Messaging is the single most important factor in the success of any business or endeavor. This invaluable book will teach you strategies for identifying your target consumer, creating a strong message, and writing powerful copy that connects your message with your audience.
What sets this copywriter's handbook apart from other copywriting books:
- Copywriting 101—Learn the essentials for crafting persuasive copy, including the Ten Commandments of copywriting, common misconceptions, and writing in the digital age.
- Fundamental strategies—Put principles into practice with strategy sessions, real-life examples of great copywriting, and a call to action that challenges you to use what you've learned.
- But wait, there's more—Build on your new copywriting skills with specific tips to create marketing communications for your branding, websites, emails, digital ads, social posts, and more.
Discover how to reach your audience through persuasive copywriting using the lessons and examples found in this strategic copywriter's guide.
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About the Author
Table of Contents
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