COPYWRITING CASE STUDY: IT’S WHAT YOU DON’T KNOW THAT HURTS YOU

Summary from the TLDR Marketing newsletter

This article dissects the copywriting of an envelope from the mid-1990s that promoted a book about money. The first job of copywriting is to be noticed - this envelope immediately grabs your attention with the word “Money” as the headline. It continues with a subheading that conjures fear, curiosity, and expectation – appropriate for targeting an audience struggling with their finances. The copy strikes a balance between curiosity and benefits and leaves readers with a clear call to action.