The AXIOMS of Copywriting

The 5 Universal Elements That Form the Foundation of Advertising Copy That Works

By: Robert W. Bly

Narrated by: Virtual Voice

Length: 2 hrs and 25 mins

Publisher's summary

Laws are broken. Rules get bent.

The exciting new line of books that puts a foundation underneath your efforts . . .

AXIOMS [ak-see-uhms] –noun 1. statements or propositions that are regarded as being established, accepted, or self-evidently true 2. the sublime and intrinsic facts of a subject that form the foundational underpinnings upon which one can build unbounded and limitless success.

1. Offer > Brand
2. Long Copy Works
3. More Research = Better Copy
4. More Experiences = Better Copy
5. Effectiveness = 1/# People

Discover the 5 Universal Elements of Persuasion That Form the Foundation of Writing Copy That Sells

More and more copywriters today do not know the proven rules and principles of persuasion. Why this refusal to adhere to first principles?

• Many copywriters don't understand the fundamentals of sales writing.
• Some copywriters look down upon the time-tested rules as old-fashioned, out-of-touch, or even antiquated.
• Others are more concerned with winning creative awards and filling their portfolios with snazzy ads rather than effective ads that send sales through the roof.

In this book, we delve into the 5 most important fundamentals of persuasion in print broadcast and on-screen. We call them "AXIOMS," because they are universal and work virtually all the time.

You Will Learn . . .

• How to generate 10X more sales for your ad dollars.
• The 6 characteristics of winning offers.
• Using offers that support the brand.
• 10 questions to ask before testing your offer.
• Gevalia Coffee's amazing offer.
• What should your ad sell-the product or the offer?
• 79 tested offers.
• What works best-long copy or short copy?How research can help you write kick-butt copy.
• 7 ways to prove claims in your copy.
• The 4-step discovery process for copywriting.
• 11 ways to use life experience to make your copy stronger.
• The best process for copy reviews.
• The 25-50-25 rule for making edits.

About the EXPERT

BOB BLY is a copywriter with more than 4 decades of experience in direct response and business-to-business marketing. McGraw-Hill calls Bob Bly "America's top copywriter." Bob has written copy for over 100 clients including AT&T, Intuit, Lange Financial, Bulova, and IBM. He is the author of more than 100 published books including Charles Steinmetz: The Electrical Wizard of Schenectady (Quill Driver). Bob has won many writing awards including a Gold Echo from the Direct Marketing Association and an IMMV from the Information Marketing Association. He has presented writing and marketing training classes to numerous organizations including the Society for Technical Communication, General Electric, and the U.S. Army.