For another definition of "copybook", see Exercise book. Penmanship copybook, Boston, Massachusetts, 1840-1850 This book will help you create more persuasive and convincing content, whether it’s a simple Facebook post or a piece of web copy. 5. The Idea Writers by Teressa Iezzi Meanwhile, the Readability report uses top readability tools like the Flesch Reading Ease Score to highlight sentences that might be hard for readers to understand. Keeping your sentences readable and concise is crucial for persuasive copywriting. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire – but to channel and direct it.” Jennifer Havice is a messaging strategist and customer researcher who’s consulted for countless organizations.

This book is a useful guide to direct response copywriting, ad copywriting, and more. 20. Content Rules by Ann Handley & C.C. Chapman Using common language (AKA speaking human) to connect with your audience is exactly what Finding the Right Message is about.Tested Advertising Methods describes many of the scientific advertising strategies that Caples tested over the course of his illustrious career. Even though this book was first published in 1932, many of the techniques it describes are still commonly used today.

If we immerse ourselves and our children in the truths that the “copybook headings” offer, we may find ourselves closer to that point than we think. These letters are full of life lessons and copywriting tips. Each letter focuses on a specific piece of advice. Artful Persuasion teaches you how to use the tool of persuasion to your advantage. It helps you learn how to craft compelling messages that convince people you must be right.

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After 15 years of marketing for companies like Philips Electronics and Saint-Gobain, Henneke Duistermaat condensed her insights into a straightforward, easy-to-read book that helps people convert more visitors into customers. Bogle, John C. (2010). Don't Count on It!: Reflections on Investment Illusions, Capitalism, "Mutual" Funds, Indexing, Entrepreneurship, Idealism, and Heroes. John Wiley & Sons. ISBN 978-0470949023. Upon hunting down a copy, I found 10 stanzas of verse written by Rudyard Kipling in 1919. The “copybook headings” featured in the title refer to the short maxims once regularly copied by schoolchildren in America and Great Britain, not only for penmanship practice, but also for the wisdom they confer in short, snappy soundbites. Inbound marketing is a big part of why we have jobs, and Marcus does a great job of explaining it in layman’s terms. As the title suggests, this isn’t just for copywriters and aspiring copywriters. It’s for anyone that writes (in other words: you). This is a book for any small business owner, entrepreneur and marketer who wants to sharpen their writing craft.