Tactics · free, from Ideas

87 ways to get unstuck

A library of named copywriting tactics, each with a question to ask your brief and a way to try it on your own copy. Or start from what’s wrong with your copy.

Made by ProCopywriters, the UK’s professional body for copywriters. Free, for anyone.

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Absolutes are unbeatablePersuasion Active voiceCraft Address objectionsPersuasion AIDACraft AlliterationCraft Appeal to authorityPersuasion Ask questionsCraft BecauseCraft Before–After–BridgeCraft Benefits firstPersuasion Brand archetypesPersuasion Brand storyPersuasion Brutal honestyPersuasion Bucket brigadeCraft BulletsProcess Call to actionPersuasion Change the fontProcess Chiasmus or antimetaboleCraft Combine harvesterProcess Commitment and consistencyPersuasion CommunityPersuasion Conflict calls attentionCraft CuriosityPersuasion Customer awareness stagesCraft Cut-up techniqueProcess Deliberately differentPersuasion Dirty dozenProcess Draw the thingProcess Embrace constraintsProcess EmotionPersuasion Explain the processPersuasion F-shaped patternCraft Feature deep divePersuasion Focus on the readerPersuasion FOMOPersuasion FramingPersuasion Front-loadingCraft Get to 'yes'Persuasion Guerrilla testingProcess Help the heroCraft ImagineCraft In medias resCraft Jobs to be DoneCraft Know your competitorsProcess Lateral thinkingProcess LikingPersuasion Metaphors and similesCraft Move through timeCraft Naming principlesPersuasion NumbersCraft ParallelismCraft PAS (Problem–Agitate–Solve)Craft PauseProcess Pratfall effectPersuasion Read aloudProcess ReciprocityPersuasion Review harvestingProcess Reward your readerPersuasion Rhythm and poetryCraft ScarcityPersuasion Sell the sizzlePersuasion Serial position effectPersuasion Show, don't tellPersuasion Singular focusPersuasion Social proofPersuasion SpecificityPersuasion Start shortCraft StorytellingCraft Take a single stepPersuasion Tell a friendProcess TestimonialsPersuasion The inverted pyramidCraft Throw ideas for readers to catchCraft Tone of voicePersuasion Turn negatives into positivesProcess Unbury the ledeCraft Unique Selling Point (USP)Persuasion Unusual suspectsProcess UrgencyPersuasion Verbal identityPersuasion Weirdness works wondersPersuasion White spaceCraft Why should I care?Process Write like people speakCraft Write the unwrittenPersuasion YouCraft Zig when others zagPersuasion

The tactics library is a free part of Ideas. Studio is ProCopywriters’ tools for people who write copy, included in Pro membership.