How to write persuasively, pick the right niche, and get clients. The masterclass book from Quentin Pain, International Copywriters Association
"73,000 words of copywriting wisdom"
How to write persuasive sales copy and build a copywriting business from scratch
The COPY Story
In July 2020 I made a decision to write a book on copywriting. This was not going to be "just another copywriting book". Instead I decided to write it for the members of my Science of Copywriting group who were struggling to get started and find clients. It took 1,000 surveys, 73,000 words and 8 months to complete. All you'll ever need to know.
The 3 Problems All Copywriters Face
1. How do you write persuasive copy?
How does anyone learn how to write persuasive copy? We're all taught to write at school, yet somehow that fails to translate to anything meaningful when we're faced with writing our first sales page (or at least one that has any chance of landing us a paid writing gig).
2. How do you select the right niche?
Learning how to write incredible copy is one thing. Learning what to write about is quite another. If there's one thing people struggle with, it's picking a niche or industry that will be both enjoyable and lucrative.
3. How do you get clients?
So you've figured out how to write persuasively, and you know the niche or industry you want to write for. Now you're stuck with the biggest problem of all: how to find the right clients to sell your services to so you can quit your life sucking job forever.
COPY: Chapter by Chapter
Chapter 1 - The word on the street
Why copywriting? The world's oldest discipline explained. Cause and effect: how desire works and how that affects the way we work. Why where we live doesn't matter (hint: every country has billionaires, and every country needs more great copywriters).
Chapter 2 - Attention
What exactly is attention anyway? Everyone talks about it, but few explain it. And without attention we have nothing. Chapter 2 breaks it down: what it means and how to get it - plus how it ties in with emotion (obvious, but not many do it well).
Chapter 3 - Hope and fear
Without hope we die. That makes it a top tool in the persuasion toolkit. People thrive on hope and fail on fear - which is why villains use fear to bully people. Whereas heroic copywriters use hope along with my SURE methodology to reveal a better way.
Chapter 4 - Change
The FIRST thing we need to pay attention to if we want to succeed is to understand change and what it means. But it's not just us that needs to change. We're here to change the hearts and minds of our audience too. This chapter shows you how to do both.
Chapter 5 - Purpose, vision, and mission
Without some kind of purpose, there is no meaning. But that purpose doesn't have to be some impossible pipedream. In this chapter I show you how to see your future in a new way so you can make the changes you need to make. This is YOUR mission.
Chapter 6 - Niches, wants, and needs
The second most common question from all copywriters is how to find a niche. But rather than follow traditional advice and start with yourself, this chapter opens a whole new way to think about it - a way that guarantees you'll pick a winner.
Chapter 7 - How to write commanding copy
Ever wondered why some copy sucks, and other copy crushes and dominates its market? Start writing commanding copy using the basics in this chapter and you'll never go wrong again.
Chapter 8 - Short copy ads
Another common question is how long should copy be? Here's the short answer: as long as it needs to be to get the sale. But there is a genre of copy that cannot be ignored and DOES have a fixed length. We're talking pay per click ads. This is how it's done properly.
Chapter 9 - Long copy ads
For many products or services, short copy ads will never work. The trust factor needs to be built, and often a certain amount of education is required too. For that, long copy ads are what you need. I go through every step from the big idea to the headline to the body copy to the call to action in this chapter.
Chapter 10 - Editing
The biggest mistake every copywriter makes is failing to edit their work properly. And I don't just mean checking for typos or spelling, I mean editing every piece until it sparkles like a diamond. No self-respecting director would ever let an unedited film out, neither should we.
Chapter 11 - Prospecting
This is the chapter you've been waiting for. It's the longest in the book and contains everything you need to know about yourself, your prospects, and how to put your business in an unassailable position when it comes to getting work. It's all here.
Chapter 12 - Rules
We all hate rules, but we all know they're there for a reason. Here's the 12 most important as you've never read them before. Know these and then you can break them whenever you wish - and for all the right reasons. The best rules free us to do our best work.
Chapter 13 - Appendices
There are a whopping great 11 appendices in this book. Think of them as bonuses and you'll begin to see the value. They include: Objection handling (the golden nugget), Search engine optimisation (the right way), FAB (gaining an advantage), Rhetoric (the tools of persuasion), Email marketing, Fear (and how villains exploit it), Triggers (why we buy things), First principles (or how to break down ANY problem), Gender (how to write gender free), USPs (how to create uniqueness out of thin air), and Philosophy (memorise this and never be stuck for words again).
Chapter 14 - Glossary
There are 189 entries in the glossary. These include the main terms used by professional copywriters as well as the most important marketing terms used in business today. Brush up on these and win your prospects' hearts with your confidence.