Toolbox by Copywork365

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Toolbox is your swipe file on roids.

It’s a database of world-class excerpts just like the ones we cover right here on the daily.

Browse through hundreds of pieces (and growing!) spanning ad copy, webpage copy, and literature.

Each and every one comes with granular analysis on what makes everything tick and why it works.

All the tools, techniques, and psychology we touch on here, but in their full depth. Making it even easier to master these “devices” and apply them to your persuasive writing. And filtering by author or brand means you can steal the secret sauce from your very favorite writers, copywriters, and brands.

So if you’re looking to level up with a forever resource, I’ve got a forever deal for you.

Join the waitlist to get lifetime access for a single flat fee — when Toolbox launches.

Oh and I really do mean lifetime.

Even if the internet ceases to exist. I’ll work day and night to ensure you receive a physical book copy. Hell, clay tablets, if it gets that bad 😅.

Even when it’s 100’s of thousands of excerpts. Pinky promise.

Cadillac’s “How to add luxury” Ad

Some of the tactics here are long in the tooth. For example, they’re selling features, not benefits (and your customers don’t care what you’re selling them, they only care what they can achieve with it).

However, the structure is excellent.

1. Hook. “How to add luxury to your life without adding cost.” Your first reaction is probably mild puzzlement. Something for nothing — a paradox. We become curious as to how they explain this one away.

2. Twist the knife. Don’t tell them “how” right away. Twisting the knife primes your reader, so they’re even more receptive to the “how.” “You can spend an awful lot of money, trying to turn a full-size car into a full-size luxury car.”

3. The remedy. “But, with a Cadillac… luxury is standard equipment.”

4. Details on the remedy — backing the claim with substance. “Luxury features like…” Again, as a rule, avoid selling features. But back in the day, these were probably similar to how we see self-driving today. That, and novelty gets a pass in post-war America.

5. A strong, bold CTA that makes it easy to buy. “See your Mid-America Cadillac Dealers.” With a map, gosh darn it. “I don’t know where the nearest dealer is, I gotta look it up” — no, you don’t. It’s all right there. You have a literal map guiding you to adding luxury “without adding cost.” A map to solving the pain which was planted previously.

Also, the obligatory — who cares about complete sentences? “Adding a lot of options that you end up paying extra for.”

Complete sentences don’t win. Complete ideas do.