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To write problem/solution copy, take the benefit you want to highlight and combine it with a situation your reader is facing, or something they'd like to change.

Last day today!

Look George Ten what I just found in a copywriting book from 2018.

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Don't bury the lead. Put a specific detail up front – even in your headline – if you think it will interest the reader.

The average phone can display around 60–70 words. Shrink your editing window to the size of a phone screen and notice how your copy looks and feels.

Alliteration is always allowed.

To write problem/solution copy, take the benefit you want to highlight and combine it with a situation your reader is facing, or something they'd like to change.

Even if you're targeting a specific demographic, don't say 'Hey, anglers!' or 'Calling all audiophiles' or anything similar. It shatters the sense of a one-on-one conversation.

'Make it simple. Make it memorable. Make it inviting to look at.' – Leo Burnett

Don't bury the lead. Put a specific detail up front – even in your headline – if you think it will interest the reader.

To use distinction bias, focus on how the product is different from competitors or alternatives, choosing a frame of comparison that favours it.

Social proof is the tendency to do what others do. It works because we don't like standing out, and decide how to behave by following cues from the people around us.

Marketing personas can help you write for your reader as an individual. But a detailed persona might also lead you to believe that its characteristics are more common than they really are (what psychologists call the 'conjunction fallacy').

Some questions, usually beginning with 'what' or 'how', encourage readers to reflect more deeply on themselves and their situation. In neuro-linguistic programming (NLP) they're called 'meta model questions'.

Confirmation bias makes people latch on to information when it confirms what they already know or believe, and reject it if it challenges their worldview. People don't walk around looking to have their minds changed.