Table of Contents

Acknowledgments xix

Introduction: The Origin of This Book 1

Section One: Understanding the Process

Preview 9

1. General Knowledge 11

2. Specific Knowledge 15

3. Practice, Practice, Practice 23

4. The Purpose of All the Graphic Elements of an Ad 27

5. The First Sentence 31

6. Creating the Perfect Buying Environment 35

7. Resonating with the Reader 39

8. The Slippery Slide 45

9. Assumed Constraints 55

10. Seeds of Curiosity 59

11. Copy as Emotion 65

12. Selling the Concept, Not the Product 71

13. The Incubation Process 77

14. How Much Copy Should You Write? 81

15. The Art of Personal Communication 87

16. The Copy Sequence 93

17. The Editing Process 101

Section Two: Understanding What Works

Preview 111

18. Powerful Copy Elements Explained 113

19. The Psychological Triggers 131

20. Selling a Cure, Not Prevention 193

21. Rating Your Writing Level 199

22. Seven Steps to Writing Great Copy 203

Section Three: Proving the Points—Ad Examples

Preview 209

23. The Lazy Man’s Way to Riches 211

24. A Fluke of Nature 219

25. Lingerie for Men 227

26. The More You Learn 233

27. A More Stimulating Way 237

28. Magic Baloney 239

29. Pet Plane 243

30. Mail Order Mansion 247

31. Hungarian Conspiracy 251

32. Vision Breakthrough 255

33. Gold Space Chains 259

34. Consumers Hero 263

35. Nautilus Spelling Sale 267

A Note: The Power of Your Pen 271

Section Four: Utilizing Your Copywriting Skills

Preview 275

36. Writing for Different Media 277

Epilogue Some Final Thoughts 313

Appendix A Assumed Constraints, Continued 317

Appendix B Seeds of Curiosity, Continued 319

Appendix C Summary of Axioms and Major Points 321

Appendix D Recommended Reading 325

Index 327

About the Author 337