10 maxims for copywriting and marketing success by Gary Bencivenga

I got the rare chance to hear Gary Bencivenga, one of the best copywriters in the world, share his maxims for success in copywriting and marketing. This is my attempt at summarizing them for you.

Maxim #1: Make your advertising itself valuable

Your audience should be better off for reading your social media posts, emails, and even your sales page. Always provide value, whether they buy or not.

Maxim #2: Aim your headlines and subject lines at the heavy users

The heavy users are your core target audience. The type of people who are the best fit for your offer and the most interested.

It's the classic 80/20 rule in action: 20% of your customers usually generate 80% of your revenue.

Know who they are, what they want, and show them how to get it.

Maxim #3: It's easier and less costly to keep a customer than to get a new one

Happy customers will come back to you and buy again. And they'll tell their friends.

Maxim #4: A gifted product is mightier than a gifted pen

Clever copy doesn't create a product advantage. You can't invent or capture what doesn't exist.

Your first order of business is to create a killer product and a compelling offer around it.

Maxim #5: Advertising is multiplied salesmanship

Invest in outstanding copy. It can convert hundreds and thousands of customers at once. While a salesperson can only close one sale per call.

Maxim #6: The best messages are built on deep research

Dig, drill, and chip away until you have carloads of "ore" – aka insights into your target audience.

Aim for gathering 7 times more information than you can effectively use.

This will allow you to pick and choose the very best messages.

Maxim #7: Develop a process

When you research your audience, always ask yourself these 3 questions from their perspective:

1) Why is this product superior to all other solutions?

2) Why should I believe you?

3) Why should I act now?

Maxim #8: Polish your skills daily

Writing is a craft for life. Practice it every day. There's always something to learn and to improve.

Maxim #9: Collect maxims like these that represent your knowledge

Review your maxims daily so you can lean on them when the going gets tough.

Maxim #10: Compete with the immortals

This is actually a David Ogilvy quote. And it's a reminder to do your level best each time you launch.