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What is advertising?
Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition?
It’s none of the above.
Advertising is salesmanship multiplied.
Nothing more.
And advertising copy, or copywriting, is salesmanship in print.
The purpose of a copywriter’s job is to sell. Period.
The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio.
Within this ebook, you will also learn why its important to focus on the customer, why selling features fails, how to push the emotional hot buttons, how to create believability, how to define the USP (Unique Selling Proposition), how to create write a powerful headline, how to use layout to your advantage, understand the structure of AIDAS, and more.
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