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100 Great Copywriting Ideas

Book Description

Are you looking for a great idea or some inspiration to make your marketing and sales literature more effective and cutting edge? Do you need words to move and inspire your employees, shareholders or customers? Words are powerful in any business, but only if you use and implement them in the right way. This book contains 100 great copywriting ideas, extracted from the world's best companies Each copywriting idea is succinctly described and is followed by advice on how it can be applied to the reader's own business situation. A simple but potenitally powerful book for anyone seeking new inspiration and that killer application.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Introduction
  6. The ideas
    1. 1 It’s not about you (or is it?)
    2. 2 Remember, you’re selling
    3. 3 Headline idea—your reader is selfish
    4. 4 The call to action
    5. 5 Another headline idea—objection handling
    6. 6 Businesspeople love offers too
    7. 7 Write as you speak
    8. 8 Wish you were here
    9. 9 On the web, it’s (even more) personal
    10. 10 Grammar doesn’t matter . . . or does it?
    11. 11 What not to put on your order form
    12. 12 Subject lines
    13. 13 Avoid clichés (like the plague)
    14. 14 Keep it short
    15. 15 Shiny, bright, exciting adjectives
    16. 16 Imagine . . .
    17. 17 Parting is such sweet sorrow (actually, it’s just sorrow)
    18. 18 Long copy and why it works
    19. 19 Does your service live up to the copy promise?
    20. 20 Do you dissolve your worries in a solution?
    21. 21 Customers or cannon fodder?
    22. 22 Don’t just do something, sit there
    23. 23 Online copy that grows your business
    24. 24 (Type) size matters
    25. 25 I object
    26. 26 It came from outer space
    27. 27 How Web 2.0 changes your copy
    28. 28 The case of the missing case study
    29. 29 Write more and double your profits
    30. 30 There’s gold on them thar websites!
    31. 31 Why I hate teams
    32. 32 “I want” does get
    33. 33 What do you mean “If”?
    34. 34 Send your copy by courier
    35. 35 Tips for powerful emails
    36. 36 Long words don’t always make you sound more intelligent
    37. 37 Reassuring your online customers
    38. 38 Have fun
    39. 39 That formula
    40. 40 Is your copy FAB?
    41. 41 Southern fried planning
    42. 42 Give your reader a KISS
    43. 43 Short or tall?
    44. 44 Forget impact, go for understanding
    45. 45 When you don’t have time to plan, plan!
    46. 46 “I just need to make one more change”
    47. 47 Another headline idea: true or false
    48. 48 Be different
    49. 49 Utilize lexical economy, er, I mean use short words
    50. 50 Almost unique
    51. 51 Find your customer’s pain point
    52. 52 Another headline idea: use “How . . .”
    53. 53 We’re not selling to you
    54. 54 Give your reader space to think
    55. 55 Let’s play 20 questions
    56. 56 Optimize for your customer first
    57. 57 Use storytelling techniques
    58. 58 Look at me! I’m smiling and pointing at a laptop
    59. 59 The right way to use numbers
    60. 60 Ask your reader a question
    61. 61 You flatter me!
    62. 62 Your questions answered
    63. 63 How to go upmarket
    64. 64 Use pictures your reader identifies with
    65. 65 Powered by facts
    66. 66 Selling to international managers
    67. 67 Skip skip intro
    68. 68 Satisfy their cravings
    69. 69 Tailor the message to the audience
    70. 70 Get a cross-head
    71. 71 Create curiosity
    72. 72 Make your ads look like—and read like—editorial
    73. 73 Watch that hackneyed image
    74. 74 Correct your prospect’s assumptions
    75. 75 A great golf tournament with a pretty nice conference attached
    76. 76 Act like a magpie
    77. 77 Watch your readability
    78. 78 Say “Hi”
    79. 79 Grammar does matter
    80. 80 Will wordplay work?
    81. 81 Use language your customers can understand
    82. 82 Get them nodding
    83. 83 Dig down to the underlying proposition
    84. 84 Yet another headline idea—use “Now”
    85. 85 It doesn’t have to be A4, or A5, or . . .
    86. 86 Cheese for Christmas?
    87. 87 Get your customers to speak on your behalf
    88. 88 How to deal with high prices
    89. 89 What are they afraid of?
    90. 90 “Uneven numbers are the gods’ delight.” Virgil, The Eclogues
    91. 91 Horses beat camels
    92. 92 Befriend a designer
    93. 93 Use personal data intelligently
    94. 94 Start your sentences with And. Or don’t
    95. 95 Boring for whom?
    96. 96 Create a questionnaire
    97. 97 Give people a glimpse behind the scenes
    98. 98 Tap into people’s aspirations
    99. 99 Follow the law of gravity
    100. 100 Get to know people
  7. Afterword