In my review of the book
Lorrie Morgan-Ferrero’s Quick Start Guide to Writing Red Hot Copy
posted on Amazon.co.uk, I gave the book a rating of Four Stars. This means it is Good and Well Worth Reading.
Here is my book review.
A very user friendly guide to writing copy with one big drawback
This is a very easy book to read and understand in contrast to some of the heavyweight tones on copywriting.
The author explains an interesting process of writing copy which, after her extensive experience, doesn’t involve starting with the headline and lead.
Another strong chapter us how the discussion on features and benefits morphs via Maslow’s famous hierarchy of needs to the main emotions which need to be targeted in the copy.
The author also explains a good way to improve your storytelling skills quickly, if you’re reared to put some effort in.
Otherwise you get fairly standard advice about headlines, hooks, bullets, testimonials etc. Nothing special if you’ve read plenty of copywriting books, very helpful if you haven’t.
There is one big drawback which originally cost the book at least one star. (see update at the bottom).
The book invites you to sign up for a Quick Start Action Guide but, almost inevitably, the link doesn’t work. I have no idea why these “marketing masters” commit such a fundamental error so regularly.
This is especially irritating in this book because it regularly refers to exercises detailed in the Action Guide. These are very much needed to raise the book up the order on the list of copywriting books. Personally I’d have preferred the action guide to be included in this book rather than available separately but I understand a direct marketer’s desire to start a relationship with readers.
What we have without it is a very short book which is a nice enough introduction to copywriting for business owners but there are books which are better. I recommend you take a look at The Brain Audit by Sean D’Souza.
I read it as part of my Kindle unlimited subscription and I decided the strengths were good enough to persuade me to pay the low purchase price to add it my library.
Because I thought this book was helpful in some ways, I joined the author’s email list and since she seemed approachable, I emailed her asking for the Quick Start Action Guide on a Sunday. I received a reply the same day, with a pdf of the book attached.
From my early impressions of the action guide, I believe it will help you apply your new knowledge and understanding to the real world. Since there was no commitment to correct the link for the book, I recommend you do the same as I when you buy the book and contact the author.
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