How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often

by Ray Edwards

This book is for everyone who needs to write copy that sells – including copywriters, freelancers, and entrepreneurs. Writing copy that sells without seeming “salesy” can be tough, but is an essential skill. How To Write Copy That Sells supplies specific copywriting techniques for everything from email marketing, web sites, and social media, to traditional media ads and direct mail.

Genres: Business, Writing, Nonfiction, Buisness, Professional Development, Psychology, Communication

186 pages, Hardcover

Published February 16, 2016

Reviews

[Brittany McCann · Rating 4 out of 5]

I was directed towards this book for my Copy and Content Writing class and it was helpful in a multitude of ways.

I am coming to copy as a beginner and didn't really understand what the difference was between it and content writing before reading this book. This had a lot of great tips and was formatted well for easy reading from beginning to end, but also for reference reading and topic choosing.

Only 4 Stars, as it does kind of have the feel of someone taking a bunch of prior posts and putting it together into a book.

[Ruchil · Rating 3 out of 5]

Notes

Chapter - 1 : Selling without being Daley’s

Selling is just the transfer of feelings.

Any [YOUR AUDIENCE] can [SOLVE THEIR PROBLEM] by using [YOUR PRODUCT], because [HOW IT SOLVES THE PROBLEM].

PASTOR framework

“P” IS FOR PERSON, PROBLEM, AND PAIN

It’s a psychological principle identified by marketing wizard Jay Abraham: the more accurately you can describe your reader’s problem in terms they relate to, the more they instinctively feel that you must have an answer to that problem. Use the reader’s own language, the very words and phrases they use to describe the problem they want to solve

As the great copywriting legend Robert Collier said, you have to “join the conversation that is already taking place in the reader’s mind.”

Selling is transfer of feeling and you can’t transfer something you don’t have.

“A” IS FOR AMPLIFY AND ASPIRATIONS

You must make them aware of the cost of indecision

S” IS FOR STORY, SOLUTION, AND SYSTEM

There is always a story to tell.

“T” IS FOR TRANSFORMATION AND TESTIMONY

Has this person been able to do what they are describing for themselves?
Has this person been able to teach other people to achieve the results they are describing?
Will this person be able to teach me how to achieve these results

O is for offer
R is for Response

The most boring, black-words-on-white-background sales page will outperform a flashy, colorful site every time...



Chapter - 2 : Magic Building Block of a Perfect Sales Letter

P : Person, Problem and Pain

A. Pre-Head

Eyebrow : Hey, Pug Owners. What’s in it for me?

You are signalling by your message, do you belong to this group?


Lead

Listen to what questions people are asking


Writing a letter

Prospects never read anything at first; they never believe anything at first; and they never buy anything at first.

They skim, scroll and scan

Talking about the difference between manipulation and persuasion. In my opinion, manipulation is using tricks to convince people to do things they didn’t want to do in the first place, things that are not in their best interest. Persuasion, on the other hand, is using tactics to persuade people to do something that is in their best interest, and that they wanted to do to start with

What we mean by rapport is relationship building. People like three kinds of people: one, those who are like themselves; two, those they would like to be; and three, those who like them back. Those are the keys to building rapport. Rapport is building your relationship, a friendly relationship that makes a person feel understood and valued. An example of good rapport building copy, from a sales letter about a gold instruction product:
“If you’ve ever suspected — like most good golfers I know — that the best way to get really good at golf is to just figure it out yourself... you now have proof it’s true

The goal when writing copy is to demonstrate the value to the buyer is at least 10 times the price

The 15 Building Blocks of a Sales Letter
1. Pre-Head: Targets the prime prospect for your message and grabs his or her attention.
2. Headline: The “ad for the rest of the ad;” its job is to get the reader to keep reading.
3. Deck: Reinforces the impact of the idea proposed in the headline and arouses curiosity.
4. Lead: Sets the criteria of who this letter is for and what they stand to gain by reading it.
5. Body: The bulk of your text; it consists of all the elements below.
6. Subheads: Smaller headlines separating major sections; the “bucket brigade” of your copy.
7. Rapport: Demonstrates you know the reader, their pain and problem.
8. Bullet Points: Brief statements that arouse curiosity.
9. Credibility: Answers, “Why should I listen to this person?”
10. Testimonials: Third-party proof that your solution does what you claim.
11. Value Justification: Highlights the value of the offer & contrasts it favorably to the price.
12. Risk Reversal: Removes the biggest obstacle to getting an order, which is fear.
13. Bonus: Unexpected gift that enhances the value of your offer; the “extra degree.”
14. Explicit Offer (Call to Action): You “ask for the order” and tell the reader what to do.
15. P.S.: The place to sum up the top benefit of your product for your readers.

Chapter - 3 : HOW TO WRITE HEADLINES THAT GRAB READERS BY THE EYEBALLS AND SUCK THEM INTO YOUR MESSAGE
“If you can come up with a good headline and lead, you are almost sure to have a good ad. But even the greatest copywriter can’t save an ad with a poor headline.”
—John Caples

5 ESSENTIAL QUALITIES OF A COMPELLING HEADLINE
The headlines and subheads in your sales copy (and the post titles you choose for your blog and email subject lines) serve the same purpose as headlines in a newspaper or magazine. They either draw the reader in, or they push the reader away.
Here are five essential qualities of a compelling headline:
1. Grabs Attention. Your headline’s number-one job is to grab the reader’s attention. To accomplish this, your headline must either: make a claim or promise, evoke an emotional response, or stir up curiosity.
Examples
Can You Really Be Younger Next Year?
Which Of These Five Mistakes Do You Make on Your Blog?
2. Screens and Qualifies Readers. Choose specific words that segment out the exact “tribe” you want to reach. Headlines that apply to everyone can just as easily apply to no one.
Examples:
Why New Authors Fail, and What to Do about It
Top 10 iPad Apps For Entrepreneurs
3. Draws Readers into the Body Copy. Remember you’re not selling your concept or proposition in the headline. You’re making one sale only: the idea of reading the rest of the post.
Examples:
How to Write a Book in Seven Days
Does God Want You to Be Rich?
4. Communicates the “Big Idea.” What is the one true benefit of your post, and how can you communicate that to your readers in a way that is meaningful to them? Put that in your headline.
Examples:
Triple Your Productivity Instantly
The Customer Is Not Always Right
5. Establishes Credibility. Authority is one of the most powerful ways of gaining attention. If you have an “authority card” to play, play it in the headline if possible.
Examples:
Ph.D. Psychologist Reveals Secret Of Self-Discipline
Harvard Study Shows 3 Common Traits Of Successful People
Incorporating these five principles into your headlines should bring you more traffic, and more sales. Using them on your blog will bring you more readers, and more engagement with your

Key Qualities of Compelling Headlines
1. Grabs Attention. Your headline’s number-one job is to arrest the prospect’s attention with a single “big idea.”
2. Screens and Qualifies Prospects. Choose specific words that segment out the exact prospects you want to reach. Headlines that apply to everyone can just as easily apply to no one.
3. Draws Readers into the Body Copy. Your headline’s job is to convince readers to ... keep reading.
4. Communicates the “Big Idea.” What is the one true benefit of your offer, and how can you communicate that to your prospects? Put that into your headline.
5. Establishes Credibility. If you can establish some authority in your headline or pre-head, you will be far ahead of most copywriters.
5 Headline Templates to Make More Sales Today
1. The “How-To” Headline.
2. The “Transactional” Headline.
3. The “Reason-Why” Headline.
4. The “Probing Question” Headline.
5. The “If-Then” Headline.


“I will read any email that requires my attention, any email that is positive feedback, or that will make me feel good about my work. I do not want to read any emails that are negative in nature. Please do whatever needs to be done to make that person happy.”


21 Keys to Persuasive Autoresponders and E-mails

1. Use E-mail Marketing to Build Permission-Based Lists. Prospects who give you permission to market to them are most likely to buy. Honor (and widen) the circle of permission.
2. Use a Reputable E-mail Delivery Service. If your e-mail doesn’t get delivered, you won’t make any sales; getting it delivered is a full-time job.
3. Give Web Visitors Reasons To Opt- In, And Set Their Expectations Properly. You must offer some sort of premium to entice visitors to give up their names and e-mail addresses.
4. Avoid Spam Complaints with Frequent, Consistent Mailings. Surprising as it sounds, mailing more often can reduce spam complaints.
5. Use Autoresponders as Robotic Sales Agents. A sequence of contacts is a powerful way of delivering your sales message.
6. Give People an Unusually Great Reason To Opt- In. Work harder than other marketers to create Lead Magnets of Unusual Value.
7. Give People Great Reasons to Stay On Your List. Don’t take it for granted that anybody is interested in reading your next email. Give them a reason to want to read it.
8. Ask for a “Sale” in Every E-mail. Treat each e-mail like a miniature sales letter; just be clear what the call to action is for that particular e-mail. Get them in the habit of clicking on your links!
9. Craft a Powerful Signature File for All E-mails. This is a powerful action device. Don’t forget it.
10. Use Broadcast E-mails for Promotions. Broadcasts are great for promotions and launch sequences (time-bound offers).
11. Know Your Most Wanted Response. If you don’t know it, how can you elicit the desired behavior?
12. Use Only One MWR Per Email. The confused mind never buys.
13. Craft Subject Lines Using the PAC Formula. Write your subject lines so that they are personal, fulfill anticipation, and arouse curiosity.
14. Start Each E-mail with Undeniable, Confirmable Truth. For instance, you might start with the date; subtle credibility.
15. Use Headline Techniques, but Not Headline Formatting. Avoid making your e-mail look like an ad.
16. Put the Main Benefit in the Lead, with a Link. The first paragraph is the lead, and you should have a link to your MWR in that paragraph (or following it).
17. Use a PS That Summarizes the Main Benefit and Provides a Link. Just like in your sales letter, the PS may be the only copy in your e-mail the prospect reads.
18. Place a Minimum of 3 Links to Your Call to Action in the E-mail Body. The first two will get most of the clicks.
19. Send Short E-mails That Create Zeigarnik Effect. Your MWR is most likely to get the prospect to visit a Web page.
20. Send Emails That Look Like They Were Sent by a Friend. You want your emails to look like those of a friend, not like sales fliers or newspaper ads.
21. Always Honor Unsubscribe Requests. Avoid needless headaches.
The Zen Master’s Email Rule:
Don’t Read Complaint E-mails. And whatever you do, don’t get involved in replying; have someone on your staff do it for you. Preserve your peaceful state of calm, relaxed creativity.


One of the first “somethings” you can do, especially if you are at a loss as to where to start writing, is to just write ... something! I’ve gone on record as saying I don’t believe in writer’s block. It’s true; I don’t believe in it, and I don’t suffer from it.

1) Start a bullet swipe file
I encourage you to start swipe files whenever you find good copy that you respond to. Start saving the e-mails you receive that catch your interest and make you want to read them. Notice the commonalities of those e-mails that make that happen.
Start saving your snail mail. I’m not talking about the coupons you get from the pizza parlor down the street. I’m talking about promotions you get for magazine and newsletter subscriptions, information on products, bigger ticket items that really catch your attention and make you want to open the envelope.
WHAT IS A “SWIPE FILE”?
According to Wikipedia, “A swipe file is a collection of tested and proven advertising and sales letters. Keeping a swipe file (templates) is a common practice used by advertising copywriters and creative directors as a ready reference of ideas for projects.”
Source: https://en.wikipedia.org/wiki/Swipe_file
The key point to keep in mind is that s swipe file is a “ready reference of ideas,” not a file to use for plagiarism! Study and emulate the styles, techniques, and underlying structures – but never just copy another writer’s words. That’s stealing, and aside from being wrong, it’s also illegal. Swipe responsibly!

A bullet point is simply a one or two-line sentence that’s defined by a bullet, a round circle, a checkmark, or perhaps a little box next to it, that sets it apart from the rest of the text. The reason for using bullets in our copy is very simple.
Earlier, we discussed the fact that there are three things people never do when first reading your copy. They never read anything at first; they never believe anything at first; and they never do or buy anything at first.
We know they don’t read your copy. They skim the copy. They scan through it. They scroll through it. To get them to start reading, we use devices to capture their attention. One of those devices is the headline. That’s what gets their attention initially to get them to read the rest of the ad, copy, or sales page.
The next devices are the subheads, the smaller headlines throughout the copy that telegraph the message of your sales copy.
The third device we use to get people to stop skimming, scanning, and scrolling—and start reading—are bullet points.

There’s a “master bullet type” that most of these bullets will fall under, called the “blind” bullet. What is a blind bullet? A blind bullet is a bullet that tantalizes your reader with a curiosity-inducing statement, yet does not reveal the actual secret behind it, in effect setting up an “open loop” that the mind longs to complete. A void of curiosity that leaves the reader thinking, “I want to know the answer behind that particular bullet.” That is one of the things that make bullets so incredibly effective. The only way to know the answer for sure is to buy the product!


21 Bullet Point Templates You Can Use Today
1. The “Wrong!” Bullet. When you can contradict a common assumption, use the “wrong!” bullet.
2. The “Themed Sequence” Bullet. For instance, “7 Deadly Diet Sins” or “3 Humiliating Secrets Men Don’t Want Women to Know.”
3. The “Two-Step” Bullet. A two-step bullet offers a parenthetical elaboration on the main benefit statement. This parenthetical statement is the real “magnet” in the bullet.
4. The “Giveaway” Bullet. Every now and then, “give” them something.
5. The “Reverse Hook” Bullet. Interesting fact plus unexpected benefit.
6. The “Naked Benefit” Bullet. This bullet makes a direct benefit claim, but it must be supported by some additional facts or intrigues that deepen your reader’s interest.
7. The “Transactional” Bullet. Simple transaction: “Give me ... and I’ll give you...”
8. The “If... Then...” Bullet. Give the prospect something easy for him or her to do or comply with—and associate it to a benefit.

Out of character limit

[William Aicher · Rating 5 out of 5]

Great overview of how to write sales copy. Note this is particularly written for people writing large sales pitches, and not as useful for snippets like Facebook ads etc, unless they are part of an overall lead flow. That said, you could use bits and pieces from this to build out shorter ad copy, but I recommend adding some additional understanding of psychology (for example, read the book 'Influence' by Robert Cialdini) and add the two together.

[Jay Best · Rating 2 out of 5]

It has all the basics of copywriting, but I hate to say it, mirrors all the other cheap copy guides in the Online Marketing space.

I liked some parts, and were unique, but on avg pretty repetitive and kind of derivative of many other copy books based on copywriting front eg 1920s to 1940s

"With these 7 easy clickbait calls to action, you too can sound like other cheezy marketers"

I may be cynical and this copy does work, so knowing it is important, but these days it seems like branding, thought leadership and relationship selling seems so much better to me.

I may just be allergic to that style of copy.

[Roni Matar · Rating 4 out of 5]

Ray Edwards is a great copywriting trainer, not a good book writer. The chapters give great ideas for improving copy, at the same time there seems to be a lack of cohesion between chapters.
So read each chapter as a stand alone and you will learn a lot and get a ton of value.

[Kalyn · Rating 3 out of 5]

This book offered some good takeaways, but it read more like a bunch of blog posts compiled into one book rather than a cohesive story arc.

[Paul Botterill · Rating 5 out of 5]

The is a really useful, clear, helpful guide to writing good quality copy that works. It presents a simple but very comprehensive, step-by-step formula for producing high quality copy that sells. I will certainly be putting the advice to good use

[Ahmad hosseini · Rating 3 out of 5]

Copywriting means writing blog post, articles, social media posts, and … in a way that convince readers to do something or do specific action. This action could be buying a product or service, help a charity, joining the army or etc. Copywriting somehow is a form of writing, and copywriters are commercial writers.
Book explains the copywriting basic concepts. It includes excellent and practical examples.

[Yoric · Rating 4 out of 5]

Reading at the praise section of the book, it looks like he organized a contest to whom will write the most appealing one.
Nevertheless, it pushes to read more.

The introduction of the topic is selling well:
"- The one marketing tool that created more multimillion-dollar empires from scratch than any other.
- A single strategy that most ignore, thinking it's a mere function, when in fact it is the hear of the entreprise.
- The one skill that can most quickly leverage an idea into income and turn passion into profits
This alchemical business ingredient is: copywriting."

Now, do you want to know more about copywriting, or want to go your way?

[Rick Sabatini · Rating 5 out of 5]

Excellent book. Quick read, and formatted in a way that it can be used as a reference easily. Just reading a few chapters fundamentally changed the way I write ad copy. I ended up making new flyers for my business during the reading of the book. I feel like I know the fundamentals of ad copy and I feel way more confident about writing it. Great book, would recommend to all entrepreneurs.

[Shane Hazlewood · Rating 5 out of 5]

Learn an Ethical Way to Write Persuasively!

If you are tired of marketing and promoting your products, services and ideas and not getting anyone to listen, get a copy of this book now!

If you think all salespeople as slimy snake oil solicitors who don’t care about anything but making a quick buck and moving on, you don’t know people like Ray Edwards, who wrote this book to dispel that myth.

You can sell by presenting facts, feelings, true stories, well-worded headlines, and varied-style bullet points, in a memorable formula that helps you P.A.S.T.O.R., or take care of your customers, just as a shepherd cares for their sheep.

Read it, listen to it and take notes, then take action with the free video quick copy course included as a link to the author’s website and start persuading people on a hassle-free, unforced way, and start getting cash flowing into your bank account immediately!

I really like this book because I wanted to learn how to persuade people to buy something, but only if it’s what they really need.

It’s not your typical sales-y way of making people feel guilty or tricked into buying something they don’t want or need.

The book is logically outlined according to the structure of a sales letter, and gives you lots of tips, tricks, and secrets to helping people know about, feel, and understand what they get when they buy what you’re offering.

I’ve been listening to Ray Edward’s podcast for years and have enjoyed getting to know him and what he does to serve business owners, teaching them how to write great, persuasive copy. By the way, copy is every word you write to promote anything, from emails to videos and everything in-between!

You also get a chapter summarizing product launches, which is everywhere online these days, and is bringing people lots of cash flow serving their customers with each new product or service they create, and getting them new customers quickly to boot.

So, stop suffering from your sales slump or even your soul-sucking job, and learn how to increase your business or your personal cash flow by writing persuasive copy ethically!

[Ben Freeberg · Rating 4 out of 5]

How do you express your big idea in a brief crystal?

Describe their experience as it currently is. Then join the conversation that is going on in their mind. What is that person's problem and pain? Once you understand their issue, then share excitement that you can solve it. Then exaggerate the problem they are facing once more.

You can't just paint a beautiful picture alone, they need to believe they need it. What does it cost them not to solve their problem?

Price of long term cost of not solving it. Not getting to invest in VC anymore through their mandate.

Listen to the questions people are asking. That’s how they know what to create.

People like people like them, who they want to be and who like them back.

Always add in a P.S. at the bottom. For people who skim, that could be your take home point. Everyone reads the P.S. PS started with handwritten in ink. Couldn’t add something after written. So added a post script.

Headlines that apply to everyone apply to no one.

How to headline. How to read more without reading more.

Give people something to click on. Every time they get an email from you there should be an interesting or funny thing to click on.

Keep emails to one point or ask. Don't have 2-3 requests per email. One call to action that you’re asking for.

People remember things more when they are unresolved. Say something like "Free up space in your mind. Subscribe here." Tell a story - if you want to find out what happened to Zach, read tomorrow. Or click here to finish. We need to close open loops.

When someone opens your e-mail, act and write like they want to buy. Ask for the sale.

People hate hassles more than losing money. How do you make everything easier?

Scarcity, urgency and need. Show those three in whatever you are selling.

[Josh]

Javi Pastor

Muy bueno para paginas de venta, es el libro ideal para aprender a hacer paginas de venta.

Si buscas algo directo y al grano, Ray Edwards y How To Write Copy That Sells es tu libro.

Ray va directo al grano explicando su fórmula maestra para escribir cualquier página de ventas (la famosa fórmula PASTOR) y entra en detalle en cada una de las secciones para que incluso puedas "calcar" algunas de sus mejores fórmulas.

Además de la fórmula PASTOR, en este libro encontrarás consejos para escribir títulos, emails, viñetas, garantías, cierres de venta y todo lo que necesitas para escribir tus textos.

Es el más sencillo de leer de toda la lista, ya que es el más práctico, actualizado y aplicable de todos. Como te he dicho, si eres novato, con emular parte de sus técnicas podrás construir tu página de ventas sin sufrir por el camino.

Me gusta: en muy pocas páginas condensa una fórmula de copywriting que funciona y te explica cómo escribir cada una de las partes, incluso pudiendo "copiar y pegar" algunas secciones para tu propia carta de ventas si no estás muy inspirado.

No me gusta: profundiza muy poco en un par de secciones (email y lanzamientos) y no tiene demasiados ejemplos para ver todo lo que se explica aplicado a una página, email o web real.

[Taher · Rating 5 out of 5]

A Generous Books on Copywriting for Entrepreneurs and Marketers!

I found this book very helpful to enhance my copywriting skills. The main framework PASTOR is amazing, memorable, and I helped me to craft better copy.
I can easily second Michael Hyatt's testimonial, "Ray ... the best copywriting teacher I know!"
** Pros:
- Practical tips and strategies
- Step by step guides and frameworks
- Most of examples on service/coaching/training providers (which is great for me and similar audience)
- Hints on ethics throughout the process
- The accompany free training videos and template that included with book purchase are amazing and to the point. In approx. 45 min will get more than 70% of the main book concepts.
- Good summary after each chapter

** Cons:
- I think those who sell physical products especially if cheap price may find examples not so related to them.
- Some religious metaphors, for me it's acceptable but maybe off to some other people.

I really Thank Ray Edwards for delivering such GREAT VALUE.

[Alex Shrugged · Rating 4 out of 5]

This is an audiobook read by the author and he does a fabulous job of it. However, if one wishes to actually use his advise on how to write advertisements to sell your product, I suspect you will need the buy the book as well.

Any problems with this book? Nothing serious. There is an occassional subtle message that one might want to sign up for his seminar as well. It was not crass. Just informational, but given the advise he was giving in the audiobook, it was no doubt intentional.

I'd listen to this audiobook again for the simple reason that it is good to know when selling techniques (and propaganda) are being used on you.

[Heidi Nguyen · Rating 5 out of 5]

Viết làm sao để bán được hàng, viết để tăng số. Một cuốn sách nhỏ nhưng có võ, tổng hợp rất nhiều kỹ thuật viết mà bất kì content writers nào cũng cần phải nắm vững:

� cấu trúc của một content thuyết phục
� làm thế nào để tránh những lỗi copywriting phổ biến nhất?
� kỹ thuật đơn giản để viết content dễ hiểu, catchy
� viết ngắn, những rõ ràng và truyền đạt thông điệp mạnh mẽ trên social media
� templates cho cách viết tiêu đề, đề mục, ý chính,…

Mình mua sách gốc cuốn này tại Bookee, bạn cần mua thì có thể tham khảo ở đây: https://bookee.store/how-to-write-cop...

[Majose Rodriguez · Rating 4 out of 5]

This book is on a lot of must-read lists for copywriters.

It has great tips, but it feels dated.
A lot of the language suggested, even the strategies, have been overused in marketing (probably because they work). The book focuses on direct-response style, which tends to come off as fake or pushy IMO. I like conversion copy better, because it is more subtle while still being effective.

Still, a great read for someone who is starting out as a copywriter, as it covers a lot of the basic frameworks.

[Charly Troff (JustaReadingMama) · Rating 3 out of 5]

I found the book to be very useful in quite a few places. The organization was well done, making it easy for me to skim over the parts that weren't as relevent to me, and the writing was concise. I felt the first half of the book was the best part, with the second half containing a lot of repetitive ideas already covered earlier in the book. It is definitely a useful book if you are wanting to learn how to write basically anything for your business.

[Kate · Rating 4 out of 5]

If you’re looking for a step by step guide to write a sales page and launch a product, this would be THE book to read. As a copywriter who writes content and copy for businesses, there were lots of psychological aspects and copy tricks that I could apply to my own copy, but I felt like I had to trudge through a lot of information that would be useful to a different kind of copywriter to get there. Still absolutely recommend this book.

[Riley Stewart · Rating 5 out of 5]

Ever read a book that you're just busting to talk about and share with people because it's THAT GOOD?
Well thats me, right now.
During that whole first chapter I was itching to finish fast so I could share how good it is in this review.

This book in itself is a gold nugget you HAVE to read if you want to sell more.

[Alvaro Berrios · Rating 5 out of 5]

A clear, concise book on how to write better copy from one of the world's best. Ray Edwards provides actionable formulas and frameworks that are proven to work and based human behavior. So you're not just getting opinions, but rather scientific approached on how to influence people with the power of words.

[Richard J. Gadd · Rating 5 out of 5]

A fun read, your head will explode

All the marketing that you knew about but didn't realize its existence. Every concept, every strategy that we are bombarded with, manipulated with on a daily basis comes forward like a "wow moment". Knowing the potential power is a real awakening.

[PhilD · Rating 3 out of 5]

Where are the leads?

The author didn’t advertise leads but that’s what readers of this book would want. Good content with valid examples and opportunities to follow up for templates and examples.

But without actual leads or even made up leads for practice work, then I think there’s a step or two missing from this guide.

[Rain · Rating 3 out of 5]

Treat this as a workbook rather than something you’d finish in one go. It provides templates that can help you when you’re stuck in a rut, but be perceptive on when to use them since Edwards doesn’t shy away from longer copy, which can be detrimental in some communication channels (e.g. social media posts).

[Hayley · Rating 2 out of 5]

Admittedly, I did not finish it but I got about 3/4 the way through. It has some good pointers but the advice felt too clickbait-y and very bro-marketing-esque. Some of the copy examples he gave sounded like bad Facebook ad copy that leads to spam sites. Not my first recommendation for a copywriting book.

[Nina · Rating 5 out of 5]

An AMAZING book! Highly recommend this to anyone working on your business or with copy in general. I'm working in marketing but I'm not a copywriter and never really understood the different angles that something can be written in. This really lays out everything you need to know on how to write better and more effectively.

[Anthony L Cullors · Rating 5 out of 5]

Great overall picture and practical steps

Great insight that has opened my awareness on how to approach this thing called copywriting. I look forward implementing many of these steps.

[Chuck Cova · Rating 5 out of 5]

Made lots of notes as the book is broken down into very consumable and useful lists and tips and keys.
In addition, see myself keeping the book within arms reach as a reference guide for the foreseeable future.

[Joe Nickels · Rating 4 out of 5]

Well written, gave great tips, methods and did NOT pitch any paid for services.

If you are into sales or copy writing nothing that odf rhe wall. A good addition to my collection because it does talk about how to do it in print, online blog etc

[Caleb Fast · Rating 5 out of 5]

This book comes highly recommended by quite a few online marketers. After reading it, I know why. It is second to none, and can propel you ahead in your journey as a professional or hobbyist marketer. I can’t recommend this book highly enough.