The Definitive Guide to Copywriting by Neil Patel & Joseph Putnam
The Definitive Guide to Copywriting
Why did we write this guide?
Copywriting is critical for success online in the current digital age. Design, content marketing, SEO, and growth hacking are all parts of a complete digital marketing plan, but copywriting is the glue that ties it all together. Copy gives your design meaning and lays the foundation for your content marketing, SEO, and growth hacking. Writing better copy enables you to convert more readers into customers, and we wanted to provide a guide that would give you an advantage when writing copy both on and offline.
Who is this guide for?
This guide is for entrepreneurs, founders, marketers, bloggers, or anyone else who needs to write copy to reach a larger audience and to sell more effectively. If you’re writing copy to sell more online or to get more people to follow you, then this guide is for you.
What exactly is copywriting?
Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesman to reach all of your customers. A sales team contacts customers one at a time; a copywriter reaches all of them at once through billboards, magazine ads, sales letters, blog posts, and more.
How to use this guide?
Each chapter stands on its own and can be read separately, but to get the most out of the book, it’s best to read through the book in its entirety, complete the exercises, and then come back and use the guide as a reference when needed.
Chapter one Laying a Solid Foundation
To begin, you need to lay a solid foundation by cataloguing your product’s benefits and features and defining who your target customers are. This chapter will walk you through a step-by-step process of how to conduct the initial research that will lay the foundation for the copy you eventually write.
Chapter two How to Better Understand Your
Customers and Write More Compelling Copy
In addition to defining your customers in chapter one, further research will show how you can write more compelling copy that appeals to your target customers. This involves conducting a simple survey to better understand your prospects and to learn what language they use to describe your product or service.
Chapter three Headline Writing 101:
How to Write Attention Grabbing Headlines That Convert
Copywriters talk a lot about the importance of attention grabbing headlines. This chapter explains why headlines are so important and walks you through the four u’s of how to write attention grabbing headlines that convert.
Chapter four 4 Persuasion Secrets of Professional Copywriters
As mentioned before, there’s both an art and a science to copywriting. This chapter gets into some of the techniques professional copywriters use to write persuasive copy. You’ll learn the importance of benefits over features, the need to be as specific as possible, how emotions are connected to decision making and therefore selling, and how to use testimonials to increase the credibility of your copy.
Chapter five Why Your Copy Shouldn't Be about You
and Six Other Proven Tips for Better Writing
To be a copywriter you don’t always have to be the best writer in the room, but you do need to write well enough to clearly communicate your message and to not lose credibility with grammar mistakes and typos. This chapter teaches you everything from why your copy shouldn’t be focused solely on you to why you need to get all of your copy edited.
Chapter six 5 More Secrets for Powerful
Copy That Convinces Prospects to Buy
This chapter builds on the tips from chapter four and provides more techniques for powerful copy that convinces prospects to buy. You’ll learn why you need to make people feel like they’re part of a group, how to convince prospects they’re receiving an exclusive offer, how to prove the value of your product, why you need to establish your company (or yourself) as an authority, and how to provide convincing reasons your customers should choose you over the competition.
Chapter seven How to Close the Deal with Your Copy
Now that we’ve covered so many points related to effective copywriting, we need to discuss how to close the deal with your copy. In sales this is known as asking for the sale. In copywriting it’s known as using calls to action, creating a sense of urgency, making a compelling offer, and providing a guarantee.
Chapter eight Long vs. Short Copy - Which is Better?
One of the longest standing debates among copywriting and marketing circles is over which is better — long or short copy. The answer is that both work in different situations, and this chapter provides principles to guide you through when you should use one or the other.
Chapter nine How to Combine Copy and Design for Optimum Results
The other longstanding debate is over which is more important — copy or design. The answer again is both, but only when they’re combined together properly. This chapter will teach you how to use copy and design together to achieve optimum results.
Chapter ten The Golden Rule of Copy — Test, Test, and Test Some More
Last but not least, in order to write persuasive copy, you need to learn to test, test, and test some more. Testing reveals which headlines or copy is more effective and which versions convince more prospects to sign up or buy. Without testing, you rely on your gut, which has been proven over and over again to be incapable of predicting how people will react to different copy versions. Read this chapter to learn why you need to test your copy and to pick up some simple formulas you can pick up right away.