Effective Copywriting Techniques: The Ads That Sell

Business & Finance
Cover of the book Effective Copywriting Techniques: The Ads That Sell by Anthony Ekanem, Lulu.com
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Author: Anthony Ekanem ISBN: 9781329938151
Publisher: Lulu.com Publication: March 1, 2016
Imprint: Lulu.com Language: English
Author: Anthony Ekanem
ISBN: 9781329938151
Publisher: Lulu.com
Publication: March 1, 2016
Imprint: Lulu.com
Language: English

Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Or 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. So it stands to reason that knowing some basic rules or techniques about writing effective copy is in order. Test results will always trump everything, but it’s better to have a starting point before you test. So this starting point is the essence of this book. The tips expressed here have been generally time-tested and known to be effective.

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Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Or 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. So it stands to reason that knowing some basic rules or techniques about writing effective copy is in order. Test results will always trump everything, but it’s better to have a starting point before you test. So this starting point is the essence of this book. The tips expressed here have been generally time-tested and known to be effective.

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