The full title of this book by Shlomi Shraga is
The Business Owner’s Scientific Marketing Handbook: How The Direct Response Marketing Legends Would Fix Your Broken Advertising & Sales System
In m,y review posted on Amazon.co.uk, I gave the book Four Stars. This means it is Good and Well Worth Reading.
Here is my book review.
Good summary of direct response copywriting
The book started by reminding me of the 40/40/20 rule of direct marketing. This emphasises the critical importance of the audience and the offer.
The book then follows through talking about the market and finding the big idea as a bridge between customers needs and wants and your product or service. It then looks at the offer, bonuses and guarantee.
There are extra chapters to talk about the headline, body copy and traffic sources. All make sensible points.
The book ends with a bonus chapter about email marketing.
In terms of weaknesses
1) It is quite short. I like the way the author explains the issues but I’d like the book to go much deeper. Some examples would be nice.
2) It feels very much focused on information marketing without talking about the way the ideas can be adapted for tangible products.
3) If 80% depends on the audience and offer, I would have imagined the book should have similar proportions. It doesn’t come close.
This is a synthesis of lessons from the great copywriters and the author often identifies his sources. I definitely feel there is a need for such a book, pulling together the tested and proven ideas and even contrasting different techniques. To be essential and worthy of five stars, it would be much longer.
As it is, I like this short book a lot and feel it will definitely help business owners and inexperienced copywriters understand direct response marketing and I give it Four Stars.
I originally read this as part of my Kindle Unlimited subscription and I was going to buy it to add to my permanent library when I thought it would cost a few pounds. Then I saw the price for the Kindle. Nearly £15? No thanks. It needs to drop at least £10 to be considered good value and possibly £12. I hope the author reads this and takes notice. I came close to taking my rating down to three stars but then, those people with a Kindle Unlimited subscription would miss out on a good book.
You can get the book from Amazon.co.uk and Amazon.com
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