Praise for Persuasive Copywriting ‘I’ve been a fan of Andy Maslen’s copywriting articles for many years. So when I read Persuasive Copywriting, I had high expectations. I wasn’t disappointed. The book is packed with practical ideas for writing authentic, response-getting copy. I particularly liked the science-based approach that underlines Andy’s persuasive writing strategies… strategies which I’m already incorporating into my own writing.’ Steve Slaunwhite, author of The Wealthy Freelancer ‘Andy knows more than most about selling with words. Now he’s written a clear, comprehensive guide to the science and techniques behind powerfully persuasive copywriting. If becoming a much more effective writer in exchange for a few pounds and a day’s reading sounds like a good deal to you, buy this book.’ Tom Albrighton, professional copywriter, founder of ABC Copywriting and co-founder of the Professional Copywriters’ Network ‘For the beginner or the established copywriter, this is a refreshing and up-to-date perspective on the emotion and craft of copywriting with handy tools and tips you’ll reference in the next steps of your career.’ Vikki Ross. As well as being an in-demand copywriter for big, well-known brands, Vikki lectures in advertising and created the Twitter hashtag #copywritersunite ‘If you want to be a better writer, read this book. Andy Maslen shows you how to write in a way that taps into human nature – the type of copy that powers business success.’ Sonja Jefferson, co-author of Valuable Content Marketing ‘Persuasive Copywriting collects the secrets known only to professional writers and distils them into smart, clear advice. But keep all this to yourself; we don’t want everyone knowing how to do it.’ Tim Rich, @66000mph ‘Andy Maslen’s latest book is his best so far – he takes his subject to a new level that, in my opinion, makes it a must-read for anyone who is interested in influencing, whether they are a writer or not. As a business owner and author who has read many books about writing and influencing I found this one particularly useful because it delves into understanding people first, writing for them second. It’s an enjoyable read and one that I will keep going back to in my attempts to persuade and influence in writing’. Sally Bibb, author and founder of Engaging Minds ‘The Zen master of copywriting, Andy Maslen, gives you countless ideas, crystal-clear strategies and practical real-life scenarios you can put to work in your business today. Plus the exercises are a terrific way to sharpen your copywriting skills and really get your creative juices flowing. Put simply, Persuasive Copywriting should be compulsory reading for anyone who writes anything.’ Jed Wylie, author of Make Your Website Sell Note on the Ebook Edition For an optimal reading experience, please view large tables and figures in landscape mode. This ebook published in 2015 by Kogan Page Limited 2nd Floor, 45 Gee Street London EC1V 3RS UK www.koganpage.com © Andy Maslen, 2015 E-ISBN 978 0 7494 7400 3 Full imprint details I dedicate this book, first to my wife, Jo, a talented writer and marketeer in her own right and the even keel of my occasionally storm-tossed ship; and second to you, dear reader, because without readers, books are meaningless. Contents Foreword Preface Acknowledgements How to use this book Introduction: how to write like an angel and sell like a demon PART ONE Emotion matters more than reason: tapping into your customer’s deepest drives 01 Harnessing the power of emotional copywriting to persuade your prospects Introduction How to communicate your emotions What to do about ‘boring’ subjects Introducing the steady-state and target emotions Nineteen emotions and 110 words/phrases that trigger them The one emotion that rules them all Mapping the range of emotions How to communicate using emotional language From theory to profit Test your knowledge Exercises 02 Three big ideas you should use before benefits Introduction Using promises to engage the emotions The secret codeword that unlocks your reader’s emotions Why stories work – and how to tell them From theory to profit Test your knowledge Exercises 03 A powerful process for developing customer empathy Introducing the five Ps of effective copywriting Building a customer persona Replicating the feel of a one-to-one conversation Forget copywriting and try healing instead The keyboard-free method of writing great copy From theory to profit Test your knowledge Exercises 04 Flattery will get you everywhere Introduction Nobody falls for flattery… or do they? From theory to profit Test your knowledge Exercises 05 The Ancient Greek secret of emotionally engaging copy Introduction Three approaches, using ethos, pathos and logos From theory to profit Test your knowledge Exercises 06 Copywriting and connecting on social media Introduction Eight aspects of social media Ten rules for social media Where social media and content marketing meet Writing for mobile and social: the art of UBC From theory to profit Test your knowledge Exercises 07 Yes! I want your tips on the best way to ask for the order Introduction Twenty-six calls to action From theory to profit Test your knowledge Exercises PART TWO The pleasure principle: making your writing more enjoyable and compelling 08 Five pleasure-inducing techniques for copywriters Introduction How to make your copy pleasurable to read Repetition reinforces your point Seven copywriting traps and how to avoid them From theory to profit Test your knowledge Exercises 09 How to engage your imagination and free your creativity Introduction First question: how do the ideas get ‘in there’ in the first place? Second question: how do we get the ideas ‘out of there’? A practical tool for generating ideas Another technique – word games And another – resonance One more – linguistic precision From theory to profit Test your knowledge Exercises 10 Finding your voice (and that of others) Introduction How to modify your tone of voice Five simple tools for getting tone of voice pitch-perfect From theory to profit Test your knowledge Exercises 11 The definitive way to judge when grammar matters in copywriting Introduction Two views on the importance of grammar Are you a poet or a killer? From theory to profit Test your knowledge Exercises 12 An age-old method of injecting life into your sales pitch Introduction Six places where drama works in copywriting How to do it in three easy steps When to use pictures instead of words Seven places where pictures add value to copy Three questions to ask yourself about images From theory to profit Test your knowledge Exercises Afterword: The XYZ of copywriting Glossary Further reading Test your knowledge: answers A note on the type Index