Persuasive Copywriting demonstrates how to use both compelling copywriting and informative content to communicate with your customer. If your goal is to improve your current copy writing to increase response and revenue, this book is the place to start. Did you know that human beings make buying decisions from within the small limbic system of the brain? This is the part of the brain that deals with emotions, including happiness, anger, excitement, and sixteen others. Good copywriting can encourage a sale by arousing curiosity, making a promise, or telling a story. Once the emotional decision has been made, the brain's larger frontal lobes use informative content to rationalize the response.

Knowing how the brain works can also help to build a list of target emotional responses geared toward reaching a specific customer. Your own gut feelings will then empathize and provide the necessary persuasive words. Have you become bored with a structured approach such as AIDA: Attention - Interest - Desire - Action? Focus on sections in this book that explain different approaches such as TIPS, the Four Rs, role play, or even the author's take on Aristotle's strategy. This latter method combines Ethos, Pathos and Logos to write creative copy.

Enriching parts of the book, especially for those working in the industry, are the profuse examples and actual case studies provided throughout. For the small price of this book, you will be learning directly from Maslen, who has launched countless profitable campaigns and run a company marketing department and who now is marketing director of the Sunfish company and trains others at The Andy Maslen Copywriting Academy. The 226-page book contains learning aids that include practice activities and chapter quizzes, a glossary, and an index. Worksheets and templates can also be downloaded, making this an excellent study tool.

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