11 ads, emails, and landing pages — each annotated by the principle doing the actual work.
Every example in this swipe file is broken down by the psychological mechanism behind it. Not the format, not the niche, not "strong CTA." The principle — the thing that makes it work regardless of product, audience, or channel.When you understand the principle, you can write the example. When you copy the example, you get one use. Free download.
11 annotated examples. Principles you can apply to any copy you write — starting with whatever you're working on today.
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