The Ultimate NeuroMarketing guide to master copywriting in advertising

Hello neuro Copy friends! Ready for this SUPER SUPER SUPER HOT The Ultimate NeuroMarketing guide to master copywriting in advertising?! LET’S GO! ? ?

Today you will get another copywriting lesson!

If you look at the Russian advertising market, then 95% of copywriters make the same mistakes due to ignorance of the basic principles of copywriting:

  • – Benefits
  • – “You” -oriented
  • – Specificity
  • – Proof
  • – Simplicity and clarity
  • – Compliance with the media format

In the first part of the article, we will focus on the first three principles, so:


Often in advertising you can see the following:

Text examples are given conditionally for your understanding:
* Border from the “legendary” stone;
* At the chair – backrest adjustment;
* The car has 4 parameters for parking.

These are the properties and characteristics of the product. You must convert each property and characteristic into a benefit. 

Look carefully:
* The “ABC” border will serve you for 10 years, because it is made of “legendary stone”;
* 3 options for chair adjustment – your back will not hurt and numb;
* It is easier for you to park due to 4 parking options.

Example 1 (bad):
Niche – wedding photography and video services:

“Benefits”. Bad example

Immediately after the 1st screen, there are “benefits” for the visitor. A question for you, dear reader: do you consider these “triggers” to benefit?

This block provides information about the company itself, which bears no value. The client is not particularly interested in what year you have been working, how many clients come on the recommendation, etc. These are the questions the visitor to the page asks himself: “Can you capture the most important day in my life or not?”, “Will I be delighted and pleased with the shooting?” To do this, you need to design the block in a different way!

Example 2 (bad).
One more example of how not to give “benefits”:
Niche – driving school:

“Benefits”. Bad example

Example 3 (good).
Niche – Excel courses for accountants, economists and financiers:

“Benefits”. Good example

These points are unique benefits because you won’t get the same result from any competitor.

Example 4 (good).
Niche – USE preparatory courses:

“Benefits”. Good example

“You” -oriented

Or “you” -approach. By nature, each of us is an egoist. To be honest, we like talking about ourselves more than listening to the interlocutor. 

This is the basis of the “you” -oriented technique – in your advertising message you do not say how cool you are, professionals and blah blah blah. You tell  what exactly the potential client will get if he uses your product / service.

Fewer words, more examples:

Example 1 .
Bad: We will teach
you how to sell Good: You will learn how to sell

Example 2 .
Bad: We will deliver pizza for free
Good: Get a pizza with free delivery

Example 3 (bad).
Niche is a driving school.
I drove a driving school into the Yandex search engine and followed the advertising link. What I said above:

“You” -oriented. Bad example

There is one gross violation: no headline! 

If the phrase: “With us – then with the rights!” is a heading, then the provision is violated. The title should not be at the bottom of the screen, but at the top!

Example 4 (bad).
Niche – Excel courses for accountants, economists and financiers.
Take a look at the block that does not use the “you” -orientation principle:

“You” -oriented. Bad example

If with this block the site owners want to convince the visitor to go to study with them, then they have chosen the wrong strategy. This block should be “you” -oriented, talk about benefits, have USP and specificity.

Example 5 (good).
Niche – Excel courses for accountants, economists and financiers:

“You” -oriented. Good example

Example 6 (good).

Niche – Knowledge base for beginner hostels:

“You” -oriented. Good example


After this point, I hope you stop writing water. What am I talking about? Even if you use the “you” approach in your texts and tell the visitor about the benefits, there may be problems with specifics. There is no specifics – the target audience has questions, and this is a kind of barrier and removes the visitor from contacting your company … Do not make such a mistake!

Example 1 .
Bad: Fast delivery
Good: Delivery within 30 minutes straight to your hands

Example 2 .
Bad: The lowest prices for the latest iPhone
Good: iPhone 6 from 24 tr.

Example 3 (bad).
I present an example of a text in which there is only one water (no specifics):

“Specificity”. Bad example

Urgent – how much? In 1 hour or in 1 day?
Maximum prices – how much? Maximum compared to whose?
Quickly? – how fast?
Largest? – how many buyers will there be? Or who will be there at all? Bigger than whom / what?
Instantly? – in 1 second or 5 seconds? Or in 1 hour?

See how many questions arise if you write NON-SPECIFICALLY ?! Do you need it?


Do not force the reader of the advertising message to think / solve any problems, etc. They do not like it! Write clearly, factually, and deliver value!

Example 4 (bad).
Niche – binary options:

“Specificity”. Bad example

A fast and reliable platform – what is it anyway?
How much is the best price? Maybe it is the best for you (site owners), but not a fact for me! Etc…

Example 5 (good).
Niche – Binary Options:

“Specificity”. Good example

The specifics are not only about numbers. In the example from binary options, we are not just saying: trade at the best opening hours of the largest exchanges. We specify which exchanges: Tokyo, London, New York, Sydney:

“Specificity”. Good example

Example 6 (good).
Niche – wedding photo and video services:

“Specificity”. Good example

I am sure that you have grasped the principle!

In the next article, you will learn about the other 3 principles:

  • Evidence:
    How to build more credibility with your copy and your advertised product?
  • Simplicity and clarity:
    How to write texts so that they are understandable to every even 5-year-old child?
  • Media Compliance:
    How versatile the advertising message format can be, depending on the context!

In the first part of this article, you learned:

· Use specifics;

· Write “you” -oriented texts;

· Change properties and characteristics for benefits.

And today you will get acquainted with the other 3 principles:

  • – Evidence
  • – Simplicity and clarity
  • –  Compliance with the media format

4. Evidence

Or argumentation. Let’s say you trade binary options and promise millions a month…. Let hundreds of thousands … will you believe? I doubt. And if you give specific numbers and justify  why? Judge for yourself:

“Proof”. Good example

There will be more confidence in your advertising, which means they will read on!

The essence of this point: when your “facts / figures” are in doubt – give arguments, referring to sources, show screenshots / certificates, etc.

Example 1:
Bad: Guaranteed payment under the contract (while the screenshot of the contract is not indicated)
Good: An example of one of our projects:
Block title: The
terms of cooperation are fixed in the contract, and not in words.
See an example of a contract that we conclude in cooperation with agents.
+ attach a screen of the contract:

“Proof”. Good example

When you click on the agreement, we show the points about the terms of cooperation:

“Proof”. Good example

And so that such questions and doubts do not arise: “What about the other clauses of the agreement? Maybe you are deceiving me anyway ?! ” – we put the button “Download the contract”:

“Proof”. Good example

Example 2:

Bad: Ivan Ivanov is the best coach in “direction”
Good: Ivan Ivanov is a popular coach in Russia in terms of “direction” according to in 2010.

Example 3 (good):
Course “Targeted advertising on Facebook and Vkontakte “:

“Proof”. Convert Monster Agency Example

On the one hand, this is an unfounded statement, but below we prove WHY:

“Proof”. Convert Monster Agency Example

We provide screenshots from the forum + add a link WHERE screenshots were taken

Example 4 (good).

Nowadays, no one believes the reviews, because they are written by the site owners! If the reviews are real, then they have tremendous power – the reader has + 100500% confidence in you!

“Proof”. Good example

We prove with links in social. the Vkontakte network, where a visitor of the landing page can personally ask questions to girls who have left reviews.

We have also placed the buttons “View results”. When you click on the button, a picture pops up: a screenshot from the official website, where the USE scores are posted:

“Proof”. Good example

Prove each of your statements and potential customers will have more trust in you, which means more sales.

5. Simplicity and clarity

Not everyone understands your professional slang

You should not write in the texts like this: KPI, CPC, Bounce Rate, etc. Replace incomprehensible expressions with simple wording. Your reader should not ask questions: “What does this mean?”, “D139-ms1 – exactly right for me?” …

There is a simple test: “Test for $ 1,000,000”:

Show the written text to a 10-year-old child or mom (or another person who does not understand the product). They should read it and give feedback: is it clear or not. If there are wordings that are incomprehensible – replace ! Necessarily! After reading the advertisement, a potential client should take only 1 action: to use your product / service , and not ask stupid questions that arose after reading the advertisement.

Example 1.
Bad: ROI from 111%
Good : ROI from 111%

Example 2.
Bad: The first step in improving the efficiency of the landing page is to reduce the BR (Bounce Rate)
Good: The first step in improving the efficiency of the landing page is to reduce the bounce rate (which you can see in the counters: Yandex. Metrica and Google.Analitics)

Example 3 (bad).

“Simplicity and clarity.” Bad example

Getting the fact online. – What is this fact? What are you talking about: payment or letters?

BDDS – what about?

BDR – what does it mean?

BBL – … no comment ..

Example 3.

“Simplicity and clarity.” Bad example

To be honest, I get scared when I see such words. Phlebology is a branch of medicine that studies the structure and function of veins, as well as develops methods for the diagnosis, treatment and prevention of a disease. I’m not sure that all patients with varicose veins know that the branch of medicine that treats this disease is called Phlebology.

And also “duplex” … Do not misunderstand me – I went to another site to find out the meaning of these words. I have already left the site! Because of the “simple” wording, site owners are losing customers!

Don’t make these mistakes!

Example 4 (good).

“Simplicity and clarity.” Good example

“Color Doppler” – in other words – ultrasound, so we reformulated it into a more familiar one. And in the paragraphs we explain that this is the first step in treatment, namely the diagnosis of varicose veins ….

We also explain that the “Laser treatment method” is the elimination of varicose veins without incisions and anesthesia.

There are always exceptions. The use of complex and incomprehensible words is also a marketing ploy: such expressions attract the attention of only the right audience.


1. Advertising on Vkontakte and Facebook for beginners
2. Targeted advertising for affiliates

6. Compliance with the media format

Remember the truth: the format of texts for a blog is different from texts for landing pages, brochures, business cards, advertising banners, etc. And vice versa. That is, you need to understand in what context your advertising message is seen by a potential client.

Feel the difference:

1. Your Tsa sits at home and looks for solutions to his problem on the Internet;
2. Your TSA rush to work/study/others. and a brochure is shoved into his hands.

In the first case, a person will be able to get acquainted with your proposal in more detail.
In the second…. Personally, I’m not sure that the recipient of the booklet will have time to read long sentences.

Since we specialize in creating landing pages, here are some tips on how to make your texts more readable (so that they match the landing page format):

1. Shorten:
Original text:

“Simplicity and clarity.” Bad example

The selected text can be removed without losing the meaning and essence of the block.

2. Use a bulleted list.
Source text:

“Simplicity and clarity.” Bad example

Reworked text:

… It doesn’t matter – Toyota, Nissan, Hyundai or Mercedes – we buy all brands.

· Transparency and security
· Instant calculation of the preliminary cost
· The best offer from automotive experts
· All control of the sale under the control of “Company name”

And this is without changing the copywriting (which needs to be worked on).

There is a well-established expression among copywriters: “The shorter the better”

Tips for making the text on your landing page (or other ad message) more readable and shorter:

1. Remove introductory words:

  •   shorter
  •   so
  •   Besides
  •   probably, etc.

2. Adjectives that have no emotional force:

  • An extremely important car part – an important car part
  • Professional mechanics with over 7 years of experience – mechanics with over 7 years of experience

3. Use a short synonym:

  •  Innovative – new

4. Use a dash “-“:

  • Anton Petrochenkov is the author of the course “Internet marketer in 80 days” – Anton Petrochenkov is the author of the course “Internet marketer in 80 days”.

5. Use one “you” in a sentence:

  • You create smart files that transfer data to your colleagues – you create smart files that transfer data to your colleagues.

6. Simplify verbs:

  •  To make a mistake is to make a mistake
  •  Carried out loading – loaded

7. Use numbers against words:

  •  “13” or “thirteen”?

And there are exceptions. Long texts are written in:

  • Author stories
  • Feedback
  • Answers to frequently asked questions
  • (Rarely) new product description


Friends, I hope this article was helpful! Read more articles, gain knowledge and develop your professional skills! See you!

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