Buyers are motivated either by moving toward a desired outcome (possibility) or away from a problem (pain). Marketers often unconsciously favor one style based on their own personality. Crafting copy that addresses both motivations allows you to resonate with a broader, more diverse audience.

Great copy guides a customer down a 'slippery slope' from attention to action (AIDA). The key is to describe their problem so intimately that they feel you uniquely understand them and must therefore have the solution, creating an irresistible pull towards your product.

To become a better writer, don't just read—transcribe. The physical act of handwriting successful sales copy or literature forces you to internalize its rhythm, word choice, and structure. This 'copywork' practice builds muscle memory for effective writing, much like a musician practicing scales.

Instead of trying to create something entirely new, effective copywriters begin their process by finding successful examples to model. Dave Gerhardt's first step for a new landing page or newsletter is to analyze best-in-class work from others to understand what works.

Instead of using AI to write final copy, leverage it as a brainstorming partner. Dave Gerhardt uses ChatGPT to generate 15 variations of a subject line. This process allows him to cherry-pick words and phrases, combining them into a superior, human-crafted final version.

A block of text, no matter how brilliant, will be ignored if it looks intimidating. Dave Gerhardt emphasizes that formatting—using headlines, sections, and clear structure—is a critical, underrated part of writing. The content must be visually appealing to entice the reader.

Generic marketing copy fails for high-ticket sales. You must use hyper-specific language that reflects a deep understanding of the customer's daily struggles. Free offers provide a margin for copywriting error that premium offers do not, as the value proposition must be communicated flawlessly to justify the price.

Contrary to the advice of "write the subject line last," Dave Gerhardt starts with the headline or hook. This initial anchor helps frame the entire piece. Even if the first draft of the headline is imperfect, it provides a necessary starting point to react against and refine.

AI's strength in copywriting is not generating final text, which often lacks a human touch. Instead, use it as a research assistant to find unique concepts, analogies, or data (like the 'Michelangelo effect') that can serve as the core, attention-grabbing idea for your campaign.