Chapters One and Two

Question 1

First tenet of copywriting

Answer 1

Your product or service is far less important than its ability to fulfill your customers’ needs.

Question 2

Questions to think about while copywriting

Answer 2

Who wants your product and why? How can you compel these people to act and buy your product?

Question 3

Great copy

Answer 3

makes people not only think they want your product; it makes people think they need your product.

Question 4

copywriting at its most basic

Answer 4

seducing someone to act in a certain way through the use of persuasive language

Question 5

role of copywriting w/ concepts or designs

Answer 5

Copywriting drives the success of ads more often than concepts or designs, but together, copy, concept, and design can create a cohesive, powerful marketing campaign.

Question 6

what to do before writing copy

Answer 6

Know why you’re writing it. Set time-sensitive goals for marketing tactics.

Question 7

Examples of time-sensitive goals grounded in ROI

Answer 7

Generate 100 new customers by December 31st. Increase customer referrals by 30% by December 31st.

Question 8

Effective copywriting

Answer 8

parade analogy. Make sure that every word and phrase you use in a marketing piece helps to move your customers to action and allows you to meet the goals and ROI requirements defined for the marketing effort. Get to the point and don’t deviate.

Question 9

Four Actions of Effective Copy

Answer 9

1. Drive your customers to act through your copy.
2. Motivate your customers to act through your copy.
3. Compel your customers to act through your copy.
4. Persuade your customers to act through your copy.
   Don’t simply suggest an action in your copy; demand it.

Question 10

Ten Steps to Copywriting Success

Answer 10

1. Exploit your product’s benefits.
2. Exploit your competition’s weaknesses.
3. Know your audience.
4. Communicate What’s In It For Me
5. Focus on “you,” not “we”
6. Know your medium
7. Avoid too much information
8. Include a call to action
9. Cover Your Ass
10. Proofread

PAGE 19, copywriting book