
If you wouldn’t say it at a bar, it won’t sell on a page.
Drop the jargon and the pitch voice.
If you wouldn’t say it at a bar, it won’t sell on a page.
Drop the jargon and the pitch voice.
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4. Read your copy out loud.
If you trip over words or sound like an infomercial, you’ve missed the mark.
Simplify until it flows.
If you trip over words or sound like an infomercial, you’ve missed the mark.
Simplify until it flows.
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5. Put your words through the bar stool test.
Would you actually say this to someone in a bar?
If not, rewrite until you would.
Would you actually say this to someone in a bar?
If not, rewrite until you would.
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6. Read good copy every day.
Absorb it.
Clarity beats cute every time.
Absorb it.
Clarity beats cute every time.
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7. WIIFM: Answer “what’s in it for me?” fast.
Readers want value, not poetry.
Readers want value, not poetry.
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8. Focus on clarity, concision, and context.
Short, sharp, and tailored to the moment wins.
Short, sharp, and tailored to the moment wins.
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9. Trust your instincts.
Most jobs require speed and simplicity, not endless creativity.
Learn when to let your default phrasing do the work.
Most jobs require speed and simplicity, not endless creativity.
Learn when to let your default phrasing do the work.
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10. Stop buying copywriting courses.
Most are someone selling you your own job.
The best lessons come from writing, reading, getting feedback, and selling something.
Most are someone selling you your own job.
The best lessons come from writing, reading, getting feedback, and selling something.
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11. Write more, read more, get feedback, repeat.
Selling is a loop, not a straight line.
Selling is a loop, not a straight line.
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12. Make your message relevant.
Speak to your audience’s interests.
Keep it conversational, succinct, and bold.
Play with words until you hook attention and keep it.
Speak to your audience’s interests.
Keep it conversational, succinct, and bold.
Play with words until you hook attention and keep it.
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13. Experiment with your style.
Don’t fear creativity, but don’t let it cloud what matters: getting read and remembered.
Don’t fear creativity, but don’t let it cloud what matters: getting read and remembered.
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14. If your copy survives outside the digital world...
on a wall, in a bar, on a sticky note
...you’ve nailed it.
on a wall, in a bar, on a sticky note
...you’ve nailed it.
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Stuff I never share here
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