8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
1/87
5 W AY S T O W R I T E A
Damn GoodSentence
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
2/87
Averagecopywriterswrite averagesentences.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
3/87
You, Im guessing, dontwant to be average.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
4/87
You want to be great.
You want to be
remarkable.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
5/87
That means you need to writedamn good sentences
without even thinking about it
day in and day out.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
6/87
Do that and youll becomean unstoppable writing
machine.
Youll become a
killer copywriter.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
7/87
See, everything you write
begins and ends with a
sentence.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
8/87
We have a number of
research studies to thank
for this discovery.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
9/87
The first one is primacy.
It refers to our tendency
to rememberitemsatthe
beginningofalist.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
10/87
Other studies suggest youll always remember:
morewords
from
the
endof
a
list
than from the beginning simply because thoseare thelast words you read.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
11/87
This is called recency.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
12/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
13/87
T H I S C A N B E S E E N I N T H E
S E R I A L P O S I T I O N C U R V E :
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
14/87
In 1946, Solomon E. Asch upped theante with studies that evaluated the
impact the position of words had on
people.
The study we care about involves
how we position adjectives to
describe a person.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
15/87
Read the following two sentences.
Steve is smart, diligent, critical,
impulsive, and jealous.
Steve is jealous, impulsive,
critical, diligent, and smart.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
16/87
These two sentences
contain the
same information.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
17/87
However, when a group ofparticipants were given the first
sentence ...
they reported Steve in
apositivelight.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
18/87
And the group given the secondsentence?
Yep.They reported Steve in
anegativelight.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
19/87
Thirty years later,William Crano
decided to sharpen
the distinctionthe impact
order
has on meaning.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
20/87
His studies uncovered
additional effects, particularly
with the use of adjectives.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
21/87
Change of meaning hypothesis
Early adjectives establish an
expectation, which the reader
then filters all the subsequent
adjectives through.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
22/87
Inconsistency discounting
Options presented later thatdont match earlier
expectations are downgraded.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
23/87
Attention decrement hypothesis
Early adjectives wield
considerable influence than
later ones (we saw this in the
Steve sentences).
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
24/87
All these conclusions are
important when it comes topersuasive writing for several
reasons.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
25/87
Take this long-winded
sentence from Lisa Millers2012 article Listening to
Xanax...
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
26/87
Twenty years ago, just before Kurt Cobain blew
off his head with a shotgun, it was cool for Kate
Moss to haunt the city from the sides of buses
with a visage like an empty store and for Wurtzel
to confess in print that she entertained fantasies
of winding up, like Plath or Sexton, a massive
talent who died too soon, young and sad, a
corpse with her head in the oven.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
27/87
That Miller ends this sentence
with young and sad, a corpsewith her head in the oven
is NOT an accident.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
28/87
Decisions had to be made
when crafting that sentence.
Guaranteedit did not flow from
Millers mind in the published form.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
29/87
It was a piecemeal affair.
An experimentation with
effect.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
30/87
And this is the craft of writinga damn good sentence.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
31/87
Bone up on yoursentence-writing skills
and those pieces of content
will only get better
and be more
widely shared.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
32/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
33/87
1InsertFacts
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
34/87
This is nothing more than basic subject andverb agreement:
Moses ate a muffaletta.
Logical and consistent.
The building blocks of a story.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
35/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
36/87
Compare these two sentences.
On the first day of winter, Moses fed his
muffuletta to the woolly mammoth.
On the last day of winter, Moses fed his
muffuletta to the woolly mammoth.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
37/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
38/87
And notice how your sympathies
change when I write:
On the first day of winter, Moses fed his
muffuletta to the three-day old woolly
mammoth.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
39/87
Those new facts heighten
the emotional appeal ofthat simple story.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
40/87
2CreateImages
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
41/87
Its not a coincidence
that the root of imagination
is image.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
42/87
Imagination is the capacity for
people to see the world you
are trying to paint.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
43/87
Intelligent people like to usetheir imagination.
So, dont insult their intelligence by
over-explaining but also dont abuse
their intelligence by starving it.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
44/87
Use active verbs and concrete nouns
and you will naturally create images.
The buzzard bled.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
45/87
Introduce one (or all) of the five senses
and youll enhance those images:
The screaming buzzard bled.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
46/87
Use phrases like imagine this or
picture this to signal to yourreader you are about to paint a
picture.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
47/87
Imagine a fifty-something man in a blue
long-sleeve shirt, the cuffs unbuttoned,
his knuckles thick and coarse. Hes on
the side of the road, quibbling over astack of used cinder blocks with a
merchant.
from 10 Productivity Tips from a Blue-Collar Genius
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
48/87
In those two sentences,
you learn the color of the shirt,the state of the cuffs,
and the condition of his knuckles.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
49/87
You learn where he is and
what he is doing in concretelanguage.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
50/87
The writer uses very precise language to
tell you what he was doing.
For example, the character in the story
wasnt talking, he was quibbling.
Something entirely different
than chatting.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
51/87
3EvokeEmotion
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
52/87
You can naturally get mood into your
sentences if you follow the two previous
steps.
But as a copywriter you dont want
emotion to be an afterthought.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
53/87
You must carefully planand manufactureemotion.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
54/87
This starts by asking:
What is the dominant mood of your reader or customer?
What problem is he or she trying to solve?
Is it fear over losing a job? A spouse? A scholarship?
Pride of donating to a good cause? Joy for finally getting
muscular definition in his calves?
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
55/87
Heres an example.
http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
56/87
How often are these little tragedies
repeated in your life?
You write something clever, but everyone ignores it.
You hear about a new opportunity, but dont pursue it
because you dont have the skills or confidence to
attempt it.
You get overlooked by everybody including your boss
because the guy in the next cubicle seems to know
everything about SEO, email marketing, or copywriting.
You hear about all the new clients your peers are pickingup but none are showing up at your door.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
57/87
In that short opening,
I identified the relevant painand agitated it so the solution
was ano brainer.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
58/87
But notice those four conditions are all
about rejection. Yet
I didnt use the word reject, or a
derivative, once. I didnt tell you the
emotion you should feel. I simply
showed it to you.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
59/87
Big difference in thequality of writing.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
60/87
4MakePromises
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
61/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
62/87
Entertainment is not a
copywritersbread and butter.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
63/87
Getting action is.
http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
64/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
65/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
66/87
The promise is that you can learnhow to write in such a way people
cant resist your words.
And thats compelling
for the right people.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
67/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
68/87
Writing great sentencestakes work.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
69/87
At first it may feel
mechanical, wooden.
Thats okay.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
70/87
The goal is to get to a point where
you unconsciously blend theseelements so they feel natural in the
sentence and cant be pulled apart.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
71/87
Sort of like when a golf instructor
stops your swing to adjust yourmechanics.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
72/87
That may feel mechanical and
unnatural, but eventually yourswing becomes natural and he
stops interrupting you.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
73/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
74/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
75/87
Exercise #2: Concentrate on your
opening and closing paragraphs
Its arduous to consciously think about each
and every sentence you write in a 500-word
article.
Concentrate your powers on the beginning
and the ending.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
76/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
77/87
Exercise #4: Labor over subject lines
Unlike headlines, you can use your subject
line in an unconventional way.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
78/87
8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
79/87
Exercise #5: Labor over your tweets
Twitter is the perfect mechanism for perfecting
your sentences.
You are forced to say a lot in 140 characters.
And you get feedback.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
80/87
People either respond or they dont.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
81/87
Check for retweets, favorites, and
replies.
And if you dont get a response, try
sharing it again at a different time.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
82/87
Your Turn
http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
83/87
Each sentence in a 500-word article may
not be great
but the more you practice the
fundamentals, the closer you are
going to get to perfection.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
84/87
Dont give up.
http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
85/87
Keep pluggingaway.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
86/87
One sentenceat a time.
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/8/11/2019 cb-presentation-howtowriteadamngoodsentence-140922084745-phpapp02.pdf
87/87
Click to learn more at
copyblogger.com
http://www.copyblogger.com/http://www.copyblogger.com/http://www.copyblogger.com/http://copyblogger.com/http://copyblogger.com/Top Related