100 Great Copywriting Ideas: From Leading Companies Around The World

In this Book

• 100 Great Copywriting Ideas—From Leading Companies Around The World
• Introduction
• It’s Not About You (Or Is It?)
• Remember, You’re Selling
• Headline Idea—Your Reader Is Selfish
• The Call To Action
• Another Headline Idea—Objection Handling
• Businesspeople Love Offers Too
• Write As You Speak
• Wish You Were Here
• On The Web, It’s (Even More) Personal
• Grammar Doesn’t Matter . . . Or Does It?
• What Not To Put On Your Order Form
• Subject Lines
• Avoid Clichés (Like The Plague)
• Keep It Short
• Shiny, Bright, Exciting Adjectives
• Imagine . . .
• Parting Is Such Sweet Sorrow (Actually, It’s Just Sorrow)
• Long Copy And Why It Works
• Does Your Service Live Up To The Copy Promise?
• Do You Dissolve Your Worries In A Solution?
• Customers Or Cannon Fodder?
• Don’t Just Do Something, Sit There
• Online Copy That Grows Your Business
• (Type) Size Matters
• I Object
• It Came From Outer Space
• How Web 2.0 Changes Your Copy
• The Case Of The Missing Case Study
• Write More And Double Your Profits
• There’s Gold On Them Thar Websites!
• Why I Hate Teams
• “I Want” Does Get
• What Do You Mean “If”?
• Send Your Copy By Courier
• Tips For Powerful Emails
• Long Words Don’t Always Make You Sound More Intelligent
• Reassuring Your Online Customers
• Have Fun
• That Formula
• Is Your Copy Fab?
• Southern Fried Planning
• Give Your Reader A Kiss
• Short Or Tall?
• Forget Impact, Go For Understanding
• When You Don’t Have Time To Plan, Plan!
• “I Just Need To Make One More Change”
• Another Headline Idea: True Or False
• Be Different
• Utilize Lexical Economy, Er, I Mean Use Short Words
• Almost Unique
• Find Your Customer’s Pain Point
• Another Headline Idea: Use “How . . .”
• We’re Not Selling To You
• Give Your Reader Space To Think
• Let’s Play 20 Questions
• Optimize For Your Customer First
• Use Storytelling Techniques
• Look At Me! I’m Smiling And Pointing At A Laptop
• The Right Way To Use Numbers
• Ask Your Reader A Question
• You Flatter Me!
• Your Questions Answered
• How To Go Upmarket
• Use Pictures Your Reader Identifies With
• Powered By Facts
• Selling To International Managers
• Skip Skip Intro
• Satisfy Their Cravings
• Tailor The Message To The Audience
• Get A Cross-Head
• Create Curiosity
• Make Your Ads Look Like—And Read Like— Editorial
• Watch That Hackneyed Image
• Correct Your Prospect’s Assumptions
• A Great Golf Tournament With A Pretty Nice Conference Attached
• Act Like A Magpie
• Watch Your Readability
• Say “Hi”
• Grammar Does Matter
• Will Wordplay Work?
• Use Language Your Customers Can Understand
• Get Them Nodding
• Dig Down To The Underlying Proposition
• Yet Another Headline Idea—Use “Now”
• It Doesn’t Have To Be A4, Or A5, Or . . .
• Cheese For Christmas?
• Get Your Customers To Speak On Your Behalf
• How To Deal With High Prices
• What Are They Afraid Of?
• “Uneven Numbers Are The Gods’ Delight.” Virgil, The Eclogues
• Horses Beat Camels
• Befriend A Designer
• Use Personal Data Intelligently
• Start Your Sentences With And. Or Don’t
• Boring For Whom?
• Create A Questionnaire
• Give People A Glimpse Behind The Scenes
• Tap Into People’s Aspirations
• Follow The Law Of Gravity
• Get To Know People
• Afterword
• Acknowledgments