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Persuasive Copywriting: Using Psychology to Influence, Engage and Sell
Using psychology, emotion, and a pinch of neuroscience, Andy Maslen, an experienced copywriter and marketer, presents 25 psychological techniques, 110 words and phrases that trigger emotions, over 10 real-world case studies, and 75 practical exercises to help practitioners and students who have already mastered the basics, write enjoyable, compelling copy which stands out in today's cluttered marketplace. Maslen covers topics such how to make spending money look like a privilege, the ancient Greek secret of emotionally engaging copy, when to use pictures instead of words, how to use the right tone of voice, and avoiding common copywriting traps. Ideal for experienced copywriters who want to stay ahead of the game as well as new copywriters catching up with their more experienced peers, Persuasive Copywriting helps readers improve their copywriting skills and perfect the emotion-driven sale.
256 pages, Paperback
First published March 3, 2015
46 people are currently reading
1011 people want to read
About the author
Andy Maslen
77 books555 followersMULTI-MILLION COPY BESTSELLER
Andy Maslen writes thrillers across a number of genres: police procedurals, vigilante, psychological, suspense and horror. He spent 30 years in business before turning to writing full time.
Readers praise Andy's novels for their relatable characters, realistic dialogue, sense of place and kinetic action sequences, and for his meticulous research into police procedure around the world.
He is the creator of best-selling series featuring Kat Ballantyne, Gabriel Wolfe, Stella Cole and Inspector Ford, plus standalone novels and short stories.
Andy was born in Nottingham, England. After leaving university with a degree in psychology, he worked in business for thirty years as a copywriter. In his spare time, he plays the guitar. He lives in Wiltshire.
Andy Maslen writes thrillers across a number of genres: police procedurals, vigilante, psychological, suspense and horror. He spent 30 years in business before turning to writing full time.
Readers praise Andy's novels for their relatable characters, realistic dialogue, sense of place and kinetic action sequences, and for his meticulous research into police procedure around the world.
He is the creator of best-selling series featuring Kat Ballantyne, Gabriel Wolfe, Stella Cole and Inspector Ford, plus standalone novels and short stories.
Andy was born in Nottingham, England. After leaving university with a degree in psychology, he worked in business for thirty years as a copywriter. In his spare time, he plays the guitar. He lives in Wiltshire.
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Displaying 1 - 21 of 21 reviews
February 18, 2015
What did you expect? A book about persuasive copywriting manages to be engaging, enthralling, informative, accessible and a pleasant read. What next? The Pope is Catholic?
A powerful combination of 25 different psychological techniques, 125 trigger words and phrases, case studies, quizzes and practical exercises is expertly weaved together by the author, a copywriting veteran, to pack one hell of a punch in a relatively slim book. The fine balancing act of being engaging and instructive for the beginner and a great resource for the experienced industry participant is met with aplomb. This was a very pleasant, hype-free find. Even when skipping over chunks of the text (exercises and quizzes in this kind of book tend not to attract this reviewer) you didn’t feel as if you are being short-changed by skipping ahead.
Has anything been left to chance? You get an overload of theory, history, opinion, fact, forecast and practical demonstration. Your senses are being pummelled by information yet it doesn’t feel overwhelming. The author’s psychological approach is obviously working. This customer has been hooked by the author’s fishing line. Ker-ching!
Yet this is more than just a “how to write copy” book. It touches on many disciplines such as marketing, advertising, promotion and sales which, of course, are related to the copywriter’s art but you are getting more than just a book that shows you the right type of words to write in order to reel that customer in.
Take this quotation, for example, from the author, it is clearly common sense but how many times have you thought of things in this way: “Copywriters promoting alcohol, tobacco, luxury watches, online poker and dating sites for married people know all too well the power of emotion in decision-making. Why else would any sane person ingest poison, spend more on a timepiece than most people spend on a car, bet against a company that makes its profits beating gamblers or risk their comfortable life for what is, at best, a fleeting pleasure?”
The scope and scale of the book’s coverage is interesting, showing that a skilled copywriter can work across a range of segments and effectively write (and sell) to everyone, everywhere. Despite focussing on a serious subject, this book did cause this reviewer to laugh aloud several times. Gems such as: “As a local utilities manager, you really don't want to make the front page of your local newspaper because you've flooded a playground with liquid sewage” – you will need to read the book to find out what this has to do with copywriting!
That’s it! You need this book. In many ways even if you never, ever write an advertisement, website copy or anything that could be remotely thought as being sales or promotional-led, a book like this may help your general day-to-day communications and successes as the central messages are the same. Add it to your bookshelf today!
Persuasive Copywriting: Using Psychology to Engage, Influence and Sell, written by Andy Maslen and published by Kogan Page. ISBN 9780749473990, 250 pages. YYYYY
A powerful combination of 25 different psychological techniques, 125 trigger words and phrases, case studies, quizzes and practical exercises is expertly weaved together by the author, a copywriting veteran, to pack one hell of a punch in a relatively slim book. The fine balancing act of being engaging and instructive for the beginner and a great resource for the experienced industry participant is met with aplomb. This was a very pleasant, hype-free find. Even when skipping over chunks of the text (exercises and quizzes in this kind of book tend not to attract this reviewer) you didn’t feel as if you are being short-changed by skipping ahead.
Has anything been left to chance? You get an overload of theory, history, opinion, fact, forecast and practical demonstration. Your senses are being pummelled by information yet it doesn’t feel overwhelming. The author’s psychological approach is obviously working. This customer has been hooked by the author’s fishing line. Ker-ching!
Yet this is more than just a “how to write copy” book. It touches on many disciplines such as marketing, advertising, promotion and sales which, of course, are related to the copywriter’s art but you are getting more than just a book that shows you the right type of words to write in order to reel that customer in.
Take this quotation, for example, from the author, it is clearly common sense but how many times have you thought of things in this way: “Copywriters promoting alcohol, tobacco, luxury watches, online poker and dating sites for married people know all too well the power of emotion in decision-making. Why else would any sane person ingest poison, spend more on a timepiece than most people spend on a car, bet against a company that makes its profits beating gamblers or risk their comfortable life for what is, at best, a fleeting pleasure?”
The scope and scale of the book’s coverage is interesting, showing that a skilled copywriter can work across a range of segments and effectively write (and sell) to everyone, everywhere. Despite focussing on a serious subject, this book did cause this reviewer to laugh aloud several times. Gems such as: “As a local utilities manager, you really don't want to make the front page of your local newspaper because you've flooded a playground with liquid sewage” – you will need to read the book to find out what this has to do with copywriting!
That’s it! You need this book. In many ways even if you never, ever write an advertisement, website copy or anything that could be remotely thought as being sales or promotional-led, a book like this may help your general day-to-day communications and successes as the central messages are the same. Add it to your bookshelf today!
Persuasive Copywriting: Using Psychology to Engage, Influence and Sell, written by Andy Maslen and published by Kogan Page. ISBN 9780749473990, 250 pages. YYYYY
February 20, 2021
There is much to say in favour of this book.
First of all, Andy has a clear, engaging and humorous way of writing, so it's actually an enjoyable read, most of the time.
Second, it's packed with really good exercises that will help you become a better copywriter.
Okay, so maybe there are just two things to say in favour of this book, but to be fair, they are two pretty darn important things to say.
To balance it out, let me give you two things that really didn't work for me.
Some of the advice - including examples - helps you create... clickbait. Yes, you create intrigue. You also do it in the most annoying way possible.
Something else going on with the examples: Andy will make a point, and then two pages later will provide an example that entirely contradicts the point made. He tries to absolve himself in the epilogue stating that copywriting is an art, not a science, and I see his point, but it's not a very helpful approach if you're trying to actually teach someone something. Either be clear about when to use one approach or the other, or conclude both approaches can be used. Or at least choose different examples, ones that don't make the message as jumbled as these do.
Overall, still very much a book worth reading, but stay critical of what you read - this is a guide, not a bible.
How I review non-fiction:
5 stars - Great. Well-written, thought-provoking, and possibly life-changing. Not just a book worth reading, a book worth having on your shelf.
4 stars - Good. Interesting, generally well-researched, relevant.
3 stars - Mediocre. Possibly a good idea, but so-so execution. Poor structure, or somewhat flawed argumentation. Unoriginal.
2 stars - Poor. One or several of the following: poor writing, farfetched, repetitive, obvious. Possibly didn't finish.
1 star - Rubbish. Total waste of time. This book has no redeeming qualities - lacks logic, all over the place, badly researched, potentially harmful. Most likely didn't finish.
First of all, Andy has a clear, engaging and humorous way of writing, so it's actually an enjoyable read, most of the time.
Second, it's packed with really good exercises that will help you become a better copywriter.
Okay, so maybe there are just two things to say in favour of this book, but to be fair, they are two pretty darn important things to say.
To balance it out, let me give you two things that really didn't work for me.
Some of the advice - including examples - helps you create... clickbait. Yes, you create intrigue. You also do it in the most annoying way possible.
Something else going on with the examples: Andy will make a point, and then two pages later will provide an example that entirely contradicts the point made. He tries to absolve himself in the epilogue stating that copywriting is an art, not a science, and I see his point, but it's not a very helpful approach if you're trying to actually teach someone something. Either be clear about when to use one approach or the other, or conclude both approaches can be used. Or at least choose different examples, ones that don't make the message as jumbled as these do.
Overall, still very much a book worth reading, but stay critical of what you read - this is a guide, not a bible.
How I review non-fiction:
5 stars - Great. Well-written, thought-provoking, and possibly life-changing. Not just a book worth reading, a book worth having on your shelf.
4 stars - Good. Interesting, generally well-researched, relevant.
3 stars - Mediocre. Possibly a good idea, but so-so execution. Poor structure, or somewhat flawed argumentation. Unoriginal.
2 stars - Poor. One or several of the following: poor writing, farfetched, repetitive, obvious. Possibly didn't finish.
1 star - Rubbish. Total waste of time. This book has no redeeming qualities - lacks logic, all over the place, badly researched, potentially harmful. Most likely didn't finish.
August 17, 2019
Goed boek voor iedereen die iets met contentcreatie doet! Ik ga zeker het ‘echte’ boek ook kopen. Het is makkelijk om als naslagwerk te gebruiken.
March 9, 2015
I’m a little scared to write this review. Persuasive Copywriting by Andy Maslen is one of the most useful copywriting books I have read. But will my writing make the grade?
Applying what I learned reading Persuasive Copywriting, all I need to do is present you, the reader, with the information to decide if this book is something that can solve a problem for you. So, let’s get to it.
Without getting flowery, you’ve clicked this link, so you’re wanting to make your writing more effective. This book will help you do it.
What I learned most from this book was how copywriting is more than the words. OK, so I already knew that, but it’s what impressed me most. It’s a full copywriting curriculum, with exercises, downloads and feedback: a great refresher of your college days. Actually, it’s more than what I learned in college and grad school.
Persuasive Copywriting teaches the psychology of copywriting. There is a practical lesson on using a mix of ethos, pathos and logo in your writing. Yep, Aristotle in a copywriting book. Andy also makes the neuroscience behind the ideas easy to understand, and applicable. Oh, and scientifically accurate, which is better than the neuroscience and marketing book that I chose not to review. The end of each chapter has questions and exercises to test your knowledge. Also an invitation to tweet your progress to Andy. Promotion and feedback in one – I love it.
The second part of the book goes into the more traditional copywriting tools of grammar, tone and pitch, and word lists. At first this seemed a little weird. Shouldn’t grammar be a top priority? But, it’s correct. Connecting with the reader is more important than choosing between a semi-colon and a comma. Our aim is generally for them to pull out their wallet.
Who is Persuasive Copywriting for?
Everyone who writes with a purpose. If you learned traditional copywriting and now need to add spice to your writing, then buy this. If you’re self-taught, then definitely buy this. Oh, and read it too. And do the exercises. Even though I’ve been writing for many years, it’s a good reminder for me and helps my arguments when coaching or chatting with clients.
I’m working with a few non-profits, and I know their complaints would be that Persuasive Copywriting is too much about selling and, therefore, has no relevance to them. My response is a little creative and change “sell” to book, change, entice, or whatever fits your organization mission. The concepts are the same, nonprofits just don’t always take credit card payments, but they are selling. Everyone can learn something from this book.
I could continue, but I think it’s better you read the book. After all, my goal was just to give you the information to help you make a decision whether to buy or not.
Persuasive Copywriting will be released on March 28. My copy was a gift of the publisher via NetGalley.
This review was first published on Tap Dancing Spiders http://tapdancingspiders.com/book-rev...
Applying what I learned reading Persuasive Copywriting, all I need to do is present you, the reader, with the information to decide if this book is something that can solve a problem for you. So, let’s get to it.
Without getting flowery, you’ve clicked this link, so you’re wanting to make your writing more effective. This book will help you do it.
What I learned most from this book was how copywriting is more than the words. OK, so I already knew that, but it’s what impressed me most. It’s a full copywriting curriculum, with exercises, downloads and feedback: a great refresher of your college days. Actually, it’s more than what I learned in college and grad school.
Persuasive Copywriting teaches the psychology of copywriting. There is a practical lesson on using a mix of ethos, pathos and logo in your writing. Yep, Aristotle in a copywriting book. Andy also makes the neuroscience behind the ideas easy to understand, and applicable. Oh, and scientifically accurate, which is better than the neuroscience and marketing book that I chose not to review. The end of each chapter has questions and exercises to test your knowledge. Also an invitation to tweet your progress to Andy. Promotion and feedback in one – I love it.
The second part of the book goes into the more traditional copywriting tools of grammar, tone and pitch, and word lists. At first this seemed a little weird. Shouldn’t grammar be a top priority? But, it’s correct. Connecting with the reader is more important than choosing between a semi-colon and a comma. Our aim is generally for them to pull out their wallet.
Who is Persuasive Copywriting for?
Everyone who writes with a purpose. If you learned traditional copywriting and now need to add spice to your writing, then buy this. If you’re self-taught, then definitely buy this. Oh, and read it too. And do the exercises. Even though I’ve been writing for many years, it’s a good reminder for me and helps my arguments when coaching or chatting with clients.
I’m working with a few non-profits, and I know their complaints would be that Persuasive Copywriting is too much about selling and, therefore, has no relevance to them. My response is a little creative and change “sell” to book, change, entice, or whatever fits your organization mission. The concepts are the same, nonprofits just don’t always take credit card payments, but they are selling. Everyone can learn something from this book.
I could continue, but I think it’s better you read the book. After all, my goal was just to give you the information to help you make a decision whether to buy or not.
Persuasive Copywriting will be released on March 28. My copy was a gift of the publisher via NetGalley.
This review was first published on Tap Dancing Spiders http://tapdancingspiders.com/book-rev...
December 19, 2015
This is must-read for entrepreneurs, especially if you struggle with copywriting. I'm pretty darn good at copywriting and I got a lot out reading this book.
April 25, 2018
This book is a good resource for people getting into copywriting or want to improve their persuasive writing ability. Following the principle that people purchase primarily from primal emotion then bring logic in to justify the decision, the author steps through principles then illustrates them with compelling examples. He also has provided good resources on his website to complement what’s in the book. The social media section is a touch dated but still valuable.
He does go on tangents like his affinity for writing instead of typing (repeatedly acknowledging his lack of typing skill) which was distracting. We all have preferences for how we work but can follow the same principles. But this was a small part. It was a valuable help for some marketing projects at work.
He does go on tangents like his affinity for writing instead of typing (repeatedly acknowledging his lack of typing skill) which was distracting. We all have preferences for how we work but can follow the same principles. But this was a small part. It was a valuable help for some marketing projects at work.
Read
January 9, 2021If you know your reader, then be specific in your copy. (Ex. If you are writing copy for an airline membership, talk to your reader: "As someone who spends many hours in the air..." Use flattery. Directly appeal to ego. Aristotle, the Greek philosopher did: ethos, pathos, and logos (aka character, emotion, and argument.) Knowing reader=connecting.
Tell a story: 4 elements of story- the main character, the problem, what happened, the resolution. Use this method always in your storytelling.
Tell a story: 4 elements of story- the main character, the problem, what happened, the resolution. Use this method always in your storytelling.
November 12, 2018
Even though this was required for school, I still liked it. It was easy to read, not to mention funny. I didn't even feel like I was reading this for school.
3/5 stars
3/5 stars
January 9, 2019
It provides pratical and easy to digest techiniques on copywriting for business.
October 7, 2019
Powerful and practical advice that I am sure will kickstart my copywriting career.
August 27, 2020
Practical and with useful tips and techniques.
January 17, 2022
Great insight into how to write copy that really resonates with your target audience. The exercises from each chapter help you practice along reading.
August 25, 2022
This is absolute BS.
Good copywriters do not need this. Stay away.
Good copywriters do not need this. Stay away.
February 15, 2019
If I had to suggest only one book about copywriting to someone, this would be it. It has everything you need to sit down and start writing your first lines confident with the upcoming result.
Mr. Maslen created a masterpiece that contains everything you need: how to, examples, exercises, swipe files, suggestions, etc.
Whatever the price for this book is where you live (it was very expensive in Brasil), it is worth it.
Mr. Maslen created a masterpiece that contains everything you need: how to, examples, exercises, swipe files, suggestions, etc.
Whatever the price for this book is where you live (it was very expensive in Brasil), it is worth it.
March 13, 2015
A compelling look at the how tos of using persuasive techniques as an effective marketing tool. This goes beyong copywriting basics and will be useful for anyone who needs to write about anything that they're trying to sell - online, offline, for websites, you name it, I can see an application for this book. As a small business owner, I'm always looking for ways to improve my techniques in ALL facets of my business, and marketing in general is usually one of the things that you don't even think about before you're hip deep and flailing wildly. This was easy to understand, provided a wealth of examples and will be a book I refer to over and over again.
June 22, 2015
Persuasive Copywriting gives new and experienced writers the tools to do away with the early failures. Using the important devices in the book, writers can start successful campaigns from the beginning. ~ Persuasive Copywriting Summary
January 15, 2015
Faculty and academic librarians in undergraduate institutions will find this a useful addition to course readings or library collections. This book contains many useful examples and students will gain a better appreciation of the complexity of professional copywriting.
July 10, 2015
Will keep picking it up
This book is more of a reference. You should read it once, cover to cover, but only as a layout of the material. Then you can find what you need over and over again — it's definitely in there somewhere.
This book is more of a reference. You should read it once, cover to cover, but only as a layout of the material. Then you can find what you need over and over again — it's definitely in there somewhere.
August 18, 2015
Great. Great. Great.
April 5, 2026
I think this book explains the detailed guide to copywriting. I think this is worth reading for potential copywriters.
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May 26, 2019VUI
Displaying 1 - 21 of 21 reviews