What you will learn from Copywriting rules of thumb:

• COPYWRITING STRATEGY
• SUCCESSFUL COMMUNICATION
• IT'S NOT WHAT YOU SAY, BUT WHAT THE LISTENER HEARS THAT'S IMPORTANT.
• THREE VITAL COMPONENTS
• USING FEAR
• THE FIRST STEP — TUNING YOUR READERS IN
• UNLESS THIS PROCEDURE IS FOLLOWED IN YOUR LETTER OR
• ADVERTISEMENT, IT WILL FAIL.
• MAKING YOUR FIRST IMPRESSION
• HOW LONG SHOULD THE COPY BE?
• NINE POINTERS
• SELLING MAY BE FUN, BUT IT’S A SERIOUS BUSINESS!
• URGENCY
• SHORTAGE OF SUPPLY
• BEAT THE PRICE RISE
• SPECIAL ISSUE COMING UP!
• ANNIVERSARY CELEBRATION
• OVERCOMING THE PRICE BARRIER
• Creating your Sales Letter
• SOME COMMON ERRORS
• TESTING IDEAS - THE SCIENCE
• HOW TO SPOT A GOOD PROMOTION
• THE COPYWRITER IS IGNORING YOU JUST AS YOU ARE IGNORING HIM.
• 'WHAT RESPONSE DID IT ACHIEVE?'
• COPY QUESTIONNAIRE: THE CREATIVE QUESTIONS
• THE SIX MOTIVATORS
• MOTIVATING A READER TO BUY TO A PRODUCT IS A SPECIALIST TASK.
• UNIQUE SELLING PROPOSITION (USP)
• HOW A UNIQUE PROPOSITION LIFTS CIRCULATION
• THE BENEFIT
• THE HIERARCHY OF BENEFIT
• PUTTING BENEFITS IN YOUR COPY ISN'T A SIMPLE PROCESS.
• THE VALUE OF BENEFIT