Here are all the downloads for Andy Maslen’s book, Persuasive Copywriting.
Objection Overcome
Here’s where you figure out why your prospect might not buy from you. Then do something about it.
Objection-overcome.docx (1376 downloads)
The Story Mountain
This simple graphic tool helps you plot the main elements of any story.
Story-mountain.docx (1455 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 (1323 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 (1148 downloads)
Interview Guide
Imagine you’re interviewing a customer about your product. Use this guide to ask the right questions.
Interview-guide.docx (960 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 (994 downloads)
KFC
What do you want your reader to know, feel and commit? Use this handy worksheet to note down your answers.
KFC.docx (958 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 (1014 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 (918 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