What is advertising?
Is it something to be regarded as a work of beauty or art?
Is it clever slogans or amusing prose?
Is it workmanship to be judged for an award or recognition?
It’s none of the above.
Advertising is salesmanship multiplied, nothing more! And advertising copy, or copywriting, is salesmanship in print.
The purpose of a copywriter’s job is to sell. Period.
Details
Focus on Them, Not You.
Emphasize Benefits, Not Features.
Push Their Emotional Hot Buttons.
Incorporating Proof and Believability.
The Unique Selling Proposition (USP).
The Headline.
The More You Tell, The More You Sell.
Write To Be Scanned.
The Structure of AIDAS.
Use Takeaway Selling to Increase the Urgency.
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