80-20 Rule Of Copywriting




Ortega Ogomigo

When it comes to achieving success in anything in life you need to focus on the very few things that will drive in the most results… not in hundreds of things.

In copywriting, the same is true.

Fine, every part of a sales copy is important in driving results. But there seem to be an overlooked part that many people fail to consider.

You see, if you focus on these part very well, you wouldn’t struggle in converting your prospects or making them take whatever action you want.

And on the other hand, even if you spend your most time on the other parts of the sales copy, but fail in this, you copy would still fail. No jokes.

You probably must have heard about Pareto principle. Have you?

It simply states that 20% of your input drive in 80% of your output.

I know that sounds somewhat ridiculous but it’s true.  Look at your customer base, you’d realize the  80% of your clients drive just 20% of your income.

And there is a little percentage – about 20% of people – that contribute 80% of the results your wanted. They give you no stress at all. They buy more products or pay you the most money for your writing services.

These are the big guys. And these are people you should spend more time with.

Now, back to Copywriting there are some few parts of the sales copy that of you dwell on well enough and then, you’d produce nothing short of a stellar copy.

Ready for it?

1. Research:

I spoke extensively about research and what it does to your sales copy and how it makes writing simpler and connect to your one big idea for your prospects.

If you haven’t read through the previous issues – particularly issues 1 and issues 2.


2. The Headline:

The headline is called the copy of the copy. It compels and pulls you to read the sales copy. If the headline is faulty, you’d probably not read it. As David Ogilvy puts it…

“People read as much as 5 times the headline before the sales copy”

And that’s the interesting part. Sadly, many copywriters today don’t even bother swiping headlines before crafting one… They just write headlines as it appeals to me.

You see, good to great copywriters spend a considerable amount of time on getting a better headline… and they still don’t stop testing them to improve conversion. I once heard a veteran say he writes as much as 75 headlines before picking one or two.

Look at me pal and tell me the truth: How much time do you spend of getting headline ideas?

Hmm? Don’t feel shy. I spend little time as well… but I hate it especially when I realized that a change in headline almost doubled my sales at some points.

So today, whenever I want to write headline, I go on swiping several winning headlines.

To buttress the point, let me tell you what one advertising great did a few years back…

He changed just a word “Repair” to “Fix” and his added to a 20% increase in profit.

Nothing else was changed. Not the sales copy. Not the close. Not the bullet. Nothing.

That’s the power of headline. Take time creating your headline. Swipe around proven headlines – usually control headline – and start fertilizing your brain.

One more thing, cultivate the habit of swiping around headlines written by News Agency, in my opinion, they contain some of the best headlines around.



3. The Lead:

Phew! This is also a bulk of work. It contains the first 100-800 words of your copy and can be classified as the 20% of your entire sales copy, yet it is one of the most important.

Joe Sugarman once said that if you can get the reader to read 25% of your copy, he would read the rest. And that’s the truth.

There are 6 different kinds of leads.

The Offer Lead: This is a direct lead that goes straight to the deal right away. It introduces the price, discounts, offer, bonuses, guarantees, premium… in the lead if not in the headline. It can also be called an “invitation lead” as it nudges and invites prospects to try out the offer.

The Promise Lead: As the name implies, this lead contains a BIG promise you tell your promise in your headline or from the first line. It also takes a direct form, but slightly direct from the Offer lead.

The Problem-Solution lead: This kind of lead is actually very interesting because you dig into prospects problem, make it worse and then offer a solution to their problem.

The Secret lead: Now, it’s time to hide the breakthrough, until you have hooked their neck and stolen their brains. That’s what this lead is all about. You build on the problem or desires without showing exactly what  secret, formula, system, strategy was used until they are sold or they buy the products or services.

The Proclamation Lead: Ever seen a prophet? Or an activist? That’s what you do in this lead. You either make a bold proclamation that is shocking, factual and will disarm the prospects and get his attention. This lead is great when blended with a either a story lead or the secret lead.  

The Story lead: Put your hands up if you don’t like stories? This lead has proven to be one of the most powerful, yet it is highly ignored by many copywriters today. Listen: Stories are fact weaved into emotions. They are best to shattering beliefs systems and building social proofs and the “she is just like me” factor.

Got that?


4. The offer:

The close must be made irresistible. Jim Edwards spends over half of his effort in a sales copy on the close. They are several copies today that aren’t irresistible. You see, even if the headline is magnetic, the lead is compelling and then…

The offer (that is the close) is weak, you have lost the reason for writing your sales copy. Remember like I told you the other time, you’re never in the business of writing, but in the business of making sales.

Pro-tip: One simple way to know if your offer is irresistible in to feel uncomfortable that you’re giving a minimum of 10 times the price you requested.

Here are a few ways to make your offer irresistible

-Giving RELEVANT bonuses: Now, don’t be like greedy jack who gives tissue paper as bonus to a Fan product. Ensure whatever you give as bonus is complementary.

A tyre for a Car product.

A pouch for a phone product

A free screen charger and earpods for a phone product

A 24hour support on a software product


-Offering Support: Almost everybody likes support. One guy once bought my product because I decided to give him a one-week free pick my brain session. You may not necessarily have to do that. Today, you can offer…

24 hour support

Free repair

Free consultation

Supporting group

Private access to XYZ.

Reversing the risk

-Give Guarantee: Believe it or not, people are tired of being cheated or scammed on their money. They want to be sure they are not making X mistake again…

And guess what? Many copywriters or business owners fear giving warranties. Reason? Well, they think they would be ripped off.

Dang it! Fine, some persons could take advantage of you, but the percentage of those people will be considerably little to what you’d get in sales. So, whether you’re writing for a brand or to get a client, offer warranties, it tells them that you know what you’re doing… And you’re ready to take the RISK OFF THEM.  

You probably must have known by now that in all my products, I have a warranty stacked to it. The longer the warranty, the better.

Got that?

Great. Now, let’s see what I have said so far…

1: Research. Do this like your life depends on it. I dare to say that you can’t write a great copy on a poor research. Yeah… You can’t.

2. Have a good headline: Headline sells the copy. Ensure it is good. Keep a swipe.

3. Your Lead must lead: Yup. Don’t just write your introduction because it is a mere introduction. If you lose them at that point, you would lose them from reading whatever you have in store for them.

4. Your close: Make your close count.

Those are the major 20% of copywriting you should focus on.



Ortega Ogomigo.

P.S: There are some copy exercises you should engaged in to drive in 80% of the results you want.

-Learning about the market daily: Knowing where your hot prospect is.

-Writing copies by hand.

-Reading out loud.


-Writing your own copies daily or at least weekly.