1. The ad starts with a statement that an unbelievable story is about to be told. And who doesn't like an "unbelievable story"? 2. The offer itself is good, which is very necessary for the copy to perform in the first place. 3. The author (Joseph Sugarman) positions himself as, just not the user of this product, but also a user of "glasses". Which allows him to know the specific little inconvenience with typical glasses (e.g. the inconvenience of the hinge being weak) and make the product better. 4. About 1/3 of the ad is scientific proof. And it's written in a way that makes you feel cooler. And who doesn't want useful yet cool stuff. 5. The ad is challenging other competitors' products.

1. When talking to a problem aware audience, start with a story (or imaginary) that emphasizes on the problem OR creates interest for a solution of the problem. 2. Use the origin story of the product to increase trust. It got to be a true story. Even if it feels vague, it CAN be worked around to make it more intriguing without lying about it. 3. Use specific details to better illustrate the experience of the product. 4. Guess what the next thing in the reader's mind would be and handle it accordingly. For that, you need enough practice and pattern recognition. (I learnt it from the adweek copywriting handbook. But I can see this concept run underneath the ad.) 5. Don't cut off any details of the product. No matter how vague. There's always a way to make it more intriguing. 6. Challenging competitors products is a great way to showcase your confidence about the product. So the prospect feels confident buying it too. 7. Promise a risk free guarantee to lower skepticism.

Pick an ad from the Legendary Ads Vault. Copy it out by hand. Take a photo of your work. Post it in the comments. Repeat until you've hand-copied all 1,536 ads.

And that is consuming "copy critiques" by experienced copywriters. I'm not saying that reading copywriting books is a waste. It certainly is useful. I, myself, am reading the adweek copywriting handbook. But looking at good copy is logically far more useful than just reading books. As you may know (or not), that I am currently going through the Copy That! Megacourse. One of their advice was to watch copy critiques and they said that during the videos where they talk about "practicing copy". You can find those critiques on copy that! Youtube channel, on the "live" tab. Copy that! Youtube channel: https://youtube.com/@copythat?si=lFVTXQHgTB5i6Mcy There's maybe 80-90 videos, consisting of 2-7 hours per video in average. I'm consuming those. Still in the 1st video. Hope you find them helpful.

Every week the #1 member on the 7-day leaderboard will be upgraded to a Premium membership. If they are already a *paying* Premium member, they will be upgraded to a VIP membership. Only one member will be upgraded per week. This week's winner is @Nishat Fatima who gets upgraded to our Premium tier. Since this is a new “feature” we've added to the community, I'm also going to upgrade @Waisale Naqiolevu to VIP because he was #1 the last few weeks. What Nishat gets with her Premium membership: - Everything in our Standard tier - Call-free coaching in the community (business questions, copy feedback) - Instant access to all courses, workshops, and call recordings - New course, guest lecture or workshop every month What Wes gets with his VIP membership (because he was already paying for Premium): - Everything in Premium - Highest priority for answers to questions in discussion forum - WhatsApp access to Nabeel for coaching and copy feedback - One 1:1 coaching call per month - Complimentary tickets to any in-person events @Matthew Volkwyn and I host How to Win the Weekly Leaderboard Competition It's simple. Just show up and engage in the community. The easiest way is to “learn in public.” Go through the courses in the classroom and share how you are implementing what you learn. For example, if you're doing Copy Translation which @Alicia Joseph teaches in Copywriter Starter Kit, post your marked up copy with your notes. If you are hand-copying ads from our Legendary Ads Vault, post the photos of your work and write up what copywriting principles you learned from the ad. How NOT to Win the Weekly Leaderboard Competition Low-quality posts, engagement farming, and stupid questions. I actively delete posts like this.