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
- Get attention, communicate and persuade
- “FREE” is the most powerful word for copywriritng
- 4 out of 5 will read the headline and skip the content
- Use customers own words for testimonials
- Find out who is your customer
- Find out what are the important features of your product
- Convey important features into benefits
- Use powerful words like how to, why, sale, easy, fast, bargain, last chance, guarantee, results, proven, save
- Write dramatic, bold and clear headlines
- Write headlines which communicate urgency, uniqueness, ultra- specific and useful
- Write short sentences for easy reading
- Use simple words for easy understanding
- Only use technical jargons if 95% of your audience understands it
- Be straight to the point, start selling from the first word, first sentence
- Write the way you talk, friendly and conversational
- Underline and highlight important selling points
- Use “but”, “and”, “for” for easy sentence and thought transition
- Get attention with headline, show a need, offer a solution, call for action
- Reach prospects on 3 levels… intellectual, emotional and personal
- How do they feel about their problems and products?
- What are their beliefs towards the problem?
- What are their wants desire and goals?
- 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.
- The more expensive the product the more copy you need to sell it
- Busy people prefer shorter copy
- Tell prospects why they need the product and why they need it now
- Find out customers main concerns( price, delivery, performance, reliability, service, maintenance, quality, service, efficiency and address them with guarantees)
- Your headline must promise a reward
- Use visual to support headlines
- The first paragraph further explains the headline
- Subsequent paragraphs draws readers to keep reading down the copy
- Your solution must be believable, provide prove, statistics and testimonials.
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