Feel Free Read 30 Copywriting Secrets from the Best Ad Campaign of All Time RTF
Want to improve your copywriting? Learn how to write copy that grabs attention and motivates prospects to buy. This book is for any copywriter who wants a shortcut to learning how to write great copy. By the end of this book, you’ll be able to write copy that gets noticed, gets read and gets results. Learn from the most successful advertising campaign in history: the newspaper ads for Volkswagen that ran during the 1960s and 1970s. This campaign featured copywriting that took a boring, ugly, unknown product and made it one of the most talked-about, popular products in history. I’m going to show you dozens of ads from this campaign. Each one is a case study in how to write clever, powerful, funny, amazing copy. The Volkswagen ad campaign was voted the Number 1 campaign of all time by Advertising Age magazine. The success of the campaign was also demonstrated in the marketplace. Research conducted by the Starch Company showed that the Volkswagen ads consistently had higher reader scores than the editorial content. In other words, when a woman picked up a copy of Woman’s Day, or when a man picked up a copy of Playboy magazine, they were more likely to read the Volkswagen ad in its entirety—and remember it—than they were to read the articles and remember them.So what was it about the copywriting in these ads that grabbed people’s attention and compelled them to read? That’s what you’ll discover in this book.You'll see how a successful ad is built. Headlines, visuals, opening lines, body copy, format of a sales pitch, testimonials, features and benefits, reader engagement, humor, irony, keys to being original, endings, and plenty more.This book contains no copywriting theory—just dozens of examples of copy that works, and a detailed explanation of why it works. Then put what you learn into practice. Forty years from now, people might be talking about your copywriting. Hey, you never know.Learn how to:Write headlines that grab attentionWrite headlines that compel prospects to read the body copyWrite headlines that work with visualsWrite opening lines that compel readers to read the rest of the adUse irony to grab attentionFollow a simple, step-by-step formula for writing body copyBuild trust with body copyFind and write unusual testimonialsWrite effective endings to a sales messageWrite copy that keeps readers reading right to the endWrite clever, effective endings to sales copy
