Interesting book written about how to copywrite effectively in order to sell products. Valuable tips on how to become a better writer and hook your readers
Rating: 4/5
Babe Ruth is remembered for his home run record but not for the fact he also held the record for most strikeouts
The best copywriters are those who are curious about life
The more you experience and the more knowledge you have, the easier it is to come up with that big idea
It’s not whether you win or lose in life that’s important but whether you play the game, lose enough and eventually you will win
A mistake is a future benefit, the full value of which is yet to be realized - Edwin Lourd
You need to become an expert on anything you write in order to be effective
Know your customer and what they like/dislike
Scare tactics don’t work
Write at every opportunity you can
Don’t worry about the first draft, just pour out what you need to write
All the elements in an advertisement are primarily designed to do one thing; get you to read the first sentence of the copy
Make the first sentence short and it’s purpose is to get you to read the second sentence
Your ad must create the buying environment most conducive to the sale of the product/service
Get your prospective reader/buyer to start saying yes and you have to make statements that are honest and believable
Your readers should be compelled to read your copy that they can’t stop reading until they read all of it as if slipping down a slide
Remember and save those offbeat articles
Often to solve a problem, you have to go out of the problem area itself to find an answer
You never really know what will work and what won’t. If you believe in your idea, do it. Step out of those assumed constraints
When trying to solve a problem, don’t assume constraints that aren’t really there
Include seeds of curiousity; short sentences that offer the reader to read on
Keep the copy interesting and the reader interesting through curiousity
Every word has an emotion associated with it and tells a story
Every good ad is an emotional outpouring of words, feelings and impressions
You sell an emotion but justify a purchase with logic
Never sell a product or service, always sell a concept
After you’ve come up with an idea and jotted it down, stop and do something else. Let that idea incubate
The incubation process is the power of your subconscious mind to use all your knowledge and experience to solve a specific problem
Copy should be long enough to cause the reader to take the action you want
Every advertisement should be a personal message from the advertiser to the prospect
Your copy should be very personal, from me to you personal
Every communication should be a personal one, from the writer to reader, regardless of the medium used
The ideas in your copy should flow in logical fashion, anticipating your prospect’s questions and answering them as if they were asked face-face
In the editing process, refine your copy to express exactly what you want in the fewest words
Look for ‘that’ words, eliminate unnecessary words, edit for rhythm and rearrange thoughts so they work better
Consider combining sentences
If you sense an objection to the product, raise it yourself and resolve it
Keep the copy simple and don’t use cliches. Always ask if there a simpler way of saying this
Make the person feel involved and have ownership of the product
Make sure you’re advertisement is credible
Justify the purchase
Know the nature of the prospect
Fads generate publicity but capture the moment early enough and get out right as the fad peaks
Link your product to something the consumer already knows
Make the first sale simple and once the customer agrees, offer something else
The desire to belong is a strong motivating factor
Provide a sense of urgency to the buyer
Fear is a good motivating factor, as well as exclusivity
Use simple and easy to understand words
Tell a story at the beginning, everyone loves them
Causing the mind to work hard to reach a conclusion creates a positive/enjoyable stimulating effect on the brain
Statements with specific numbers generate strong believability
Don’t sell a preventative, sell a cure
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