Log In
Or create an account ->
Imperial Library
Home
About
News
Upload
Forum
Help
Login/SignUp
Index
Foreword
Preface to the Boardroom Edition
Introduction
Contents
Part I - The Basic Strategy of Persuasion
1 - Mass Desire: The Force That Makes Advertising Work —And How to Focus It Onto Your Product
2 - Your Prospect’s State of Awareness —How to Capitalize On It When You Write Your Headline
3 - The Sophistication of Your Market: How Many Products Have Been There Before You?
4 - 38 Ways to Strengthen Your Headline Once You Have Your Basic Idea
5 - Summary: The Art of Creative Planning — How to Make an Idea Grow
Part II - The Seven Basic Techniques of Breakthrough Advertising
6 - Inside Your Prospect’s Mind—What Makes People Read, Want, Believe
7 - The First Technique of Breakthrough Copy: Intensification
8 - The Second Technique of Breakthrough Copy: Identification
9 - The Third Technique of Breakthrough Copy: Gradualization
10 - The Fourth Technique of Breakthrough Copy: Redefinition
11 - The Fifth Technique of Breakthrough Copy: Mechanization
12 - The Sixth Technique of Breakthrough Copy: Concentration
13 - The Seventh Technique of Breakthrough Copy: Camouflage
14 - The Final Touches
Epilogue: A Copy Writer’s Library
← Prev
Back
Next →
← Prev
Back
Next →