Download - The Definitive Guide to Copywriting
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Neil Patel and Joseph Putnam’s
The Definitive Guide to
Copywriting
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Want to read the complete guide?quicksprout.com/the-definitive-guide-to-copywriting/
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WHO ARE THE GENIUSES BEHIND THE GUIDE?
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ENTREPRENEUR
FOUNDER OF CRAZY EGG, KISSMETRICS AND QUICK SPROUT
RECOGNIZED AS TOP 100 ENTREPRENEURS UNDER 30 BY PRESIDENT OBAMA
NEIL PATEL
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IMG source :http://bit.ly/1H9cYSA
DIRECTOR OF MARKETING FOR ISPIONAGE.COM
CONTENT MARKETING EXPERT
JOSEPH PUTNAM
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WHAT IS COPYWRITING?
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The art and science of writing copy to sell your
product/service and convince prospective clients to take
action.
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WHAT IS COPY?
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USE OF WORDS
IMG source : FreePik.com
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CALL TO ACTION
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DESIGN
CONTENT
MARKETING
SEO
GROWTH HACKING
COPYWRITING
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BLOGGERS FOUNDERS
MARKETERSENTREPRENEURS
WHO USES COPY?
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REACH LARGE AUDIENCE
WHY USE COPY?
SELL EFFECTIVELY
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IMG source :http://bit.ly/1LhOgky
COPYWRITINGSTARTS HERE
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LAYING A SOLID FOUNDATION
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CHAPTER 1
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EVERY PRODUCT HAS A UNIQUE PERSONALITY AND IT IS YOUR JOB
TO FIND IT.- JOE SUGARMAN
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WHY UNDERSTANDING YOUR PRODUCT IS SO IMPORTANT
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DAVID OGILVY for Rolls Royce
http://blog.bradleygauthier.com/david-ogilvy-headline-copywriting/
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CREATE A PRODUCT DESCRIPTION DOCUMENT
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HOW WOULD YOU DESCRIBE THE PRODUCT?
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WHAT’S UNIQUE/SPECIAL ABOUT THIS PRODUCT?
WHAT BIG BENEFIT DOES IT PROVIDE?
WHAT PAIN DOES IT ALLEVIATE?
WHAT FEATURES ARE INCLUDED AND WHAT ARE THE BENEFITS OF EACH?
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DEFINING YOURCUSTOMERS
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CREATE CUSTOMERRESEARCH DOCUMENT
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WHAT IS A TYPICAL CUSTOMER LIKE?
WHO WOULD LIKE TO BUY?
WHO BUYS?
WHAT DO CUSTOMERS LOVE?
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HOW TO BETTER UNDERSTAND YOUR CUSTOMERS AND WRITE
MORE COMPELLING COPY
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CHAPTER 2
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COPY IS A DIRECT CONVERSATION WITH THE CONSUMER.- SHIRLEY POLYKOFF
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THE EASIEST WAY TO LEARN MORE ABOUT YOUR CUSTOMERS
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SURVEY
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CREATE YOUR SURVEY
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LEARN MORE ABOUTYOUR CUSTOMERS
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HOW CAN I GET PEOPLE TO FILL OUT?
HOW MANY PEOPLE SHOULD I SURVEY?
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WHY ARE MANY OF THE QUESTIONS OPEN ENDED?
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EVALUATING THE RESPONSES
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HEADLINE WRITING 101 : HOW TO WRITE ATTENTION GRABBING HEADLINE THAT
CONVERT
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CHAPTER 3
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“On the average, five times as many people read the headlines as read the body copy.” - DAVID OGILVY
http://blog.bradleygauthier.com/david-ogilvy-headline-copywriting/
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HEADLINES ARE WORTH 90% OF THE ADVERTISING DOLLAR
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FOUR U’s OF HEADLINE WRITING
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UNIQUE
ULTRA-SPECIFIC
USEFUL
CONVEYS A SENSE OF URGENCY
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TIP 1
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YOUR HEADLINE SHOULD BE UNIQUE
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MAKE YOUR COMPANY STAND OUT
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TIP 2
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YOUR HEADLINE SHOULD BE ULTRA-SPECIFIC
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PROVIDE ENOUGH SPECIFIC INFORMATION
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TIP 3
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YOUR HEADLINE SHOULD CONVEY A SENSE OF URGENCY
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COMPEL READERS TO CONTINUE READING
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TIP 4
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YOUR HEADLINE SHOULD BE USEFUL
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CONVEYS THE BIG BENEFITS
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4 PERSUASION SECRETS OF PROFESSIONAL COPYWRITERS
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CHAPTER 4
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EMPHASIZE BENEFITS OVER FEATURES
TIP 1 2
1 3
4
5
6
7 8 9
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BE AS SPECIFIC AS POSSIBLE
TIP 2
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TARGET EMOTIONS
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TIP 3
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LEVERAGE TESTIMONIALS
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TIP 4
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TESTIMONIALS CAN BE USED..
TO HIGHLIGHT KEY CLIENTS
TO STRENGTHEN KEY ASPECTS OF YOUR COPY
TO SAY THINGS YOU CAN’T
HEADLINES
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WHY YOUR COPY SHOULDN'T BE ABOUT YOU
AND SIX OTHER PROVEN TIPS FOR BETTER WRITING
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CHAPTER 5
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WHY YOUR COPYSHOULDN’T BE ABOUT YOU
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RULE 1
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WRITE CONVERSATIONALLY
RULE 2
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CREATE A SLIPPERY SLIDE
RULE 3
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WRITE QUICKLY
RULE 4
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USE SIMPLE LANGUAGE
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RULE 5
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USE SHORT PARAGRAPHS
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RULE 6
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ALWAYS GET YOUR COPY EDITED
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RULE 7
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5 MORE SECRETS FOR POWERFUL COPY THAT CONVINCES
PROSPECTS TO BUY
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CHAPTER 6
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MAKE PEOPLE FEEL THAT THEY BELONG
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ASK PEOPLE TO JOIN
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CREATE A COMMUNITY
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DISPLAY CLIENT/CUSTOMER LOGOS
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SHOW OFF SOCIAL MEDIA NUMBERS
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CREATE A FEELING OF EXCLUSIVITY
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PROVE THE VALUE OF YOUR PRODUCT
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ESTABLISH YOURSELF AS AN AUTHORITY
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HIGHLY TRAINED & EXPERIENCED STAFF
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HOW TO CLOSE THE DEAL WITH YOUR COPY
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CHAPTER 7
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CREATING A SENSE OF URGENCY
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The EVER POPULAR CALL TO ACTION
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MAKE A COMPELLING OFFER
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DON’T FORGET THE GUARANTEE
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LONG VS. SHORT COPY WHICH IS BETTER?
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CHAPTER 8
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GUIDELINE 1
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ONLY WRITE AS MUCH AS YOU NEED TO WRITE AND NO MORE
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GUIDELINE 2
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LONG COPY ANSWERS MORE OBJECTIONS
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GUIDELINE 3
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SOMETIMES SHORT COPY IS BETTER
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GUIDELINE 4
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PEOPLE READ WHAT’S INTERESTING TO THEM
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HOW TO COMBINE COPY AND DESIGN FOR OPTIMUM RESULTS
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CHAPTER 9
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DESIGN:SET THE STAGE FOR THE OFFER
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THE POINT OF YOUR COPY IS TO GET READ
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GETTING COPY AND DESIGN TO WORK TOGETHER
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TIPS, TIPS, TIPS!
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DESIGN AND COPY
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TIP 1
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ALWAYS USE HIGH CONTRAST FOR FONTS
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TIP 2
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MAKE SURE YOUR FONT DOESN'TBLEND INTO A BACKGROUND
IMAGE
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TIP 3
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USE EVERY ELEMENT TO DRAW THE READER'S ATTENTION TO YOUR HEADLINES AND COPY
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TIP 4
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EMPLOY REVERSE TYPE SPARINGLY
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THE GOLDEN RULE OF COPY —
TEST, TEST, AND TEST SOME MORE!
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CHAPTER 10
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KNOW HOW YOUR DESIGN AND COPY WILL ACTUALLY PERFORM
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TEST 1
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EMAIL SUBJECT LINES
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TEST 2
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E-MAIL CREATIVE AND COPY
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TEST 3
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WEBSITE HEADLINES AND COPY
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PRACTICE EXERCISES
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WE’RE DONE!
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Want to read the complete guide?quicksprout.com/the-definitive-guide-to-copywriting/
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GO AND WRITE YOUR OWN COPY
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Neil Patel and Joseph Putnam’s
The Definitive Guide to
Copywriting