Book Summary: The Copywriter’s Handbook Summary

The Copywriter’s Handbook Summary – This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers

The Copywriter’s Handbook summary 

1. Get attention, communicate and persuade
2. “FREE” is the most powerful word for copywriritng
3. 4 out of 5 will read the headline and skip the content
4. Use customers own words for testimonials
5. Find out who is your customer
6. Find out what are the important features of your product
7. Convey important features into benefits
8. Use powerful words like how to, why, sale, easy, fast, bargain, last chance, guarantee, results, proven, save
9. Write dramatic, bold and clear headlines
10. Write headlines which communicate urgency, uniqueness, ultra- specific and useful
11. Write short sentences for easy reading
12. Use simple words for easy understanding
13. Only use technical jargons if 95% of your audience understands it
14. Be straight to the point, start selling from the first word, first sentence
15. Write the way you talk, friendly and conversational
16. Underline and highlight important selling points
17. Use “but”, “and”, “for” for easy sentence and thought transition
18. Get attention with headline, show a need, offer a solution, call for action
19. Reach prospects on 3 levels… intellectual, emotional and personal
20. How do they feel about their problems and products?
21. What are their beliefs towards the problem?
22. What are their wants desire and goals?
23. People buy to be liked, appreciated, feel important, make money, save money, save time, make work easier, feel safe, feel attractive, feel sexy, feel comfortable, to gain knowledge, out of fear, greed and guilt.
24. The more expensive the product the more copy you need to sell it
25. Busy people prefer shorter copy
26. Tell prospects why they need the product and why they need it now
27. Find out customers main concerns( price, delivery, performance, reliability, service, maintenance, quality, service, efficiency and address them with guarantees)
28. Your headline must promise a reward
29. Use visual to support headlines
30. The first paragraph further explains the headline
31. Subsequent paragraphs draws readers to keep reading down the copy
32. Your solution must be believable, provide prove, statistics and testimonials.

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