The Definitive Guide to Copywriting

the definitive guide to copywriting

From SEO to content marketing to even link building…I’ve created a lot of guides over the past twelve months about traffic acquisition. But what I haven’t touched on much is the topic of optimizing your site for conversions. One way to do this is by modifying elements on your web page, and another way is by optimizing your copy.

Today, I have a new guide to announce. With the help of Joseph Putnam, I was able to create another guide for you… The Definitive Guide to Copywriting.

Here is what you will learn in this 30,000-plus-word guide:

Click here to read The Definitive Guide to Copywriting.


Joseph and I hope that you like The Definitive Guide to Copywriting. If you take the time to read all of it, you will learn how to grow your business rapidly through persuasion.

If you also have any recommendations or see any grammatical errors in the guide, feel free to leave a comment and point them out.

P.S. Don’t forget to tweet about The Definitive Guide to Copywriting.

P.P.S. You would be doing me a HUGE FAVOR by reading The Definitive Guide to Copywriting, sharing it via Twitter and Facebook, and leaving me a comment to let me know what you think.


  1. Sushant Misra :

    Beautiful Book! Massive Value….will read and digest!

  2. Wow! Been waiting for this since so long! The real power of content marketing lies in good copy writing! 😀

    Thanks Neil! Will wait for the PDF to come along!

  3. Hi Neil,

    What a timely post. I was struggling with this since last week and here you come to rescue. Thank you so much.

    I just mentioned in my today’s post that you always go out of way to provide additional value for your reader’s time and this is again another great example.

    Thank you very much for being AWESOME!


    • Kumar, glad I could help. I think you will find great value from this guide. As always I look forward to hearing your feedback on the guide 🙂

  4. Rahul Kuntala :

    Rockin’ stuff Neil.

    I’ve heard you saying “soon I’m gonna launch a guide on copywriting” on your forum..

    I’ll definitely share it with others.. waiting for the PDF!

    Rahul Kuntala

  5. Glad to see you coming out with these awesome guides, Copywriting is still one of the areas I would like to work on improving so I will definitely be going through this one!

    • John, I think this guide will provide immense value for your efforts. Please let me know if you have any questions along the way 🙂

  6. Joel Mwakasege :

    Wow, this is jut wonderful. I’m on to it. With God’s help, I wish to finish this today and Implement what I can. Arigato

    • Joel, glad I could help. Please let me know what you think. Also, if you have any questions I would love to hear them 🙂

  7. Hey there Neil,

    Much awaited guide. Thanks for this. Btw, all your guides are filled with information. I am not finding time to read and digest the info but you are able to pump these to us aggressively, back to back. Definitely, you are kinda big deal dude. No doubt ???? . Thanks again for sharing knowledge.


  8. I’m working on the copy for my website, and I’ve been struggling. As a copywriter, I’m finding it easier to write for another business than for my own.
    I will share your article with my friends. And as always, great stuff.

    • Rajendra, I believe you will find this information for your website as well. Please keep me up to date on the status of your progress 🙂

  9. Thank you Neil for this Guide.

    I’ve not read it yet but it’s definitely going to help me to become better at copywriting. And maybe find more clients!?

  10. Hey there Neil,

    Much awaited guide. Thanks for this. Btw, all your guides are filled with information. I am not finding time to read and digest the info but you are able to pump these to us aggressively, back to back. Definitely, you are kinda big deal dude. No doubt 🙂 . Thanks again for sharing knowledge.


    • Pravil, thanks for the kind words. I just want to provide as much information as possible about the industry. I think information should be free and easily accessible. Thanks for reading 🙂

  11. “Before you start writing, you need to know what you are selling and to whom you are selling.”

    This is so important and so many companies overlook this. This is not just true for selling services or digital products where good copy is obviously needed, this is HUGE for a regular online retailer.

    I was just helping an large online retailer build a landing page for some of their main product categories. Their current page is the typical ecommerce category page with many different products listed. I was confused and I am sure customers were confused by all of the products offered, but my client knew their products well and did not realize how confusing it is. It took me a while just to understand all of the different products so we can build a page to clearly present all of the products in a way that visitors can easily see the differences. We kept the copy simple and clear.

    Getting customers to quickly understand what you have to offer is so important and this all begins with knowing what you are selling, but NOT assuming everyone else understands what you are selling.

    • Vicek, glad you used that quote. That was a main point I wanted to get across to everyone. I think knowing who you are selling to is the most important factor in effective copywriting. It is essential to do a lot of market research about your niche and dig deep into their psychology. The best way to do so is to test out a number of different headlines and copy. Sounds like you did a great job, based on the example you provided. Keep up the great work! Thanks for the feedback 🙂

  12. Amazing Stuff Neil, just started reading your book.

    Mainly chapter 3 – “Headline writing” is exactly what i needed.

    Jan Orsula

    • Jan, glad I could help. Please let me know if you have any questions along the way. I would love to hear some feedback as well 🙂

  13. Great article Neil,
    Only up to chapter 3 but already found some golden nuggets and solid examples.

    Great job, look forward to reading the rest 🙂

    Thank you.

  14. Heard your name mentioned on so many podcasts. I thought I would come over and check your website. Blown away by the info on your site. Can’t wait to get started on the copy writing course.

    • Tim, glad we could connect. Please let me know what you think about the guide. I am always looking forward to hearing feedback 🙂

  15. Rebekka Deforce :

    Looking really really good! Great info and free! Amazing!

    Thanks Neil.

    • Rebekka, thanks & glad you are finding it helpful. Please let me know what you think. Feedback is much appreciated 🙂

  16. Nice addition to your vast collection of how to kick ass on the internet. Ill be sure to read this book twice!

  17. Sick value man. Thanks for this.

  18. Impressive post. A worthy post about copywriting. Thanks Neil for sharing such a wonderful post.

    • Jayson, glad you find it helpful. Please let me know if you have any questions along the way. I would also appreciate some feedback 🙂

  19. As always, another great guide Neil! You continue to produce time after time.

    • Todd, thanks for the kind words. Glad I could help. Please let me know if you have any questions about the guide 🙂

  20. Hi Neil! I just wanted to let you know that the book doesn’t display well on iPhone. The right side is cut off so one can not read.

  21. Navid Moazzez :

    Hey Neil,

    Wow, this is so awesome! I’m just starting to dig into copywriting more and more so this guide comes very timely for me. Thanks a lot, this is what I call providing massive value…very impressive work!

    Keep up the amazing work you do!

    – Navid

    • Navid, glad I could help. Please let me know if you have any questions along the way. I know it’s a lot of information to digest all at once.

  22. Hey Neil,
    thank you so much for putting so much work in every bit of your content!

    I can’t wait to read this guide, it’s a perfect timing for me. I’m going to focus on skill improvement this month, I also purchased your Quicksprout Traffic System and I love it!

    Looking forward to our coaching call, I’m excited to finally talk to you in person 🙂

    All the best,

    • Jan, glad I could provide some help. I look forward to our call as well. Please let me know if you need any help in the meantime 🙂

  23. Thanks Neil. It adds up to the collection of your guides that worth bookmarking.

    Btw, I liked the example of Portola Coffee Lab (from the 6th chapter) that claim to make scientifically prepared coffee and by this they established their marking advantage.

    It correlates with Seth Godin’s idea from his book “All marketers are liars” to make up a story that people want to believe and sell that story. As long as it is an innocent story (i.e. not misleading to a fault), it is good.

    So from many perspectives copywriting is a marketing in writing.

    • Michael, glad you are finding this guide useful. I think that story translates so well with marketers all across the spectrum. What else is a marketer than a great storyteller, right?

  24. Kenneth chooks :

    Awesome Neil, Awesome.

    I love what you are doing here and the kind of content you share. Other bloggers should emulate you because I definetely do.

    Can’t wait to be on my system and digest this.

    • Kenneth, glad you find it helpful. Please let me know if you have any questions along the way. I look forward to hearing your feedback 🙂

  25. Hi Neil,

    I read the whole guide in one sitting and fired up. It is really an eye opening for me. I am writing an eBook and I applied some of your methods in this squeeze page. Please let me know your honest opinion!


    • Narendra, I like it. I would suggest perhaps investing some more time into the design elements. The photo in the middle is a bit too prominent and takes away from the message you are trying to get across. Please let me know if you need any help.

  26. This is awesome Niel, finally you have written this! Amazing copy is a massive part of a website in regards to converting customers and search engine results! Thank you so much for this amazing resource. You never fail to amaze me with your amazingly helpful blog posts!

    • Jason, glad I can help. Please let me know if you have any questions along the way. I would also love to hear your feedback on the guide 🙂

  27. It’s absolutely ridiculous how much content you produce.

    • Donnie, glad I have people who are ready to read it. Please let me know if you have any questions along the way 🙂

  28. Love you read your guide. Very informative. Copyrighting is one the thing i would like to get experience and you have done a great job.

  29. Thanks Neil, this really is awesome info.

    I know this is off-topic, but which social sharing plugin are you using on this site? I like the simplicity of it.

    Thanks in advance 🙂

  30. Laurel Staples :

    Thank you Neil! This is so valuable. Writing copy is something that I have always struggled with in my businesses over the years and it’s helpful to have the tools to do it right (the first time!).

    • Laurel, glad I can assist. Please let me know if you have any questions along the way. Would also love to hear your feedback 🙂

  31. Awesome! Thanks, Neil! Will there be a PDF version of this guide?

  32. Great article Neil,
    thanks for sharing

  33. Excellent article from staple. Neil am so happy you took your generosity further by producing this awesome guide.

    It now left to implement these awesome nuggey and catapult my copywriting skills to another level.

    Will also want to thank Putnam for assisting in producing this incredible guide,

    • Peter, I am glad you find this guide helpful. Please let me know if you have any questions along the way. Would also love to hear your feedback 🙂

  34. Thanks Neil for sharing such a useful article with us. Its so long and don’t think that I couldn’t read it in one sitting but did it. Really impressive work. well done…

  35. Wow great value, awesome design
    Definitely a must read on my list for the week

  36. Hey Neil Awesome Post buddy really I love your blog a lot and you are really a good at your work Keep it up bro 🙂

  37. Great one, Neil. I’m also waiting for the PDF so I can store and read at leisure. This looks like another awesome piece of content from you.

    I heard you on Pat Flyn’s Smart Passive Income podcast which was great.

  38. Neil, as a content strategist I have been a fan of yours since first finding your blog back in 2011. I now regularly refer colleagues and clients to your material for further reading on SEO and content marketing among other things. Thank you for being a continual source of quality, valuable information.

    Quick question – if I wanted to create a guide in a similar format, how would I brief the designer/ developer? What is this style of guide called exactly?

    • I would hire an illustrator and tell them that you want them to lay out the content in a readable format that is visually appealing. You would also want the designer to break things up into chapters and sections so it is more readable.

      Once they are done, have the developer code it up in HTML using web and mobile standards.

  39. Neil, getting it done once again ! Your free content is SO much better than anyone else’s on the market, it’s quite unbelievable.
    Thanks for this awesome guide.

  40. I also believe that a good marketer is also an adviser and an assistant from some perspective. Considering the useful freebies you give away to people, you are a good marketer.

    • Michael, thanks for the seal of approval! I appreciate your feedback 🙂 Please let me know if you need help with anything moving forward!

  41. Wow Neil, awesome guide.

  42. Nora McDougall-Collins :

    Another great resource that I passed along to my students. My favorite quote is, “Rule one Why you copy shouldn’t be about you.” I keep telling my students, “It’s not about you. It’s about the visitor. They don’t care about you, unless they know you will give them what they want.”

    I find that non-profits are the worst. They think their website is a pep rally for themselves.

    • Nora, I couldn’t agree more. Especially with your assessment of non-profits. It’s all about reaching out to the right people and offering them a value prop that relates to their goals.

  43. Chester Maitri Ku-Lea :

    Hey Neil, great guide! I’ve shared it with my team and they are finding lots of value in it. Out of curiosity what are the next few guides you’ll be publishing? Any thoughts on developing an authority guide on writing authority content?

    • Chester, thanks for sharing with your team. I hope you guys get some great utility out of it. Honestly, I am not sure what the next guide will be about. I will be sure to keep everyone posted though!

  44. Thanks Neil, you’re a star!

  45. Thanks very much Neil for putting together this guide, really looking forward to reading and learning more about this. Nice of you to want so much to help others and produce guides to do that.

    • Jack, I enjoy putting together these guides. Glad you are finding them helpful. Please let me know if you have any questions along the way 🙂

  46. Stu Leventhal :

    Very sound writing tips. I think speaking clearly and to the point is the most important aspect when asking people to part with their money. Though when I sell copywriting many business professionals who are doing the buying seem to value the cute, suave style of capturing a readers attention over enlightening with the truth and highlighting real benefits. Sex sells! Being funny sells! And certainly being controversial promotes! Yet nothing converts into sales better than well researched text that is honest and specifically targeted to touch a nerve with the emotions of a certain type of reader. To hit that emotional cord you must study that individual and find out what their needs really are!

    • Stu, I love this feedback. I think it’s important that people know how to interact with their customer base. Often times people sugar coat and fluff things up to a degree that hurts conversions and sales. It’s all about being concise, to the point and honest with your audience. Thanks for reading!

  47. Neil, thanks for the guide. I am on to it. When you will launch the PDF version?

  48. I think I found a typo, on chapter five rule 1: “WHY YOU COPY SHOULDN’T BE ABOUT YOU”

    The first you should be your, just letting you know 🙂

  49. zayla forex review :

    I am astonished by reading such a good article!. Great article Thank you for this

  50. Neil,

    This is a great guide and beautifully done. Diving in immediately.


  51. This is an excellent guide. I’m using it to get better at writing blog articles and main pages. I’m not too strong in the creative writing department, but this has surely helped.

  52. Neil,

    My first time posting, I love your site and everything is very helpful.

    You asked for typo, you spelled David Ogilvy’s name wrong in the first chapter.

    Please keep this content coming!

  53. Hi Neil.
    Just try to read your guide on galaxy s3. Sadly the text overlap. The content is scaling but text doesn’t. Hope this help.

  54. That’s a lot of valuable content right there Neil, thanks!

  55. Neil, you rocks! I can’t believe how comprehensive it is and you are giving it for free.

  56. From what I’ve read it is great stuff, thanks. A PDF version is sorely missed. Any update on ETA for that?

  57. Great material. Thank you very much, Neil.

    Few comments (feedback) too. In chapter 1 you ask to do “Customer research” doc and in Chapter 2 “Survey responses” doc. After you do the survey you put the answers into Survey report doc (cpt 2). In step 3, cpt 2 “Evaluating the responses” you say to copy-paste customers responses under each question in your customer research doc. I think it should be Survey responses doc. You mention customer research doc once more (the same place after the first example). I think, in both cases it should be Survey Responses doc. Otherwise it’s not clear. Or am I wrong ?

  58. vaishnav thakur :

    I would ask my team mates to download this and pay a tribute by tweeting about it 😀
    Awesome 😀

  59. Thank you very much for all these explanations. I’m going to put it in practice at once. Keep going!

  60. chinese new year 2015 :

    Thanks for the useful guide

  61. Offered my first job in copywriting last night, never written ad copy before!! Read your guide this morning, life saver. Very clear, concise information presented in a logical step by step manner. Will definitely read more of your guides available on your website. Thank you, sir!

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