The Best Copy Writer Books in One Place

What are the best copywriter books?

If you are an aspiring copywriter, or you are a business owner who wants to
increase sales, or if you are an online business owner who wants to write
persuasive web copy...these seinal books on copywriting are for you.
Choosing the best copywriting books is an invi!ious task"one that is boun! to
!ivi!e opinion an! provoke !ebate.
But the copywriting books that are referre! to below are recoen!e! by
soe of the #nest copywriters who plie! their tra!e writing powerfully
persuasive !irect response copy.
$n! they have stoo! the test of tie as they contain the universal principles
that have been successful in selling billions of !ollars worth of goo!s an!
services since they have been publishe!.
People like %ugene &chwart', Clau!e (opkins, )avi! Oglivy, )an *enne!y,
+ary (albert, +ary Bencivenga, Clayton ,akepeace have at one tie or
another recoen!e! certain copywriting books for bu!!ing copywriters"
books that they !escribe! as essential.
It is these books that will be the priary focus of this page.
I have rea! alost all of the an! have y personal favorites which I will
share with you.
But it is iportant to let you know about what you can e-pect in each book as
your nee!s an! knowle!ge an! personal style will be !i.erent fro ine.
I !on/t neglect o!ern copywriting books either but the ephasis will be on
the classics, the copywriting books that have stoo! the test of tie an! which
have been recoen!e! again an! again by the asters.
Because in y opinion, ost of what followe! fro the classic copywriters
was siply a !i.erent take on the universal principles of persuasion set out in
the pages of the classics.
Copywriting Books 0ecoen!e! by %ugene &chwart'
1Breakthrough $!vertising1 by %ugne &chwart' is one of the best copywriting
books ever written.
It is !etaile!, coprehensive, an! is the copywriting book that shoul! be in
every copywriter/s library.
It is not a book to be rea! at one sitting. It is a book that you will #n! yourself
!rawn to again an! again if you are serious about your copywriting tra!e.
I have !one an e-haustive review of this book which you can check out by
clicking on the link below.
%ugene &chwart' recoen!e! the following books at the back of his
seinal work2
3. an anthology of great a!vertiseents "The 344 +reatest $!vertiseents by
5ulian Watkins, 3676
8. ,y 9ife in $!vertising by Clau!e (opkins, 368:
;. Intensive $!vertising by 5ohn %. *enne!y
7. The 0obert Collier 9etter Book by 0obert Collier
<. Confessions of an $!vertising ,an by )avi! Oglivy
=. 0eality of $!vertising by 0osser 0eeves
$ny copywriter who has rea! 1Breakthrough $!vertising1 by &chwart' will pay
acute attention to his recoen!ations above.
,o!ern )ay Copywriting Books to Consi!er
,o!ern !ay copywriters who ust be consi!ere! inclu!e
5ay $braha an! his book 1+etting %verything >ou Can Out of $ll >ou/ve
+ot1
Te! ?icholas an! his 1The +ol!en ,ailbo-1
1The @ltiate &ales 9etter1 by )an *enne!y
1*ick"$ss Copywriting &ecretes of a ,arketing 0ebel1 by 5ohn Carlton
$ll of these guys stu!ie! the 1asters of copywriting1 like Clau!e (opkins,
)avi! Oglivy, %ugene &chwart', Aictor &chwab, 5ohn Caples, 0osser 0eeves,
0obert Collier, etc.
&o if you want to truly get un!er the skin of the thinking, psychology, testing
in the #el! of the pioneers of writing persuasive copy, you won/t go too far
wrong by stu!ying these ol! tiers.
(ow to Write a +oo! $!vertiseent by Aictor O. &chwab"$ )eceptively %asy
an! Powerful 0ea!
I have rea! virtually all of the copywriting an! a!vertising books referre! to
on this page. But one book that I #n! yself coing back to tie an! tie
again is Aictor O. &chwab/s 1(ow to Write a +oo! $!vertiseent1.
What I like about this book is it/s accessibility an! siplicity. (e boils
persuasive copywriting !own to < fun!aentals2
+et the rea!er/s attention
&how hiBher an a!vantage
Prove the a!vantage
Persua!e the rea!er to grasp this a!vantage
Persua!e hiBher to act now.
(is book also analyses an! critiCues 344 faous hea!lines an! he e-plains
why they were successful or not.
These hea!lines are a fantastic resource to have to han! when you are
writing to persua!e because they can be easily a!apte! to your particular
situation.
&chwab/s book is very well written, easy to rea! an! I particularly like his
references to the great +reek an! 0oan orators who use! persuasive
rhetoric to ove peoples/ in!s to action.
(e also provi!es a Cui' at the en! of each chapter which certainly gets you
thinking about what you have Dust rea!.
$s well as e-pan!ing on the < principles outline! above &chwab also answers
the Cuestion of how long your copy shoul! be, how to get ore inCuiries an!
soe interesting ran!o observations.
The ease of rea!ing of this book shoul! not fool you into thinking that the
precepts an! principles &chwab outlines are not incre!ibly powerful"they
ost certainly are an! are coon characteristics in any goo!
a!vertiseent or copy.
5oe &ugaran"$!vertising &ecrets of the Written Wor!
5oe &ugaran was !i.erent.
&ugaran !evelope! his own style but boy, was it a successful one..
&ugaran/s seinars were e-pensive an! in white hot !ean! an! his ost
faous book, 1$!vertising &ecrets of the Written Wor!2 The @ltiate
0esource on (ow to Write Powerful $!vertising Copy fro One of $erica/s
Top Copywriters an! ,ail Or!er %ntrepreneurs1 is a ust for any aspiring
copywriter.
&ugraan/s philosophy ight be suari'e! as follows2
+et rea!er to rea!. &hort sentences, interesting, curiosity?
Create the right environent to get the rea!er cofortable
(aroni'e with your rea!er by getting the to agree with you
Then the slippery sli!e"rea!ers shoul! be so copelle! to rea! that they
canEt stop
@se see!s of curiosity to keep the rea!ing, especially at the en! of
paragraphs
@se eotion to sell, logic to Dustify"un!erstan! the nature of the pro!uct
an! the custoerBrea!er"all wor!s have eotions attache!
&ell the concept, not the pro!uct, the si''le, not the steak
Be personal"shoul! be a personal essage
Copy ust Fow"anticipate Cuestions an! answer the
%!it
The +ary (albert Copywriting TechniCue
+ary (albert, the self !escribe! 1Prince of Print1 set out his techniCue for
writing great copy on his website thegaryhalbertnewsletter.co.
(ere is a suary of his etho!2
3. Gact sheetBlist
8. Translate facts into bene#ts"bene#t list
;. &tart thinking about your o.er"how woul! you like to buy it? T(% OGG%0 I&
T(% (%$0T $?) &O@9 OG +0%$T COP>"!eal sheet
HHHHHHHHHH
7. (ea!line"bene#t an! news. 9ook at your !eal sheetBo.er an! a!apt it to a
hea!line. O.er or!inary? &weeten it until you have soething to say..
<. Girst sentenceBparagraph"tell hi what is in it for hi to rea! the letter
=. ?e-t paragraphs"tell the goo! news"elaborate speci#cally on your proises
:. Why? Why such a goo! !eal?
I. If he is intereste! he wants facts"enuerate the as bene#ts
6. Prove why your !eal is so goo!..an! ake it believable
34. Call to action"tell hi what to !o an! in a hurry
33. P&"one of the factsBbene#ts
JIf you want to be ore persuasive with your copywriting, there is a 7"part
persuasion forula I want to share with you. I learne! this forula fro one
of the worl!Es greatest copywriters, +ary Bencivenga, who is a entor, client
an! !ear frien!.
Part One2 @rgent Proble
If there is no proble, there is nothing to talk about because you canEt o.er a
solution. ,ake sure itEs an urgent proble, because urgency akes people
ore otivate! to #n! a solution.
Gor e-aple, one o.er I use! to ake when speaking at conferences was an
I"onth entoring progra. I woul! start by talking about the proble of
overwhel.
IE! say, K9isten, IEll bet you are overwhele! with too uch to !o. ThatEs why
IE o.ering an eight"onth entoring progra. >ou have access to e for
eight onths, one tie per onth. >ou will learn a lot ore an! !igest a lot
ore than if I !i! this in eight !ays or in eight weeks, as any other
arketers !o. K
Part Two2 @niCue Proise
The key wor! is KuniCue.L ,y proise was uniCue. The progra was
!elivere! over an eight"onth perio!. >ouE! get the au!io transcripts an!
e-ecutive suaries, which have live links. IE! help you buil! your business.
If you cae up with a website, I proote! you to others in the entoring
progra. ,any coaches !onEt !o that. Through y prootion, you coul!
generate Doint venture opportunities.
Part Three2 @nCuestionable Proof
The urgent proble I use! when prooting y #rst pro!uct, a postcar!
arketing course, was that we are in an over"arkete! society M an! the
only thing that woul! get through is a postcar!.
The uniCue proise was2 KPostcar!s are the fastest, easiest, ost econoical
way to increase your sales an! pro#ts without spen!ing an e-tra !ie on
a!vertising or arketing costs.L
Then I starte! provi!ing unCuestionable proof. I wrote, KThatEs why ,arketing
With Postcar!s is the ost uniCue an! cutting e!ge a!vertising course of its
kin!. Want proof? Take a sneak peek at the postcar! arketing secrets youEll
!iscover.L
Gollowing that, I rattle! o. a bunch of bullet points, like K<8 tie"teste! an!
winning postcar! !esigns you can legally steal fro e to ake your
response rates soar. &ee Chapter =, page <;L an! KGloo! your business with
ore sales lea!s than youEll know what to !o with. ,y 73 sales phrases show
you how. &ee Chapter 7, page 37.L
Other pieces of proof inclu!e testionials fro 5ay Conra! 9evinson, 5oe
Aitale, 5onathan ,i'el, ,ike 9itan an! ore. I also use! four case stu!ies for
unCuestionable proof. I state! the clientEs proble, the action I took an! the
result we got.
Part Gour2 @ser"Grien!ly Proposition
,ake it easy for people to say yes to your o.er. $ user"frien!ly proposition is
being one click away to the or!er for. ItEs having an I44 nuber, so they
can call in an! or!er. ItEs processing a cre!it car! or!er in real tie, so
everything is !one at once, an! they get the pro!uct shippe! to the.
Those are the 7 steps to the Bencivenga Persuasion Gorula. Print it out,
hang it on your wall, an! look at it each !ay before you write a wor! of copy.
@rgent Proble
N
@niCue Proise
N
@nCuestionable Proof
N
@ser"Grien!ly Proposition
H
P%0&@$&IO?
?ow that youEve learne! the 7 steps to persuasion in copywriting, tell e O
how will using this forula ipact your copywriting results an! process?
Chie in belowP
J
With the constant !ean! for ore Cuality content an! the growing nee! for
e.ective copywriting Q one to attract visitors, the other to convert the to
lea!s an! custoers Q consistently pro!ucing powerful, high"Cuality copy is
tough.
To help you avoi! burnout, beat writerEs block, an! ultiately get ore
results, here are ;< sure"#re copywriting tips fro soe of the greatest
copywriters an! a!vertisers.
3. )o ore research.
$ll the copywriting an! a!vertising greats know the value of research. )avi!
Ogilvy, the Gather of $!vertising, sai! to Kstu. your conscious in! with
inforationL so you have plenty to work with. One of OgilvyEs stu!ents,
legen!ary copywriter +ary Bencivenga Rwho also stu!ie! with several other
great copywritersS, sai!2
KThe best copywriters are the ost tenacious researchers. 9ike iners, they
!ig, !rill, !ynaite, an! chip until they have carloa!s of valuable ore. 5ohn
Caples a!vise! e once to gather seven ties ore interesting inforation
than I coul! possibly useO 0esearch is the infallible cure for writerEs block.L
The ore inforation you have, the ore possibilities you can play with.
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8. $!! ore interest.
When you !onEt know what to write ne-t or how to ake your !raft better,
one copywriting hint is to a!! interest. $s )avi! Ogilvy once sai!, KTell the
truth but ake truth fascinating. >ou know, you canEt bore people into buying
your pro!uct. >ou can only interest the in buying it.L
&o how !o you ake your copy ore interesting an! fascinating?
,ake it scannable an! visually appealing
@se your !istinct personality or uniCue selling proposition
,ake it entertaining Ras long as the huor furthers your goalS
Incorporate controversy
?ewsDack
Tell stories
;. InDect personality.
%very writer an! every bran! has their own uniCue voice, style, an! uniCue
selling proposition R@&PS. Ogilvy knew that buil!ing a Ksharply !e#ne!
personalityL is the best way Ran! soeties the only wayS to !i.erentiate
yourself fro the copetition an! gain a larger arket share. Before
publishing anything, ake sure it clearly !eonstrates your bran!
personality " inclu!ing voice, style, wor! choice, values, an! @&P Q as well as
atches your target au!ienceEs nee!s an! !esires.
7. 0e#ne your hea!line.
On the average, #ve ties as any people rea! the hea!line as rea! the
bo!y copy. When you have written your hea!line, you have spent eighty
cents out of your !ollar. T )avi! Ogilvy T
In their books on copywriting an! a!vertising, legen!s like Ogilvy an! 5ohn
Caples wrote whole chapters on crafting powerful hea!lines. (ere are a few
of the best tips on copywriting e.ective hea!lines an! subDect lines to get
you starte!2
CopybloggerEs ,agnetic (ea!lines training
Write the copy #rst, then pull out the strongest phrases to use as hea!lines
an! subhea!ings. This ensures your hea!lines atch your copy.
Opt for straightforwar!, siple hea!lines over tricky or clever ones.
0eeber the 7 @Es2 @rgent, @niCue, @seful, @ltra"speci#c.
+ive rea!ers a bene#t Q then ake sure you !eliver in the bo!y copy.
Paint a vivi! picture or stiulate an intense eotion. These grab attention
an! a!! interest, an! they can instantly convey the ost iportant bene#t.
@se )avi! +ar#nkelEs &hortcut Test2 If you poste! the hea!line an! a phone
nuber as a classi#e! a!, woul! it generate inCuiries?
Copywriting (all"of"Gaer 5ohn Caples !ivi!e! successful hea!lines into three
classes. In his e-perience, the thir! best hea!lines use! curiosity, the secon!"
best use! news, an! the best of all use! the rea!erEs self"interest. (e
suggeste! that writers Ktry to get self"interest into every hea!lineL an!
Kavoi! hea!lines that erely provoke curiosityO curiosity by itself is sel!o
enough.L
<. &iplify your content.
&iplifying your copy !oesnEt necessarily ean !itching the technical Dargon
or writing to a ninth"gra!erEs coprehension level.
It eans aking your essage clear an! concise so your target au!ience
un!erstan!s your o.er an! bene#ts as Cuickly as possible.
Gaous copywriter %ugene &cwart' put it this way2 KWrite to the chipan'ee
brain Q siply an! !irectly.L
=. +ive your au!ience what they want.
Copywriter +ary (albert tells a story about the best a!vantages a restaurant
coul! have. It wasnEt great foo!, low prices, or a goo! location. The key to
any restaurantEs success is the starving crow!. >ou start with a group of
people who have !eonstrate! their hunger, an! then you satisfy that nee!.
>ou canEt create !esireU you can only stoke an! channel it. +reat content an!
copy gives your au!ience e-actly what they alrea!y want.
:. Tell a story.
$ 8="year"ol! raw copywriter sat !own in 368= to write an a! for the @.&.
&chool of ,usic selling hoe"stu!y courses for woul!"be usicians. (e coul!
have use! a siple bene#t hea!line, like ,aster the Piano at (oe in ;4
)ays Q Without a TeacherP
But he !i!nEt.
(e !ug !eeper. (e knew that astering an instruent is har! work, an! that
the real reasons people !o it is to be popular, to win their frien!sE a!iration
an! envy, an! to #n! happiness. That copywriter reali'e! the real pro!uct of
the a! wasnEt a course or the ability to play, but popularity an! happiness.
With that in in!, he still coul! have use! the classic how"to bene#t
hea!line, such as (ow to Be the ,ost Popular +uy of $ny PartyP
But he !i!nEt.
(e knew that siply !escribing usiciansE popularity woul!nEt be enough. (e
nee!e! the hea!line to resonate eotionally with prospects. (e nee!e! to
create a vivi! iage of a bu.oonQthe kin! of person no one ever !reae!
coul! play Q who left his frien!s stunne! speechless by his perforance.
(is hea!line was KThey 9aughe! When I &at )own $t the Piano But When I
&tarte! to PlayPL
Then he use! half of his entire a! space to tell the story of personal triuph,
se!ucing prospects into rea!ing the whole a! an! giving the a vision of the
possibilities.
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That copywriter was 5ohn Caples, who was in!ucte! into both the Copywriters
(all of Gae an! the $!vertising (all of Gae in the 36:4s. That a! he wrote
in the V84s launche! his career an! is still consi!ere! one of the pillars of the
copywriting #el!.
It worke! because it capture! prospectsE attention, !rew the into a worl!
they !esperately wante! to be part of, an! left the hungry for ore. The
story presente! the pro!uct as !oing ost of the har! work of learning to
play an! overcae the obDection that you nee! a special talent to play Rsince
even the bu.oon coul! !o itS.
Consi!er these storyselling e-aples fro Cra'y%gg an! these tips on
astering storyselling fro Gorbes.
I. ,ake the copy visually appealing.
&uccessful a!vertiser 9eo Burnett !evelope! siple icons to syboli'e easy"
to"un!erstan! pro!uct bene#ts an! values Rsuch as the 5olly +reen +iant an!
the Pillsbury )oughboyS. One of his rules of copywriting was to Kake it
inviting to look atL Q since if the a! !i!nEt invite an! entice the eye, no one
woul! rea! it.
The sae is even ore true to!ay, with the Foo! of content online, shrinking
attention spans, an! skiing rea!ers. If your content !oesnEt have what
)avi! +ar#nkel calls Keye appeal,L it wonEt get rea! or share!.
&o how !o you give your copy eye appeal?
a goo! typefont thatEs easy on the eyes an! big enough to rea!
short paragraphs
variety in the te-t, e.g. bol!ing, italici'ing, un!erlining
bullete! or nubere! lists
in!ente! paragraphs or Cuotes
hea!ings an! subhea!ings
visual cues, i.e. arrows pointing at the for button
6. )onEt be clever.
$s writers an! content arketers, we like to play with our wor!s. &oeties
thatEs okay, !epen!ing on your bran! personality an! the type of content.
But ost of the tie, being clear an! concise will return greater rewar!s than
being clever.
$s illion"!ollar copywriter +ary Bencivenga sai!2
K%.ective copywriting is salesanship in print, not clever wor!sithing. The
ore self"e.acing an! invisible your selling skill, the ore e.ective you are.
Copywriters who show o. their skills are as ine.ective as #sheren who
reveal the hook.L
34. Break the rules.
This copywriting tip ight see counter"intuitive, but the best writers know
when an! how to break the rules of proper graar, synta-, an! echanics.
$s )avi! +ar#nkel sai!, KIEve a!vise! any clients who feel copelle! to use
Vproper %nglishE in their sales lettersO to V#re your %nglish teacherPEL
&peaking !irectly to your prospect in language theyEll easily un!erstan! is
always ore iportant than writing things by the book.
33. *eep a swipe #le.
One of the ost well"known copywriting hints is to keep a swipe #leQa
collection of eails, a!s, an! other copy or content you love or that
perfore! well. That way, whenever youEre stuck on a tough hea!line or
!onEt know what to try ne-t, you can glance through your collection an!
Dupstart your creativity.
38. (ave a purpose behin! everything you write.
With the content arketing boo, lots of arketers create content for
contentEs sake. (aving a large library of content can be incre!ibly useful, but
only if each piece has a purpose an! #ts in the overall plan.
$s )avi! Ogilvy sai!, KIn the o!ern worl! of business, it is useless to be a
creative, original thinker unless you can also sell what you create.L Witty,
clever content by itself !oesnEt !o you any goo!. ,ake sure your content
engages your au!ience, buil!s trust, an! encourages sales #rst.
3;. $voi! !istraction.
&oeties when youEre stuck writing, the real culprit isnEt a lack of i!eas or
wor!s, but not enough tie to !evote to the proDect. If youEre having trouble,
try this copywriting hint an! pro!uctivity hack fro %ugene &chwart'.
Girst, close the !oor an! turn o. your phone. Close or sign out of eail an!
social e!ia. %liinate as any !istractions as possible.
Then sit your chair an! set a tier for ;; inutes. The only things you can !o
!uring that half hour are think about the writing proDect an! get to work on it.
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When the tier goes o., take a 34"inute break an! repeat.
With this syste, &chwart' wrote about ; hours a !ay, < !ays a weekQan!
becoe one of the highest"pai! copywriters of the 36<4s an! V=4s.
37. Think outsi!e the bo-.
)avi! Ogilvy sai!, KTalent, I believe, is ost likely to be foun! aong
nonconforists, !issenters, an! rebels.L )onEt be afrai! to try soething
!i.erent an! new, because it Dust ight work. Gin! an! for relationships
with the nonconforists, !issenters, an! rebels in your #el! an! see what
great i!eas ight spark. @nhook your rational thought process an! allow your
subconscious to ake connections between i!eas. ThatEs when youEll coe
up with the best content an! copywriting i!eas.
3<. &peak your i!eal custoerEs language.
Ogilvy also sai!, KIf youEre trying to persua!e people to !o soething, or buy
soething, it sees to e you shoul! use their language, the language they
use every !ay, the language in which they think. We try to write in the
vernacular.L
&peaking in their language helps prospects get to know, like, an! trust you
because they recogni'e theselves in your wor!s. That helps you connect
an! buil! relationships with the, an! ore easily persua!e the.
If youEre stuck writing, go back an! ake sure everything soun!s the way
your custoers think. Put yourself in their shoes. ,ake yourself invisible. ?ot
only will your copy get better for the e-ercise, but getting out of your own
way like this can Dupstart new i!eas an! illuinate what shoul! coe ne-t.
3=. Gocus on bene#ts.
%very great copywriter a!vises other writers to ephasi'e bene#ts, not
features2
5ohn Caples sai!, KThe best hea!lines are those that appeal to the rea!er
bene#ts.L
%ugene &chwart' sai!, KTalk about what your pro!uct V!oesE, not VisE Q an!
!eonstrate this.L
Bob Bly sai!, KAirtually all successful copy !iscusses bene#ts.L
%verybo!y talks about this copywriting tip because it works, an! itEs a
relatively easy #- if your current copy isnEt !oing so well. ,ake every feature
you ention lea!s to a bene#t.
3:. ,ake prospects feel like theyEre alrea!y getting soething.
$nother great tip about copywriting fro &chwart' is to ake grati#cation
instantaneous. When prospects get soething valuable fro you Dust by
rea!ing, they learn to trust you an! believe that you !eliver what you
proise. This copywriting trick gives prospects a taste so that real !esire
fuels their actions, not Dust curiosity, an! itEs also one of the reasons content
arketing works so well.
3I. $sk Cuestions that get rea!ers to say Kyes.L
$ classic persuasion techniCue use! by &ocrates an! use! car salesen, this
theory states that the ore often you can get prospects to say Kyes,L the
ore likely they are to say KyesL again. $"list !irect"response copywriter
Parris 9apropoulos uses this techniCue a !i.erent way2 KIn sales copy, IEll
throw in a Cuestion here an! there, but ore often, IEll phrase it as a
stateent. >ou know Q one of those stateents that get prospects no!!ing
their hea!s.L
If theyEre saying KyesL an! no!!ing their hea!s, youEve hooke! the.
36. $ppeal to eotion.
%arly in his career, 9apropoulos saw a particular copywriting gig as his
chance to ake it to the big leagues, so he pulle! out all the stops. In
a!!ition to packing it with proof eleents, testionials, an! price
Dusti#cations, he also Kworke! every possible eotion the rea!er ight
have.L It was one of his ost successful !irect"ail packages, an! it aile!
for four years.
The trick to incorporating eotions in your copy is to ask yourself2 what is y
prospectEs !eepest !esire right now? There are lots of eotions you can
appeal to, but the key !riving eotions " the strongest, !eepest eotions not
governe! by rational thought Q are2
fear
gree!
guilt
e-clusivity
anger
salvation
Fattery
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84. Try a uniCue angle or hook.
When aske! about his process for writing stock stories an! prootions for
#nancial newsletters, Parris 9apropoulos sai!2
KGirst, I go to Gortune, Gorbes an! Business Week an! rea! every article I can
#n! on the copany being recoen!e!. Then I !o soething unusual2 I sit
!own an! start writing KfascinationL bullets for those articles. By !oing that, I
#n! all kin!s of une-ploite! sales angles. Those angles lea! e to the KhookL
for the stock story. $n! once IEve got the hook, the story alost writes itself.L
The blogs an! aga'ines you look at ay be very !i.erent, but the principle
is the sae2 start by researching goo! sources, then !elve !eeper to #n! the
!i.erent, interesting, unusual, or unhear!"of. Those gol!en nuggets becoe
the angle or hook you nee! to catch attention an! generate interest.
83. (unt !own the right wor!s.
One of the ol!est copywriting tips is to not use a!Dectives an! a!verbs to
ake an okay wor! goo! enough. Track !own the very best wor! to convey
the essage, eotion, or iagery. It akes your copy stronger, akes you
as the writer ore invisible so the rea!er can feel or see or un!erstan! what
you want to convey that uch better.
$s ,ark Twain faously sai!, KThe right wor! is the !i.erence between
lightning an! lightning bug.L
88. @se active voice.
&tronger an! usually shorter than passive construction, active voice is easier
to un!erstan! an! conveys your essage better an! faster. Passive voice
akes you soun! weak, reactive, or acte! upon, while active voice takes
charge.
Gor e-aple, the passive sentence KOver <444 custoers have been helpe!
by our servicesL is uch stronger in the active voice2 KWe have helpe! over
<444 custoers.L
8;. 0eplace Kweasel wor!sL with iperatives an! proises.
$voi!ing coan!s an! strong wor!s like KwillL an! KcanL are a way of
protecting yourself, but it akes you soun! wishy"washy an! unable to
!eliver. +o through your copy an! replace every weasel wor! Re.g. ay,
hope, coul!, perhaps, etc.S with the appropriate iperative or proise wor!
Re.g. will, can, !o, etc.S. This strengthens your copy an! akes you soun!
con#!ent, which buil!s prospectsE trust.
87. Back up your clais.
>ouEll soun! even ore con#!ent an! buil! ore trust an! cre!ibility when
you prove your case with reliable !ata. Back up your bene#ts an! other
clais with proof. This wins over skeptic rea!ers an! shows that you really !o
know what youEre talking about. $ few copywriting i!eas to back up your
clais ight inclu!e2
facts an! statistics
etho!ologies
testionials
case stu!ies
success stories
8<. @se speci#c e-aples.
0esue writers an! school counselors tell you to inclu!e speci#c nubers in
your resue because they Cuickly convey your e-perience an! skills. This
copywriting trick works in Dust about everything you write, an! it akes your
copy stronger by attracting attention an! aking you see ore cre!ible Q
an! eorable. $s Bob Bly, one of $ericaEs top copywriters, says2 K&ince
so uch a!vertising is vague an! general, being speci#c in your copy sets it
apart fro other a!s an! creates interest.L
8=. %valuate your copyEs ratio of KyouL vs. Kwe.L
%.ective content arketing an! copywriting always starts with the custoer.
ThatEs why no one wants to rea! brochures or websites that only talk about
the copany Q an! why copy that speaks !irectly to the prospect gets ore
results. When you ake sure your copy uses KyouL at least twice as often as
KweL or your bran! nae, youEll naturally focus on your custoerEs nee!s
an! !esires. >our copy will be stronger, an! youEll get ore traWc, lea!s, an!
sales.
)erek (alpern of &ocial Triggers is a great e-aple. In his post about creating
aa'ing $bout @s pages, he e-plains why itEs iportant to inclu!e a bene#t"
!riven hea!lineO bene#t"!riven intro!uctionO an! social proof. To see his
a!vice in action, check out his &ocial Triggers $bout page. ThereEs a lot of KIL
an! K&ocial TriggersL in thereQbut thereEs also tons of Kyou.L (e talks !irectly
to his au!ience so they know e-actly what they can e-pect fro hi.
8:. Incorporate the fun!aentals of persuasive copywriting.
$ccor!ing to K$ericaEs Top CopywriterL Bob Bly, the fun!aentals of
persuasive copwriting are2
+ains attention
Gocuses on the custoer
&tresses bene#ts
)i.erentiates you fro the copetition
Proves its case
%stablishes cre!ibility
Buil!s value
Closes with a call to action
)epen!ing on your pro!uct, prospect, an! type of content, you ay not nee!
to use all eight. Gor e-aple, establishe! bran! naes ight not nee! to
worry about proof an! cre!ibility. But keeping the in in! while you write
an! revise can help you create stronger, ore copelling copy.
8I. @se iagery.
Iagery helps rea!ers instantly un!erstan! a situation or bene#t Rplus, it
akes your copy ore interesting to rea!S. Copywriter )avi! +ar#nkel says
one of his favorite hea!linesBslogans is this one for a plubing service2
Call 0oto"0ooter Q thatEs the nae "
$n! away go troubles, !own the !rainP
)escribing it, he says2 KWow Q is that perfection in a couple of lines, or what?
>ou get a call to action, copany i!enti#cation, an! a visual !escription of
the bene#t.L
The iagery of the !rain instantly conveys the bene#t. ItEs also eorable,
always a plus in great content.
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86. 9ea! with your strongest point.
&o any writers save their ost potent points for last, when it shoul! be the
other way aroun!. ,ore prospects will rea! the beginning than the en!, so
putting your best i!ea #rst is ore persuasive. The strongest point can often
grab attention better than weaker points, aking it i!eal for the beginning.
;4. Buil! cre!ibility.
$nother very successful copywriter, &teve &launwhite, sai!2
KIn y e-perience, the nuber one key to persuasion is this2 counicate
trust. If you !o this well, you at least have a chance at engaging an!
persua!ing the rea!er. If you !onEt !o this well, however, no aount of fancy
copywriting techniCues will save you.L
>ou can buil! cre!ibility an! trust by entioning cre!entials like2
strong guarantee, return, an! privacy policies
testionials an! !ata about your track recor!
years in business
innovations an! awar!s
publications
ebership an! participation in professional societies
seals of approval
agency ratings
in!epen!ent survey results
e!ia coverage
;3. ,ention the ost iportant point at least three ties.
This is Winston ChurchillEs Ktreen!ous whackL theory, which says to not be
subtle or clever about your iportant point. 0ichar! Perry says, K@se a pile
!river. (it the point once. Then coe back an! hit it again. Then hit it a thir!
tieMa treen!ous whack.L
&uccessful writers an! arketers use the power of three all the tie.
)erek (alpern a!vises putting an opt"in for in three places on your $bout
Page.
9ots of eail arketers inclu!e three links in an eail to !rive clicks RDust
look at a few of the eail newsletters you getS.
9ong"for lan!ing pages often have three CT$ areas.
If soethingEs iportant, say it at the beginning, again in the i!!le, an!
again at the en!.
;8. &tress value.
$ericaEs top copywriter Bob Bly says, KItEs not enough to convince prospects
you have a great pro!uct or a superior service. >ou ust also show the that
the value of your o.er far e-cee!s the price you are asking for it.L
&howing the overall value is also known as the K!rop"in"the"bucketL
techniCue, where the cost of purchase is a tiny thing copare! to the
bene#ts your o.er !elivers. This works for eail subscriptions an! blog
coents as well as pro!uct sales, since rea!ers give up soething they
valueQtheir tie, eail a!!ress, privacyQto get soething of value in return.
This fun!aental copywriting tip works really well in conDunction with tip
X3:, provi!ing instantaneous grati#cation. If they alrea!y get value fro
your content, the value of your o.er is alost certainly worth the cost.
;;. Inclu!e a strong call to action.
If you !onEt speci#cally ask people to !o soething, chances are they wonEt
!o it. %verything you write, fro blog posts to eails to social up!ates to
lan!ing pages, shoul! close with a call to action RCT$S. To get the ost out of
your CT$s, ake sure they2
atch the buyer persona an! stage of the buying cycle
o.er soething of value
o.er prospects soething they actually want
reiterate your ost iportant bene#t or eotional !river
;7. ,ake it personal.
Copywriter )avi! +ar#nkel says that successful content is personal, an! it
!oesnEt use stilte! foral %nglish or KsticklerL language of a school
assignent. (e recoen!s writing in a ore personal, rela-e! style, as if
youEre having a one"on"one conversation with your prospect.
0esearch in!icates that personali'e! eails convert better than ass
essages, an! ost internet arketers know that the ost successful blogs
eploy the rela-e!, personal style.
;<. Organi'e your writing with a forula.
$I)$ is a popular sales letter forat for a reason Q it works. @sing a
fraework like attention"interest"!esire"action Ror 5ohn CaplesE version,
attention"interest"actionS akes it easy to know e-actly what to write ne-t.
(ere are a few other fraeworks an! forulas to help you get starte!2
)an *enne!yEs favorite copywriting forula is P$&, or Proble"$gitate"
&olution. It works because people are ore likely to act to avoi! pain than get
gain.
Copyblogger prootes a siple 3"8";"7 fraework that helps you focus on
the custoer an! incorporate the ost iportant persuasion fun!aentals.
%ssential copywriting forulas an! checklists to ake your copy as strong
an! powerful as possible.
J
+rowing your rea!ership is !esirable, but itEs not enough. Professional
copywriters nee! to convert that au!ience into an active custoer base.
(ow? Through a i- of e.ective copywriting techniCues an! powerful
conversion copywriting hacks.
(ere are 3: proven copywriting strategies that can help !rive up sales an!
give you an e!ge over your copetition.
3. ,ake it 0hye
>es, really. 0hying as a copywriting techniCue helps to create a pleasant
connection an! akes content eorable. $long with alliteration, a siple
rhye will stretch the e.ectiveness of a sentence.
8. 0epeat. 0epeat. 0epeat.
0epetition of key points in your copy will help the rea!er reeber the.
;. $!! the (uan %leent
>our rea!ers want to i!entify with you, so appeal to their huanness to ake
a positive, eorable connection. Prove that you are KDust like theL in that
youEve su.ere! the sae proble, enDoye! the sae e-periences, or have
the sae nee!s or !esires.
7. @se the Wor! K+etL
People want, an! if you have soething to give, then tell the how to get it.
@sing the wor! KgetL in copy can be a powerful conversion hack, playing into
one of your rea!ersE ain weaknesses M their urge to acCuire.
<. %ploy the Bi'arreness %.ect
If your content is cliche an! boring, itEs probably not eorable? The unusual
an! une-pecte! will surprise your rea!er an! ake a lasting ipression.
=. Or, the Priacy an! 0ecency %.ect
Basically, the theory of priacy an! recency states that rea!ers recall the
#rst an!Bor last parts of what they have seen. When you want your copy to be
e.ective an! persuasive, be sure to place the key points at the beginning an!
en! of your copy for a-iu retention.
:. ,ake it &cannable
Blae the internet if you like, but to!ayEs rea!ers coul! ore accurately be
calle! scanners. ?obo!y is going to sit !own an! ingest full paragraphs of
online copy. ,ake your copy concise an! scannable, with the ost iportant
inforation highlighte! at the beginning an! en! of your content.
I. &peak to the (eart
To ake that all"iportant connection that copels rea!ers to take action,
ake sure you are telling a story that appeals to their eotions, since that is
what will incite the to take action an! becoe custoers.
6. Gocus on Bene#ts
In your copy, put ephasis on the bene#ts of buying your pro!uct or service,
not the features that it boasts.
34. *nock Ve )own With &ubtlety
With so uch inforation constantly at their #ngertips, rea!ers are getting
sarter all the tie. &ubtlety has always been a keystone of great
copywriting, but it is ore iportant than ever to convince your rea!er that
they are taking action because they want to, not because you tol! the to.
professional copywriter, copywriting strategies, copywriting techniCues,
copywriting hacks, conversion copywriting
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33. Be Transparent
Transparency an! honesty earn trust, so be truthful about the goo! stu. as
well as the ba!. 9et your rea!ers know what probles you have ha!. If you
solve! the probles, e-plain how. If you have a proble to solve, ask your
rea!ers for helpU theyEll appreciate your honesty an! will feel a sense of
involveent in the process.
38. $sk Yuestions >ou Can $nswer
&tart out asking the rea!er a Cuestion you alrea!y have the answer to. This
works to buil! a connection, since you obviously un!erstan! the rea!er, an!
to establish yourself as an authority once you provi!e the answer.
3;. Back it @p
Back up your clais with speci#c proof of how goo! your pro!uct or service
really is. )onEt Dust proclai that rates have increase!. $!! that they have
increase! :4Z in the last = onthsP This will get the rea!erEs attention uch
ore than epty stateents.
37. @se Testionials
&hare a client testionial or two instea! of Dust e-pecting the rea!er to rely
on your own proclaations. Wor!"of"outh a!vertising is one of the ost
powerful conversion tools, an! it can be e.ective even if the wor! coes
fro a stranger.
3<. %be! Coan!s
@se ebe!!e! coan!s to secretly instruct the rea!er to take action. $n
e-aple woul! be2 KI a going to let you !igest what you Dust rea! an! think
about how beautiful y pro!uct woul! look aroun! your !ainty wrist.L
3=. Gollow Best Practices
This reCuires continuing e!ucation, but staying infore! of in!ustry
stan!ar!s, search engine algorith changes, an! best practices for
copywriting will help you be ore e.ective an! gain both rea!ership an!
conversions.
3:. @se a Postscript
Write a strong an! eorable postscript Ror P.&.S at the very en! of your
copy. This is can either shore up repetition of a strong point or serve as a call
to action.
There is no one sure path to a higher conversion rate, but using a
cobination of at least three of these conversion copywriting hacks an!
techniCues can help set you on the path to success.
N
The ost vital characteristic of copy that sells is persuasive writing. Once you
have astere! the ability to weave wor!s in a way that will persua!e people
to buy soething, youEve pretty uch got it a!e as an Internet arketer.
Persuasive writing is one of the ost valuable skills youEll ever learn O an!,
conseCuently, one of the har!est to grasp. If youEre currently struggling in
this area, take a look at these 6 persuasive writing tips, an! start watching
your copy iprove.
3. Tell a &tory
YuoteJ&eth"+o!in"on"Bran!"&torytellingJ@&"7
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&tories are one of the best ways to connect on a personal level with your
au!ience. By sharing an inci!ent fro your life M one that your copyEs
au!ience can relate to M you ie!iately begin to feel less like a stranger
an! ore like an acCuaintance to the.
WeEve written Cuite a bit on storytelling at Writtent, like here, here, an! here.
8. &hare >our Personality
Where are you ore likely to shop for basic groceries at M the Dolly, but
sall"tie grocer !own the street youEve been frien!s with for !eca!es, or
the big, new, e-pensive superarket !owntown? IE betting that ost of you
vote! the forer.
Why? Because you know the grocer. Personally. $n! the trouble with Internet
selling is that itEs har! for you to get to know your custoers an! vice versa.
By sharing your personality an! Dust being yourself in your copy, youEll help
rectify that situation.
;. Iportant Info +oes Girst
In high school literature, I was always taught that the i!eal place for your
ost factual, well"researche!, an! supporte! points was right at the en! of
the essay, before the conclusion.
?ot so in web copywriting. ,ost people !onEt have tie to rea! through your
entire copy, so they Du!ge you by your #rst few sentences. ThatEs where your
iportant inforation, ost eloCuent copy, an! persuasive statistics shoul!
go.
7. Talk 0esults
Cut right to the chase. &tart talking results in your copyU what your pro!uct
will !o for your custoer.
$fter all, the only reason why people browse the Internet is because they
want bene#ts. &olutions to probles. 0esults. +uarantee the results, an!
youEll be able hol! their attention for longer an! be ore likely to persua!e
the to buy.
<. 0epeat Winning 0easons
(ave you !iscovere! an especially goo! reason why people shoul! buy your
pro!uct? +oo!. Put it at the top, but !onEt forget to repeat it further !own.
0epetition is a crucial eleent of any learning process, so if you want your
visitors to reeber a speci#c reason why they shoul! buy your pro!uct,
repeat itP
=. Be the %-pert
%-pert
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?obo!y listens to the guy who !oesnEt soun! like heEs sure of hiself. $fter
all, if heEs not con#!ent about his own capabilities, why shoul! you be
con#!ent about his lea!ership?
ItEs the sae concept Ralthough slightly tweake!S in copywriting. >ou are the
e-pert. >ou know what youEre talking about, an! you have to let your rea!ers
know that.
:. &ocial Proof
&ocial proof is one of the ost powerful tools aroun! in persuasive writing. If
you want soeone to buy soething theyEve never bought before, show
the that others Dust like the have alrea!y taken the leap an! are happy
with their results.
Glattering testionials an! large social e!ia followings are two prie
in!icators of social proof.
I. $bolish Inhibitions
%verybo!y has inhibitions before aking a purchase. We all have !oubts
before we buy soething M will it be worth the oney? Will it hol! up for as
long as I nee! it to? Will I in any way be en!angere!Bcoproise! by it?
These inhibitions are ba! enough in a superarket, but theyEre apli#e! on
the Internet, since itEs uch easier for sha!y characters to get away with a
sca on the worl! wi!e web than it is for the to !o so in Kreal lifeL.
The Cuick #-? $!!ress an! abolish those inhibitions. Bring the up in your
copy. )onEt waste tie broaching the subDect or beating aroun! the bush M
Dust get right to it an! say Kno, we wonEt sca youL or Kyes, our pro!uct is
worth its price tagL Rin! you, youEll have to phrase it !i.erently U"SS.
6. Be Clear $bout ?e-t &teps
$fter you hook your visitor in an! convince the that they nee! your pro!uct
in your life, you canEt Dust sit back an! e-pect cash to start rolling in. >our Dob
isnEt over yet.
>ou nee! to be clear about the ne-t steps the visitor nee!s to take in or!er to
purchase the pro!uct. +ui!e the right through your sales funnel with
proinent buttons an! call to actions.
Persuasive copywriting is har!ly an easy thing to learn, but learning it is well
worth the tie an! e.ort youEll invest. With these 6 tips to gui!e you, youEll
soon be well on your way to becoe a aster persua!er Ryes, itEs a wor!S.
N
Woul! you like to generate ore lea!s, sales, an! business? Want to iprove
conversions an! e.ectively establish your bran!? Two wor!s2 content
arketing.
,aybe these stats will help convince youO
I4Z of $erican Internet users interact with blogs an! social e!ia.
:4Z of people woul! rather learn about a copany through articles than
through a!s.
64Z of consuers #n! custo content useful.
Oh, an! letEs not forget that arketing with content costs you about =8Z less
than tra!itional arketing Ryou can see all the statistics hereS.
(ereEs the thing about content arketing, thoughO you nee! a killer
strategyP (ere are nine steps to ceenting one that epowers both your
custoers an! your bran!.
3. [oo in on the $u!ience >ou Want to $ttract
When arketing with content, the goal is usually to preserve your current
custoer base an! reel in new consuers. *nowing how to connect with
these inten!e! au!iences is the foun!ation of an e.ective content strategy.
The best approach is to view your au!ience as people, rather than statistics.
What are they intereste! in learning? What are they speci#cally searching for
online? What probles !o they have? $nswering these Cuestions is the #rst
step to success.
8. I!entify the 0elationship Between What >ouEre Teaching an! &elling
To e-pan! the reach of your pro!ucts or services, the content you !eploy
ust be interesting an! relevant. The inforation shoul! strike a chor! with
rea!ers eotionally, intellectually, an!Bor in ters of practicality.
Gor e-aple, if you sell a culinary pro!uct, the content coul! reFect the any
eals that coul! be prepare! using it. >ou coul! inclu!e recipes for nostalgic
cofort foo!s, engaging eotions an! intellect an! presenting the pro!uct as
uniCuely useful.
;. Gocus on Content Integrity
Consuers are sart an! can !i.erentiate soli! inforation fro spa. The
latter can hurt your business. Consuers will avoi! spay aterial,
whereas they will hol! your copany in high estee if you prove to be
authentic.
>our best bet is to hire subDect atter e-perts who can shape your essage
into one that reFects your bran! while e!ucating rea!ers. If you canEt a.or!
to outsource to professionals, ake the tie an! create high"Cuality content
yourself.
7. )e#ne the Aoice of >our Content
>our content arketing strategy shoul! be Dust one layer of your overall
arketing capaign, which can inclu!e anything fro television coercials
to a!s on social e!ia. %verything un!er the ubrella of your capaign
shoul! be synchroni'e!.
The content pieces you put out shoul! never contra!ict any other bran!
essaging, or your ain obDective. 0ather, each prootional aspect shoul!
strengthen the other by reaWring your copanyEs overarching purpose.
<. Be Consistent
When creating your content strategy, be sure to !eci!e on the freCuency of
your content an! stick to it. >our rea!ers, once engage!, will e-pect to
receive inforation fro you on a stea!y basis. If this !oesnEt occur, they will
!isengage.
Being consistent is the hallark of a successful business in general.
%verything fro the Cuality of your pro!ucts to the pro!uction of your content
shoul! be reliable. This will give you cre!ibility nee!e! to position your bran!
as an in!ustry authority.
=. @se the 0ight Channels
The best channels to utili'e tie back to your au!ience. If your services are
geare! towar! senior citi'ens, a har! copy newsletter ight be their
preferre! e!iu. If you are focuse! on a younger crow!, social e!ia ay
be best.
Prooting your content on social sites like Twitter can ake it go viral. If the
content is what rea!ers are looking for, they wonEt hesitate to share. Yuick
&proutEs gui!e to content arketing o.ers ore !etails.
:. Plan Way $hea!
To be consistent, you will nee! a long"ter e!itorial calen!ar. Once you
establish the freCuency of your e.orts, !eterine the topics you want to
tackle as far ahea! as possible. This gives your subDect atter e-perts tie
to gather inforation.
One shoul! bear in in!, though, that it is ipossible to fully pre!ict the
future. >ou ay have to change a topic at the last inute base! on a current
event. Tren!s ight change in a way not forecaste!. Be prepare!, yet
Fe-ible.
I. 9everage &%O
$ soli! content arketing strategy geare! towar! the right au!ience is
pointless if it !oesnEt reach this au!ience. &earch %ngine Optii'ation R&%OS
is one of the best free ways to get valuable prospects to your web pages.
&%O involves incorporating keywor!s that consuers search for into your
aterial. This way, your content will show up in search engine results an!
reach the coputerBtabletBsartphone screens of your target au!ience.
6. ?ever &top Collecting )ata
Intelligence gathering !oesnEt stop when you i!entify your au!ience. The
worl! keeps evolving, an! so shoul! your business. *eeping abreast of tren!s
an! stats ensures that your content is relevant at all ties.
$!!itionally, itEs iportant to track what the copetition is !oing. $fter all,
they coul! be roun!ing up your custoers. To easure content etrics, you
can use progras like +oogle $nalytics. @se online tools to see what
copetitors are up to.
H
Writing persuasive copy is the goal of every professional copywriter.
Persua!ing rea!ers to agree with you can help convert the into paying
custoers. While it can prove challenging at ties, persuasive copywriting
can be learne! an! perfecte! by following soe basic techniCues.
(ere are 3: persuasive writing techniCues that are a cobination of
psychological etho!s an! proven strategies to gain your rea!ersE trust an!
get the to agree with you.
3. Gocus On >our Best $u!ience
Writers ten! to cast a wi!e net, hoping to inFuence everyone. (owever,
focusing on the people who are ost likely to bene#t fro the content an!
writing for the will bring better results.
8. Tell The Why
0ea!ers are constantly bobar!e! with essages on a !aily basis. If you
want their attention, Dustify it with a goo! reason up front, preferably
soething that will bene#t the.
;. 0ely on a Proven Copywriting Gorula
Copywriting forulas e-ist solely to help copywriters persua!e rea!ers. There
are several e-cellent copywriting forulas that are both e.ective an! easy to
reeber, an! itEs well worth your tie to learn a han!ful of the.
7. @se the 0ight Tone of Aoice
What you say is iportant, but how you say it is vital. Tone inFuences how
your rea!er perceives your essage, so !eci!e which one will be ost
e.ective then use it consistently.
<. Be $uthoritative
%stablish yourself as an authority up front an! be consistent in backing up
that authority with proof, statistics an! e-aples. Be honest an! transparent,
!onEt waver, an! pretty soon your au!ience will believe you.
persuasive copywriting, copywriting techniCues, professional copywriter,
copywriting forula
Iage source
=. Take The 0ea!erEs Point of Aiew
If you were the rea!er, what woul! grab your attention? When you are writing
persuasive copy, you have to becoe the rea!er to un!erstan! what appeals
to the.
:. &how That >ou @n!erstan!
Before you can persua!e your rea!er, you ust establish that you are Dust
like the in soe way. Perhaps you share the sae proble or have siilar
!esires. Gin! a utual connection an! state it early on.
I. Tell a &tory
Gro the tie we are ol! enough to un!erstan! language, huans are
suckers for a goo! story that akes us feel. $nec!otes, especially when
backe! by facts, are a great way to connect with your rea!ers on an
eotional level.
6. Tell Both &i!es of the &tory
There is always another si!e of the story. @nlike a!!ressing obDections, telling
the other si!e of the story allows you to paint a copelling picture of what
life woul! be like without your pro!uct or service. It woul! be awful. Tell the.
34. @se InFuential Wor!s
To write persuasive copy, use persuasive KactionL wor!s like iracle,
!iscovery, !iscount, an! bargain. @se uplifting wor!s like vitality, grace,
wis!o, an! con#!ence. Ginally, ake sure your copy has VGreeE, E(owE, E?ewE
an! V>ouE in abun!ance.
33. &iplify \ $plify
&iplify your core i!eas into har!"hitting in!ivi!ual thoughts, then aplify
the with the help of things that are iportant to the rea!er. @se wor!s that
help epower your rea!ers. +etP 9earnP 0esultsP ?owP
38. Be &peci#c
Place a laser focus on speci#c facts an! bene#ts. Gor e-aple2
64Z of custoers see results in 8 weeks or lessP
0esults can be seen in 8 weeks.
The #rst line is ore speci#c, aking it ore persuasive.
3;. Be 0epetitive
If youEve sai! it once, you can say it again. 0epetition is a tie"honore! tactic
for reebering anything. @se it to your a!vantage.
37. $!!ress ObDections
%ven the ost agreeable rea!ers will likely have obDections, an! you are
uch better o. a!!ressing the up front than waiting for your potential
custoer to voice the. This is another eans of establishing authority, an!
also tells your rea!er that you have thought the atter through.
3<. &how Proof
$s previously entione!, showing proof helps establish you as an authority
on the subDect, an! shows your rea!er that you respect the.
3=. Gocus on (ea!line Psychology
(ea!lines atter. If the hea!line is not catchy enough for a click, the rest of
the content will fall Fat. ,ake sure that the hea!line is psychologically
stiulating an! interesting to your rea!ers. (owever, !onEt sacri#ce clarity
for the sake of Fash. >our hea!lines shoul! be catchy but concise.
3:. Be Consistent
&tate your position up front, then procee! to be unfailingly consistent in
backing it up with facts, stats an! proof. %ssentially, you want your rea!ers to
trust you. $ rea!er who trusts you will ten! to agree with you, an! nothing
buil!s trust ore e.ectively than being consistent.
?one of these techniCues alone will win over your rea!ers, but cobine!
strategically an! use! wisely, they can help you write persuasive copy that
will turn rea!ers into custoers.
H
Writing great eail subDect lines for your arketing an! eail newsletters is
a bree'e, you Dust have to stu!y copywriting for years, sales for !eca!es,
psychology an! everything else that goes along with crafting a essage that
gets opene! an! rea!P Or you can have soething like a Kswipe #leL of great
eail subDect lines you have collecte!, ones that ake you respon! an! want
to click through to open. With that in in!, I have Kswipe!L soe of y very
favorite eail subDect lines an! will continue to buil! upon this list as I goP
They are in no particular or!er an! if you have written or rea! a great eail
subDect line yourself, please leave e a coent an! I will a!! it with a
subitte! by. 5ust know they have to be +0%$T, copelling, striking or
otherwise interesting to anageent RePS
&oe ?ew Ones I 9ove
+reat teaser fro ]Deniiferscot" 38 Pinterest Boar!s >ou CanEt 9ive
Without, X; is y bibleP Q sp
If >ou 9ike @s, >ouEll 9ove This R+0%$T aWliate partner verbiagePS
The Brain")ea! &iple but $stonishingly %.ective Way to Becoe a Better
Writer Q 5on ,orrow Q Boost Blog TraWc
0eCueste! Ites? Q ?ot always really reCueste! but !e#nitely an eye
grabberP
I a not all that sure how I feel about soe of these eail subDect linesOif
soeone $CT@$99> reCueste! info I a #ne, B@T the ones where they use
the reply sign to !eceive is not so great for perission base! arketingP
$s proise!, the scoop on the a!!itional aterial O Q >ou want to know
soething Chris +arrett an!
Teaching &ells
0%2 3k &yste Q )i! >ou $pply?
The 0etire! ,illionaire
0%P9$>P (ereEs that link as proise! Q (eyP &orry for not getting this back to
you sooner. IEve put the
?ick Peall. Webinar 0eplay
Gree O.ers
With all the talk of oving the free line, any of your eail newsletters an!
o.ers ,@&T inclu!e a free coponent to opens. We are oving towar!s
provi!ing ,@C( ore free content for our peepsP
Tube Gool upggra!e Q Check out this )%,O vi!eo
,ark )ulisse
Check out these essential vi!eos Q (i Tara, We provi!e anyO
Infusionsoft
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5aes We!ore
RAIP %arly ?oticeS %arly Warning $bout $a'ing ,obile Pro!uct RPlus Q Gree
&oftware fro
Brian $n!erson
,y ?ew %ail ,arketing Course RfreeS Q %-citeent !oesnEt begin to !escribe
how I feel to!ayO
9eslie &auel
Ignite >our +rowth in 843; With *au.an GastTrac2 G0%% Courtesy of ?>C
Aentureneer Acourse
^Breaking ?ews_ +rab >our Gree +ui!e to PinterestEs Bran! ?ew Business
$ccounts
(ub&pot
^G0%% AI)%O_ 3 Week of Work )one in 7 (oursOWatch this vi!eo to see how
you can !o an %?TI0% weekEs worth of work in as little as 7O
,ike Gilsaie
your free Tube TraWc &ecrets Cheat &heets are rea!y ^P)G_ Q I shot over a
youtube training vi!eo &atur!ay, but I Dust wante! to
ake sure
To!! ^&pontent_
(ow to get unliite! custoers fro TwitterP " 9ast nightEs webinar, K(ow to
Instantly $ttract Custoers in $?> ?iche $nywhere in the Worl!
Bill Crosby
$a'ing free bun!le fro ByPeople.co
Web!esigner )epot
Tara, check out this cool free tool I foun!2 Q Tara, check out this cool free tool I
foun!2
5aes 5 5ones
)i! >ou ,iss >our Bonus TrainingO ,ake `344k by +IAI?+ stu. awayP
$aron R&pin 0ewriterS
$,$[I?+9> interesting calls to action fro Bryan %llis
RI a not a huge investing kin! of ki!, but always open his eails to see how
he is going to frae soe of his linksPS
Col!, (ar! ?ubers2 (ousing arkets in how any? states now have T(I&
in coon
9ies in 9en!ing2 Why T(I& bank will have to pay illions thanks to a :<"
percent G$I9 rate on rating loans
Goreclosure )ouble )ip2 Why fe!eral I?T%0G%0%?C% likely will cause
another foreclosure wave Rthe !eal that create! the !ouble !ipS
Business ?otes2 9obbyists hope to e-ten! T%00O0I&, insurance options
for another : years Ris your property covere!?S
Ginancial ,arkets2 The I?&I)%0 I?GO0,$TIO? that shows a bearish secret
in the arkets
Personal Ginance2 Why T(I& investent vehicle is pulling in recor! aounts
of cash
Interesting titles
Okay, this is sort of a iscellaneous category, but I thought that it was great
for when I will be brainstoring eail subDect lines. ,uch like using the
Coso aga'ine to Dup o. fro, using these ones to get the gears going
ay be a great i!eaP
Top &tory2 0eB,a- Tra!eark Bullying +oes too Gar Q e"Brief for &un!ay,
?oveber 3I
?ews+eni.us
even a K?ewbieL can use this $Wliate syste Q >eah even a ?ewbie can use
this newO
(owie &chwart'
The %lectronic &ignature ,arket is Poise! to Take O.
&ales \ ,arketing @p!ate
The secrets behin! Black Gri!ay a! copy
&pyGu
%ssential Touch"@p Tools for &tape! Concrete
Concrete ?etwork
)ownloa!s that ,ake a `<4,444 )i.erence
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Ginally, &%O %-pert 0eveals %asy Way to ,ake >our &ites ,ore Aisible \
$ttractive
&ocial,onkee
&$9%& G@??%9 ,$+ICP create yours an! triple your sales in an hourPPP
Gire >our &elf ,arketing
If I ha! to start again, this is what I woul! !o. Q to what these current stu!ents
are sayingOBa!ly ?ee!e! $ &ource
%! )ale
(ow to get $99 of your copy 0%$) Q !oes is check out the hea!line. They kin!
of linger there for a few oents, thinking about it. T(%?, if they stay on the
page..
$n!y 5enkins
please !onEt call this a Kbonus packageL Rtie sensitive !etails enclose!S "
freak you out but this is the largest an! ost coprehensive package weEve
ever put together.
+reg Cleent
Becoe $ TraWc ,ogul With This K+ae ChangingL &oftwareB&yste
WarriorPlus
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syste thatEs banking over `34k
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,arketing2 ,arketing Trups &pecial %.ects on >ouTube a >ouTube ?ation ;3
9aura Ciapa
you have y perission to copy this ^A%0> P0OGIT$B9%_ Q >our about to see
one of y ost pro#table business o!els IEve use! in y business
,ike Gilsaie
(ave Custoers Begging for >our (elpP bbbb That/s CoolP Q )o you struggle
getting new custoers? If so, then you canEt iss this webinarP
Bill Crosby
(ow to win the `8.8 trillion war for your living roo
The ,otley Gool
WhatEs your in!"bo!y type RCuick Cui'S Q (ereEs a fun way to start yourO
Chris an! 5anet $ttwoo!, The Passion Test
^OGG9I?%_ 0eal %state $gents Will Write >ou <* Checks With This
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$nnouncingP The %n! of WriterEs Block RThe %asy WayS
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Think Blue Blook &urvey2 (elp @s &tay X3P
0akuten 9ink&hare
(ereEs %c$CT9> how you ,$cI,I[% your pro#ts using the 9%$&T e.ort N huge
bonus reveale!P
Brian Tracy
Irish woan goes nuts Q Tracey ,eagher is a forer 5A partner of ine, we
release!O
,artin Crulish
how any in !og beers?
*evin 9arson
What a great pleasure to have a startup rock star like youO
9inke!In +roup2 &tartup &pecialists
Invitation2 %-clusive Partner Progra fro 9ink&art
*evin Weiss a 9ink&art
ro!uct &ales
I foun! that any of the eail subDect lines were relate! to sales, free
shipping an! less about arketing. I !onEt think that Dust !iscounting your
pro!uct is an e.ective long ter strategy. Will keep y peepers open for
ore goo! onesP
+la Chan!eliers @p to :;Z O. &hip GreeP Plus, Goyer Gurnishings, &all
&pace )ecor, ,O
<< )owning &treet
?ew thees an! fonts are hereP
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%vents
+etting butts in seats can be a real challenge. There are soe great eail
subDect lines here, !esigne! to ake people stan! up an! notice your eventP
BI+ webinar toorrow with a special guestP Q We love to give you access to
the top e-perts in the worl!
9ewis (owes
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seinar to!ay with one of the sharpest authors I knowO
&teve (arrison
"@P)$T%)">ouEre invite! to an 9in!t Chocolate 0.&.A.P. PartyP
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OweEre going live in ;, 8, 3O
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checking your e"ail to!ay, but I thought I woul! try..
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,y K+ift of ThanksL to you. $ coplientary K&eatL in y >our Corporate
&uccess PrograP
Yuantu %n!eavors, Inc. B $nn Garrell
(oli!ay %ails
Okay, this one WI99 get bigger as we surf the seasons but all 344 coul! have
been about holi!ay eail subDect lines. I love a corny topic so these are right
up y alleyP
What a TurkeyP ,astering ConFict Q ?oveberEs &all &tep X; for >our
Corporate &uccess
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Why )aily 9earning Beats +obble"+obble 9earning
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+obble @p These +reat )eals Before They $re $ll +oneP Book ?ow
&outhwest
d Aote for Working 9ess an! ,aking ,ore (%0% Q ItEs %lection )ay here in the
@&. Whether you live in the @& or abroa!O
0ich &chefren
Gearing the Turkey"pocolypse, Watch (ow to &urvive Thanksgiving on >ouTube
>ouTube Broa!cast ?ewsletter
$!!itional Characters
@sing sna''y htl characters can really set yourself apart. While aking this
list I looke! at T(O@&$?)& of eails an! the ones with a little soething"
soething in the titles 0%$99> Dupe! o. the pageP
G0a%a% WoenEs ?etworking %vent an! (oli!ay *ick"O.
Colora!o Connector
+et your essage across now ^gift_
Brian Tracy
^?O B.&. %"[I?%_ 9ong Gor Copy vs. &hort Gor Copy " can ake these
connections without the stress of uncofortable situations an! consuing all
of your tie.
,ara +la'er
^ " (OT G&O " _ &teal Gro +oogle In < &tupi!ly &iple &teps? Q 5ust a few
oents ago a new pro!uct launche!
Bobby Walker
e `36N 9ast ,inute (otel )ealsP e
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,ari &ith
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5osh Cantwell
^B0%$*T(0O@+(_ (ow it I& possible to work 64Z less, but ake ;c oreO Q
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now. (e was spinningO
,ike Gilsaie
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Guture Tren! 0eport 22 Creating a +lobal 9anguage $rchive
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&carcity an! @rgency
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eail subDect lines, Dust have gotten foole! too any ties yself B@T will
be willing to try soe an! see if they work outP
^@h OhP_ +one for goo! at i!nightO
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(urry, 7 )ays Only2 $!! a &econ! 9arge Pi''a for `6.66P Or!er ?ow
Papa 5ohns
Personali'ation
With all the talk about using personali'ation in eails these !ays, har!ly
anyone is !oing it. I think this will be an area I can ake a big !i.erenceP
&uggeste! Travel 0esource Gor arketingartfully.co Q ,y nae is 9aura an!
IE a freelance writerO
9aura Chapan
Yuestions
$ Cuestion begs an answer. @sing a Cuestion in your eail subDect lines is a
great way to get the opene!Oin alost every case I stoppe! rea!ing an!
opene! theseO
K(ow long !o I have to wait until I can get a loan?L
Brian P. Gorrester
(ow (ave >ou Progresse! &ince the Thir! +ra!e?
5errery +itoer
Want %ven ,ore Wiki 9inks for >our Press 0eleases?
Bill \ 5ason a Opportunity ,arketers
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search engine is, right? But !o you know what the &%CO?) ost popular
search engineO
%ben Pagen
^G0%%?_ I giant step"by"step a!vance! training courses?
&tephen Pierce
(ealth an! Beauty
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site !e!icate! to that Q www.,an!,,onsters.coS, I a cogni'ant of how
!i.erent in!ustries nee! to target speci#c niches. Will be #lling this out ore
as we go alongP
The Best ?o"%Cuipent Workout for Weight 9oss
WoenEs (ealth ,aga'ine
Is Back Pain Preventing >our Business &uccess
5e. Aacek
?egative O.ers
I !onEt like scare tactics or putting people in hars way Rlike the $&PC$
showing pictures of !ying !ogsS, B@T there is a segent of eail arketing
that !oes this very e.ectivelyP
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Open ?owS
5aes 5 5ones
6 )isgusting Gacts about Thanksgiving
%at This ?ot That
0isks, 0e! Glags, an! Things to Watch Gor When $ccepting Cre!it Car!s
Tra!ePub Ginance Publications
9ists %ails
The lists have been overuse! an! are no longer iportant Rhehehehe Q this
post is a list post an! I assure you it !oes very wellS. 9ists let people know
how long the essage ight beP If you say 344, you know you are going to
be rea!ing for a while, if you say ; then you can probably blow through it.
&i- Ways to 0ank X3 in +oogle 0esults
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83 Inspiring %-aples of White &pace in Web )esign
Web )esign 9e!ger
<4 Things I *now $bout Woen ?ow That IE <4
(u.Post Post <4
3I &%O *illers >ou ,ust Clean @p an! $voi! for 843;
%ily 0oth
= Greaky Gast Goo! Creations Q )efen! your waistline against these fearsoe
enu ites
%at this not that
0eal %state
Back to in!ustry base! arketing. +reat eail subDect lines target your
in!ustry an! will increase open rates.
Top &tory2 Top Ten ,ost %-pensive $reas for Buyers
?ews+eni.us eBrief
Top Broker2 K(ow I 0escue! ,y &talling Practice To $verage `3:,8;I +CI
%very ,onthL
Aangie Berry
: Ways to ,eet Buyers This &eason
Trulia
g
ThereEs no !oubt that y previous two posts on hea!line forulas have been
e-treely popular. But theyEve also cause! e to take a lot of Fak.
Girst o., you still have the !oubters who won!er if I4"year"ol! hea!line
structures can possibly work in the o!ern social e!ia environent. Truth
is, I use! one such structure for a post this suer that receive! over 3,=44
)iggs, while also aking an appearance on Dust about every social e!ia
news site aroun! an! bringing in over :4,444 uniCue visitors.
$n! I never ha! a !oubt that it woul! work. Why?
Because )o >ou ,ake These ,istakes When >ou Write? an! the original )o
>ou ,ake These ,istakes in %nglish? are literally about the sae thingM
graar. It was an absolute no brainer, because ,a-well &ackhei !i! the
work for e over I4 years ago, an! his a! ran successfully for 74 years. But
keep in in! that I an! plenty of others have successfully use! the Kthese
istakesL teplate in any other conte-ts as well, because the speci#c
proise containe! in the hea!line akes it irresistible if use! properly.
That brings e to the other coplaint IE hearingMtoo any people are
using the sae forulas over an! over, ba!ly. This is likely because people
!i! not hee! the warning about hea!line teplates that youEll hear fro any
copywriter, which is to un!erstan! why they work before trying to use the.
When you un!erstan! why the original hea!lines worke!, youEll be able to
select an appropriate structure, an! youEll be a better hea!line writer in
general. If you !onEt, you ight not only write a ba! hea!line, you ight
coe o. looking ba! in general.
&o, here are < ore hea!line teplates that work, but use the at your own
risk. If you !onEt atch up an appropriate hea!line structure with your
content, you ight crash an! burn worse than if you Dust cae up with a
hea!line o. the top of your hea!.
3. Warning2 ^blank_.
If youEve rea! this far, I guess it still works. &tarting a hea!line with the wor!
warning will alost always catch attention, but itEs what you say ne-t that
will !eterine how well it works for your particular content.
Warning2 If >ou )epen! on +oogle for Both TraWc an! $!vertising, >ou
Pretty ,uch Work for +oogle
Warning2 Two Out of %very Three People in >our In!ustry Will be Out of
Work in < >earsMWill >ou Be One of The?
Warning2 )o >ou 0ecogni'e These : %arly Warning &igns of Blogger
Burnout?
8. (ow ^blank_ ,a!e ,e ^blank_.
@se this structure when relating a personal story. The key to the ost
e.ective use of this teplate is for the two blanks to !raatically contrast, so
that the curiosity factor goes way up an! people feel copelle! to rea! ore.
(ow a KGool &tuntL ,a!e ,e a &tar &alesan
(ow an Obvious I!ea ,a!e ,e `;.< ,illion
(ow ,oving to Iowa Iprove! ,y &e- 9ife
;. $re >ou ^blank_?
$ nice use of the Cuestion hea!line, !esigne! to catch attention with curiosity
or a challenge to the rea!er. )onEt be afrai! to be bol! with this one.
$re >ou $shae! of &ells in >our (ouse?
$re >ou 0ea!y to 9earn Chinese for >our ?e-t 5ob?
$re >ou a Courageous Blogger?
7. ^Blank_ Ways to ^blank_.
One of the best list structures, because itEs really a Khow toL hea!line
enhance! by speci#city that either ipresses the prospective rea!er with
how any tips youEve got, or at iniu letEs the know e-actly what to
e-pect.
343 Ways to Cope With &tress
83 Ways to 9ive a Better 9ife With 9ess
< Ways to Write *iller (ea!lines
<. If >ouEre ^blank_, >ou Can ^blank_.
$nother great use of speci#city, this hea!line a!!resses a particular type of
person with the #rst blank, an! the bene#cial proise to that person in the
content or bo!y copy with the secon!.
If >ouEre a ?on"&oker, >ou Can &ave ;;Z on 9ife Insurance.
If >ouEre an $ccountant, Our GreCuent Glyer Progra 0eally $!!s @p
If >ou 9ove &cuba, >ou Can )ive Beli'e This Week Only for a &ongP
H"I know youEve been there before. >ou sit !own, grab a pen an! paper an!
start to write those killer a!s for real estate that will bring you otivate!
sellers right to your !oor. Or !o you?
Writing real estate a!s is not as easy as it soun!s, is it? >ou see that blank
piece of paper, you stare at it an! get frustrate! because nothing goo! is
pouring out on that piece of paper. >our brain Dust !oes not want to write
a!s 2S
Well to!ay, in a true 0eal %state Black Book fashion, I have another free
resource for you that will get those real estate classi#e! a!s written an!
written in such a way that will grab your rea!erEs attention like Fies on shJt.
I have to tell you soething though. I see this a lot in newspapers, on the
internet, in the snail ail, eails, an! everything in between. ,ost a!s,
eails, ail pieces, newspaper a!s are written by non"arketers. They !onEt
grab attention, Dup out at you, an! #ght for your attention.
Think about it. What will happen when you go hoe to!ay an! get your ail
in the ailbo-? >ou take your ail, stan! right ne-t to your trash can, an!
glance at the envelope to see if its anything iportant, an! then you
autoatically throw it away.:<48;4JfullJbin.Dpg
&ae goes for newspaper a!s for real estate, Craigslist a!s, %bay a!s, PPC
a!s, ban!it signs, postcar!s, online real estate a!s an! letters. If your a!
!oesnEt catch your rea!erEs attention in the #rst few secon!s, you Dust waste!
your oney.
&o, how !o you solve this issue?
Girst, I believe that each an! every arketing piece you write nee!s to have a
hea!line. >ouEve hear! e talk about it before an! IEll keep talking about
fro tie to tie. But, IE not going to go into how you can write a powerful
hea!line since thatEs a whole new subDect of its own.
If you want a Cuick lesson on grabbing your rea!er by the eyeballs then you
shoul! rea! the post that, as luck ay have it, was written to!ay by one of
the best copywriters in the worl!, Clayton ,akepeace.
But thatEs not what this post is about. This post is about a free resource that
will give you the necessary ao you nee! to write powerful an! copelling
arketing pieces.
%very successful arketer has a secret swipe #le that he keeps on his !esk
which he can refer to whenever he writes soething an! nee!s i!eas to get
his creative Duices Fowing.
>ou, as an internet real estate investor, nee! those swipe #les to refer to so
you can counicate with your custoers in the best possible way.
The swipe #le IE recoen!ing to!ay was put together by one of the best
copywriters in the worl!. ItEs a :3 page #le that contains soe of the best
swipe #le inforation IEve seen but y 8 favorite ges I got out of this free
report are2
boat loa! of stunningly e.ective wor!s an! phrases you can use in your
arketing to better arket your real estate investing service O RI think there
are like over 3<44 of those wor!s an! phrases in there"ItEs a gol!ine is you
ask e.S
an! how to Cuickly becoe the KcoolestL person in your arket
&o go ahea! an! grab the free report, print it out an! put it ne-t to your
coputer so you can refer to it over whenever writing anything to your
prospects.
0eal%stateBlackBook.coBrecoen!sBpowerfula!s
By the way, if you have alrea!y !ownloa!e! y previous recoen!e!
report on The &ingle ,ost Iportant &kill %very 0eal %state Investor ?ee!s To
*now then you have probably receive! this report in your inbo- alrea!y. If
not, you can !ownloa! it here.
J
WhatEs the best arketing youEve ever encountere!?
,aybe itEs Aeri'onEs Kcan you hear e now?L capaign. Or the ever"so"
catchy K%very *iss Begins with *ayL thatEs helpe! the Deweler sell loa!s of
!iaon!s. 0egar!less, the arketing was probably far ore than Dust
content. It was probably really persuasive.
0obert Cial!ini hol!s a )octorate in Psychology, an! becae faous for the
scary eWcacy of his 36I= book InFuence2 The Psychology of Persuasion. If
youEve never rea! it, here are the si- principles2
3. 0eciprocity
8. Coitent an! Consistency
;. &ocial Proof
7. 9ikability
<. $uthority
=. &carcity
)o these principles still atter, alost ;4 years later? $bsolutely. In fact,
theyEre so incre!ibly e.ective that (arvar! Business 0eview recently revisite!
the !anger of persuasion when itEs abuse!. )onEt ever use these pillars to
ake false proises, but as a tool for enhancing your conversion copywriting.
(ere are soe trie!"an!"true ways to apply Cial!iniEs principles to your blog,
lan!ing pages, an! calls"to"actions2
3. 0eciprocity
The #rst principle is actually a lot ore coon than your reali'e when it
coes to aa'ing copy. In fact, reciprocity is at the very core of inboun!
arketing. )ownloa! our free eBook. 0egister for our free webinar. To!ayEs
brightest bran!s have astere! the art of provi!ing soething of value to
their custoers, in e-change for a lea! conversion. Check out the following
e-aple2
>our prospects are busy people. By o.ering soething of value in e-change
for their tie or eail a!!ress, youEll have uch better luck winning their
attention.
8. Coitent an! Consistency
&ales asters know how to get custoers to coit early in the process.
,aybe not to a sale, but to a test !rive or a free !eo. While itEs critical to
avoi! being overly salesy in content arketing for top"of"the"funnel
custoers, you can easily leverage this principle. By writing a strong
intro!uction to your blogs an! lan!ing pages, you can buil! an instant rapport
with your au!ience, increasing your chances of getting the to stick aroun!.
&oe powerful ways to KhookL your rea!ers into coitting to #nishing your
content coul! inclu!e2
@sing huor
%pathi'ing with their pain points
&hocking the with stats an! facts
Gor ore insights on how to write aa'ing copy for blog intros, check out Top
Writing Tips to Infuse >our Blog With &tickiness.
;. &ocial Proof
&ocial proof was a powerful phenoenon when Cial!ini perfore! his
groun!breaking research in the early 36I4Es. If anything, it atters even
ore to!ay. >ou probably rely on social proof ore than you reali'e to
!eterine the cre!ibility of bran!s. $ thought lea!er is partially value! by the
si'e of their following, an! you probably check out +oogle local reviews
before hea!ing to a restaurant.
(ereEs one e-aple of social proof you see on a !aily basis2
Iage source
)isplay your custoersE fee!back or blog subscribers with pri!e Q itEs only
going to enhance your copyP
7. 9ikability
ItEs a well"establishe! fact that people buy fro people or bran!s they like.
>our copany !oesnEt nee! to be everything to everyone, but you shoul!
have a very strong appeal to your i!eal custoers. One organi'ation that
!oes this e-treely well is actually Taco Bell, whose social e!ia content is
well"known for being incre!ibly huorous, irreverent an! on"point2
Iage source
<. $uthority
If you know what youEre talking about, people will listen. ItEs why we Fock to
thought lea!ersE blogs an! Twitter fee!s. We want to learn at the feet of
people whoEve proven tie an! tie again that they know their stu..
When it coes to writing convincing an! aa'ing copy, itEs crucial that you
both give the ipression of e-pertise, while working to truly earn it. While
thereEs absolutely no way to cover up an abDect lack of knowle!ge, here are
soe Cuick ways to ake your writing see ore authoritative2
@se fresh, reputable stats an! facts
@se e-pert Cuotes, preferably fro original interviews
%!it with a eticulous eye for errors
%ven if you are the lea!ing e-pert in your #el!, a few isplace! typos or a
lack of research can wreck cre!ibility. Inversely, highly e.ective research can
go a long way to further the wor!s of an up"an!"coing blogger.
=. &carcity
%veryone Q an! I ean everyone Q is a sucker for liite! tie !eals an!
o.ers. Trust e, weEve all fallen for the at least once. WhatEs even better,
the principle of scarcity can be applie! to all areas of your arketing
capaign, not Dust your sales o.ers. Consi!er creating an e-clusive foru or
secret Gacebook group for your fans. O.er a webinar with e-treely liite!
spaces. Consi!er o.ering an eBook for a liite! tie only.
The sky is the liit when it coes to applying the highly e.ective principle of
scarcity, so let your iagination run wil!.
"
his a! is fro 78 years ago for lu-ury lan! plots on the Islan! of ,ontserrat. It
asterfully uses scarcity an! social proof an! is an a! that can be
successfully o!ele! for as long as e-otic plots of lan! are bought an! sol!.
There $re Precisely 347 Custo Ailla &ites
On These 9ovely Woo!e! &lopes
Grae! By ,ountain $n! Caribbean &ea With $ +olf Course Gor $ Gloor
>ou ,ay Own One In I&9%& B$> of ,O?T&%00$T
This is a repro!uction of a repro!uction"a printing of black an! white
photograph. WeEre !epen!ing heavily on it to begin the Dob of capturing you.
But itEs not truthful. I canEt be O
Because, on ,ontserrat itself, the lan! is green, the Caribbean soft an! blue.
Coe to life for you"there in the ,ontserrat"are the ountains thick with
forestU the far pu.s of white Feece against the in#nite sky2 the pure, sweet air
of this ost superb of islan! cliates.
%-travagance? $re we reaching? It ight see so. but for this soli! truth2
,O?T&%00$T I& T(% ,O&T B%$@TIG@9 I&9$?) I? VT(% B0ITI&( W%&T I?)I%&P
This secret is alrea!y known to soe"to those who have Fown out of the
!ap an! the col! an! in a few hours coe to a cliate that is in truth the
gentlest an! least hui! in the Caribbean, where the winters are balier
than in southern &pain an! the suers cooler than in parts of $laska. These
people have been to other islan!s which o.er only the #at onotony of low"
growing shrub an! now coe gla!ly to the lofty ountains an! green"toppe!
cli.s of ,ontserrat where gleaing beaches soften the coastline in crescent
arcs an! where the sea is always in their view. $lways in their viewP This is,
perhaps, the ost fascinating thing about ,ontserrat2 to be always able to
look out an! away, constantly to have an incoparable scene of ?ature eet
the eye, like an enorous asterpiece.
,ontserrat has been !escribe! as a lavishly en!owe! islan! of astonishing
changes. $ turn in the roa! ay bring you su!!enly to a tropical ravine along
which a strea tubles on its way to the sea. Or you will pass fro
cultivate! #el!s ,ontserrat supplies larger islan!s with its gar!en pro!uctsS
to the riotous beauty of wil! orchi! an! Poinciana. Glaboyant splash scarlet
!abs against the hillsU ango, coconut, lie, banana hang heavy with fruit in
season. >ouEve never taste! such pineapple or eaten such toatoes. ?or
have you probably ever seen so any ahogany trees or knelt in such grass.
$n! it is certain that on very few islan!s, if any. have you !runk such water"
the fable! ,ontserrat water, pupe! not fro an"a!e catchents Rlike
islan!s in the Airgins, for instanceS but fro springs high in the cool ountain
forests. @nless you know the islan!s, itEs har! to apprecihate how uniCue is
,ontserrat pure, abun!ant water.
Those who !iscover ,ontserrat are enchante! at its sight"then a!e captive
by its people. There is no resisting the, native or recently"arrive!. One
learns to !rive with one arU the other is nee!e! to wave return greetings.
ItEs a little islan!";8 sC. iles. the si'e of &t. Thoas. Of its 3;.444 people
RthereEs an Irish Favor to their %nglishS ;444 live in Plyouth, the capital,
thought by the TO0O?TO +9OB% a ,$I9 to be KO the cleanest town in the
British West In!ies OL >ouEll love going into Plyouth, to watch the bustle at
the harbor, to walk its neat, narrow streets line! with balconie! houses, to
say hello to everyone aroun! you, to shop. >ou can buy virtually anything you
nee! in Plyouth"fro newspapers to fro'en foo!s"an! youEll pick up
bargains along the way2 goo! beef at <67 a lb., &cotch or Cana!ian at `8.8< a
#fth. $erican cigarettes at `8.84 a carton. $t the price, `3;<4 youEll want a
new foreign car for ,ontserratEs rather narrow but e-cellently"pave! roa!s.
0oyal Bank an! BarclayEs have put up new buil!ings an! there is !iscussion
of a shopping center as well as another cinea. We have public an! private
schools. !octors, churches, an! are getting a new hospital. $n! hereEs
soething that is e-citing everybo!y on the islan!2 the +overnent has
slashe! all incoe ta-es, personal an! corporate, to a very low #gure.
ThereEs a style, such a grace to this islan! that we are alost tepte! to say2
KThatEs Why we chose ,ontserrat.L But the fact is that I&9%& B$> OG
,O?T&%00$T coul! not have been create! on any other islan!P
The ain reason, right o., is price. 9etEs ascribe a beauty, eCualing
,ontserrat, to Puerto 0ico, or $ntigua. or 5aaica. or to &t. Thoas. 9etEs
scour their coasts for a lovely tract of 38< acres with every spot of it having
an unobstructe! view of the sea. Top the lan! with lu-uriant trees an! plants,
fashion a stea!y gentle bree'e to eliinate the nee! for air"con!itioning, an!
place a lush golf course in a valley !irectly alongsi!e it. Bring in pave! roa!s
to each site, un!ergroun! power to each site, pipe! ountain spring water to
each site. &ee that it overlooks a >acht Club an! ,arina site an! gil! the lily
by giving your buyhers a 8 year free ebership in the golf courseU an!, if
they own boats an! are invite! to Doin, pay their ebership fees in the
propose! private >acht Club, also for 8 years.
$n! then set your architects to work to custo those 38< acres into Dust 347
villa sites. each with an estate privacy, each with a superb view. Then #nally"
with ounhtains, sea, an! golf course foring unencroachable bor!ers"
guarantee your property buyers that KIsles BayL of Puerto 0ico or of $ntigua
or of any islan! will be set o. in perpetual privacy fro any other counity.
If you coul! #n! such lan! on these islan!s an! iprove it as weEve written"
because all of these iproveents will he yours at I&9%& B$> OG
,O?T&%00$T"the prices you woul! have to charge your site"buyers woul! be
frightenhing. In 5aaica. where elevate! sites with a view are a consi!erable
!istance fro the ocean R!ue to a wi!e ban! of fronting Fat lan!S, prices for
Cuality lots are =4C a sC. ft. an! higherU an acre R74.444 sC. ft.S woul! cost at
least `87.444. In Barba!os, with no soaring views to speak of, prie lots are
being Cuote! at I4 cents to <3.44. $n! we estiate that in Puerto 0ico a one
acre site eCuivalent to what we are o.ering in I&9%& B$> OG ,O?T&%00$T
woul! cost `<4,444P In I&9%& B$> OG ,O?T&%00$T the average price per sC.
ft. is about ;8 cents. &ince the average lot easures about one acre R74,444
sC. ft.S the average price
is `38,I44. $n! yet pay only ;Z !own an! 3Z a onthP Perhaps youEll say
that swift transportation is the chief reason for the sky"clibing prices
elsewhere. $n! youEll probably be right. Puerto 0ico. 5aaica. Barba!os.
$ntigua "theyEre all Det"strip islan!s, Cuickly reache!. &o O here is reote
,ontserrat, light years fro the Dangle an! arti#ciality of these popular
resorts, yet only 8: iles fro $ntigua. >on reach $ntigua in ; hours an! <4
inutes by non"stop Det fro ?ew >ork an! in about 7 hours fro Toronto.
)aily shuttle Fights get you fro $ntigua to ,onthserrat in 3< inutes. The
coplete roun!"trip fare fro ?ew >ork to $ntigua is `3=3, every onth of
the year.
Please rea! the hea!line of this a!vertiseent once again2 VT(%0% $0%
P0%CI&%9> 347 AI99$ &IT%& OL ThatEs all there are"347 precious lots. We
coul!nEt a!! any ore if we wante! toU ?ature has seen to that. $n! because
there are only 347, an! because they are all in!escribably lovely. they will all
soon be gone. >ou ay count on it.
$t this oent, as you rea! this, thousan!s of others are !oing the sae. We
have release! our a!vertising siultaneously in the @nite! &tates, Cana!a
an! +reat Britain to give an eCual opportunity to wi!e au!iences. $n! we
have chosen the ail etho! because we know that ost of you canEt pick
up right o. an! Fy to ,ontserrat.
(ere is what we urgently a!vise that you !o2 #ll out the coupon an! rush it to
us. WeEll ie!iately ail you"free an! with utterly no obligation"a thick an!
inforative portfolio which will contain a large color brochure of I&9%& B$> OG
,O?T&%00$T an! a color booklet of the Belha 0iver Aalley +olf Course2 a
Yuestion an! $nswer fact"book covering in !epth virtually every point which
ay occur to you Re.g. !oestic help is copetent an! plentiful"salaries
about `< a weekS2 even architectsE plans in color an! a list of buil!ers Rthe
cost of a house <34";3< a sC. ft.S. $n! in this portfolio you will #n!
photographs fro groun! an! sky an! an iense architectural aerial plus a
huge surveyorEs plat of all of I&9%& B$> OG ,O?T&%00$T. This architectural
photograph is alost precise. It will show you every one of the 347 villa sites
an! fully !escribe each one"its si'e, elevation, lan!scape, views. price. By
referring to both the painting an! to the plat youEll be able to pick out an!
reserve the lot of your choice, alost as though you were there.
?otice the wor! reserve. >ouEll not be aske! to coit yourself. >our
reservation will hol! your site for =4 !ays. >ou ay cancel for any reason
!uring that perio! an! get ie!iate refun! of your !eposit of `344. But
!uring that tie you an! only you will have a tight hol! on the lot of your
choice.
Our portfolio will also tell you of a further guarantee2 even after youEve
!eci!e! to purchase an! have. begun payents you have a full year to visit
,ontserrat. to see your lan!, an! reCuest an! get coplete refun! of every
penny youEve pai! in if then you !onEt like what you see.
Thank you for having rea! through this essage. >ou have been privy to an
instance without prece!ence2 the o.ering of a liite! nuber of villa sites of
the highest or!er of Cuality"by ail. If you are an islan!"lover carrying aroun!
a !rea of the perfect islan!, here it is. (ave a go at it. &en! at once. please,
for our free portfolio. >ou wonEt be annoye! by salesen. we proise you.
But !onEt wait. There are Dust 347O.
J
0eal %state $!vertising RWillia ?ickerson2 (ow I Turne! `3,444 Into $
,illionS
Willia ?ickerson?early every prooter of real estate investent to!ay owes
his e-istence to a 7: year ol!, breakthrough a!.
(owever, unlike any of to!ayEs prooters who are 6<Z pitchenB<Z real
estate investors, Bill ?ickerson was the real !eal. (e was as blue collar as it
gets M a telephone copany eployee M who starte! o. in his part tie
an! built substantial wealth through real estate investing.
$t the tie this a! was publishe!, real estate investing was not soething
the average wage earner got involve! with. ThatEs har! to iagine to!ay
consi!ering the !eluge of late"night infoercials.
$n! thatEs why this was such a breakthrough a!.
Take the title of this now out"of"print classic2 K(ow I Turne! `3,444 Into $
,illion.L ItEs spot on speci#cOan! in#nitely stronger thanOL(ow I +ot 0ich in
0eal %state.L
ItEs an evergreen hea!line thatEs swipe! successfully to this !ay.
%ven forty seven years later, the copy is very strong in this a!. 9ook how the
very #rst sentence si!es with the skeptical rea!er an! buil!s oentu
fro there.
Who ever hear! of an or!inary wage earner like e aassing a fortune of
half a illion !ollars in his spare tie?
>et thatEs what happene! to e. $n! the oney aking forula I use! can
be applie! by alost anybo!y, alost anywhere.
,aybe youEll ake less than `<44,444. ,aybe youEll ake ore Ras I !i!
later on.S In any case, I see no reason why you canEt accuulate enough to
retire on a han!soe incoe while you are still young enough to enDoy it to
the fullest. >our chances for success in this #el! are far better than 744"to"3.
In fact, 3=44 ties better than if you went into business accor!ing to actual
@& governent statistics.
?otice too, the sophistication of this approach. ?ickerson says2 Kthe oney
aking forula I use! can be applie! by alost anybo!y, alost anywhere.L
This a!!s volues of cre!ibility to the clai because we all know thereEs no
way everyone, everywhere can ake soething work successfully.
Interestingly, even though this a! is for a 7: year ol!, `7.6< book, the
inforation within has har!ly been e-celle! upon.
(ereEs the full si'e! a! for K(ow I Turne! `3,444 Into a ,illion.L
The following is a transcription of this terri#c a!. @nfortunately, the i!entity of
this superb writer is unknown.
(ow a `3,444 Investent %nable! ,e to 0etire at 78 with `<44,444
The true story of an aa'ing oney aking forula that ay change your
life tooO the way it !i! ine.
by Willia ?ickerson
Who ever hear! of an or!inary wage earner like e aassing a fortune of
half a illion !ollars in his spare tie?
>et thatEs what happene! to e. $n! the oney aking forula I use! can
be applie! by alost anybo!y, alost anywhere.
,aybe youEll ake less than `<44,444. ,aybe youEll ake ore Ras I !i! later
on.S In any case, I see no reason why you canEt accuulate enough to retire
on a han!soe incoe while you are still young enough to enDoy it to the
fullest. >our chances for success in this #el! are far better than 744"to"3. In
fact, 3=44 ties better than if you went into business accor!ing to actual @&
governent statistics.
(ow It $ll Began
When I was 8<, y wife, 9ucille, an! I starte! saving part of y #rst o!est
earnings as a telephone copany eployee. In three years, we save! up to
`3,444, which we use! as a !own payent to buy a hoe. Then, I began
looking about for a way to insure a o!est retireent incoe to suppleent
y telephone copany pension.
I starte! with only the `3,444 cash eCuity in y hoe. ,uch to y surprise, I
was able to pyrai! this o!est asset into `<44,444 by the tie I was 78 M
all in y spare tie. I retire! at 78 to concentrate on y investent M with
plenty of tie left over for gar!ening, swiing in our backyar! pool,
hunting, #shing, an! traveling.
,any frien!s turne! to e for a!vice on how they coul! follow e up the
roa! to fortune. Ginally, I !eci!e! to write a uniCue gui!e book, in which I
woul! share y oney aking secrets.
$nother `<44,444 in Only Two >ears
This le! e to stu!y other enEs oney"aking e-perience an! current non"
!epression perio! opportunities. $lthough I ha! not inten!e! to increase y
hol!ings, I foun! so any opportunities that in two years I !ouble! y estate
to over `3,444,444.
?ow y book, how I turne! `3,444 into $ ,illion is rea!y at last. $n! in it I
reveal Q an! tell how to use Q these four basic principles of traveling the last
reaining roa! to great fortunate still open to the average person2
3. (ow to harness the secret force of free enterprise Q the pyrai!ing power
of borrowe! oney. If you have ever e-perience! !iWculty in arranging a
personal loan Ror a coercial loan to go into businessS you ay have the
i!ea that banks wonEt len! oney to the little fellow for the purpose of
aking oney. But I will show you to get len!ers to put up gla!ly at least
three !ollars for every one of yours, thereby Cua!rupling the earning power
of your capital.
8. (ow to choose incoe"pro!ucing ultiple !wellings in which to invest your
own Ran! your borrowe!S capital. If you are intereste! in investing in incoe"
pro!ucing property for incoe alone, then you will probably get along all
right without any a!vice fro e, although even there I can give you any
tips. But if you are out to pyrai! your capital, there is a !e#nite set of
con!itions to look for.
;. (ow to ,ake >our %Cuity +row. $ fair arket value of an incoe"pro!ucing
property is in ratio to its incoe. Therefore, if you increase the annual net by
eans of the steps I outline, you increase the arket value of the property Q
thereby, increasing your eCuity.
7. (ow to virtually eliinate the ta- bite on your capital growth. I will show
you how you can increase your net worth stea!ily without it being subDect to
incoe ta-es Q not even capital gains ta-P 5.*. 9asserEs, a faous gui!e, K>our
Incoe Ta-, says of this etho! that Kthe atheatics have alost
unparallele! attraction.L
If you have about `8,<44 right now Q or if you can save only `<4Bonth for
the ne-t four years Q you can start out soun!ly on the roa! to `3,. To
enhance your progress, you will nee! an a!!itional personal investent of
`<4Bonth, or =44Byear, for two ore years after that, aking a total
investent fro your personal savings of `;,=44. But then you will start
receiving incoe fro your investent. In a!!ition, if you follow y
instructions carefully, your capital can grow at the following startling rate2
In 8 years, your `;,=44 grows to `<,I44
In 7 years you have `33,<:<.
In = years, `83,=I3.
In I years, `;6,;=;.
In 34 years, `:4,<7I.
In 38 years, `387,II7.
In 37 years, `836,6:8.
In 3= years, `;I=,;:=.
In 3I years, `=::,<I;.
In 84 years, `3,3I:,36<.
(ow far you go up this la!!er !epen!s on how uch retireent incoe you
woul! like. >ou can conservatively e-pect to earn an average net return of =Z
on your personal eCuity. &o, if you woul! be satis#e! with a retireent
incoe of at least `38,444 a year, you ust !eci!e to stop when your eCuity
reaches `844,444.
KThere ust be a catch to itPL
K0ight now, it woul! be un!erstan!able if you were stuttering M but it is not
that siple, there ust be a catch to itPL
Of course there is a catch to itP There are hun!re!s of catches, hun!re!s of
pitfalls an! traps for the unwary, who have never travele! what I call the
reality roa! to riches. But, I a!e it by learning as I went along. $n!, you
have a priceless a!vantage, which I never ha! M the a!vantage of being able
to know beforehan! everything I ha! to learn by trial an! error.
,y 76:"page book is literally the pro!uct of a lifetie, into which I have
poure! every !istille! ounce of practical knowle!ge I gaine! along the roa! to
fortune. It answers all the Cuestions on real estate operations that y frien!s
have ever aske! e. I lea! you through one actual transaction after another,
setting forth each step in !etail.
This etho! of aking oney is not !epen!ent on continue! econoic boo
or inFation, it is bene#te! an! un!erwritten by $ericaEs continuing
population boo, which is e-pecte! to result in :: illion ore people by
36I4. $n! it is coparatively recession"proof.
0ea! the book for two weeks free M then !eci!e. >ou ay have other
Cuestions, other !oubts. 0ather than attept to answer the all here, the
publishers invite you to e-aine y book free for two weeks in your own
hoe. If you are not ipresse!, return the book in two weeks, an! pay
nothing, owe nothing. Otherwise, it is yours to keep for only `7.6<, plus a few
cents postage.
Perhaps the har!est thing about aking a illion !ollars, or even `844,444,
is the act of believing it is possible. This ay be the stubling block which
will keep you fro ceasing upon the e-traor!inary opportunity presente!
here.
Out of every 3,444 people who rea! this page, perhaps only 34 will be able to
overcoe their ingraine! skepticis, enough to sen! away for ore
inforation. $n! out of those 34, perhaps only one or two will e-ploit this
opportunity to the hilt. But those fortunate few ay enDoy the kin! of
#nancial success that illions !rea of, but only a few achieve. I have coe
to the conclusion that opportunity frowns on those without faith, but a real
fortune awaits anyone who earnestly seeks the fruits of free enterprise
Willia ?ickerson is not the only self"a!e illionaire of our tie, but he is
perhaps the #rst one who is willing to reveal his oney aking secrets to
others in great !etail. $s a salarie! telephone copany eployee, he !i! so
well with his spare"tie oney"aking, that at 78, he was able to reali'e the
popular !rea of early retireent fro the !aily grin! on a han!soe
incoe. (e wrote his best selling sensation, (ow I Turne! `3,444 Into $
,illion, R!escribe! hereS out of his #r conviction that the age of opportunity
is not !ea! Q that one reaining roa! to fortune still lies open to the average
person. 0ea! what he has to say here carefully. Then if you woul! like to #n!
out ore, without cost or obligation, ail the coupon for a free e-aination
copy of his book.i
N