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Follow These 17 Copywriting Rules

Follow These 17 Copywriting Rules

You'll struggle if you don't follow them

Brandon Storey
February 10, 2025

Copywriting is not a career.

Copywriting is a game.

There are rules to the game. Break these rules and you’ll fail. Follow them, and you’ll make lots of money.

I’ve done my best to follow them over the past few years, and in return, I’ve earned over $550,000.

Today, I’m going to dive into 17 rules of copywriting.

Ready?

Just remember… these aren’t the only rules. But they are some of the most important.

Let’s begin.

1/ Stop thinking about selling

Instead, start thinking about helping. It's the easiest way to sell more.

2/ You can write about the features, just don't forget the benefits

i.e. Apple Vision Pro:

Feature: “Capture magical spatial photos and videos with Apple's first 3D camera.”

Benefit: Relive those special moments. You'll never have to worry about letting another memory slip away again."

3/ Most people want stuff that:

Saves them time
Gives them status
Saves them money
Gives them more money
Helps them feel more confident
Removes pain (physical, emotional)

Find out which one(s) your audience wants and dive into that desire in your copy.

4/ Copy isn't written — it's assembled

It's okay to come up with your offer, CTA, social proof, and price before you come up with a hook or headline.

Just make sure to include all the right pieces to complete the puzzle.

5/ Use formulas

PAS: Problem, agitate, solution.

PPPP: Promise, picture, proof, push.

AIDA: Attention, interest, desire, action.

Use them as a framework and plug in your copy like pieces in a puzzle.

6/ Write for one person with one problem

Stop trying to write to everyone. Find out everything you can about your audience: their wants, needs, pain points, desires –– everything!

Then write to that ONE person and solve that ONE problem with your copy.

7/ Use storytelling as much as possible

Stories are your best friend as a copywriter. Use them.

Share how your product changed your life. Share how your product changed your previous customer's life.

They capture attention, keep attention, and prove your product is worth it.

8/ Don't forget to edit

Read it silently = good

Use Grammarly = better

Read your copy out loud = best

The best way to improve your copy is to speak it out loud. You'll catch mistakes immediately.

9/ Let the copy marinate before editing

You need to give your first draft time to breathe. Time to marinate in the juices.

If you want to write deadly piece of copy, let it sit for at least 12 hours (ideally 24).

You'll come back to it with dozens of new ideas.

10/ Get ahead of 97% of writers by using numbers

See how that number caught your attention? Use numbers! Use them in your headline, your intro, and especially to add proof to your copy.

i.e. "Last month, 7 people in our program closed their first $1k client."

11/ You need to use the word "you" (like I just did)

Stop writing like you did in school. Forget third person.

Write to your audience.

It feels more human which captures attention and builds rapport.

The easiest way to do this is by using customer stories.

i.e., "Last month Bob was hesitant to try our anti-balding cream, but he gave it a shot, and now his hair is 33% thicker. He said his wife is giving him "the look" more than ever."

13/ Fall in love with marketing and you'll sell more

Stop thinking like a writer. And start thinking like a marketer.

The more you study marketing, the better your copy will be.

14/ Always include urgency and scarcity

Tell people the time-based reason they need to act now (i.e "This deal is only available for 48 hours").

And use limited quantities to drive action (i.e. "Only three spots left").

15/ The more you write, the better you’ll sell

Stop thinking you can get by writing copy a few times a week.

I've spent over 5,475+ hours writing over the past 6 years.

I got my first client around 100 hours of writing. But this skill takes time to master. Put in the reps.

16/ Always include a call to action (CTA)

You need to tell your reader what the next step is.

You're not Don Draper from Mad Men. This isn't brand advertising. You're not here to inspire. You're here to get people to move.

Ask for the sale at the end, or you won't get it.

17/ Join Brandon’s February coaching to succeed fastest

(Had to follow rule #16 😉)

In a few weeks, I’m re-opening my Six-Figure Copy Mastermind...

It’s my group coaching program to help you fast-track to full-time alongside a handful of dedicated new copywriters.

In the one-month intensive, you’ll get:

Weekly 90-minute group coaching calls (get all your questions answered)
15 copy critique feedback videos from Brandon (get better than 90% of copywriters in 30 days)
Ongoing support in a daily group chat (stay accountable, encouraged, and on track with your goals)

Get all the help you need, learn with a group in a tight-knit, one-month cohort, and fast-track your way to six figures.

We start in 3 weeks. But, you can secure your spot today (they’re filling up fast).