SlideShare a Scribd company logo
Copywriter’s Handbook
by Robert Bly
•“The goal of advertising is not to be
liked, to entertain, or to win advertising
awards. The goal of advertising is to
sell products.”
– Robert Bly
Prepared by Colin Post – find me at
www.colinpost.net
Prepared by Colin Post – find me at
www.colinpost.net
• To convince the consumer to buy the product,
the copy must do three things:
1.Get attention.
2.Communicate.
3.Persuade
Writing to Get Attention: The Headline
Direct mail sales letters have 5 seconds to gain
the reader's attention.
"If you come up with a good headline, you are
almost sure to have a good ad ... But even
the greatest writer can't save an ad with a
poor headline." -- John Caples
Prepared by Colin Post – find me at
www.colinpost.net
Defining Headline / First Impression
1. In print advertising, it's the headline and visual.
2. In an email, it's the From and Subject lines.
3. In radio or TV ad, it's the first few seconds.
4. In a direct-mail package, it's the outer envelope or
first few sentences of the letter.
5. In a press release, it's the lead paragraph.
6. In a sales brochure or catalog, it's the front cover.
7. In a sales presentation, it's the first few slides or flip
charts.
8. On a website, it's the first screen of the homepage.
Prepared by Colin Post – find me at
www.colinpost.net
Four Possible Headline Functions
1. Get attention.
2. Select the audience.
3. Deliver a complete message.
4. Draw the reader into the body copy.
“The headline is the most important element in
most advertisements … On average, five times as
many people read the headline as read the body
copy.” – David Ogilvy
Prepared by Colin Post – find me at
www.colinpost.net
Headlines Get Attention
• Appeal to the reader’s self interest
– “Why Swelter Through Another Hot Summer?” – GE
air conditioners
• Give the reader news
– “Introducing …”
• Offer freebies and use the word, “free”
• Offer useful information
– “How to Bake Beans” – Van Camp’s
• Proven headline buzzwords:
– Free, how to, why, sale, quick, easy, bargain, last
chance, guarantee, results, proven, save
Prepared by Colin Post – find me at
www.colinpost.net
• Headline can qualify the buyer – “an ad for a
$65,000 sports car should (somehow) say,
‘This is for rich folks only!’”
• Select the right audience, screen out others.
“We’re looking for People to Write Children’s
Books!”
“Is Your Electric Bill Too High?”
Headlines Select the Audience
Prepared by Colin Post – find me at
www.colinpost.net
Headlines Deliver a Complete Message
This kind of headline can sell the 80%
who read headlines only.
• “Gas Energy Inc. Cuts Cooling and Heating
Costs Up to 50%!”
• “Caught Soon Enough, Early Tooth Decay Can
Actually Be Repaired by Colgate!”
* Include the selling promise and brand name.
Prepared by Colin Post – find me at
www.colinpost.net
Headlines Draw Reader into Copy
• For products that require much information to
sell, use humor, intrigue, mystery, ask a
question, promise reward, news, info.
“What do Japanese Managers Have That
American Managers Sometimes Lack?”
“The $5 Alternative to Costly Plastic Surgery”
“If You’re Confused About Buying a Personal
Computer, Here’s Some Help.”
Prepared by Colin Post – find me at
www.colinpost.net
• Direct Headlines
• Indirect Headlines
• News Headlines
• How-to Headlines
• Question Headlines
• Command Headlines
• Reason-Why Headlines
• Testimonial Headlines
Prepared by Colin Post – find me at
www.colinpost.net
8 Types of Headlines
4 U’s Formula for Writing Effective Headlines
1. Urgent – gives the reader reason to act now instead of later.
– “Make $100,000 working from home this year.” (add ‘this year’)
2. Unique – says something new or something familiar in a new
way.
– “Why Japanese women have beautiful skin”
3. Ultra-specific – “fascinations” tease the reader into reading
further.
– “Best time to file for a tax refund”
4. Useful – appeals to reader’s self-interest by offering a benefit.
– “An Invitation to Ski and Save”
* Rate every headline you write on each U from 1 – 4. Then tweak it
to boost your total average rating.
Prepared by Colin Post – find me at
www.colinpost.net
Writing to Communicate
• “You sell more merchandise when you write
clear copy.”
• Causes of confusing copy:
– “Borrowed interest”, lengthy sentences, clichés,
big words, not getting to the point, a lack of
specifics, technical jargon, and poor organization
Prepared by Colin Post – find me at
www.colinpost.net
11 Tips for Writing Clear Copy
1. Put the reader first, use “you”
2. Carefully organize your selling points
3. Break the writing into short sections
– Long paragraphs are intimidating
4. Use short sentences – easier to read
– Best average length = 14 to 16 words
5. Use simple words
6. Avoid technical jargon
7. Be concise – avoid wordy phrases, unnecessary
adjectives, redundancies, etc.
8. Be specific
9. Go straight to the point – start selling in the first line.
10. Write in a conversational style
11. Avoid sexist languagePrepared by Colin Post – find me at
www.colinpost.net
Stylistic Tricks of the Trade
• End sentences with a preposition.
• Use sentence fragments – adds drama.
• Begin sentences with conjunctions – easy transitions.
• Use one-sentence paragraphs – lively change of
pace.
• Use graphic techniques to emphasize words or
phrases – underlining, capitalization, boldface, italics,
arrows and notes, etc.
• Use bulletpoints
Prepared by Colin Post – find me at
www.colinpost.net
Copywriter’s Checklist
• Does the copy fulfill promise from headline?
• Is the copy interesting?
• Is it easy to read?
• Is it believable?
• Is it persuasive?
• Is it specific?
• Is it concise?
• Is it relevant?
• Does it flow smoothly?
• Does it call for action?
Prepared by Colin Post – find me at
www.colinpost.net
Writing to Sell
• Feature: a descriptive fact about a product or
service; it’s what the product is or has.
• Benefit: what the product does; it’s what the
user gains as a result of the feature.
“Write about benefits and not about features.” –
Robert W. Bly
“Customers don’t buy products or services …
They buy what these products and services do
for them.” – Learning Dynamics Incorporated
Prepared by Colin Post – find me at
www.colinpost.net
The Motivating Sequence
1. Get Attention
– Headline & visual, should focus on single strongest benefit
– Don’t use clever phrases, puns, irrelevant info while saving strongest
benefit for a big finish inside the copy.
2. Show a Need
– With most products, the need for the product may not be obvious.
– Demonstrate that need.
3. Satisfy the Need and Position Your Product as a Solution
– After demonstrating need, quickly show that your product satisfies
the need, answers questions, or solves problems.
4. Prove Your Product Can Do What You Say It Can Do
– Testimonials, comparisons to competition, studies / research, etc.
5. Ask for Action
– Last step must be a call for action to the next step in buying process.
– If possible, give an incentive for responding now: discounts, etc.
5-step formula to writing copy that sells:
Prepared by Colin Post – find me at
www.colinpost.net
The Unique Selling Proposition
USP is the major advantage your product
has over competition.
3 requirements for USP:
1. Each ad must say “buy this and get
this benefit.”
2. Proposition must be different from
competition.
3. Proposition must be so strong it pulls
new customers.
Prepared by Colin Post – find me at
www.colinpost.net
4 Ways to Create USP
1. Stress an underpublicized or little-known
benefit.
2. Dramatize a known benefit in compelling
fashion.
3. Dramatize the product name or package.
4. Build long-term brand personalities.
Advertising is “the art of getting a USP into the
heads of the most people at the lowest
possible cost.” – Rosser Reeves
Prepared by Colin Post – find me at
www.colinpost.net
Know Your Customer
• Find out which benefits and features your
readers care about.
Copy hits prospects on 3 levels:
1. Intellectual – based on logic. Not as strong as
others.
2. Emotional – tap into fear, greed, love, vanity,
benevolence.
3. Personal – use you, you, you. Most powerful.
Prepared by Colin Post – find me at
www.colinpost.net
BFD Formula
To reach prospects on those 3 levels, determine
your target market BFD profile:
• Beliefs – attitudes toward need, your product
• Feelings – Confident and brash? Nervous and
fearful?
• Desires – What do they want? Goals? What
change?
– Before writing copy, write out in narrative form the
BFD profile of your target market.
Prepared by Colin Post – find me at
www.colinpost.net
Motivators Checklist
1. To be liked / appreciated
2. To be right
3. To feel important
4. To make / save money
5. To make work easier
6. To be secure
7. To be attractive or sexy
8. To be comfortable
9. To be distinctive
Prepared by Colin Post – find me at
www.colinpost.net
Motivators Checklist, contd.
10. To be happy
11. To have fun
12. To gain knowledge
13. To be healthy
14. To gratify curiosity
15. For convenience
16. Out of fear
17. Out of greed
18. Out of guilt
Prepared by Colin Post – find me at
www.colinpost.net
Long Copy vs. Short Copy
Length of copy will depend on:
1. Product – how much to say about it?
2. Audience – how involved are they with the
product?
3. Purpose of the copy – which step in the
buying process are you asking for?
Prepared by Colin Post – find me at
www.colinpost.net
Copy Length Grid
• Emotion refers to the degree of which the purchase
is emotional
– Diamond engagement ring vs. paper clips
• Involvement refers to how much time, effort, and
though goes into purchase
– Car vs. cheeseburger
Prepared by Colin Post – find me at
www.colinpost.net
Low Emotion High Emotion
Low
Involvement
Short Copy Medium Copy
High
Involvement
Medium Copy Long Copy
Other Factors that Determine
Length of Copy
• Price – more expensive, more copy
• Importance – high need products
(refrigerator) can be sold with less copy
• Familiarity – familiar products need less copy
Prepared by Colin Post – find me at
www.colinpost.net
Getting Ready to Write
1. Get all previously published material on the
product
– Brochures, reports, catalogs, ads, websites,
everything.
2. Ask questions about the product
– Features and benefits? Which are most important?
How is it different from competition?
3. Ask questions about your audience
– Who will buy? Why? What is main concern? What
motivates purchase?
4. Determine the objective of your copy
– To generate inquiries, sales, qualify prospects,
generate store traffic, keep in touch with customers
Prepared by Colin Post – find me at
www.colinpost.net
Technique for Producing Ad Ideas
1. Identify the problem
2. Assemble pertinent facts
3. Gather general knowledge
4. Look for combinations
5. Sleep on it
6. Use a checklist
7. Get feedback
8. Team up
9. Give new ideas a chance
Prepared by Colin Post – find me at
www.colinpost.net
4 Missions of Print Ads
1. To sell products directly
– Lengthy, answer all questions, aim to close the sale
2. To generate sales leads
– May give a lot or little info, but never the full story. A
salesperson is needed for this buying process. The ad
asks for response for more info.
3. To build awareness of a product
– When product is not sold by mail or salesperson.
4. To build the company’s image
– Corporate advertising aimed at general public,
stockholders, investors, etc.
Prepared by Colin Post – find me at
www.colinpost.net
How to Write a Good Ad
1. Headline contains an important consumer benefit, or
news, or arouses curiosity, or promises a reward for
reading the copy.
2. Visual illustrates the headline’s main benefit.
3. Lead paragraph expands on headline theme.
4. Layout invites readers to read the copy.
5. Body copy covers all important sales points in logical
sequence.
6. Copy provides info needed to convince prospects to
take next step in buying process.
7. Copy is interesting and believable.
8. The ad asks for action.
Prepared by Colin Post – find me at
www.colinpost.net
Checklist of Ad Ideas
• Question ad – headline asks question, copy answers.
• Quiz ad – copy presents quiz, which qualifies reader.
• News ad – announces something new in products.
• Direct ad – straightforward presentation.
• Indirect ad – obscure headline arouses curiosity.
• Reward ad – promises a reward for reading copy.
• Command ad – commands reader to take action.
• Price-and-where-to-buy-ad – announces sale.
• Reason-why ad – presents reasons why you should buy.
• Letter-ad – written in letter form.
• Before-and-after – shows improvements.
• Testimonial – product user or celebrity speaks in favor
• Case history – detailed product success story.
• Free information ad – offers free brochure, pamphlet, or
other info. Prepared by Colin Post – find me at
www.colinpost.net
Ad Ideas Checklist, contd.
• Story – tells a story involving people and product.
• “New Wave” – relies on far-out graphics.
• Reader identification – headline selects audience.
• Information ad – gives useful info related to product.
• Location ad – features product in unusual location.
• Fictional characters – uses brand mascots, etc.
• Fictional places – e.g. Marlboro Country
• Cartoons and cartoon strips
• Advertiser in ad – advertiser speaks about own product.
• Invent a word – “athlete’s foot” and “halitosis” were marketing
inventions.
• Comparative advertising – shows your product against competition.
• Challenge – challenges reader to do something.
• Guarantee ad – focuses on guarantee, not product.
• Offer ad – focuses on the offer, sale, etc.
• Demonstration – shows how product works.
• Pun – attracts attention and explains pun in copy.
• Contests and sweepstakes
• Tie-in with current events – adds timeliness and urgency.
Prepared by Colin Post – find me at
www.colinpost.net
Writing Small Display or Classified Ads
1. Don’t ask directly for order. Get an inquiry.
2. Be concise – short and pithy as possible.
– Minimize address.
– Use phrases and sentence fragments.
– Remember your objective
3. Effective words:
– Free, new, amazing, now, how to, easy, discover,
method, plan, reveals, show, simple, startling,
advanced, improved, you
Prepared by Colin Post – find me at
www.colinpost.net
Writing Direct Mail
Successful direct-mail writers favor an informal,
conversational style … with personality,
enthusiasm, warmth, and sincerity.
Classic direct-mail package contains:
• Outer envelope
• Sales letter
• Brochure
• Reply card
“The letter sells; the brochure tells.”
Prepared by Colin Post – find me at
www.colinpost.net
15 Ways to Start DM Sales Letter
1. State the offer.
2. Highlight the free literature.
3. Make an announcement.
4. Tell a story.
5. Flatter the reader.
6. Write to the reader Peer-to-Peer.
7. Personal message from the president.
8. Use a provocative quote.
9. Ask a question.
10. Make it personal.
11. Identify the reader’s problem.
12. Stress a benefit.
13. Use human interest.
14. Let the reader in on inside info.
15. Sweepstakes. Prepared by Colin Post – find me at
www.colinpost.net
11 Tips on Writing Sales Brochures
1. Know where the brochure fits into the buying process.
– Leave-behinds, point-of-sale, inquiry response, direct
mail, sales support
2. Know whether the brochure stands alone.
3. Know your audience.
4. Put a strong selling message on the front cover.
5. Give complete info to get prospect to the next step in
the buying process.
6. Organize your selling points.
7. Divide the brochure into short, easy-to-read sections.
8. Use hardworking visuals, captions stress benefits.
9. Tell reader to take next step in buying process.
10. Don’t forget the obvious: contact info, prices, hours,
etc.
11. Make the brochure worth keeping.Prepared by Colin Post – find me at
www.colinpost.net
How To Organize Product Brochure Copy
• Introduction – capsule description
• Benefits – why customer should buy
• Features – how it’s different from competition
• “How it works” – description of how it works
• Types of users (markets)
• Applications
• Product availability – models, sizes, etc.
• Technical specifications
• Questions and answers – FAQ
• Company description
• Support – info on delivery, installation, guarantees
• The next step – how to order or get more info
Prepared by Colin Post – find me at
www.colinpost.net
How To Organize Service Brochure Copy
• Intro – outlines services, types of accounts
handled, reasons why reader should be
interested.
• Services offered – detailed descriptions.
• Benefits – describes what readers will gain and
differentiates you from competition.
• Methodology – outlines firm’s methods.
• Client list – list of customers who endorse service.
• Testimonials
• Fees and terms
• Biographical info – key employees
• The next step – instructions on what to do next.Prepared by Colin Post – find me at
www.colinpost.net
Catalogs vs. Brochures
• Brochures tell in-depth story about a single
product. Catalogs give short descriptions of
many products. Catalog descriptions must be
terse.
• Brochure’s mission is to provide enough info
for reader to take next step in buying process.
Catalogs are mail-order vehicles from which
you order; salesperson not needed for
catalogs.
Prepared by Colin Post – find me at
www.colinpost.net
Tips for Writing Catalogs
1. Write snappy headlines – strong benefit or
descriptive adjective.
2. Include a letter from the manufacturer.
3. Give all key product facts.
4. Devote the most space to best-sellers.
5. Use techniques that stimulate sales – toll-free
phone numbers, credit cards accepted, free
gifts.
6. Make the order form simple.
7. Indicate discounted items – 25% off! or $11.95
$8.95
Prepared by Colin Post – find me at
www.colinpost.net
Other Types of Sales Literature
• Annual reports
• Flyers
• Broadsides – flyers folded for mailing
• Invoice stuffers – small promos mailed with
monthly bills / statements
• Circulars – 4-8 pgs, full color, contain coupons for
local products
• Pamphlets – similar to brochures but more
general
• White papers – in-depth reports about product or
industry under guise of unbiased informationPrepared by Colin Post – find me at
www.colinpost.net
Writing Public Relations Materials
Press release: a printed news story prepared
by an organization and distributed to the
media for the purpose of publicizing the
organization’s products, services, or
activities.
Prepared by Colin Post – find me at
www.colinpost.net
Press Release Tips
• Clarity and accuracy are more important than
fancy letterhead or layouts.
• Cite outside PR firm if they wrote the release.
• Use release date or “For Immediate Release.”
• Leave ample space between date and headline.
• Headline should sum up story at one glance. Max
2-3 lines.
• Lead paragraph should include “who, what,
when, where, why, and how.”
• Include person to be credited for quoting or if
you make any claims. Editors don’t want to take
the position they’re claiming something.Prepared by Colin Post – find me at
www.colinpost.net
Press Release Tips, cont’d.
• Body picks up additional facts. Don’t use
superlatives or complimentary adjectives.
• Shoot for a single page, no more than 2.
• Include name, address, phone of someone to
contact for more information.
• If you use photos, print & attach caption on
the back of the photo w/ sources, contacts.
• Keep the release simple, straightforward, and
newsy. Excess verbiage turns editors off.
Prepared by Colin Post – find me at
www.colinpost.net
Making Press Releases Newsworthy
Advertising and promotion is not news. Editors will
only print that tells something new, or provides
info useful to the publication’s readers.
Possible topics for news releases:
• New product, old product with new name or
package
• Product improvement, or new version
• Old product available in new materials, color, size
• New application of an old product
• New accessories available for an old product
Prepared by Colin Post – find me at
www.colinpost.net
Possible topics for news releases, cont’d
• Speech or presentation given by executive
• Expert opinion on any subject
• Controversial issue
• New employees or promotions within company
• Awards / honors won by your organization
• Original discoveries or innovations
• New stores, offices, headquarters, facilities
• New sales reps, distributors, agents
• Major contracts won or achievements
• Joint ventures
• Management reorganization
• Case histories of successful applications or projects
• Tips and hints – how-to advice
• Change of company name, slogan, or logo
• Special events or charitable actsPrepared by Colin Post – find me at
www.colinpost.net
Writing for the Web
• Microsite: or long-copy landing page, is a website
designed to sell a product directly.
• Short-copy landing page: simple landing page for
product / offer. Often used for white papers, software
demos, inquiry fulfillment.
• Transaction page: similar to SCLP but with less
descriptive product copy. Basically just an order form.
• Long-copy email: designed to sell product directly by
driving recipient to short-copy landing page or
transaction page.
• Teaser email: short email designed to drive readers to
microsite or long-copy landing page.
• Lead-generation email: similar to teaser but drives
readers to request more information.
Prepared by Colin Post – find me at
www.colinpost.net
Writing for the Web, cont’d
• Online email conversion series: series of
follow-up email messages ,sent via
autoresponder, designed to convert inquiry to
sale.
• Online ad: typically a 100-word classified ad
on e-zine.
• Banner ad: HTML ad on a website.
• Pop-under: window that appears on a website
when visitor takes certain action (usually
trying to leave site). It makes a special offer,
usually in exchange for email address.
Prepared by Colin Post – find me at
www.colinpost.net
Email Marketing Tips
• Use From and Subject lines for headline.
• “Free” is effective buzzword in copywriting, but
using it in the Subject line can cause ISP or email
service to block the message, or forward it to
junk folder.
• Lead copy with a killer leading sentence. Email is
read with even less attention than other mail.
• Deliver mini-version of complete message in 1st
paragraph.
• After 1st paragraph, cover all benefits, features,
details, etc.
• Offer and response mechanisms should be
repeated in the close of the email.
• Limit response links to three.Prepared by Colin Post – find me at
www.colinpost.net
Email Marketing Tips, cont’d
• Use wide margins so weird wraps or breaks
don’t occur. Limit 55-60 characters per line.
• Be careful with all-caps, which is hard to read
and interpreted as SCREAMING online.
• In general, shorter is better.
• Get important points across quickly.
• Use helpful, friendly, informative and
educational tone. Not promotional or hard-
sell.
• Include an opt-out statement for readers who
don’t want to receive your messages.
Prepared by Colin Post – find me at
www.colinpost.net
Getting Past ISPs and Spam Filters
• Create a reverse DNS.
• Set up a Sender Policy Framework (SPF).
• Send only one message per connection.
• Limit sending rate – 10,000 messages / hour.
• Accept bounce messages.
• Validate HTML content at W3C.
• Avoid scripting (JavaScript, PHP, Perl).
• Understand content filtering basics.
• Monitor delivery and bounce rates by ISP and
domain.
• Monitor spam complaints – you’re sure to get
them. Prepared by Colin Post – find me at
www.colinpost.net
Writing a Conversion Email Series
1. You create some free content.
– Special reports, newsletter, etc.
2. You offer people the free content online.
– Get email address in exchange.
3. When they accept, you then sell them
products and services they have to pay for.
– Send a series of emails with the objective of
turning a requester of free content into a buyer
of a paid product.
Prepared by Colin Post – find me at
www.colinpost.net
Writing an Effective E-Zine
• Be a conduit who passes along useful info.
• Pay attention to questions, problems, and
ideas from customers.
• Distill lesson(s) into a tip easily shared.
• State problem / need as intro to tip.
• Give the solution – action steps.
• Describe benefit resulting from solution.
• List websites and other resources readers
can use.
• Put your best tip first.
Prepared by Colin Post – find me at
www.colinpost.net
Content not Covered
• I’ve left out a lot of good stuff from the book.
Missing from this presentation:
– How to Organize Corporate Brochure
– How To Write a Feature Article
– How To Write a Speech
– Writing Promotional Newsletters
– Writing Commercials and Multi-Media
– Writing Long-Copy Landing Pages
• virtually same as direct mail sales letter
– Writing a Blog and SEO Copywriting
– How to Get a Job as a Copywriter
– How to Hire and Work with Copywriters
– Graphic Design for Copywriters
Prepared by Colin Post – find me at
www.colinpost.net
THE END
Colin Post
post.colin@gmail.com
Vendor and Publisher
colinpost.net
I hope this helped!
Prepared by Colin Post – find me at
www.colinpost.net

More Related Content

What's hot

Prospects of content writing as career
Prospects of content writing as careerProspects of content writing as career
Prospects of content writing as career
Dipanwita Gupta
 
Introduction To Copywriting Presentation
Introduction To Copywriting PresentationIntroduction To Copywriting Presentation
Introduction To Copywriting Presentation
fdcox
 
A Guide To Copywriting.pdf
A Guide To Copywriting.pdfA Guide To Copywriting.pdf
A Guide To Copywriting.pdf
clare2373
 
Basic Copywriting Skills
Basic Copywriting SkillsBasic Copywriting Skills
Basic Copywriting Skills
IntelligentInk
 
Content writing in Blog
Content writing in BlogContent writing in Blog
Content writing in Blog
mssaman
 
Step 3: How To Write Your Content
Step 3: How To Write Your ContentStep 3: How To Write Your Content
Step 3: How To Write Your Content
RealFreeWebsites.com
 
Copywriting
CopywritingCopywriting
Copywriting
Nyssa Razzak
 
Copywriting Crash Course
Copywriting Crash CourseCopywriting Crash Course
Copywriting Crash Course
sfsc71
 
Copywriting
Copywriting Copywriting
Copywriting
Monoshita Ayruani
 
The copywriting checklist
The copywriting checklistThe copywriting checklist
The copywriting checklist
PitechConcept
 
Copywriting
CopywritingCopywriting
Copywriting
Aiden Yeh
 
SHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClure
SHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClureSHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClure
SHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClure
Jennifer McClure
 
'Introduction to Copywriting' powerpoint slides
'Introduction to Copywriting' powerpoint slides'Introduction to Copywriting' powerpoint slides
'Introduction to Copywriting' powerpoint slides
lindsayendean
 
INTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITINGINTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITING
M.V.L.U. COLLEGE
 
Creative Writing - Monday
Creative Writing - MondayCreative Writing - Monday
Creative Writing - Monday
MelissaNolte4
 
How To Create Content People Want
How To Create Content People WantHow To Create Content People Want
How To Create Content People Want
Michael Brenner
 
The why and how of building a strong brand slideshare
The why and how of building  a strong brand slideshareThe why and how of building  a strong brand slideshare
The why and how of building a strong brand slideshare
Tony Morrison
 
Press Releases for Small Business Promotion - powerpoint presentation from wr...
Press Releases for Small Business Promotion - powerpoint presentation from wr...Press Releases for Small Business Promotion - powerpoint presentation from wr...
Press Releases for Small Business Promotion - powerpoint presentation from wr...
Denice Shuty
 
Writing effective content
Writing effective contentWriting effective content
Writing effective content
Harshal Patil
 
Marketing Strategy
Marketing StrategyMarketing Strategy
Marketing Strategy
Affiliate School
 

What's hot (20)

Prospects of content writing as career
Prospects of content writing as careerProspects of content writing as career
Prospects of content writing as career
 
Introduction To Copywriting Presentation
Introduction To Copywriting PresentationIntroduction To Copywriting Presentation
Introduction To Copywriting Presentation
 
A Guide To Copywriting.pdf
A Guide To Copywriting.pdfA Guide To Copywriting.pdf
A Guide To Copywriting.pdf
 
Basic Copywriting Skills
Basic Copywriting SkillsBasic Copywriting Skills
Basic Copywriting Skills
 
Content writing in Blog
Content writing in BlogContent writing in Blog
Content writing in Blog
 
Step 3: How To Write Your Content
Step 3: How To Write Your ContentStep 3: How To Write Your Content
Step 3: How To Write Your Content
 
Copywriting
CopywritingCopywriting
Copywriting
 
Copywriting Crash Course
Copywriting Crash CourseCopywriting Crash Course
Copywriting Crash Course
 
Copywriting
Copywriting Copywriting
Copywriting
 
The copywriting checklist
The copywriting checklistThe copywriting checklist
The copywriting checklist
 
Copywriting
CopywritingCopywriting
Copywriting
 
SHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClure
SHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClureSHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClure
SHRM23 - Defining And Communicating Your Personal Brand - Jennifer McClure
 
'Introduction to Copywriting' powerpoint slides
'Introduction to Copywriting' powerpoint slides'Introduction to Copywriting' powerpoint slides
'Introduction to Copywriting' powerpoint slides
 
INTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITINGINTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITING
 
Creative Writing - Monday
Creative Writing - MondayCreative Writing - Monday
Creative Writing - Monday
 
How To Create Content People Want
How To Create Content People WantHow To Create Content People Want
How To Create Content People Want
 
The why and how of building a strong brand slideshare
The why and how of building  a strong brand slideshareThe why and how of building  a strong brand slideshare
The why and how of building a strong brand slideshare
 
Press Releases for Small Business Promotion - powerpoint presentation from wr...
Press Releases for Small Business Promotion - powerpoint presentation from wr...Press Releases for Small Business Promotion - powerpoint presentation from wr...
Press Releases for Small Business Promotion - powerpoint presentation from wr...
 
Writing effective content
Writing effective contentWriting effective content
Writing effective content
 
Marketing Strategy
Marketing StrategyMarketing Strategy
Marketing Strategy
 

Viewers also liked

Moodle Development May 2011
Moodle Development May 2011Moodle Development May 2011
Moodle Development May 2011
Martin Dougiamas
 
Imaging of Non-traumatic Intracranial Hemorrhage
Imaging of Non-traumatic Intracranial HemorrhageImaging of Non-traumatic Intracranial Hemorrhage
Imaging of Non-traumatic Intracranial Hemorrhage
Rathachai Kaewlai
 
Balance of payment
Balance of paymentBalance of payment
Balance of payment
Taha Yaseen
 
The Shops & Establishments Act, 1953
The Shops & Establishments Act, 1953The Shops & Establishments Act, 1953
The Shops & Establishments Act, 1953
Jobin Kunjumon Vilapurathuu
 
8 Places You're Guaranteed to Find Great Content to Tweet
8 Places You're Guaranteed to Find Great Content to Tweet8 Places You're Guaranteed to Find Great Content to Tweet
8 Places You're Guaranteed to Find Great Content to Tweet
HubSpot
 
Ppt. developing a conceptual framework
Ppt.  developing a conceptual frameworkPpt.  developing a conceptual framework
Ppt. developing a conceptual framework
Nursing Path
 
Data Modeling with Neo4j
Data Modeling with Neo4jData Modeling with Neo4j
Data Modeling with Neo4j
Neo4j
 
Wikis In Education
Wikis In EducationWikis In Education
Wikis In Education
Jennifer Dorman
 
Masters of SlideShare
Masters of SlideShareMasters of SlideShare
Masters of SlideShare
Kapost
 
Assembly language programming(unit 4)
Assembly language programming(unit 4)Assembly language programming(unit 4)
Assembly language programming(unit 4)
Ashim Saha
 
How Obama Won Using Digital and Social Media
How Obama Won Using Digital and Social MediaHow Obama Won Using Digital and Social Media
How Obama Won Using Digital and Social Media
James Burnes
 
Tmj anatomy
Tmj anatomyTmj anatomy
Tmj anatomy
Tony Pious
 
People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)
Eric Weaver
 
Technical Marketing is the Price of Admission
Technical Marketing is the Price of AdmissionTechnical Marketing is the Price of Admission
Technical Marketing is the Price of Admission
Michael King
 
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai
 
How to write a good business letter
How to write a good business letter   How to write a good business letter
How to write a good business letter
Sukh Sandhu
 
Mri brain anatomy Dr Muhammad Bin Zulfiqar
Mri brain anatomy Dr Muhammad Bin ZulfiqarMri brain anatomy Dr Muhammad Bin Zulfiqar
Mri brain anatomy Dr Muhammad Bin Zulfiqar
Dr. Muhammad Bin Zulfiqar
 
What Makes Great Infographics
What Makes Great InfographicsWhat Makes Great Infographics
What Makes Great Infographics
SlideShare
 
STOP! VIEW THIS! 10-Step Checklist When Uploading to Slideshare
STOP! VIEW THIS! 10-Step Checklist When Uploading to SlideshareSTOP! VIEW THIS! 10-Step Checklist When Uploading to Slideshare
STOP! VIEW THIS! 10-Step Checklist When Uploading to Slideshare
Empowered Presentations
 
You Suck At PowerPoint!
You Suck At PowerPoint!You Suck At PowerPoint!
You Suck At PowerPoint!
Jesse Desjardins - @jessedee
 

Viewers also liked (20)

Moodle Development May 2011
Moodle Development May 2011Moodle Development May 2011
Moodle Development May 2011
 
Imaging of Non-traumatic Intracranial Hemorrhage
Imaging of Non-traumatic Intracranial HemorrhageImaging of Non-traumatic Intracranial Hemorrhage
Imaging of Non-traumatic Intracranial Hemorrhage
 
Balance of payment
Balance of paymentBalance of payment
Balance of payment
 
The Shops & Establishments Act, 1953
The Shops & Establishments Act, 1953The Shops & Establishments Act, 1953
The Shops & Establishments Act, 1953
 
8 Places You're Guaranteed to Find Great Content to Tweet
8 Places You're Guaranteed to Find Great Content to Tweet8 Places You're Guaranteed to Find Great Content to Tweet
8 Places You're Guaranteed to Find Great Content to Tweet
 
Ppt. developing a conceptual framework
Ppt.  developing a conceptual frameworkPpt.  developing a conceptual framework
Ppt. developing a conceptual framework
 
Data Modeling with Neo4j
Data Modeling with Neo4jData Modeling with Neo4j
Data Modeling with Neo4j
 
Wikis In Education
Wikis In EducationWikis In Education
Wikis In Education
 
Masters of SlideShare
Masters of SlideShareMasters of SlideShare
Masters of SlideShare
 
Assembly language programming(unit 4)
Assembly language programming(unit 4)Assembly language programming(unit 4)
Assembly language programming(unit 4)
 
How Obama Won Using Digital and Social Media
How Obama Won Using Digital and Social MediaHow Obama Won Using Digital and Social Media
How Obama Won Using Digital and Social Media
 
Tmj anatomy
Tmj anatomyTmj anatomy
Tmj anatomy
 
People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)
 
Technical Marketing is the Price of Admission
Technical Marketing is the Price of AdmissionTechnical Marketing is the Price of Admission
Technical Marketing is the Price of Admission
 
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
 
How to write a good business letter
How to write a good business letter   How to write a good business letter
How to write a good business letter
 
Mri brain anatomy Dr Muhammad Bin Zulfiqar
Mri brain anatomy Dr Muhammad Bin ZulfiqarMri brain anatomy Dr Muhammad Bin Zulfiqar
Mri brain anatomy Dr Muhammad Bin Zulfiqar
 
What Makes Great Infographics
What Makes Great InfographicsWhat Makes Great Infographics
What Makes Great Infographics
 
STOP! VIEW THIS! 10-Step Checklist When Uploading to Slideshare
STOP! VIEW THIS! 10-Step Checklist When Uploading to SlideshareSTOP! VIEW THIS! 10-Step Checklist When Uploading to Slideshare
STOP! VIEW THIS! 10-Step Checklist When Uploading to Slideshare
 
You Suck At PowerPoint!
You Suck At PowerPoint!You Suck At PowerPoint!
You Suck At PowerPoint!
 

Similar to The Copywriter’s Handbook

Future of Advertising, Personal Branding | Class#4
Future of Advertising, Personal Branding | Class#4Future of Advertising, Personal Branding | Class#4
Future of Advertising, Personal Branding | Class#4
boriana5
 
The money's in the list
The money's in the listThe money's in the list
The money's in the list
Phil Hollows
 
Copywriting and Salesmanship: Partners in Profitability
Copywriting and Salesmanship: Partners in ProfitabilityCopywriting and Salesmanship: Partners in Profitability
Copywriting and Salesmanship: Partners in Profitability
Vivastream
 
Be the captain of your career stc
Be the captain of your career   stcBe the captain of your career   stc
Be the captain of your career stc
Jack Molisani
 
Be the captain of your career - stc14
Be the captain of your career - stc14Be the captain of your career - stc14
Be the captain of your career - stc14
Jack Molisani
 
6 copy writing
6 copy writing6 copy writing
6 copy writing
Naveed Ahmed Siddiqui
 
Copywriting fall 2018 content development
Copywriting fall 2018 content developmentCopywriting fall 2018 content development
Copywriting fall 2018 content development
Kevin O'Doherty
 
How to sell $2 million dollars of leggings (Vancouver Version)
How to sell $2 million dollars of leggings (Vancouver Version)How to sell $2 million dollars of leggings (Vancouver Version)
How to sell $2 million dollars of leggings (Vancouver Version)
Martyn Cook
 
The Sales Bible
The Sales BibleThe Sales Bible
The Sales Bible
Colin Post
 
Pete Craig's Presentation
Pete Craig's PresentationPete Craig's Presentation
Pete Craig's Presentation
petewcraig
 
Inbound 2016
Inbound 2016Inbound 2016
Inbound 2016
msa_security
 
The Conversion Copywriting Guide To Help Your Business Convert More Customers
The Conversion Copywriting Guide To Help Your Business Convert More CustomersThe Conversion Copywriting Guide To Help Your Business Convert More Customers
The Conversion Copywriting Guide To Help Your Business Convert More Customers
You & Co
 
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing Norge
 
Intro to Newsletters And Blogging
Intro to Newsletters And BloggingIntro to Newsletters And Blogging
Intro to Newsletters And Blogging
Catherine Morgan
 
Creative Campaigns: An Insider's Guide
Creative Campaigns: An Insider's GuideCreative Campaigns: An Insider's Guide
Creative Campaigns: An Insider's Guide
Radioactive PR
 
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an Offer
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an OfferHow to Create an Effective Inbound Marketing Campaign | Part 1: Develop an Offer
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an Offer
VIEO Design
 
10 Must Have Steps Millionaires Do To Get Started For Linked In
10 Must Have Steps   Millionaires Do To Get Started   For Linked In10 Must Have Steps   Millionaires Do To Get Started   For Linked In
10 Must Have Steps Millionaires Do To Get Started For Linked In
lindakeefe
 
Testing your business idea. Lets make your idea more successful
Testing your business idea.  Lets make your idea more successfulTesting your business idea.  Lets make your idea more successful
Testing your business idea. Lets make your idea more successful
Incrementa consulting
 
20 ways of using content to drive sales
20 ways of using content to drive sales20 ways of using content to drive sales
20 ways of using content to drive sales
Boris Gefter
 
Purple Cow - Seth Godin
Purple Cow - Seth GodinPurple Cow - Seth Godin
Purple Cow - Seth Godin
Canny Digital
 

Similar to The Copywriter’s Handbook (20)

Future of Advertising, Personal Branding | Class#4
Future of Advertising, Personal Branding | Class#4Future of Advertising, Personal Branding | Class#4
Future of Advertising, Personal Branding | Class#4
 
The money's in the list
The money's in the listThe money's in the list
The money's in the list
 
Copywriting and Salesmanship: Partners in Profitability
Copywriting and Salesmanship: Partners in ProfitabilityCopywriting and Salesmanship: Partners in Profitability
Copywriting and Salesmanship: Partners in Profitability
 
Be the captain of your career stc
Be the captain of your career   stcBe the captain of your career   stc
Be the captain of your career stc
 
Be the captain of your career - stc14
Be the captain of your career - stc14Be the captain of your career - stc14
Be the captain of your career - stc14
 
6 copy writing
6 copy writing6 copy writing
6 copy writing
 
Copywriting fall 2018 content development
Copywriting fall 2018 content developmentCopywriting fall 2018 content development
Copywriting fall 2018 content development
 
How to sell $2 million dollars of leggings (Vancouver Version)
How to sell $2 million dollars of leggings (Vancouver Version)How to sell $2 million dollars of leggings (Vancouver Version)
How to sell $2 million dollars of leggings (Vancouver Version)
 
The Sales Bible
The Sales BibleThe Sales Bible
The Sales Bible
 
Pete Craig's Presentation
Pete Craig's PresentationPete Craig's Presentation
Pete Craig's Presentation
 
Inbound 2016
Inbound 2016Inbound 2016
Inbound 2016
 
The Conversion Copywriting Guide To Help Your Business Convert More Customers
The Conversion Copywriting Guide To Help Your Business Convert More CustomersThe Conversion Copywriting Guide To Help Your Business Convert More Customers
The Conversion Copywriting Guide To Help Your Business Convert More Customers
 
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
 
Intro to Newsletters And Blogging
Intro to Newsletters And BloggingIntro to Newsletters And Blogging
Intro to Newsletters And Blogging
 
Creative Campaigns: An Insider's Guide
Creative Campaigns: An Insider's GuideCreative Campaigns: An Insider's Guide
Creative Campaigns: An Insider's Guide
 
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an Offer
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an OfferHow to Create an Effective Inbound Marketing Campaign | Part 1: Develop an Offer
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an Offer
 
10 Must Have Steps Millionaires Do To Get Started For Linked In
10 Must Have Steps   Millionaires Do To Get Started   For Linked In10 Must Have Steps   Millionaires Do To Get Started   For Linked In
10 Must Have Steps Millionaires Do To Get Started For Linked In
 
Testing your business idea. Lets make your idea more successful
Testing your business idea.  Lets make your idea more successfulTesting your business idea.  Lets make your idea more successful
Testing your business idea. Lets make your idea more successful
 
20 ways of using content to drive sales
20 ways of using content to drive sales20 ways of using content to drive sales
20 ways of using content to drive sales
 
Purple Cow - Seth Godin
Purple Cow - Seth GodinPurple Cow - Seth Godin
Purple Cow - Seth Godin
 

Recently uploaded

Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
Divyanshu56740
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
Newman George Leech
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
kevinkariuki227
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
Workforce Group
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
Auxis Consulting & Outsourcing
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
Hector Del Castillo, CPM, CPMM
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
projectseasy
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
kevinkariuki227
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
JairSemexant
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
himanshubclubofgsv
 
How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?
Texas Flange
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
Dubiz
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
MajIman2
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
Business Model Canvas for Successful Business
Business Model Canvas for Successful BusinessBusiness Model Canvas for Successful Business
Business Model Canvas for Successful Business
SuganthiPrakash1
 
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Razin Mustafiz
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
imranmalik114455
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
anissageorge9890
 
10 Barriers to Effective Communications.
10 Barriers to Effective Communications.10 Barriers to Effective Communications.
10 Barriers to Effective Communications.
Cora335316
 
Apparel Sourcing Week 2024 DelegateDeck.pdf
Apparel Sourcing Week 2024 DelegateDeck.pdfApparel Sourcing Week 2024 DelegateDeck.pdf
Apparel Sourcing Week 2024 DelegateDeck.pdf
Apparel Sourcing Week
 

Recently uploaded (20)

Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
 
How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
Business Model Canvas for Successful Business
Business Model Canvas for Successful BusinessBusiness Model Canvas for Successful Business
Business Model Canvas for Successful Business
 
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
 
10 Barriers to Effective Communications.
10 Barriers to Effective Communications.10 Barriers to Effective Communications.
10 Barriers to Effective Communications.
 
Apparel Sourcing Week 2024 DelegateDeck.pdf
Apparel Sourcing Week 2024 DelegateDeck.pdfApparel Sourcing Week 2024 DelegateDeck.pdf
Apparel Sourcing Week 2024 DelegateDeck.pdf
 

The Copywriter’s Handbook

  • 1. Copywriter’s Handbook by Robert Bly •“The goal of advertising is not to be liked, to entertain, or to win advertising awards. The goal of advertising is to sell products.” – Robert Bly Prepared by Colin Post – find me at www.colinpost.net
  • 2. Prepared by Colin Post – find me at www.colinpost.net • To convince the consumer to buy the product, the copy must do three things: 1.Get attention. 2.Communicate. 3.Persuade
  • 3. Writing to Get Attention: The Headline Direct mail sales letters have 5 seconds to gain the reader's attention. "If you come up with a good headline, you are almost sure to have a good ad ... But even the greatest writer can't save an ad with a poor headline." -- John Caples Prepared by Colin Post – find me at www.colinpost.net
  • 4. Defining Headline / First Impression 1. In print advertising, it's the headline and visual. 2. In an email, it's the From and Subject lines. 3. In radio or TV ad, it's the first few seconds. 4. In a direct-mail package, it's the outer envelope or first few sentences of the letter. 5. In a press release, it's the lead paragraph. 6. In a sales brochure or catalog, it's the front cover. 7. In a sales presentation, it's the first few slides or flip charts. 8. On a website, it's the first screen of the homepage. Prepared by Colin Post – find me at www.colinpost.net
  • 5. Four Possible Headline Functions 1. Get attention. 2. Select the audience. 3. Deliver a complete message. 4. Draw the reader into the body copy. “The headline is the most important element in most advertisements … On average, five times as many people read the headline as read the body copy.” – David Ogilvy Prepared by Colin Post – find me at www.colinpost.net
  • 6. Headlines Get Attention • Appeal to the reader’s self interest – “Why Swelter Through Another Hot Summer?” – GE air conditioners • Give the reader news – “Introducing …” • Offer freebies and use the word, “free” • Offer useful information – “How to Bake Beans” – Van Camp’s • Proven headline buzzwords: – Free, how to, why, sale, quick, easy, bargain, last chance, guarantee, results, proven, save Prepared by Colin Post – find me at www.colinpost.net
  • 7. • Headline can qualify the buyer – “an ad for a $65,000 sports car should (somehow) say, ‘This is for rich folks only!’” • Select the right audience, screen out others. “We’re looking for People to Write Children’s Books!” “Is Your Electric Bill Too High?” Headlines Select the Audience Prepared by Colin Post – find me at www.colinpost.net
  • 8. Headlines Deliver a Complete Message This kind of headline can sell the 80% who read headlines only. • “Gas Energy Inc. Cuts Cooling and Heating Costs Up to 50%!” • “Caught Soon Enough, Early Tooth Decay Can Actually Be Repaired by Colgate!” * Include the selling promise and brand name. Prepared by Colin Post – find me at www.colinpost.net
  • 9. Headlines Draw Reader into Copy • For products that require much information to sell, use humor, intrigue, mystery, ask a question, promise reward, news, info. “What do Japanese Managers Have That American Managers Sometimes Lack?” “The $5 Alternative to Costly Plastic Surgery” “If You’re Confused About Buying a Personal Computer, Here’s Some Help.” Prepared by Colin Post – find me at www.colinpost.net
  • 10. • Direct Headlines • Indirect Headlines • News Headlines • How-to Headlines • Question Headlines • Command Headlines • Reason-Why Headlines • Testimonial Headlines Prepared by Colin Post – find me at www.colinpost.net 8 Types of Headlines
  • 11. 4 U’s Formula for Writing Effective Headlines 1. Urgent – gives the reader reason to act now instead of later. – “Make $100,000 working from home this year.” (add ‘this year’) 2. Unique – says something new or something familiar in a new way. – “Why Japanese women have beautiful skin” 3. Ultra-specific – “fascinations” tease the reader into reading further. – “Best time to file for a tax refund” 4. Useful – appeals to reader’s self-interest by offering a benefit. – “An Invitation to Ski and Save” * Rate every headline you write on each U from 1 – 4. Then tweak it to boost your total average rating. Prepared by Colin Post – find me at www.colinpost.net
  • 12. Writing to Communicate • “You sell more merchandise when you write clear copy.” • Causes of confusing copy: – “Borrowed interest”, lengthy sentences, clichés, big words, not getting to the point, a lack of specifics, technical jargon, and poor organization Prepared by Colin Post – find me at www.colinpost.net
  • 13. 11 Tips for Writing Clear Copy 1. Put the reader first, use “you” 2. Carefully organize your selling points 3. Break the writing into short sections – Long paragraphs are intimidating 4. Use short sentences – easier to read – Best average length = 14 to 16 words 5. Use simple words 6. Avoid technical jargon 7. Be concise – avoid wordy phrases, unnecessary adjectives, redundancies, etc. 8. Be specific 9. Go straight to the point – start selling in the first line. 10. Write in a conversational style 11. Avoid sexist languagePrepared by Colin Post – find me at www.colinpost.net
  • 14. Stylistic Tricks of the Trade • End sentences with a preposition. • Use sentence fragments – adds drama. • Begin sentences with conjunctions – easy transitions. • Use one-sentence paragraphs – lively change of pace. • Use graphic techniques to emphasize words or phrases – underlining, capitalization, boldface, italics, arrows and notes, etc. • Use bulletpoints Prepared by Colin Post – find me at www.colinpost.net
  • 15. Copywriter’s Checklist • Does the copy fulfill promise from headline? • Is the copy interesting? • Is it easy to read? • Is it believable? • Is it persuasive? • Is it specific? • Is it concise? • Is it relevant? • Does it flow smoothly? • Does it call for action? Prepared by Colin Post – find me at www.colinpost.net
  • 16. Writing to Sell • Feature: a descriptive fact about a product or service; it’s what the product is or has. • Benefit: what the product does; it’s what the user gains as a result of the feature. “Write about benefits and not about features.” – Robert W. Bly “Customers don’t buy products or services … They buy what these products and services do for them.” – Learning Dynamics Incorporated Prepared by Colin Post – find me at www.colinpost.net
  • 17. The Motivating Sequence 1. Get Attention – Headline & visual, should focus on single strongest benefit – Don’t use clever phrases, puns, irrelevant info while saving strongest benefit for a big finish inside the copy. 2. Show a Need – With most products, the need for the product may not be obvious. – Demonstrate that need. 3. Satisfy the Need and Position Your Product as a Solution – After demonstrating need, quickly show that your product satisfies the need, answers questions, or solves problems. 4. Prove Your Product Can Do What You Say It Can Do – Testimonials, comparisons to competition, studies / research, etc. 5. Ask for Action – Last step must be a call for action to the next step in buying process. – If possible, give an incentive for responding now: discounts, etc. 5-step formula to writing copy that sells: Prepared by Colin Post – find me at www.colinpost.net
  • 18. The Unique Selling Proposition USP is the major advantage your product has over competition. 3 requirements for USP: 1. Each ad must say “buy this and get this benefit.” 2. Proposition must be different from competition. 3. Proposition must be so strong it pulls new customers. Prepared by Colin Post – find me at www.colinpost.net
  • 19. 4 Ways to Create USP 1. Stress an underpublicized or little-known benefit. 2. Dramatize a known benefit in compelling fashion. 3. Dramatize the product name or package. 4. Build long-term brand personalities. Advertising is “the art of getting a USP into the heads of the most people at the lowest possible cost.” – Rosser Reeves Prepared by Colin Post – find me at www.colinpost.net
  • 20. Know Your Customer • Find out which benefits and features your readers care about. Copy hits prospects on 3 levels: 1. Intellectual – based on logic. Not as strong as others. 2. Emotional – tap into fear, greed, love, vanity, benevolence. 3. Personal – use you, you, you. Most powerful. Prepared by Colin Post – find me at www.colinpost.net
  • 21. BFD Formula To reach prospects on those 3 levels, determine your target market BFD profile: • Beliefs – attitudes toward need, your product • Feelings – Confident and brash? Nervous and fearful? • Desires – What do they want? Goals? What change? – Before writing copy, write out in narrative form the BFD profile of your target market. Prepared by Colin Post – find me at www.colinpost.net
  • 22. Motivators Checklist 1. To be liked / appreciated 2. To be right 3. To feel important 4. To make / save money 5. To make work easier 6. To be secure 7. To be attractive or sexy 8. To be comfortable 9. To be distinctive Prepared by Colin Post – find me at www.colinpost.net
  • 23. Motivators Checklist, contd. 10. To be happy 11. To have fun 12. To gain knowledge 13. To be healthy 14. To gratify curiosity 15. For convenience 16. Out of fear 17. Out of greed 18. Out of guilt Prepared by Colin Post – find me at www.colinpost.net
  • 24. Long Copy vs. Short Copy Length of copy will depend on: 1. Product – how much to say about it? 2. Audience – how involved are they with the product? 3. Purpose of the copy – which step in the buying process are you asking for? Prepared by Colin Post – find me at www.colinpost.net
  • 25. Copy Length Grid • Emotion refers to the degree of which the purchase is emotional – Diamond engagement ring vs. paper clips • Involvement refers to how much time, effort, and though goes into purchase – Car vs. cheeseburger Prepared by Colin Post – find me at www.colinpost.net Low Emotion High Emotion Low Involvement Short Copy Medium Copy High Involvement Medium Copy Long Copy
  • 26. Other Factors that Determine Length of Copy • Price – more expensive, more copy • Importance – high need products (refrigerator) can be sold with less copy • Familiarity – familiar products need less copy Prepared by Colin Post – find me at www.colinpost.net
  • 27. Getting Ready to Write 1. Get all previously published material on the product – Brochures, reports, catalogs, ads, websites, everything. 2. Ask questions about the product – Features and benefits? Which are most important? How is it different from competition? 3. Ask questions about your audience – Who will buy? Why? What is main concern? What motivates purchase? 4. Determine the objective of your copy – To generate inquiries, sales, qualify prospects, generate store traffic, keep in touch with customers Prepared by Colin Post – find me at www.colinpost.net
  • 28. Technique for Producing Ad Ideas 1. Identify the problem 2. Assemble pertinent facts 3. Gather general knowledge 4. Look for combinations 5. Sleep on it 6. Use a checklist 7. Get feedback 8. Team up 9. Give new ideas a chance Prepared by Colin Post – find me at www.colinpost.net
  • 29. 4 Missions of Print Ads 1. To sell products directly – Lengthy, answer all questions, aim to close the sale 2. To generate sales leads – May give a lot or little info, but never the full story. A salesperson is needed for this buying process. The ad asks for response for more info. 3. To build awareness of a product – When product is not sold by mail or salesperson. 4. To build the company’s image – Corporate advertising aimed at general public, stockholders, investors, etc. Prepared by Colin Post – find me at www.colinpost.net
  • 30. How to Write a Good Ad 1. Headline contains an important consumer benefit, or news, or arouses curiosity, or promises a reward for reading the copy. 2. Visual illustrates the headline’s main benefit. 3. Lead paragraph expands on headline theme. 4. Layout invites readers to read the copy. 5. Body copy covers all important sales points in logical sequence. 6. Copy provides info needed to convince prospects to take next step in buying process. 7. Copy is interesting and believable. 8. The ad asks for action. Prepared by Colin Post – find me at www.colinpost.net
  • 31. Checklist of Ad Ideas • Question ad – headline asks question, copy answers. • Quiz ad – copy presents quiz, which qualifies reader. • News ad – announces something new in products. • Direct ad – straightforward presentation. • Indirect ad – obscure headline arouses curiosity. • Reward ad – promises a reward for reading copy. • Command ad – commands reader to take action. • Price-and-where-to-buy-ad – announces sale. • Reason-why ad – presents reasons why you should buy. • Letter-ad – written in letter form. • Before-and-after – shows improvements. • Testimonial – product user or celebrity speaks in favor • Case history – detailed product success story. • Free information ad – offers free brochure, pamphlet, or other info. Prepared by Colin Post – find me at www.colinpost.net
  • 32. Ad Ideas Checklist, contd. • Story – tells a story involving people and product. • “New Wave” – relies on far-out graphics. • Reader identification – headline selects audience. • Information ad – gives useful info related to product. • Location ad – features product in unusual location. • Fictional characters – uses brand mascots, etc. • Fictional places – e.g. Marlboro Country • Cartoons and cartoon strips • Advertiser in ad – advertiser speaks about own product. • Invent a word – “athlete’s foot” and “halitosis” were marketing inventions. • Comparative advertising – shows your product against competition. • Challenge – challenges reader to do something. • Guarantee ad – focuses on guarantee, not product. • Offer ad – focuses on the offer, sale, etc. • Demonstration – shows how product works. • Pun – attracts attention and explains pun in copy. • Contests and sweepstakes • Tie-in with current events – adds timeliness and urgency. Prepared by Colin Post – find me at www.colinpost.net
  • 33. Writing Small Display or Classified Ads 1. Don’t ask directly for order. Get an inquiry. 2. Be concise – short and pithy as possible. – Minimize address. – Use phrases and sentence fragments. – Remember your objective 3. Effective words: – Free, new, amazing, now, how to, easy, discover, method, plan, reveals, show, simple, startling, advanced, improved, you Prepared by Colin Post – find me at www.colinpost.net
  • 34. Writing Direct Mail Successful direct-mail writers favor an informal, conversational style … with personality, enthusiasm, warmth, and sincerity. Classic direct-mail package contains: • Outer envelope • Sales letter • Brochure • Reply card “The letter sells; the brochure tells.” Prepared by Colin Post – find me at www.colinpost.net
  • 35. 15 Ways to Start DM Sales Letter 1. State the offer. 2. Highlight the free literature. 3. Make an announcement. 4. Tell a story. 5. Flatter the reader. 6. Write to the reader Peer-to-Peer. 7. Personal message from the president. 8. Use a provocative quote. 9. Ask a question. 10. Make it personal. 11. Identify the reader’s problem. 12. Stress a benefit. 13. Use human interest. 14. Let the reader in on inside info. 15. Sweepstakes. Prepared by Colin Post – find me at www.colinpost.net
  • 36. 11 Tips on Writing Sales Brochures 1. Know where the brochure fits into the buying process. – Leave-behinds, point-of-sale, inquiry response, direct mail, sales support 2. Know whether the brochure stands alone. 3. Know your audience. 4. Put a strong selling message on the front cover. 5. Give complete info to get prospect to the next step in the buying process. 6. Organize your selling points. 7. Divide the brochure into short, easy-to-read sections. 8. Use hardworking visuals, captions stress benefits. 9. Tell reader to take next step in buying process. 10. Don’t forget the obvious: contact info, prices, hours, etc. 11. Make the brochure worth keeping.Prepared by Colin Post – find me at www.colinpost.net
  • 37. How To Organize Product Brochure Copy • Introduction – capsule description • Benefits – why customer should buy • Features – how it’s different from competition • “How it works” – description of how it works • Types of users (markets) • Applications • Product availability – models, sizes, etc. • Technical specifications • Questions and answers – FAQ • Company description • Support – info on delivery, installation, guarantees • The next step – how to order or get more info Prepared by Colin Post – find me at www.colinpost.net
  • 38. How To Organize Service Brochure Copy • Intro – outlines services, types of accounts handled, reasons why reader should be interested. • Services offered – detailed descriptions. • Benefits – describes what readers will gain and differentiates you from competition. • Methodology – outlines firm’s methods. • Client list – list of customers who endorse service. • Testimonials • Fees and terms • Biographical info – key employees • The next step – instructions on what to do next.Prepared by Colin Post – find me at www.colinpost.net
  • 39. Catalogs vs. Brochures • Brochures tell in-depth story about a single product. Catalogs give short descriptions of many products. Catalog descriptions must be terse. • Brochure’s mission is to provide enough info for reader to take next step in buying process. Catalogs are mail-order vehicles from which you order; salesperson not needed for catalogs. Prepared by Colin Post – find me at www.colinpost.net
  • 40. Tips for Writing Catalogs 1. Write snappy headlines – strong benefit or descriptive adjective. 2. Include a letter from the manufacturer. 3. Give all key product facts. 4. Devote the most space to best-sellers. 5. Use techniques that stimulate sales – toll-free phone numbers, credit cards accepted, free gifts. 6. Make the order form simple. 7. Indicate discounted items – 25% off! or $11.95 $8.95 Prepared by Colin Post – find me at www.colinpost.net
  • 41. Other Types of Sales Literature • Annual reports • Flyers • Broadsides – flyers folded for mailing • Invoice stuffers – small promos mailed with monthly bills / statements • Circulars – 4-8 pgs, full color, contain coupons for local products • Pamphlets – similar to brochures but more general • White papers – in-depth reports about product or industry under guise of unbiased informationPrepared by Colin Post – find me at www.colinpost.net
  • 42. Writing Public Relations Materials Press release: a printed news story prepared by an organization and distributed to the media for the purpose of publicizing the organization’s products, services, or activities. Prepared by Colin Post – find me at www.colinpost.net
  • 43. Press Release Tips • Clarity and accuracy are more important than fancy letterhead or layouts. • Cite outside PR firm if they wrote the release. • Use release date or “For Immediate Release.” • Leave ample space between date and headline. • Headline should sum up story at one glance. Max 2-3 lines. • Lead paragraph should include “who, what, when, where, why, and how.” • Include person to be credited for quoting or if you make any claims. Editors don’t want to take the position they’re claiming something.Prepared by Colin Post – find me at www.colinpost.net
  • 44. Press Release Tips, cont’d. • Body picks up additional facts. Don’t use superlatives or complimentary adjectives. • Shoot for a single page, no more than 2. • Include name, address, phone of someone to contact for more information. • If you use photos, print & attach caption on the back of the photo w/ sources, contacts. • Keep the release simple, straightforward, and newsy. Excess verbiage turns editors off. Prepared by Colin Post – find me at www.colinpost.net
  • 45. Making Press Releases Newsworthy Advertising and promotion is not news. Editors will only print that tells something new, or provides info useful to the publication’s readers. Possible topics for news releases: • New product, old product with new name or package • Product improvement, or new version • Old product available in new materials, color, size • New application of an old product • New accessories available for an old product Prepared by Colin Post – find me at www.colinpost.net
  • 46. Possible topics for news releases, cont’d • Speech or presentation given by executive • Expert opinion on any subject • Controversial issue • New employees or promotions within company • Awards / honors won by your organization • Original discoveries or innovations • New stores, offices, headquarters, facilities • New sales reps, distributors, agents • Major contracts won or achievements • Joint ventures • Management reorganization • Case histories of successful applications or projects • Tips and hints – how-to advice • Change of company name, slogan, or logo • Special events or charitable actsPrepared by Colin Post – find me at www.colinpost.net
  • 47. Writing for the Web • Microsite: or long-copy landing page, is a website designed to sell a product directly. • Short-copy landing page: simple landing page for product / offer. Often used for white papers, software demos, inquiry fulfillment. • Transaction page: similar to SCLP but with less descriptive product copy. Basically just an order form. • Long-copy email: designed to sell product directly by driving recipient to short-copy landing page or transaction page. • Teaser email: short email designed to drive readers to microsite or long-copy landing page. • Lead-generation email: similar to teaser but drives readers to request more information. Prepared by Colin Post – find me at www.colinpost.net
  • 48. Writing for the Web, cont’d • Online email conversion series: series of follow-up email messages ,sent via autoresponder, designed to convert inquiry to sale. • Online ad: typically a 100-word classified ad on e-zine. • Banner ad: HTML ad on a website. • Pop-under: window that appears on a website when visitor takes certain action (usually trying to leave site). It makes a special offer, usually in exchange for email address. Prepared by Colin Post – find me at www.colinpost.net
  • 49. Email Marketing Tips • Use From and Subject lines for headline. • “Free” is effective buzzword in copywriting, but using it in the Subject line can cause ISP or email service to block the message, or forward it to junk folder. • Lead copy with a killer leading sentence. Email is read with even less attention than other mail. • Deliver mini-version of complete message in 1st paragraph. • After 1st paragraph, cover all benefits, features, details, etc. • Offer and response mechanisms should be repeated in the close of the email. • Limit response links to three.Prepared by Colin Post – find me at www.colinpost.net
  • 50. Email Marketing Tips, cont’d • Use wide margins so weird wraps or breaks don’t occur. Limit 55-60 characters per line. • Be careful with all-caps, which is hard to read and interpreted as SCREAMING online. • In general, shorter is better. • Get important points across quickly. • Use helpful, friendly, informative and educational tone. Not promotional or hard- sell. • Include an opt-out statement for readers who don’t want to receive your messages. Prepared by Colin Post – find me at www.colinpost.net
  • 51. Getting Past ISPs and Spam Filters • Create a reverse DNS. • Set up a Sender Policy Framework (SPF). • Send only one message per connection. • Limit sending rate – 10,000 messages / hour. • Accept bounce messages. • Validate HTML content at W3C. • Avoid scripting (JavaScript, PHP, Perl). • Understand content filtering basics. • Monitor delivery and bounce rates by ISP and domain. • Monitor spam complaints – you’re sure to get them. Prepared by Colin Post – find me at www.colinpost.net
  • 52. Writing a Conversion Email Series 1. You create some free content. – Special reports, newsletter, etc. 2. You offer people the free content online. – Get email address in exchange. 3. When they accept, you then sell them products and services they have to pay for. – Send a series of emails with the objective of turning a requester of free content into a buyer of a paid product. Prepared by Colin Post – find me at www.colinpost.net
  • 53. Writing an Effective E-Zine • Be a conduit who passes along useful info. • Pay attention to questions, problems, and ideas from customers. • Distill lesson(s) into a tip easily shared. • State problem / need as intro to tip. • Give the solution – action steps. • Describe benefit resulting from solution. • List websites and other resources readers can use. • Put your best tip first. Prepared by Colin Post – find me at www.colinpost.net
  • 54. Content not Covered • I’ve left out a lot of good stuff from the book. Missing from this presentation: – How to Organize Corporate Brochure – How To Write a Feature Article – How To Write a Speech – Writing Promotional Newsletters – Writing Commercials and Multi-Media – Writing Long-Copy Landing Pages • virtually same as direct mail sales letter – Writing a Blog and SEO Copywriting – How to Get a Job as a Copywriter – How to Hire and Work with Copywriters – Graphic Design for Copywriters Prepared by Colin Post – find me at www.colinpost.net
  • 55. THE END Colin Post post.colin@gmail.com Vendor and Publisher colinpost.net I hope this helped! Prepared by Colin Post – find me at www.colinpost.net