Summary Of Tom Albrighton S Copywriting Made Simple

Please note: This is a companion version & not the original book. Sample Book Insights: #1 The product is the thing you’re selling. It could be a business-to-consumer product like orange squash or a microwave, a business-to-consumer service like car insurance or window cleaning, a business-to-business product like a photocopier or a forklift truck, or a business-to-business service like accountancy or marketing. #2 When writing about a product, you must first understand what it does, how it works, and what problems it solves. You must also understand who uses it, how they use it, and when. You must also consider whether there is anything unusual or even unique about the product. #3 To learn about the product, ask the client for all the information they have available, including brochures, web pages, internal presentations, and anything else. If they offer to write their own notes, say yes. #4 Site visits are worthwhile for any product, but are particularly useful for professional services. The end client is buying the people who will deliver the service, and the culture of the company will have a big impact on their experience.

Copywriting is writing with purpose. It’s about using words to reach people and change what they think, feel and do. This easy-to-read guide will teach you all the essentials of copywriting, from understanding products, readers and benefits to closing the sale. It’s packed with real-life examples that will show you exactly how the ideas and techniques will work in the real world. And with dozens of useful illustrations and diagrams, Copywriting Made Simple shows you the ideas that other books just talk about. Plus there's a whole chapter of handy tips on writing ads, websites, broadcast media, direct mail, social media and print. Copywriting Made Simple is the perfect introduction to copywriting today. No wonder it hit the #1 spot in Marketing & Sales at Amazon UK, Canada and Australia, and is featured on the BA Advertising course at the University for the Creative Arts. What you’ll learn… Understand the product and its benefits • Pinpoint how the product helps people. • Turn features into benefits and seek out USPs. • Identify tangible and intangible benefits. Get to know your reader • Uncover your reader’s inner fears and desires. • Use empathy to get inside the reader’s feelings. • Decide how your copy will change how they think, feel or act. • Capture your aims in the brief. Engage the reader in your message • Talk to the reader and make your copy more like a conversation. • Use the same words that the reader uses. • Bring the product to life with rich, sensory language. • Make your copy active, positive and specific. Craft compelling copy • Learn eight proven formulas for enticing headlines. • Choose a rock-solid structure. • Create powerful calls to action. Use 20 proven strategies for creative copy • Show the product in a new light. • Use humour, wordplay, metaphors and contrasts. • Turn weakness into strength. Make persuasion and psychology work for you • Learn the six proven principles of persuasion. • Overcome the reader’s objections. • Exploit cognitive biases to nudge the reader into action. What industry experts say… 'Where was this book when I started copywriting? A must for every newbie copywriter (and a few old copy dogs too).' Kate Toon, Co-host of the Hot Copy Podcast 'Impressively thorough without ever losing its rhythm. Deserves to be mentioned in the same breath as the copywriting classics.' Ryan Wallman, author of Delusions of Brandeur ‘Tom’s put a lifetime of learning into this book.’ Dave Trott, Creative legend, agency founder and author of Creative Mischief, One and One Make Three and Predatory Thinking ‘From insights gleaned from NLP and psychology to real-world examples of great, effective copy - this is educational, entertaining and energetic. Prepare to dig deep, enjoy and see your results skyrocket!’ Katherine Wildman, Host, The Writing Desk ‘Tom has written the best all-round introduction to copywriting available today.’ Leif Kendall, Director of ProCopywriters, copywriter and author of Brilliant Freelancer ‘I didn’t think you could teach copywriting. Turns out, @tomcopy can. What a terrific book.’ Doug Kessler, Creative Director & Co-founder of Velocity

Are you an introvert? If you're happy in your own company most of the time, have just a few really close friends and prefer to work alone, the answer is probably yes. Introverts find external stimulation overwhelming, so they look for ways to retreat from it. A situation that’s easy or fun for one person can be way too much for an introvert. That's fine as long as they have a choice. But that can change when they go to work. Modern working styles like open-plan offices, brainstorming and teamwork can be really hard on introverts. The hands-on work is OK, but the emotional labour of working with others can be draining. Freelancing offers introverts a way out – a chance to work alone, control their workload and create their own workspace. It can be ideal. However, it also takes work. Going freelance means running a one-person business. It means setting direction, organizing your schedule and setting priorities. It means hustling for work and setting prices. And it means building a network that will offer vital support. Doing all that is hard enough for anyone - but particularly for introverts. To make a success of freelancing, you'll need to learn some new skills, push yourself to meet some challenges and build up your confidence. The Freelance Introvert will show you how to make that happen. It will teach you all about creating and managing your freelance business, from setting aims and getting set up to time management, working with clients and marketing. Written by Tom Albrighton - author, veteran freelancer, ProCopywriters co-founder and a confirmed introvert - The Freelance Introvert is the book you need for the life you want. What you’ll learn - Getting started - How to tell if you're an introvert - Why work is tough on introverts, and how freelancing can help - Why introversion is a strength, not a weakness Choosing your future - Deciding what you want - Identifying all your skills and qualities - Building your freelance work - Identifying your clients - Setting an earnings target Getting set up - Getting the right workspace and equipment - Taking care of your physical and mental health - Building a network of collaborators and suppliers - Setting boundaries – physical, temporal and psychological Managing your time - The three time horizons you need to watch - How to steer clear of 'time suckers' - How to balance exploration and exploitation Working with clients - What makes a good client? - Why saying 'no' is so important - and how to do it - How to spot rogue clients - What to do when clients move on Marketing yourself - The best ways to find new clients - Building a marketing mix that works for you - Creating your website, testimonials and personal pitch - How to survive a networking event Setting and agreeing prices - How to shoot for the top of the 'deal zone' - How to set and frame your prices - How to stop self-sabotaging when quoting for work Building your confidence - How to build confidence - When to go beyond your comfort zone - Understanding your explanatory style - How to overcome impostor syndrome - Choosing self-supporting beliefs - Letting go of self-limiting beliefs You can build a thriving freelance career and enjoy the lifestyle you want without changing who you are. The Freelance Introvert will show you how.

Do you want to sell more books and earn a good living from your fiction? Discover how to change your way of thinking and revolutionise your writing career. Are you struggling to take your author career on to the next stage? Do you wish you could sell huge numbers of books and make a good income for you and your family? Before he learned to change his mindset, Adam Croft's fiction books earned him around $30 a day. But, after developing the indie author mindset, he was earning $3,500 a day within a matter of weeks. The Indie Author Mindset shows you how simply changing your way of thinking about your writing business can revolutionise your career. Using Adam's personal experiences and examples, you'll be able to think differently about the business side of your writing career and lay down the foundations for long-term success. In The Indie Author Mindset, you'll discover: How to decide who to listen to — and who not to listen toHow to unlock the power of residualsHow to create more than half a dozen income streams from one bookLessons and advice from Bryan Cohen, David Gaughran, Brian Meeks and Mark DawsonWhy almost every writer misunderstands profit and is doing advertising wrongAnd much, much more! This life-changing book is the motivational kick-up-the-backside all authors need. If you like a non-fiction book with a personal touch, practical tips you can apply every day and all the motivation you need to kick your career on to the next stage, The Indie Author Mindset is for you.

Tips on writing to consumers and business-to-business Create captivating, results-oriented, sales-generating copy Need to produce winning copy for your business? This fast, fun guide takes you through every step of a successful copywriting project, from direct mail, print ads, and radio spots to Web sites, articles, and press releases. You'll see how to gather crucial information before you write, build awareness, land sales, and keep customers coming back for more. Discover How To: * Write compelling headlines and body copy * Turn your research into brilliant ideas * Create motivational materials for worthy causes * Fix projects when they go wrong * Land a job as a copywriter

If you've ever struggled to craft a powerful message that really hits the spot, you'll know it's harder than it looks. Wouldn't it be helpful to have an expert on hand to explain how the professionals really do it? Better still, how about a whole range of writers ready to pass on their trade secrets? Well that's exactly what you'll find in the pages of this book. Think of it as a rocket-assisted launch for your writing career, structured over ten distinct lessons and illustrated with classic and contemporary international examples of the best copywriting. Designed to help anyone who works with words improve their writing, this book is packed with practical techniques and features effective exercises to pump up your persuasive powers. Includes inspiring contributions from professional writers, an in-depth look at the challenges involved in writing copy for brands and worked examples that cover writing for digital, brand storytelling and packaging copy.

Every business making sales online is engaged in a battle to get customers to click. More clicks equals more sales equals a more successful business. How do you write copy that will encourage more people to buy from you? How do you persuade customers over the line to make that final buying decision? What is The Art of the Click? The answer lies in the power of direct-response copywriting. In this entertaining and highly readable guide, copywriting expert Glenn Fisher boils down over a decade of experience to present a huge array of techniques, tactics and industry secrets to improve your copywriting, get more clicks... and ultimately, get more sales. You will discover: - The single thing every great writer must do if they want to improve. - How anyone can learn to write a headline that will stop all potential customers in their tracks. - Where to find inspiration and how to feed ideas. - How you can get a customer physically nodding along with every word you write. - How to avoid waffle and make your copy more succinct. - How you can write irresistible offers than no one can refuse. - And much more! Pick up The Art of the Click now to improve your copywriting. You’ll soon be wondering how you ever made a sale without it...

Communicate with potential customers—and persuade them to buy: “The best copywriting teacher I know.” —Michael Hyatt, New York Times–bestselling author of Your Best Year Ever This book is for everyone who needs to write copy that sells—including copywriters, freelancers, and entrepreneurs. Writing copy that sells without seeming “salesy” can be tough, but is an essential skill. How to Write Copy That Sells offers tips for crafting powerful, effective headlines and bullet points, reveals the secrets of product launch copy, and supplies specific copywriting techniques for: email marketing websites social media direct mail traditional media ads, and more “Ray invites you into his inner sanctum where he opens his real-life copywriting toolkit . . . Get this book!” —Judith Sherven, PhD, and Jim Sniechowski, PhD, bestselling authors of The Heart of Marketing