Here are all the downloads for Andy Maslen’s book, Persuasive Copywriting.
Here’s where you figure out why your prospect might not buy from you. Then do something about it.
Objection-overcome.docx (1159 downloads)
The Story Mountain
This simple graphic tool helps you plot the main elements of any story.
Story-mountain.docx (1188 downloads)
Features, Benefits, Promises
You can get more out of your benefits by rewriting them as promises. This worksheet makes it easy.
Features-Benefits-Promises.docx (1108 downloads)
Know Your Customer
A simple way to figure out what makes your customer tick, and what you absolutely must say to them.
Know-Your-Customer.docx (931 downloads)
Imagine you’re interviewing a customer about your product. Use this guide to ask the right questions.
Interview-guide.docx (759 downloads)
Ethos, Pathos, Logos
Aristotle used these three aspects of persuasion to frame his arguments. You could do a lot worse than try the same technique.
Ethos-Pathos-Logos.docx (837 downloads)
What do you want your reader to know, feel and commit? Use this handy worksheet to note down your answers.
KFC.docx (786 downloads)
Wall Street Journal Two-Page Letter
The original “$2 billion sales letter”. Try copying it out by hand.Wall-Street-Journal-Letter-2pp.pdf (792 downloads)
Wall Street Journal Four-Page Letter
The control-beating successor to Martin Conroy’s letter, written by US copywriter Mal Decker.Wall-Street-Journa-Letterl-4pp.pdf (720 downloads)
More help with your copywriting
If you’d like articles and ideas to improve your copywriting take a look at Andy’s Copywriting Academy