The AXIOMS of Copywriting: The 5 Universal Elements That Form the Foundation of Advertising Copy That Works

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Laws are broken. Rules get bent. 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.

The AXIOMS of Copywriting are –

1. Offer > Brand
2. Long Copy Works
3. More Research = Better Copy
4. More Experiences = Better Copy
5. 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.

“What’s in this book will put more money in your pocket and help you gain a skill that will pay you dividends way into the future.” —Fred Gleeck, Internet Marketer Extraordinaire

“I’ve been encountering Bob Bly’s books my entire career. Whenever I looked for something deep and essential about the biz, his tomes would pop up. He’s perhaps the most prolific and appreciated writer in direct response. (I’ve also read his fiction, which is top notch. “Writers write” is a common saying amongst copywriters, and Bob is living proof that the best are constantly publishing great material.) I recommend anything he puts into print.” —John Carlton, The Entrepreneur’s Guide To Getting Your Sh!t Together

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.

EXCERPT from The Axioms of Copywriting

Buy The AXIOMS of Copywriting Now

From the Publisher | Amazon.com | Barnes & Noble | Apple iBooks | Kobo | Google Books

Publishing Information for The AXIOMS of Copywriting