SAN FRANCISCO SCHOOL OF COPYWRITING
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    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature
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How to Use Statistics, Facts and Quotes to Craft Compelling Copy

Copywriting isn’t just about writing snappy headlines and persuasive emails. Sometimes, you’ll find yourself writing long-form content that serves multiple purposes for a company.

The most common is something like a long landing page, with sections broken out and repurposed elsewhere to create a cohesive sales funnel.

For many copywriters, long-form content is a nice change of pace from the short, to-the-point sales copy they’re used to.

The core theme of long-form content is to persuade readers. To do that takes a compelling message—one that convinces them to act by the time they get to the end of the page.

Unfortunately, in the world of long-form content, emphatic, emotional appeals only go so far. To be truly compelling, you need an appeal to logic and reason (logos).

To make that appeal requires proof of concept—namely, statistics, facts and credible quotes.


What is a logos-based appeal?
In the classic appeals triangle (ethos, pathos, logos), a logos-based argument is an appeal to logic and reason. It relies on structure to convey a factual message and it derives support from irrefutable resources: data, studies, statistics and other evidence-based findings.

A logos-based appeal wraps all of this into a well-structured, highly-convincing model that reinforces your core appeal. Here are a few examples of simple logos-based arguments:
  • 84% of soil samples in Kansas show low nitrate levels and depleted soil composition
  • New behavioral study of 1,438 children proves kids prefer to socialize with same gender
  • World Health Organization President calls COVID-19 a ‘modern biblical plague’

These types of arguments feed into evidence-based appeals, which use fact, logic and reason to compel action.

Perhaps the best-known example of this is in the age-old “9 out of 10 dentists recommend X Brand toothpaste” statement. Why wouldn’t you use something 9 out of 10 dentists recommend? The appeal to logic is a strong one!


Where to find facts and stats
To make a convincing appeal to logic and reason, you need facts and statistics that prove your argument. You can’t just say “most people prefer chocolate ice cream over vanilla” and not back up your statement. First, it might be false; second, without proof, it’s easy to dismiss.

But where do you find facts and stats? It used to be that you needed to find news sources, comb through encyclopedias, and reference public-domain data. Today, the Internet makes it a whole lot easier to find and source data.

The best way to find it is to source from the top down in terms of credibility. Start with the strongest, most reliable source and work your way down the chain of firsthand citations until you start getting secondhand sources. A primary resource is almost always better than a secondary one.

Let’s look at an example. Say you want to source United States employment data for the sake of a logos-based appeal. Here’s a top-down hierarchy of where to look for that data and how to source it in a credible way:
  • Information directly from the Department of Labor (DOL)
  • Information from the Bureau of Labor Statistics (BLS)
  • Data from trade organizations in direct partnership with the DOL or BLS
  • Aggregated employment data from a think tank or reputable polling organization
  • Reported employment data from a reputable news organization

At some level, each of these sources is dealing directly with the raw data you need to prove your point—whether they’re producing it or contextualizing it.

The benefit in working with the highest possible resource on this totem pole is the boost in credibility that you get from it. This holds true for any type of data you’re sourcing. Start with government or reputable industry organizations first.


Evaluate the validity of your data
The further you are from the origination point of the data, the more suspect you should be. For example, if a blogger cites data but fails to provide a viable reference, you should be wary of sourcing that data. Why? Because if it’s wrong, your entire logos-based appeal falls apart! You lose all credibility in the eyes of your audience.

Think of it in simpler terms: a bad-faith argument with inaccurate data gives readers no reason to trust you. Whys should they believe anything you say when what you’ve already said is proven to be false? Logos-based arguments need to be airtight, and that starts with airtight, accurate, credible data.

Find credible experts and cite them appropriately
Just like data and statistics, an expert voice can make a big impact on the credibility of your appeal. Your argument suddenly has a strong advocate behind it—someone people trust and will pay attention to. These people are generally relevant within the realm of whatever you’re pitching—a doctor for health products, for example.

A credible expert has two things going for them: reputability and relevancy. If you’re writing sales copy for a new pair of shoes and you cite Jim Potter as saying, “these shoes offer amazing arch support and all-day comfort,” it doesn’t do much in the way of bolstering credibility.

Who’s Jim Potter and why does his opinion matter? Why does your audience care what he has to say? Now, reattribute this same quote to Jim Potter, Ph.D., Director of Orthopedic Surgery at Washington General Hospital. What a difference it makes!

Suddenly, you have a reason to care about what Jim Potter has to say—after all, he’s at the top of his field in a profession that directly correlates to your product (shoes).


Finding credible experts is one thing; citing them is another. The biggest problem with quotes is that they can be taken out of context or misattributed.

When that happens, it has the same effect as bad data: it nullifies your argument. Even worse, it could land you in legal trouble if the person you’re citing sues for misappropriation of their words.


To cite someone appropriately in your copy, look for quotes in the public domain and use them in the context they’re provided. If Jim Potter said, “these shoes offer amazing arch support and all-day comfort” but he wasn’t talking about the shoes you’re selling, don’t use that quote!

However, if you’re selling shoes with amazing arch support and comfort, and Jim Potter is quoted as saying “the two most important things in a shoe are arch support and comfort,” there’s room to work there.


The absolute best way to leverage credible experts into your content is to consult with them directly. Most agencies will secure a quote or citation and have copywriters finesse it into the verbiage.

Other times, you might need to reach out to someone to get a quote, such as for a press release. The key here is to ask pointed questions and maintain the integrity of the quote you’re given.


How to structure logical appeals
Structuring logical appeals takes a lot more work than slapping some data and expert quotes together with a value proposition. You need finesse!

Good copywriters will connect the dots between a value proposition and a logos-based appeal using stats, facts and citations that prove their point.


Depending on the nature of the piece you’re writing, there’s a cadence to be aware of. Often, that cadence is a dance between fact and value proposition.

Here’s an example of an outline that a copywriter might develop as they seek to structure their appeal:
  • Introduction of the product/service
  • Why do people need it?
  • Value proposition 1
  • Data, fact or statistic reinforcing value proposition 1
  • Value proposition 2
  • Data, fact or statistic reinforcing value proposition 2
  • Quote from credible expert
  • Value proposition 3
  • Data, fact or statistic reinforcing value proposition 3
  • Restatement of benefits
  • Conclusion and call to action

​Notice that even in this bare-bones, basic outline, there’s a natural flow. When a copywriter begins to flesh out the outline into a long-form appeal, the structure of the piece will naturally guide readers from one point to the next, building credibility naturally over time.

This outline is also just one example of many opportunities for a logos-based appeal. Some copywriters might choose to introduce facts and stats first, as the premise for justifying each value proposition.

Other copywriters have a talent for finessing data directly into their benefits-driven copy. However you present your logos-based appeal, each component needs to build toward a compelling call to action.


Create an irrefutable piece of content
Authority is the hallmark of a great piece of compelling content. Readers shouldn’t be able to poke holes in your data or brush off your statistics—these facts should make a real impact in their perception of your message.

​If it seems irrefutable, there won’t be any reason to argue against it!


Combining facts, statistics, data and credible voices into a compelling piece of content is something every copywriter will need to learn at some point—whether you work for a company selling insurance products or a brand with a wacky, zany marketing approach.

​Being able to communicate your message with authority means being able to persuade your audience in a meaningful way. As the old saying goes, “you can’t fight the facts!”
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  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature