The Rules of Copywriting, Copywriting
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The Rules of Copywriting
The
Rules of
Copywriting
by
David H Aldridge
Required legal notice
Whilst the information contained within this course is based on
proven and sound business practice, neither the author or
publisher assumes any responsibility for errors, omissions or
contrary interpretation of the subject matter herein.
Neither the author nor the publisher can guarantee any success
to the reader of this course, as this is solely dependent on the
efforts of the reader.
Whilst the contents of this course are legal in the UK, it is the
responsibility of the reader or purchaser to ascertain the legalities
of the contents within, in there own countries jurisdiction.
“The Rules of Copywriting” by David H Aldridge © Copyright 2006
PLEASE NOTE
. That this course is copyright. Users are given the right to give this course away for free
as a promotional tool. It must not be sold. It must not be altered or changed in any way or added to.
For the latest
FREE
version of this course go to
www.makeinamonth.com/update.htm
The Art of Good Copywriting Explained
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1
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The Rules of Copywriting
Contents
Introduction
.
...................................................................................
3
Module 1
.
..............................................................................................
Positives & Negatives.
.........................................................................
The psychology of selling.
..................................................................
The most powerful words to use.
.......................................................
Module 2
.
..............................................................................................
The secret of good headlines.
............................................................
Know the product ... Know the customer.
.........................................
The attention grabbing opening line.
.................................................
4
4
6
8
11
11
11
13
Module 3
.
...............................................................................................
The attention grabbing headline.
........................................................
The sub headline.
.................................................................................
15
15
16
Module 4
.
..............................................................................................
The rule of ‘AIDA’ .
...............................................................................
The first sentence.
...............................................................................
21
21
22
Module 5
.
...............................................................................................
Grammar and all that stuff.
..................................................................
The writing style explained.
................................................................
The ending and post script.
................................................................
25
25
26
28
Module 6
.
...............................................................................................
How long should your sales letter be.
.................................................
Sales letter essentials in brief.
............................................................
Typical sales letter layout.
...................................................................
Typical sales letter order form.
............................................................
The psychology of colours.
..................................................................
32
32
34
35
36
37
Part 2.
Module 7
.
...............................................................................................
What are classified ads?
......................................................................
Writing a successful ad.
......................................................................
40
40
41
Module 8
.
...............................................................................................
Testing, have you got a successful ad?
.............................................
How to increase your ad profits.
.........................................................
And finally.
............................................................................................
Details of marketing course.
................................................................
47
47
48
49
50
The Art of Good Copywriting Explained
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The Rules of Copywriting
Introduction.
Hello and welcome, first I would like to thank you for purchasing this manual.
Within these pages you will learn the art of good copywriting, a vital part of
selling regardless of the type of product you are promoting.
Before we start, I think it a good idea to explain a few things to you.
First, what is actually meant when we say ‘copy’? Well
copy
refers to any
written material, as apposed to photographs or other elements of layout in a
large number of contexts including magazines, advertising, and book
publishing.
More generally, the term
copy
refers to the text in books, magazines, and
newspapers. In books it means the text as written by the author, in our case
copy
means the text that makes up the body of our sales letter or classified
advert.
Another point is that the secrets of good copywriting that you will master in
this manual, will set you in good stead for any of your writing needs; writing
business letters to other marketers for example.
Now I have presumed that you’re in the information marketing business, or
thinking of starting in the business, if so, you will find that the contents of this
manual, whether marketing online, offline or both, will give you the edge you
need to succeed.
I cannot emphasise enough the importance of good copywriting in the
marketing business, so study the contents well, have this manual with you
when writing your copy and refer to it often.
I wish you every success.
Very best wishes.
David H Aldridge.
For the latest
FREE
version of this course go to
www.makeinamonth.com/update.htm
The Art of Good Copywriting Explained
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3
)
The Rules of Copywriting
Module 1.
Positives & Negatives.
OK, to start the course off we’re going to look at positive and negative words,
statements and headlines.
Now you may think it obvious, that in order to encourage a potential customer
to buy your product, you would explain all the benefits that your product can
offer them in a positive way.
(REMEMBER,
PEOPLE BUY BENEFITS)
However, you could insert a negative without actually realising it, for example:
“This plan could change your life forever !”
What does the word ‘
could
’ mean to you? It means
may, possibly, perhaps,
not therefore a very positive statement or headline is it? No it isn't, would the
next headline be better do you think?
“This plan will change your life forever !”
Well yes it is better, you are stating in a positive way, that your product will
have a life changing affect on the reader once they have purchased your
product.
“This plan
will
change your life forever , I guarantee it !”
This
is even better, you are offering two big benefits, a life changing plan
(
whatever the product may be
), plus a guarantee. There’s also a benefit to
you, by offering a guarantee in your headline the reader will think they’ve
nothing to lose by reading the rest of your copy.
Now the headlines above are merely to demonstrate positives and negatives,
I have used the word ‘
plan’
instead of a product name or description that
would give an indication to the reader as to what was being offered to them.
For example.
The Art of Good Copywriting Explained
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The Rules of Copywriting
“This Acne Cream
will
change your life forever !”
guaranteed or your money back
So you have told the reader exactly what’s being offered to them, but what
about the words ‘
will change your life forever’
? Well knowing someone that
suffers from acne, I would think that phrase would be very meaningful to
them.
So the secret of writing positive headlines and copy, is not only knowing your
product but also getting to know who your likely customers are, you need to
understand their dreams, their desires, their wants and expectations.
You then use the most appropriate words in your headline and indeed your
copy, to fire up their dreams, desires, their wants and expectations, and in
some cases to satisfy their needs, as in the case of acne sufferers etc.
“This Golf course
will
change your life forever !”
guaranteed or your money back
I don’t think that even the most fanatical golfer would consider that playing a
better game would ‘
change their life forever‘
and besides, the headline
doesn't even mention improving their game, so it’s a negative, to write a
positive headline you need to understand the dreams and desires of golfers.
“Play Golf like a pro in 8 days or your money back !”
Now that’s better, all golfers want to play golf like a pro, don’t they? Of course
they do, so you’ve got their attention, and your money back guarantee will
encourage them to read your copy, well they've nothing to lose have they.
Well I hope that has given you some idea as to writing positive copy, as
apposed to negative.
The next part of this module is probably one of the most important parts for
you to understand.
For the latest
FREE
version of this course go to
www.makeinamonth.com/update.htm
The Art of Good Copywriting Explained
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5
)
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