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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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