The Copywriting Sourcebook: How to write better copy, faster by Andy Maslen

By Andy Maslen

It is okay realizing the idea, but if it really is 9am and you've got simply been given until eventually lunchtime to jot down a few replica for a brand new revenues e-mail, touchdown web page, press advert or brochure, what you really want is a shortcut.This booklet takes the grind out of making plans and writing nearly any kind of reproduction via delivering step by step suggestion at the most sensible layouts, techniques and kinds to fit every little thing from an e mail topic line to recruitment advert, junk mail letter or web site. ready by way of the best copywriters within the B2B zone, this publication additionally presents the reader with templates for thirteen of the commonest copywriting projects for optimum effectiveness and pace.

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Additional resources for The Copywriting Sourcebook: How to write better copy, faster - for everything from ads to websites

Example text

And avoid the temptation to include any obviously salesy copy. This is not the place to start listing benefits or ‘10 reasons to work with us’. Keep it clean and neutral in tone for maximum effect. How to structure it Headline: your main headline is like the title of your story. It doesn’t necessarily need to promise a benefit like an ad headline or sales letter, though it can. What you do need to is encapsulate the challenge. You might write something like this: Creating a more effective public consultation system for Northminster City Council Sub- or super-head: under or over your main headline you need to make it clear to the reader that what they are reading is a case study.

Repeat your offer. 95 per book’. I should have been firmer with him but I was new to the game and gave in. Notes on style and tone of voice You want to sound conversational, warm and most definitely human. Most of the channels I discuss in this book call for a pretty similar tone of voice. You want to sound conversational, warm and most definitely human. For sales letters I would say the friendlier the better, without descending into fake mateyness. Keep your style simple and unaffected, use plain English and only use long words when they carry a specific technical meaning or you really can’t find a shorter alternative.

Sub-head: following on from the headline and taking a slightly different tack. So if your headline focuses on an appeal to 23 Chapter 2 The Copywriting Sourcebook the reader’s self-interest (always a good idea), your subhead might lead with the offer. Salutation: Dear Ms Jones is best (or Dear Carol if you are very sure of your ground and have the data to back it up). Dear Showjumper is OK. Dear Client or Dear Customer will also do at a pinch, though these days, if you haven’t got personal data for your customers, Hello?!

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