100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

12 Subject lines......Page 6
Introduction......Page 10
1 It’s not about you (or is it?)......Page 15
2 Remember, you’re selling......Page 17
3 Headline idea—your reader is selfi sh......Page 19
4 The call to action......Page 21
5 Another headline idea—objection handling......Page 23
6 Businesspeople love offers too......Page 25
7 Write as you speak......Page 27
8 Wish you were here......Page 29
9 On the web, it’s (even more) personal......Page 31
10 Grammar doesn’t matter . . . or does it?......Page 33
11 What not to put on your order form......Page 35
13 Avoid clichés (like the plague)......Page 39
14 Keep it short......Page 41
15 Shiny, bright, exciting adjectives......Page 43
16 Imagine . . .......Page 45
17 Parting is such sweet sorrow (actually, it’s just sorrow)......Page 47
18 Long copy and why it works......Page 49
19 Does your service live up to the copy promise?......Page 51
20 Do you dissolve your worries in a solution?......Page 53
21 Customers or cannon fodder?......Page 55
22 Don’t just do something, sit there......Page 57
23 Online copy that grows your business......Page 59
24 (Type) size matters......Page 61
25 I object......Page 63
26 It came from outer space......Page 65
27 How Web 2.0 changes your copy......Page 67
28 The case of the missing case study......Page 69
29 Write more and double your profi ts......Page 71
30 There’s gold on them thar websites!......Page 73
31 Why I hate teams......Page 75
32 “I want” does get......Page 77
33 What do you mean “If”?......Page 79
34 Send your copy by courier......Page 81
35 Tips for powerful emails......Page 13
36 Long words don’t always make you sound moreintelligent......Page 85
37 Reassuring your online customers......Page 87
38 Have fun......Page 89
39 That formula......Page 91
40 Is your copy FAB?......Page 93
41 SOUTHERN FRIED PLANNING......Page 95
42 GIVE YOUR READER A KISS......Page 97
43 SHORT OR TALL?......Page 99
44 Forget impact, go for understanding......Page 101
45 When you don’t have time to plan, plan!......Page 7
46 “I just need to make one more change”......Page 105
47 Another headline idea: true or false......Page 107
48 BE DIFFERENT......Page 109
49 UTILIZE LEXICAL ECONOMY, ER, I MEAN USE SHORT WORDS......Page 111
50 ALMOST UNIQUE......Page 113
51 FIND YOUR CUSTOMER’S PAIN POINT......Page 115
52 ANOTHER HEADLINE IDEA: USE “HOW . . .”......Page 117
53 WE’RE NOT SELLING TO YOU......Page 119
54 GIVE YOUR READER SPACE TO THINK......Page 121
55 LET’S PLAY 20 QUESTIONS......Page 123
56 OPTIMIZE FOR YOUR CUSTOMER FIRST......Page 125
57 Use storytelling techniques......Page 127
58 LOOK AT ME! I’M SMILING AND POINTING AT A LAPTOP......Page 129
59 THE RIGHT WAY TO USE NUMBERS......Page 131
60 ASK YOUR READER A QUESTION......Page 133
61 YOU FLATTER ME!......Page 135
62 YOUR QUESTIONS ANSWERED......Page 137
63 HOW TO GO UPMARKET......Page 139
64 USE PICTURES YOUR READER IDENTIFIES WITH......Page 141
65 Powered by facts......Page 143
66 Selling to international managers......Page 145
67 Skip skip intro......Page 147
68 Satisfy their cravings......Page 149
69 Tailor the message to the audience......Page 151
70 GET A CROSS-HEAD......Page 153
71 CREATE CURIOSITY......Page 155
72 MAKE YOUR ADS LOOK LIKE—AND READ LIKE—EDITORIAL......Page 157
73 WATCH THAT HACKNEYED IMAGE......Page 159
74 CORRECT YOUR PROSPECT’S ASSUMPTIONS......Page 161
75 A great golf tournament with a pretty niceconference attached......Page 163
76 Act like a magpie......Page 165
77 Watch your readability......Page 167
78 Say “Hi”......Page 169
79 Grammar does matter......Page 171
80 Will wordplay work?......Page 173
81 Use language your customers can understand......Page 175
82 Get them nodding......Page 177
83 Dig down to the underlying proposition......Page 179
84 Yet another headline idea—use “Now”......Page 181
85 It doesn’t have to be A4, or A5, or . . .......Page 183
86 Cheese for Christmas?......Page 185
87 Get your customers to speak on your behalf......Page 187
88 How to deal with high prices......Page 189
89 What are they afraid of?......Page 191
90 “Uneven numbers are the gods’ delight.” Virgil,The Eclogues......Page 193
91 Horses beat camels......Page 195
92 Befriend a designer......Page 197
93 Use personal data intelligently......Page 199
94 Start your sentences with And. Or don’t......Page 201
95 Boring for whom?......Page 203
96 Create a questionnaire......Page 205
97 Give people a glimpse behind the scenes......Page 207
98 Tap into people’s aspirations......Page 209
99 Follow the law of gravity......Page 211
100 Get to know people......Page 213
Afterword......Page 216