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Copywriting Articles And Book Reviews

Reality In Advertising by Rosser Reeves – 5 Stars

Reality In Advertising by Rosser Reeves

This is considered to be a classic market text as it introduced or at least popularised the concept of unique selling propositions.

Does it stand the test of time?

In my review posted on Amazon.co.uk, I rated the book at the Five Stars level. This means I think it is Excellent.

Here is my book review.

A marketing classic and a delight to read

This is the famous book credited with popularising the concept of the Unique Selling Proposition. It was first published in 1961. Can a book that is fifty years old have anything to teach us about advertising and marketing?

You bet it does. It starts with perhaps the most powerful statement I’ve read in a business book.”It cost $1,000,000,000 to write this book. We spent that much of our clients’ money and made many mistakes to isolate these principles.” One billion dollars – in 1961! Who knows how much that would be in today’s money. [continue reading…]

in 3 – Your Strategic Positioning, Best Business Books

Triggers by Joseph Sugarman – 5 Stars

The full title of this classic book by Joe Sugarman is

Triggers: How to Use the Psychological Triggers of Selling to Motivate, Persuade & Influence“.

In my review posted on Amazon.co.uk, I rated the book as Five Stars. This means I think it is Excellent and is Very Highly Recommended. I don’t give many Five Star Ratings.

It explains the 30 psychological factors that help the customer to buy

Triggers is a terrific book by Joe Sugarman, one of the leading direct marketers in the world who has used these factors over many years to make a fortune in direct response mail order advertising.

In fact I wish that I had read it years ago. The book is beautifully written with each chapter focused on one psychological trigger with explanations of how the factor can be used in copywriting/print and in a direct, face-to-face selling environment. [continue reading…]

in 4 – Lead Generation, 5 – Lead Conversion, Best Business Books

The full title of this book by Dan Kennedy is

The Ultimate Sales Letter: Boost your sales with powerful sales letters, based on Madison Avenue techniques“.

In my review posted at Amazon.co.uk, I gave the book a Five Stars rating. This means I think it is Excellent.

Here is my book review.

My copy shows plenty of signs of use and that’s probably the strongest recommendation I can give.

When I look at my copy of this book, it shows all the signs of use – the spine cracked, various sections underlined in different colours, others asterisked and there are comments in the margin.

This is a book I go back to when I am preparing to write a sales letter because it is a) very good and b) very well organised. [continue reading…]

in 4 – Lead Generation, Best Business Books, Copywriting

Hypnotic Writing by Joe Vitale

The full title of the book by Joe Vitale is

Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words

In my review posted on Amazon.co.uk, I gave it 2 Stars.

Here is my review.

I was very disappointed but I still bought Hypnotic Writing 2.0

I was intrigued by the book title and the author has created a great brand using the word hypnotic. Who doesn’t want their marketing and copywriting to put prospective customers in a buying trance?

When I read the book I was very disappointed. It is written with a knowing style. “I’m going to make you do something…see I told you I was going to make you.” [continue reading…]

in Other Business Books

The full title of the book by R. Michaels is

Copywriting Headlines 2015 – Cosmopolitan Sex Headlines: Turn Your Advertisement Into A Cash Producing Machine

In my review posted at Amazon.co.uk, I gave it 3 Stars.

Here is my review.

Interesting but could have been much better

The headline in an advertisement is often described as “the ad for the ad”.

It’s designed to interest you enough to want to know more so that you keep reading. By mixing a combination of news, benefits and curiosity, it’s tough to learn how to write great headlines. [continue reading…]

in Other Business Books

The full title of the book by Mike Swedenberg is

Copywriting and the Unique Selling Proposition: Take Your Advertising To The Next Level

In my review posted on Amazon.co.uk, I gave it 3 Stars.

Here is my review.

The emphasis is on copywriting

I bought this book because of its prominent use of the USP concept in its title. I should have realised that its focus is more on copywriting.

Whilst there are better general books on copywriting, this is worth reading if you write copy although the format as a kindle e-book isn’t as good as it should be. It’s less relevant if you want to know how to differentiate your business and there are better books that help you to look at the process.

There are many thousand of business books, you can see the full list of my reviews at Business Books Reviews by Paul Simister (Please click). I've also narrowed these down to a list of the 12 Best Business Books For Business Owners & Entrepreneurs (Please click).

Get To Know Me

Paul Simister is a business coach who helps business owners who are stuck or struggling with disappointing marketing, to get unstuck. You can then start attracting, converting and keeping more customers. If your business is based in the UK and you feel stuck, get a Business SOS consultation for up to 2 hours (please click) with me to get you unstuck.

Don't forget to download and read my FREE Report - The SIX Steps PROFIT Formula: The Simple Rules That Every Small Business Owner Needs To Know available to download at Six Steps Report (Please click).

 

in Other Business Books

The full title of this book by Debra Atkinson is

How To Write Headlines That Get Opened: Fitness Marketing Mastery

In my review posted on Amazon.co.uk, I gave the book Two Stars. This means Disappointing.

Here is my review.

Why Headlines Are Vital And Why This Book Is Little Help

Marketers refer to headlines when they mean the first words that are read. It may be the few words at the top of an advertisement, an email subject line, a blog post title (or even a book title).

The aim of the headline is:
a) to attract your attention; and
b) to encourage you to read more.

[continue reading…]

in Other Business Books

Copywriting Master Formula by Robert Stover

Hold on to your hats, this is going to sound complicated but it’s worth putting the little grey cells to work by understanding the Copywriting Master Formula.

What I particularly like is that it has the buyer’s decision making model at its centre and how, through copy, you can help the prospective customer make a sensible decision.

Getting into the buyer’s mind is a very sensible way to think about copywriting and is a very different approach to something like AIDA (Attention – Interest – Desire – Action) that will talk about first creating great headlines to attract attention by interrupting the buyer.

The Formula

It was developed and promoted by copywriter Robert Stover.

Copywriting Master Formula

What do the letters stand for? [continue reading…]

in 3 – Your Strategic Positioning, Small Business Training Programs

Top Copywriters, Killer Copy and Ruthless Hitmen

Probably not a title you expect to see on a business coaching blog but I’m often disappointed how little interest is shown in people learning how to write their own compelling copy.

No I’m not threatening to hire a hitman to make people listen to me!

It was the theme of a blog from legendary copywriter John Carlton and creator of the Simple Writing System called Crime Lords & Killer Copy.

John’s thinking is that a gangland boss isn’t squeamish about taking the appropriate action and would know exactly how to carry out the hit, even if he does send the muscle out to do it 95% of the time.

It’s the same with copywriting.

Just because you’ve moved beyond the level of spending a week struggling to find a  headline you confidently expect to pull people into the copy, it does mean that you shouldn’t be able to do it.

The reason’s simple.

Unless you know what makes good copy, how can you judge what other people do for you?

If you’re going to hire a copywriter, you should be able to judge the quality of copy produced before it’s sent out.

In the end, it’s the results that matter but, even with a relatively small test of, say 500 direct mail letters, it can still be an expensive process just to test so you need to have confidence in it or the copywriter and hopefully both.

Get To Know Me

Paul Simister is a business coach who helps business owners who are stuck or struggling with disappointing marketing, to get unstuck. You can then start attracting, converting and keeping more customers. If your business is based in the UK and you feel stuck, get a Business SOS consultation for up to 2 hours (please click) with me to get you unstuck.

Don't forget to download and read my FREE Report - The SIX Steps PROFIT Formula: The Simple Rules That Every Small Business Owner Needs To Know available to download at Six Steps Report (Please click).
in 4 – Lead Generation

Questions To Ask Before Writing Copy

I had a look at my much thumbed copy of Dan Kennedy’s “The Ultimate Sales Letter” last night (the link takes you to my book review) and he says that to be effective, you need to start thinking like your prospective clients.

Kennedy identified 10 questions that you should ask yourself about your prospective customers before you start writing your sales letter or any other form of copy: [continue reading…]

in 4 – Lead Generation