Adjacent: Speaking & Style · Adjacent
Copywriting
Writing that gets people to act. Know the reader, features vs benefits, AIDA and PAS formulas, headlines (Ogilvy's 5×), specificity and proof, calls to action, and testing, plus the ethics line between persuasion and manipulation.
Step 1 of 6 · Overview30 min read ·
Key idea
Prereqs: Editing your own work. Next: Public speaking. Sources: David Ogilvy's *Ogilvy on Advertising* (1983), Claude Hopkins's *Scientific Advertising* (1923), Eugene Schwartz's *Breakthrough Advertising*, Joanna Wiebe (Copyhackers).Next: 1. Start with the reader