Mon Dec 24 07:03:30 PST 2018

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Copywriting contains a ton of information packed into small convenient chapters,
which works out well if you ever need to look at the information again.
Copywriting Bible
The above books are a great introduction to copywriting type books, but if you are
looking for thorough copywriting and advertising advice, I could recommend no
better book than Tested Advertising Methods by John Caples. It is like an encyclopedia
of advertising knowledge from one of the world?s best copywriters. It is a bit dated
and speaks primarily of print ads, but if you are primarily writing sales copy, this is a
great book to read.
The above books will also enlighten you with coverage of subjects such as the sales
process and different personality types.
Horrible Copywriting
We here at XYZ Corporation know what it means to be
successful. In fact, sometimes we forget that at one point a
long, long, long time ago we weren?t the premiere
information distribution technology enhancement resource
agency facilitator. Times have changed though, and we have
transfused our corporate mission to account for the
discrepancies in the post-modern publishing phenomenon.
We are?us?greatest?best?us, us, us?selfish, etc.
Basics of Online Copywriting
? Use varying style. Lose the corporate speak.
? Be yourself.
? Make it a conversation.
? Make your point up front.
? Don?t use jargon.
? Use shorter text, or, as E.B. White would say, ?omit needless words.?
? Break up text using headers, sub headers, bulleted lists, and other text
breaking devices.
? Stress benefits before features (unless it is a tech-heavy product
.
An Audience of One
It is a great idea to sell information. If your copy can connect with a person and
get them to feel as though they are working with a person instead of a screen, the
sale process is much easier. You do not know who is on the other end of the
computer.
People are generally distrusting toward the unknown. If site visitors sense a person
is writing just for them, they will not want to click away.