Laws are broken. Rules get bent.
AXIOMS [ak-see-uhms] –noun 1. statements or propositions that are regarded as being established, accepted, or self-evidently true 2. the sublime and intrinsic facts of a subject that form the foundational underpinnings upon which one can build unbounded and limitless success.
The AXIOMS of Copywriting are –
Offer > Brand
Long Copy Works
More Research = Better Copy
More Experiences = Better Copy
Effectiveness = 1/# People
Discover the 5 universal elements of persuasion that form the foundation of writing advertising and marketing copy that sells. In this book, we delve into the 5 most important fundamentals of persuasion in print broadcast and on-screen. We call them AXIOMS because they are universal and work virtually all the time.
More and more copywriters today do not know the proven rules and principles of persuasion. Why this refusal to adhere to first principles?
Many copywriters don’t understand the fundamentals of sales writing.
Some copywriters look down upon the time-tested rules as old-fashioned, out-of-touch, or even antiquated.
Others are more concerned with winning creative awards and filling their portfolios with snazzy ads rather than effective ads that send sales through the roof.
What you’ll learn in this book
How to generate 1 OX more sales for your ad dollars. Page 3.
The 6 characteristics of winning offers. Page 4.
Using offers that support the brand. Page 6.
10 questions to ask before testing your offer. Page 11.
Gevalia Coffee’s amazing offer. Page 13.
What should your ad sell-the product or the offer?Page 19.
79 tested offers. Page 20.
What works best-long copy or short copy? Page 28.
How research can help you write kick-butt copy. Page 37.
7 ways to prove claims in your copy. Page 46.
The 4-step discovery process for copywriting. Page 50.
11 ways to use life experience to make your copy stronger. Page 67.
The best process for copy reviews. Page 71.
The 25-50-25 rule for making edits. Page 77.
About the EXPERT
Robert W. Bly is a freelance copywriter and marketing consultant with three decades of experience in business-to-business, high-tech, and direct marketing. Bob is the author of more than 70 books and, as a freelance copywriter, has written copy for over 100 clients. Publishing powerhouse McGraw-Hill has called Bob “one of America’s top 10 copywriters.” You will discover more about Bob and his work at www.bly.com.
