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Index
Praise for Persuasive Copywriting
Title page
Imprint
Dedication
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
02 Three big ideas you should use before benefits
03 A powerful process for developing customer empathy
04 Flattery will get you everywhere
05 The Ancient Greek secret of emotionally engaging copy
06 Copywriting and connecting on social media
07 Yes! I want your tips on the best way to ask for the order
Part Two: The pleasure principle: making your writing more enjoyable and compelling
08 Five pleasure-inducing techniques for copywriters
09 How to engage your imagination and free your creativity
10 Finding your voice (and that of others)
11 The definitive way to judge when grammar matters in copywriting
12 An age-old method of injecting life into your sales pitch
Afterword: The XYZ of copywriting
Glossary
Further reading
Test your knowledge: answers
A note on the type
Index
Full imprint
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