Write To Sell | Andy Maslen

Summary of: Write To Sell
By: Andy Maslen

Introduction

Unlock the secrets to writing crisp, compelling advertising copy that sells with Andy Maslen’s book, ‘Write To Sell.’ In a world where everyone in business communicates through writing, this book reveals the essential rules that copywriters follow to make their writing more effective. Learn how to focus on the reader, keep your copy succinct and reader-friendly, and develop a thorough understanding of your audience. Explore the significance of emotional appeal in your writing, and discover the ‘magic words’ that command attention. The introduction will equip you with essential wisdom to improve your professional reports, proposals, and general correspondence.

Writing Tips for Effective Copywriting

As a businessperson who often writes reports, proposals, and other correspondences, learn how to write strong marketing copy by following these four simple rules. Firstly, approach copywriting as selling and focus on motivating readers to act. Secondly, focus on the reader, understand their thoughts and values, and sell benefits over features. Thirdly, keep it simple, use powerful verbs, and avoid buzzwords. Lastly, be well-read in order to be a great writer, and read the best books and publications like The Economist or The New Yorker.

Are you a businessperson who often writes reports, proposals, and other correspondences? Writing strong marketing copy requires more than knowledge of composition and grammar. You must know how to motivate people and understand what makes them tick. Great copywriting follows four simple rules. Firstly, approach copywriting as selling and focus on motivating readers to act in some desired way. People are busy, so use advertising copy to transmit the only frequency readers care about – “What’s In It For Me?” Secondly, focus on the reader, understand their thoughts and values. Your copy should not be about the product, per se but about the person who embodies the traits shared by your diverse readership. This is the way to gain the reader’s attention. Thirdly, keep it simple, use powerful verbs, and avoid buzzwords. Scrap the two-dollar words and focus on writing between the lines. Short sentences are always better than long ones, and strong nouns and powerful verbs are always more impactful than adjectives. Lastly, be well-read. Great writers are often great readers. Read the best books and publications like The Economist or The New Yorker to understand different writing styles and techniques.

In conclusion, copywriting is about selling, and the best copywriters know how to influence and motivate their readers. To be effective, copywriting must resonate with your audience and always answer the question “What’s In It For Me?” Focus on your reader, keep it simple, and use powerful verbs to get your message across. Lastly, always be well-read. Following these four simple rules will set you on the path to writing compelling, persuasive, and influential marketing copy.

Speak Directly to Your Readers

To make your advertising copy effective, you must personalize your message to your readers. This requires detailed knowledge about their age, sex, attitudes, desires, dreams, and worries. You can gather this information from market studies, focus groups, or databases. However, the best way to create a profile of your ideal customer is by speaking to people directly, whether in person or online. When writing, visualize your typical reader as a good friend and consider their psychological traits. Remember to focus on how your product or service can improve their life instead of just listing its features. Addressing the reader’s emotions is also crucial since emotion plays a significant role in the purchase process. Avoid using phrases like “Dear Customer,” which doesn’t personalize the message. To summarize, successful advertising copy requires a personalized message that speaks directly to your readers by understanding their needs and desires.

Effective Strategies for Copywriting

This book extract emphasizes the importance of planning before writing, setting SMART goals, and connecting with readers to achieve the desired outcomes. It outlines the KFC method, the AIDA principle, and how to convey a product’s true value by focusing on benefits, not features. Additionally, the extract highlights the significance of salespeople for writers, the use of bullet points, and avoiding lengthy words.

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