The Adweek Copywriting Handbook Summarize to be read in 5 minutes
Learn how to write powerful advertising copy and marketing messages from one of America’s top copywriters
Experiences creates ideas, keep gaining new experience to become a great writer
Nothing is really new in life, it’s just taken a new form through different combination of ideas and knowledge
The more knowledge and ideas you have the better you can figure out a solution
Become an expert enough on your product to communicate specific knowledge
Know your customer’s likes and dislikes
Sometimes prospects will take time to realize their needs, like insurance and burglar alarm
Scare tactics usually don’t work and it’s insulting
Don’t worry about first draft
Use headline to grab attention and subheadline to explain headline
Use Photo and illustration to explain product and caption to explain photo
Make your 1st sentence so easy and simple to read
The reader will easily get suck into each short sentence effortlessly
Set the right buying environment according to the product
Start getting the prospect to say yes and agree to things that you know they would, this would get them to relax and be in harmony with you
Plant curiosity with these phrases, “ but there’s more”, “so read on”, “let me explain”, “here comes the good part”
Once you get the reader curious, they cannot stop
Every word had an emotion attached
Every AD is an expression of emotions with words
You sell with emotion and justify with logic
Sell a concept not a product
Pricing affect product concept
Reader will read a 3k word article if it interests him
Expensive items require longer copy
Make sales letters personal, use “I”, “you” and “me” in emails
Use a copy sequence. Create interest & excitement > Drama > Why different > How To Play > Unique features > Justify purchase > Lasting play value > Service > Ask for order
Start editing your copy into fewer words but maintain the same feel
Fewer words make the AD less imposing
Choose the right typeface
Keep your first sentence short and easy to read
Anticipate and resolve objections
Avoid clichés !!!
..Annoying cliches Varied your sentence length to create a rhythm
Provide all physical facts like weight, height etc.
Provide a long enough trial any product prospect cannot touch
Use price comparison for a less expensive product
Make prospect imagine there already own the product
Honesty and integrity is paramount
Establish an authority for yourself in anyway you can. You can be the most hardworking, the most creative, the fastest etc..
Use Fad to generate publicity
Use fear to sell preventive products
People love to collect things, they want another watch, another car, another painting
Use curiosity to sell products, don’t show or tell too much
Use urgency to sell as people are afraid of losing out
..Urgency Sells Keep email personal, short and valuable
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