Table of Contents
Introduction viii
How to Use This Book x
Part 1 Copywriting 101 1
Chapter 1 Understanding Copywriting 2
Chapter 2 Copywriting in the Digital Age 11
Chapter 3 10 Hard-and-Fast Rules for Copywriting Greatness 25
Part 2 Fundamental Copywriting Strategies 35
Chapter 4 Define Your Audience 36
Chapter 5 Put Yourself in the Reader's Shoes 41
Chapter 8 Understand Your Product's Benefits and Features 46
Chapter 7 Hone Your Hook 54
Chapter 8 Keep Readers' Attention 59
Chapter 9 Structure Your Copy for Readability 64
Chapter 10 Master Your Call to Action 69
Chapter 11 Create Your Copy Doc 74
Chapter 12 Edit Like a Pro 80
Chapter 13 Train Your Brain for Copy 84
Chapter 14 Learn to Love Your Data 89
Chapter 15 Test Your Copy and Make Smart Adjustments 95
Part 3 Specific Copywriting Strategies 101
Chapter 16 Creating a Brand Voice and Tone Guide 102
Chapter 17 Writing Emails 107
Chapter 18 Crafting Email Funnels 112
Chapter 19 Writing Websites 118
Chapter 20 Writing for Digital Ad Platforms 122
Chapter 21 Tips for Writing in Any Medium 127
Chapter 22 How to Hire a Copywriter When Your Business Grows 132
A Few Last Notes 138
Resources 139
References 141
Index 142
