BLUF: 4 Examples of High-impact Copy Inspired By this Military Tactic [+ Free Downloadable Worksheet]

Woman morse codeimagine you’re tapping out a telegraph the next time you write your landing page copy. Image by Everett Collection via Shutterstock.

Right before the Titanic sank, at around 1:00 a.m. on April 15, 1912, somebody sent the following telegram, an incredible — albeit sad — example of BLUF (Bottom Line Up Front):

CQD CQD SOS SOS = FROM MGY (RMS TITANIC) = WE HAVE STRUCK ICEBERG = SINKING FAST = COME TO OUR ASSISTANCE = POSITION: LAT 41.46 N. = LON 50.14 W. MGY

BLUF is originally a military communications technique, in which the conclusion — the most vital information and actions — is placed right at the start

BLUF: 4 Examples of High-impact Copy Inspired By this Military Tactic [+ Free Downloadable Worksheet]

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Rick Duris is CopyRanger.

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