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BUS 110 · Writing Copy That Sells

Led by Ogilvian Persuasion Simulacrum

A thirty-minute working session with the Ogilvian Persuasion Simulacrum on writing copy that sells. Three sub-units — the differentiating fact, the headline, and body copy that earns belief.

1. Module 1

   Writing Copy That Sells

   Led by Ogilvian Persuasion Simulacrum

   The question

   A working session built around a piece of your own copy. The first sub-unit refuses to start writing until you have named one verifiable fact about the product that no competitor can claim — a fact a curious reader could in principle check, not a wish about how customers will feel. The second turns that fact into a headline that promises a specific benefit, on the principle that five times as many people read the headline as the body so eighty cents of every dollar of writing effort goes there. The third rewrites a passage of body copy by replacing every empty adjective ("luxurious", "premium", "world-class") with a specific verifiable claim, or removing it.

   Outcome

   You leave with one differentiating fact about the product you are working with, one headline that promises a specific benefit and is built around that fact, and a passage of body copy you have rewritten without empty adjectives.

   Sub-units

   1. ○ 1.1 What's the Offer? Open this unit → ✓ ↻
   2. ○ 1.2 The Headline Does Eighty Cents of Work Open this unit → ✓ ↻
   3. ○ 1.3 Replace Adjectives with Facts Open this unit → ✓ ↻
   Begin the course →