Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Effective Copywriting Techniques: The Ads That Sell
    Effective Copywriting Techniques: The Ads That Sell
    Effective Copywriting Techniques: The Ads That Sell
    Ebook36 pages17 minutes

    Effective Copywriting Techniques: The Ads That Sell

    By Anthony Ekanem

    4/5

    ()

    Read preview

    About this ebook

    Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Or is it workmanship to be judged for an award or recognition? It's none of the above. Advertising is salesmanship multiplied. Nothing more. And advertising copy, or copywriting, is salesmanship in print. The purpose of a copywriter's job is to sell. Period. The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio. As Claude Hopkins wrote in his timeless classic, Scientific Advertising: To properly understand advertising or to learn even its rudiments, one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman's standards.

    The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.

    The difference is only in degree. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. It involves a corresponding cost. Some people spend $10 per word on an average advertisement. Therefore every ad should be a super-salesman. A salesman's mistake may cost little. An advertiser's mistake may cost a thousand times that much. Be more cautious, more exacting, therefore. A mediocre salesman may affect a small part of your trade. Mediocre advertising affects all of your trade. These points are as true today as they were when they were written nearly one hundred years ago!
    LanguageEnglish
    PublisherAnthony Ekanem
    Release dateJun 22, 2016
    ISBN9783958498839
    Effective Copywriting Techniques: The Ads That Sell

    Read more from Anthony Ekanem

    Related to Effective Copywriting Techniques

    Related ebooks

    Marketing For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      More Eyes = More Sales

      Aug 13, 2019

      More Eyes = More Sales
      11 min read

    • Article

      The Execution Trap

      Nov 2, 2016

      An obvious fact and one that is well-known to every executive tasked with growing revenue in their organisations is that it’s not getting any easier. And that is before we even begin to feel the potential impacts of Brexit, a Trump administration and

      2 min read

    • Article

      Why Digital Marketers Should Seek A Single Source Of Truth

      Oct 14, 2018

      The current frontier of mobility enables organisations to meaningfully connect with their customers, wherever they are and on the channel and device of choice. With two billion active users on Facebook, one billion people using Instagram, billions of

      2 min read

    • Article

      Building Credibility in Business

      Dec 31, 2019

      Building Credibility in Business
      3 min read

    • Article

      Magnus’ Marketing Minute

      Jul 1, 2023

      Michael Magnus is an advertising professional who supports the growth of the leather industry through his marketing agency, Magnus Opus. Among his client partnerships are Silver Creek Leather Co., manufacturers of Realeather® Crafts and Lace, and Jim

      5 min read

    • Article

      Magnus’ Marketing Minute

      Nov 1, 2023

      Michael Magnus is an advertising professional who supports the growth of the leather industry through his marketing agency, Magnus Opus. Among his client partnerships are Silver Creek Leather Co., manufacturers of Realeather® Crafts and Lace, and Jim

      6 min read

    • Article

      Becoming an Authentic Brand

      Sep 11, 2020

      Becoming an Authentic Brand
      4 min read

    • Article

      CREATIVITY: It's Logical Really

      Aug 28, 2019

      CREATIVITY: It's Logical Really
      3 min read

    • Article

      Magnus’ Marketing Minute

      Jan 1, 2023

      Michael Magnus is an advertising professional who supports the growth of the leather industry through his marketing agency, Magnus Opus. Among his client partnerships are Silver Creek Leather Co., manufacturers of Realeather® Crafts and Lace, and Jim

      4 min read

    • Article

      Got To Be in To Win

      Mar 30, 2022

      Got To Be in To Win
      3 min read

    • Article

      Turn The Beat Around

      Oct 30, 2019

      Turn The Beat Around
      7 min read

    • Article

      To Market, To Market!

      Oct 18, 2022

      To Market, To Market!
      4 min read

    • Article

      Don’t Compete

      May 1, 2023

      In the last edition, I shared my thoughts on the power and value of sharing your knowledge and expertise with those around you. Sharing was the first of three principles we work very hard to promote here at Odin Leather Goods. Here’s a quick reminder

      4 min read

    • Article

      Marketing Yourself

      Nov 17, 2023

      Whatever stage you are at on your journey, taking a fresh look at the way you promote yourself and your work is never wasted time. As the adage goes, it’s never too late to shift your focus, launch a new collection, collaborate or reinvent. In fact,

      5 min read

    • Article

      What Have You Learned From Business Mistakes?

      Oct 4, 2021

      Asif Ahmed Managing Director of Acclivity and author of The Finance Playbook for Entrepreneurs www.acclivity.co “When I first started out in business, I hadn’t fully appreciated the importance of having contracts in place to support every legal relat

      7 min read

    • Article

      The PROS And CONS Of PUBLISHING And SELF-PUBLISHING

      Apr 2, 2020

      For nearly all writers, we are united in wanting to get our writing out into the world and in front of readers, but how we get there is much more personal, and influenced by a wide range of factors. So how do you decide on the best approach for you,

      4 min read

    Related categories

    Reviews for Effective Copywriting Techniques

    4/5

    2 ratings1 review

    What did you think?

    Tap to rate

    Review must be at least 10 words

    • 5/5
      I love it. It contains all the information I never thought I needed. This is so full of good Infos about copywriting.

    Book preview

    Effective Copywriting Techniques - Anthony Ekanem

    Effective Copywriting Techniques

    The Ads That Sell

    Anthony Ekanem

    Table of Contents

    Chapter 1

    Chapter 2

    Chapter 3

    Chapter 4

    Chapter 5

    Chapter 6

    Chapter 7

    Conclusion

    Chapter 1

    What is Advertising?

    Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Or is it workmanship to be judged for an award or recognition? It’s none of the above.

    Advertising is salesmanship multiplied. Nothing more. And advertising copy, or copywriting, is salesmanship in print. The purpose of a copywriter’s job is to sell. Period.

    The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio.

    As Claude Hopkins wrote in his timeless classic, Scientific Advertising:

    "To properly understand advertising or to learn even its rudiments, one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman's standards.

    "Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

    "It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.

    "The difference is only in degree. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. It involves a corresponding cost. Some people spend $10 per word on an average advertisement. Therefore every ad should be a super-salesman.

    "A salesman's mistake may cost little. An advertiser’s mistake may cost

    Enjoying the preview?
    Page 1 of 1