SUMMARY - Write to Sell_ The ultimate guide to great copywriting - Maslen, Andy

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Here is a summary of the key points about using testimonials in sales copy:

  • Testimonials from satisfied customers are a very effective way to build credibility, trust, and convince readers. Hearing from others makes a product or service feel like a safer choice.

  • Look for testimonials that specifically address reader doubts or objections. Addressing pain points directly makes the endorsement more relevant and persuasive.

  • It's best if testimonials come from customers similar to the target reader in terms of demographics, job, interests, etc. Readers relate most to people like themselves.

  • Include the testimonial giver's full name, job title or credentials so it seems like a real endorsement from a real person. Leave out details that can't be verified.

  • When selecting testimonials to feature, focus on those that highlight important benefits and use strong, enthusiastic language to describe results and satisfaction.

  • Testimonials work best when integrated into the body of the copy, not just collected in a block at the end. Weave them in to support key points.

  • Consider including social proof like star ratings, reviews counts, industry awards to strengthen trust beyond just individual testimonials.

The key is selecting and presenting endorsements that clearly resonate with target readers by addressing what they care about most from a trusted, similar source.

Here is a summary of the key points about using punctuation effectively in copywriting:

  • Punctuation helps clarify meaning and reduces ambiguity, which increases the chances readers will understand and act on the message.

  • Semicolons can be confusing and should generally be avoided when simpler punctuation like commas or periods would work.

  • Colons can clearly introduce lists, secondary clauses, or emphasize a point following it. They should not follow the word "including".

  • Periods clearly end sentences and improve readability by restricting sentence length for easier consumption.

  • Question marks only belong at the end of interrogative sentences, not declarative sentences.

  • Quotation marks solely enclose literal quotations, not metaphors or figures of speech.

  • Exclamation points are best reserved for truly exciting statements, not used to artificially generate excitement in an otherwise unexciting statement.

Careful, strategic use of punctuation helps copy flow smoothly and ensures the intended meaning is communicated clearly to readers. This supports the overall goal of prompting understanding and the desired action.

Here is a summary of the key points about writing book reviews:

  • Provide an overview of the book by outlining its main themes, topics covered, and central arguments or thesis. Summarize the overall focus and key elements without restating the entire table of contents.

  • Comment on the intended audience and their potential interest level based on background and interests addressed in the book. Note if the content is accessible for general readers or more specialized.

  • Evaluate the strength of arguments and evidence. Assess if the author makes a convincing case to support their thesis through logical reasoning and quality sources.

  • Comment on the quality of writing style in terms of readability, flow, clarity and ability to hold readers' attention. Note if academic or casual, serious or lighthearted in tone.

  • Suggest real-world applications or implications of content. Note if concepts appear applicable or if the book prompts thinking on related issues.

  • Provide an overall recommendation on the book's value and contribution compared to others in the field. Note which types of readers would benefit most from it.

  • Keep opinions brief yet backed by specific references or quotes to illustrate key strengths and weaknesses analyzed from reading the full work.

The goal is to help potential readers evaluate a book's relevance and merits through a concise yet insightful critical analysis and summary.

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