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Table Of Contents
CONTENTS
Introduction
1 It’s not about you (or is it?)
2 Remember, you’re selling
3 Headline idea—your reader is selfi sh
4 The call to action
5 Another headline idea—objection handling
6 Businesspeople love offers too
7 Write as you speak
8 Wish you were here
9 On the web, it’s (even more) personal
10 Grammar doesn’t matter . . . or does it?
11 What not to put on your order form
12 Subject lines
13 Avoid clichés (like the plague)
14 Keep it short
15 Shiny, bright, exciting adjectives
16 Imagine . . .
17 Parting is such sweet sorrow (actually, it’s just sorrow)
18 Long copy and why it works
19 Does your service live up to the copy promise?
20 Do you dissolve your worries in a solution?
21 Customers or cannon fodder?
22 Don’t just do something, sit there
23 Online copy that grows your business
24 (Type) size matters
25 I object
26 It came from outer space
27 How Web 2.0 changes your copy
28 The case of the missing case study
29 Write more and double your profi ts
30 There’s gold on them thar websites!
31 Why I hate teams
32 “I want” does get
33 What do you mean “If”?
34 Send your copy by courier
35 Tips for powerful emails
36 Long words don’t always make you sound moreintelligent
37 Reassuring your online customers
38 Have fun
39 That formula
40 Is your copy FAB?
41 SOUTHERN FRIED PLANNING
42 GIVE YOUR READER A KISS
43 SHORT OR TALL?
44 Forget impact, go for understanding
45 When you don’t have time to plan, plan!
46 “I just need to make one more change”
47 Another headline idea: true or false
48 BE DIFFERENT
49 UTILIZE LEXICAL ECONOMY, ER, I MEAN USE SHORT WORDS
50 ALMOST UNIQUE
51 FIND YOUR CUSTOMER’S PAIN POINT
52 ANOTHER HEADLINE IDEA: USE “HOW . . .”
53 WE’RE NOT SELLING TO YOU
54 GIVE YOUR READER SPACE TO THINK
55 LET’S PLAY 20 QUESTIONS
56 OPTIMIZE FOR YOUR CUSTOMER FIRST
57 Use storytelling techniques
58 LOOK AT ME! I’M SMILING AND POINTING AT A LAPTOP
59 THE RIGHT WAY TO USE NUMBERS
60 ASK YOUR READER A QUESTION
61 YOU FLATTER ME!
62 YOUR QUESTIONS ANSWERED
63 HOW TO GO UPMARKET
64 USE PICTURES YOUR READER IDENTIFIES WITH
65 Powered by facts
66 Selling to international managers
67 Skip skip intro
68 Satisfy their cravings
69 Tailor the message to the audience
70 GET A CROSS-HEAD
71 CREATE CURIOSITY
72 MAKE YOUR ADS LOOK LIKE—AND READ LIKE—EDITORIAL
73 WATCH THAT HACKNEYED IMAGE
74 CORRECT YOUR PROSPECT’S ASSUMPTIONS
75 A great golf tournament with a pretty niceconference attached
76 Act like a magpie
77 Watch your readability
78 Say “Hi”
79 Grammar does matter
80 Will wordplay work?
81 Use language your customers can understand
82 Get them nodding
83 Dig down to the underlying proposition
84 Yet another headline idea—use “Now”
85 It doesn’t have to be A4, or A5, or . . .
86 Cheese for Christmas?
87 Get your customers to speak on your behalf
88 How to deal with high prices
89 What are they afraid of?
90 “Uneven numbers are the gods’ delight.” Virgil,The Eclogues
91 Horses beat camels
92 Befriend a designer
93 Use personal data intelligently
94 Start your sentences with And. Or don’t
95 Boring for whom?
96 Create a questionnaire
97 Give people a glimpse behind the scenes
98 Tap into people’s aspirations
99 Follow the law of gravity
100 Get to know people
Afterword
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