![]() Yet in this book he delivers more value than most $1,000 courses on copywriting. He doesn’t assume any knowledge, and he doesn’t talk down to you. Sean’s style is casual, warm and lighthearted. Sean has a brilliant 7-step system for understanding why people buy, and from it, you can derive almost any type of sales copy you need to write. You can be done with this book in an afternoon, and be writing better sales copy by tomorrow. And let’s be real … nobody wants to read a book that takes months to read. Because this book is a gem for anyone who wants to learn copywriting.įirst, it’s short. I am the first copywriter to ever include this book in a list of “best copywriting books”. His ability to come up with sizzling, sexy sales hooks - a critical skill if you want to write sales letters - is also legendary. One of his most defining traits is that he never uses a weak word when he can use a powerful one. Watch how John writes with so much impact. As in, if you don’t buy it, you have no brain. These days, I think John sells it digitally for a fraction of that. Plus, when I bought this book, it cost a few hundred bucks. (Many of the overrated copywriting books which I’ll show you in a moment are NOT like this … which is one reason I don’t recommend starting with them.) That means it’s not only packed with valuable info … but it’s one of the easiest copywriting books to read, because it pulls you along with all the power of one of John’s sales letters. But no copywriter’s education is complete without at least knowing about how John used to write his visceral, thrilling copy.Īnother thing that makes this book great is that John wrote the book itself in the same gripping style he wrote most of his most famous ads. In fact, ironically, John’s style has been ripped off so much that if you copy it too closely (like many beginners do) your copy will sound too aggressive and outdated for a modern audience. ![]() Of course, it’s not going to teach you everything you need to know (no book can). John caples tested advertising methods pdf how to#And in this book, John takes you step-by-step through the bones of how to write a great sales letter … even if you’re a total beginner. He wrote some of the most famous leads in advertising - like the “One-Legged Golfer”, the “Nickel Letter”, or the “Free Gun” ad. If you are new to copywriting, this is one of the most important books you will ever read.Įven if you don’t know John Carlton, you’ve read copy inspired by him. ![]()
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