Want more clicks? Use these 1,072 context words in your headlines.Read More
Planning to promote your new book soon?
Or, perhaps you're writing a book ad for a client?
Here's a simple breakdown of a proven control for a book, written by Gary Bencivenga.
My friend Mike over at Swipe-Worthy let me annotate his swipe files.
As a copywriter, this is like being given the keys to heaven -- there are so many ads on the site to look at (it's basically porn for copywriters).
The formula for writing the ad look like this:
- callout the market (benefit-driven headline)
- establish credibility (highlight author's achievements)
- build trust (showcase how others have gotten the result)
- generate excitement (future-pace what's possible for the reader)
- prep for the cta (use an "if" statement)
- instructions that assume they've said yes
To see the ad yourself (and my notes), click here!
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