Persuasive Copywriting: Using Psychology to Engage, Influence and Sell

Your headline should attract and connect, your body copy should empathize and persuade, and your call to action should spell out the specific action you’d like them to take next.

and protection of loved ones; and social approval). 2. The strongest advertising appeals are based on these eight basic wants. 3. The most effective way to create an appeal based on these eight wants is to write ad copy that causes your prospects to visually demonstrate your product or service inside their heads, sufficiently enough to build desire

KEY TAKEAWAYS While this chapter didn’t talk about how to write great copy (see the recommended reading at back of this book for that information), you now understand why the final 20 percent of the 41/39/20 rule is so critical. Your copy and creative shape how your list experiences your offers and are how you connect with them in a meaningful (and