How to write powerful copy that sells

1. Introduction to Copywriting Francis Cox Copywriter

3. What is a copywriter? A sales person in print form

4. What is a copywriter? A sales person in writing

5. What is a copywriter? A sales person behind a keyboard

6. What is a copywriter? A copywriter is not an artist or an entertainer

8. Copywritten materials

10. Features and benefits

13. Features and benefits 

15. Headlines

19. Headlines Headline + Visual = Concept

20. Headlines State the proposition directly

24. Headlines Reveal facts

25. Headlines Use “How to” phrases

32. Headlines Start a story

38. Writing clear copy

44. Writing clear copy Win, success, happy, love, secret, peace, pain, luxury, adventure, fingertips, delight, worry, safe, secure, special, save, live, breathe, smooth, kill, sorry, wake…… Use dynamic words with strong physical or emotional associations

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54. Tricks of the trade

59. Tricks of the trade Use bullets, breakers, numbers

61. Writing to sell

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69. Writing to sell Dramatize a minor product difference

70. Writing to sell Dramatize the benefit

71. Writing to sell Dramatize a minor product flaw

72. Writing to sell Dramatize the name or packaging

73. Writing to sell Dramatize the name or packaging

74. Writing to sell Build brand personalities

75. Writing to sell Build brand personalities

76. Writing to sell Build brand personalities

77. Writing to sell Build brand personalities

78. Writing to sell Build brand personalities

79. Writing to sell Create an emotion, idea or physical sensation around the product

85. Before you start writing

99. The writing process

103. The copywriting business

111. The copywriting business Daily rate, hourly rate or project fee? Price

115. The copywriting business Good copy?