About this source
A comprehensive guide to writing persuasive copy across all media, from print ads and direct mail to landing pages and video sales letters. Now in its fourth edition, the book covers the fundamentals of salesmanship in print and digital, providing tested formulas, checklists, and step-by-step processes for creating copy that generates measurable results.
Frameworks extracted
9 totalMKTweeks
The Landing Page Conversion Formula
Ten tested principles for turning web traffic into leads and sales through high-converting pages
COMdays
The 4 S Formula for Clear Copy
Short words, short sentences, short paragraphs, short sections: the four keys to readable copy
PRODdays
The Copywriter's Research Protocol
A four-step preparation system that guarantees you know more about the product than anyone else
SALdays
The Secondary Promise Technique
Back up every big promise with a smaller, more believable promise that sells on its own
STRweeks
The USP Differentiation Method
Find or create the one compelling reason customers should choose you over every competitor
MKTweeks
The BDF Formula
Map your audience's beliefs, desires, and feelings before writing a single word of copy
SALdays
Feature-to-Benefit Conversion
Transform every product feature into a customer benefit that answers 'what's in it for me?'
MKTdays
The 4 U's Headline Formula
Score every headline on urgency, uniqueness, ultra-specificity, and usefulness before publishing
MKTdays
The Motivating Sequence
A five-step formula that moves readers from attention to action through structured persuasion