Copywriting that Gets RESULTS!

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Otis Maxwell. Copywriting that Gets RESULTS!

Introduction

How I became a copywriter

The role of predictability in advertising

How to make people read what you write

Why copywriting is like selling

Why copywriting is like selling: the process

Why copywriting is like selling: what makes buyers buy

Why copywriting is like selling: features, advantages and benefits

How copywriting is like selling: the five buying decisions

How copywriting is like selling: handling objections

Why copywriting is like selling: The Guaranteed Close

Defining and using the Unique Selling Proposition in your marketing

What makes a good advertising slogan?

How to get your envelope (or email) opened

Thinking outside the “Johnson box”

How to open a sales letter or email

How to keep readers on the hook

Using “magnet words” to make your copy work harder

5 words that hurt (your marketing results)

Words that hurt: the “we we” chronicles

The Call to Action

How to craft a good offer

Should you offer a money-back guarantee?

P.S. I love you

Best practices for graphics in emails

Does your copy have a “voice”? Should it?

The value of verisimilitude

What does it taste like?

Why context matters in your advertising

How to use testimonials in your marketing

How to use giveaways in your marketing

The right way to use sweepstakes in your marketing

How to write a white paper

How to write a mission statement

Six shortcuts for advertising research

How to use a creative brief

It’s [still] not creative unless it sells

This ad stinks…and I can prove it!

Why it pays to market during a recession

3 tips for more effective copywriting in a recession

What’s the value of “cheap” creative?

Lies, damn lies and statistics

Should marketers give away their “secret sauce”?

Marketing to idiots

Editing advice for copywriters

Who are you writing to? The marginal prospect

Measure twice. Cut once

How to make a living as a copywriter

7 ways to build your copywriting “book”

8 secrets I wish I had known before I started freelancing*

Winning the control

How to present your creative work

How to get paid as a freelancer

Dealing with internal client politics

The middle manager

Confessions from an advertising “Suit”

How to look at a copywriter’s samples

How to read a copywriter’s work

Why you should send your copywriters and designers to trade shows

Dealing with copywriter’s block

Path of least resistance

Will it last for 30 years?

The carpenter’s jig

Отрывок из книги

The first time I taught my copywriting course for the DMA, I called it “Direct Response Copywriting”. After the initial semester I realized I should be practicing what I preach and I retitled it “Copywriting That Gets Results”—a description that, like all good direct response copywriting, contains a benefit for the reader.

RESULTS can be measured in orders, sales dollars, leads generated etc. But they can also be measured in success in landing a job or convincing an audience of your political views, among many other potential examples. And one of the best reasons to develop the skill of “copywriting that gets results” is that it helps you become more successful anytime you want to use words to convince someone.

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BENEFIT: I enjoy peace of mind because I’m never without a way to express my thoughts.

FEATURE: #2 pencils are the standard used for computer graded tests.

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