Introduction_ How to Write Copy That Moves Hearts and Changes Behavior

Part 1: Planning Your Advertising Copy

01_ What to Sell: Identifying the Products and Services You Want to Sell
The essence of copywriting is 'to sell'
You can show as much as you know and sell as much as you know.
Meet, experience, and talk in person
How to avoid the curse of knowledge

02_ What to Sell: Everything about Benefits that Make People Open Their Wallets and Click
The Difference Between Features and Benefits: Information or Benefits?
If there is no benefit, customers won't even look at it.
Sell ​​the sizzle, not the sausage.
Tangible benefits and heart-pounding benefits
Why do we scream first and rationalize later?
“So what is it?”
A unique benefit called 'product-specific strengths'
Even for the same product, each person's attraction is different.
To target experts and early adopters

03_ Who are you targeting? There is no product that everyone needs.
Who is this ad for?
How do they live?: Create a profile
What Do They Want?: Identifying Needs
How do they feel?: Empathize
Focus on the leader's actions, not his words.
Imaginary Leaders, Marketing Personas
How to Make Leaders Naturally Integrate into Your Advertising

04_ Starting the copywriting process, writing a brief: defining the role and effectiveness of copy and setting goals
Copywriting Needs a Rulebook Too
A brief is a promise between a copywriter and a client.
Example of a Copywriting Brief
The more detailed the plan, the more perfect the execution.

Part 2: Writing Advertising Copy

05_ One eye-catching sentence is enough: Creating a powerful headline that starts and ends your ad
What is a headline?
Express it as it is
Let them know that this ad is 'for you'
Hey, here's something you might like.
Stimulate curiosity and memory
Make them answer the question
Explain the 'justification and reason'
It is human nature to be attracted to 'new things'.
Why 'Just Do It' Was a Success

06_ The Secret to Writing Copy That Will Make You Read It All: Structuring Your Ad Copy
There is an order to organizing ideas.
Always start strong
So what are the benefits?
The AIDA Formula: The Basic Framework for Copywriting
Show the problem and suggest a solution
What Happens in Our Heads Before We Spend Money
Buyer vs.
People who actually use it
Drawing a family tree for effective information delivery
The irresistible phrase, "○○ ways"
The more difficult it is, the easier it seems, the more unfamiliar it is, the more familiar it seems
How to Use the 'Magic of 3'
A good article to look at is also good to read.

07_ How to Get People to Do What You Want Naturally: Presenting a Call to Action That Encourages Action
How to Transform a "Listener" into a "Doer"
Basic Call to Action: Giving a Firm Order
Emphasize and persuade the benefits
Show that it's simple, fast, and easy.
Provide a stepping stone for crossing

Part 3: Upgrading Your Ad Copy

08_ How to Create Memorable Advertisements: 20 Copywriting Techniques that Create Resonance and Emotion
Creativity: A Key Element in Creating Advertising Copy
The purpose of advertising creativity is to 'solve problems'.
1.
Focus on simplicity and the core
2.
Connect ideas in new combinations
3.
Turn it over and look at it crookedly
4.
Explaining the new in a familiar way with metaphors
5.
Balance tension and integration, showing contrast
6.
A humorous tactic that instantly imprints the advertisement
7.
Fun but never light, a play on words
8.
Sometimes an image is worth a thousand words.
9.
Give the pleasure of finding hidden meanings
10.
Create shock and emotional turmoil
11.
The moment you flip it over, a new idea is born.
12.
Rephrase it in the opposite way
13.
Same product, different perspectives, unexpected results
14.
How to make someone know without saying anything
15.
The 'buyer' doesn't have to be the protagonist.
16.
To answer the question, “So what is it?”
17.
Break the fourth wall
18.
Borrow awareness and attention
19.
Timing is everything, getting on top of the issue
20.
Don't hesitate to use references.

09_ When your thoughts reach a dead end: Six ways to overcome idea exhaustion
1.
Just think about it
2.
Change the location
3.
Try freewriting
4.
Use your unconscious mind
5.
Think of the 'worst idea'
6.
How to cherish fragile ideas

10_ Is this ad a conversation or a notification?: How to speak to the leader so that he or she can hear it.
What is 'engagement'?
Advertising is a private conversation with a leader.
The illusion that the client is the leader
Dialogue scenarios that predict the leader's response
'We' not 'You'
The best writing sounds like words
Can you repeat the ad copy to a friend?
Use everyday words as they are
Think from the leader's perspective
Use concrete expressions, not concepts.
Verbs rather than nouns, active rather than passive voice
Close the gap between words and reality
Let me hear, see, and touch
The more you tell them not to do something, the more they want to do it.
Avoid jargon and clichés whenever possible.
A Copywriter's Powerful Weapon: Storytelling

11_ All First Drafts Are Garbage: A Revision Strategy That Brings Life to Your Copy
Fix it, fix it, fix it again
Write briefly.
Then it will be read
The more you think, 'This is well written,' the more careful you should be.
Haven't you been telling only nice stories?
Get out of the sea of ​​modifiers
There is no right answer.
There is only an optimal length
When to go fast and when to go slow
Create a rhythm that sticks in your ears
Make it rhyme to make it sound fun
Stand out with your double-edged sword
Keep it short and to the point
Sometimes rules are best broken
Check for errors with fresh eyes

12_ Make an Offer They Can't Refuse: Six Principles for Making Your Advertising Copy More Persuasive
Why I'm Not Convinced Even by Clear Benefits
Persuasion without purpose is just an empty echo.
Six Persuasion Techniques to Win People's Hearts
Connect all the principles and use them
To change a leader who does not want to change

13_ How to Scientifically Move People: Nine Psychological Techniques to Maximize the Effectiveness of Your Copy
It all depends on the mind
1.
The Endowment Effect: Why Free Samples Aren't "Free"
2.
Loss aversion: the unpleasantness of unbearable loss
3.
The Forer Effect: The Most Powerful Technique for Eliciting Empathy
4.
Cost Reframing: What is the Baseline?
5.
Sunk costs: "Since you've already spent money, why not spend some more?"
6.
The Reactance Effect: Our Innate Rebellious Instinct
7.
Infiltration Command: It seems like a command, but it's not a command.
8.
Double Bind: Two Paths to Purchase
9.
Discrimination Bias: The Desire for "Better"

14_ Creating a Trustworthy Voice: Creating a Consistent Brand Tone
The secret of a brand that you can know the moment you see it
If a brand were a person
Dig into human characteristics
Reveal your brand's authenticity
From character to value
From value to tone
Sometimes, your tone must change to suit the situation.
Creating guidelines for tone
Five Characteristics of Tone Used in Real Life

Chapter 15: Is My Copy That Weird?: How to Respond Wisely to Client Feedback Requests
Clients and copywriters are in the same boat
Respect feedback and read it carefully.
Neither the copywriter nor the client are the protagonists.
Wrong directions lead to the wrong destination.
The courage to reject wrong feedback

Going out_ The best copy is 'your own copy'!
Acknowledgements
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Best-selling brands have a 'one sentence' that attracts customers!
The magic of powerful copy that will make even the most turned-away customers open their wallets!

“Bed is science”, “Sunday is 0000 chef…”
Remember those ads above? The moment you hear those phrases, people naturally think of a specific product.
Dozens, even hundreds, of products and services are created every day, but the single most important factor in surviving the fierce competition is this one sentence.
Well-written copy changes people's thoughts, actions, and even emotions, naturally creating a connection between the brand and customers.
Feeling lost and confused about how to sell? Then, let's learn the various copywriting formulas that will help you create a brand that customers seek out first.


Planning copy, writing copy, and upgrading copy
Just learn the 3-step formula and your sales will start to increase!

What you want to sell can be a product or service, or a brand or idea itself.
But no matter what we want to sell, our ultimate task is to find out what interests people and 'move their hearts'.
If you master the three-step formula in this book, you'll be able to write sentences that will engage and move your customers, no matter what you're selling.

Step 1: Plan Your Ad Copy “Remember, you’re ultimately selling to the ‘customer’!”

Most sellers try to reach customers by listing the features of their product.
You must not be mistaken.
Your customers are not currently interested in what you are trying to sell.
What they are interested in is 'themselves'.
That's why you have to convince them of what 'benefits' your product can provide to 'them'.

In Part 1, we'll look at what you need to know before you write a selling sentence.
Figure out what benefits your product can provide to customers and envision who the customers are who actually need that experience.
Draw a picture of your specific customer and imagine where they live, what they want, and what they feel.
After that, plan how to approach your customers.
Let's look at an example.


“99.9 percent antibacterial effect” vs.
“Because you are precious.”

The former presents specific figures and talks about 'realistic benefits', while the latter approaches customers emotionally and subjectively and talks about 'abstract benefits'.
Most products offer both "tangible benefits" and "abstract benefits," but which one you focus on depends on what you're selling.
For example, in the case of computers or electronic devices, it would be more effective to focus on the 'practical benefits', but in the case of insurance, it is more important to consider what value they can provide in the future.
In this way, Part 1 will go over things you should consider before writing actual sentences.


Step 2: Write your ad copy: “One sentence is all it takes to grab attention!”

Now, let's write a sentence to sell it in earnest.
The most important thing is to write a headline that immediately grabs the customer's attention.
Part 2 teaches you how to write actionable sentences that actually get your customers to "click" on your product and make a purchase.
Let's look at a few methods together.


“10 percent battery left.”

Reading the above sentence, we can naturally imagine the difficult situation of having a low battery on our cell phone.
These sentences don't give any information about the actual product.
But it subtly piques curiosity by drawing on the customer's memories and experiences.


"Why the server in your office will soon become obsolete."

The above sentence makes me imagine a short drama.
It is a strategy that uses giving reasons and justifications.
As customers read this sentence, they begin to wonder, "Why?" why they should choose this product.
In Part 2, you'll learn effective strategies for structuring sentences in various ways and encouraging customers to take action.


Step 3: Upgrade Your Ad Copy: “There’s no such thing as perfect copy from the start!”

Do you feel like the sentences you've painstakingly crafted aren't appealing to your customers at all? If so, don't worry.
You're not the only one who wants to throw the sentence you just wrote in the trash right now.
Anyone who is at a loss about how to sell has probably thought about this at least once.
Part 3 will teach you 20 copywriting techniques to help you communicate the sentences you've written more effectively to your customers.
You'll also learn nine scientific psychological techniques to captivate hesitant customers, as well as principles for persuasively engaging with them.


“Spotify Free is currently invitation-only.
You will need to obtain an invitation token to access this service.”

Spotify, a real-world music sharing service, advertises that its service can be accessed through a limited number of "invitation tokens."
However, since the number of invitations that can be made per customer is 10, the service actually provided is not rare.
However, customers feel that this service is exclusive and very special.
By emphasizing scarcity in this way, customers feel compelled to act "now" rather than "later" and purchase the product.
If you learn these various psychological techniques and principles of persuasion to move the hearts of your target audience, your customers will be captivated and have no choice but to buy your product.


By the time you finish this book, you'll spend less time worrying about how to sell your products, and you'll experience the miracle of increased sales just by changing a single word or sentence.