CONTENTS -- Introduction -- 1 It's not about you (or is it?) -- 2 Remember, you're selling -- 3 Headline idea-your reader is selfi sh -- 4 The call to action -- 5 Another headline idea-objection handling -- 6 Businesspeople love offers too -- 7 Write as you speak -- 8 Wish you were here -- 9 On the web, it's (even more) personal -- 10 Grammar doesn't matter . . . or does it? -- 11 What not to put on your order form -- 12 Subject lines -- 13 Avoid clichés (like the plague) -- 14 Keep it short -- 15 Shiny, bright, exciting adjectives -- 16 Imagine . . . -- 17 Parting is such sweet sorrow (actually, it's just sorrow) -- 18 Long copy and why it works -- 19 Does your service live up to the copy promise? -- 20 Do you dissolve your worries in a solution? -- 21 Customers or cannon fodder? -- 22 Don't just do something, sit there -- 23 Online copy that grows your business -- 24 (Type) size matters -- 25 I object -- 26 It came from outer space -- 27 How Web 2.0 changes your copy -- 28 The case of the missing case study -- 29 Write more and double your profi ts -- 30 There's gold on them thar websites! -- 31 Why I hate teams -- 32 "I want" does get -- 33 What do you mean "If"? -- 34 Send your copy by courier -- 35 Tips for powerful emails -- 36 Long words don't always make you sound moreintelligent -- 37 Reassuring your online customers -- 38 Have fun -- 39 That formula -- 40 Is your copy FAB? -- 41 SOUTHERN FRIED PLANNING -- 42 GIVE YOUR READER A KISS -- 43 SHORT OR TALL? -- 44 Forget impact, go for understanding -- 45 When you don't have time to plan, plan! -- 46 "I just need to make one more change" -- 47 Another headline idea: true or false -- 48 BE DIFFERENT -- 49 UTILIZE LEXICAL ECONOMY, ER, I MEAN USE SHORT WORDS -- 50 ALMOST UNIQUE -- 51 FIND YOUR CUSTOMER'S PAIN POINT -- 52 ANOTHER HEADLINE IDEA: USE "HOW . . ." -- 53 WE'RE NOT SELLING TO YOU.

54 GIVE YOUR READER SPACE TO THINK -- 55 LET'S PLAY 20 QUESTIONS -- 56 OPTIMIZE FOR YOUR CUSTOMER FIRST -- 57 Use storytelling techniques -- 58 LOOK AT ME! I'M SMILING AND POINTING AT A LAPTOP -- 59 THE RIGHT WAY TO USE NUMBERS -- 60 ASK YOUR READER A QUESTION -- 61 YOU FLATTER ME! -- 62 YOUR QUESTIONS ANSWERED -- 63 HOW TO GO UPMARKET -- 64 USE PICTURES YOUR READER IDENTIFIES WITH -- 65 Powered by facts -- 66 Selling to international managers -- 67 Skip skip intro -- 68 Satisfy their cravings -- 69 Tailor the message to the audience -- 70 GET A CROSS-HEAD -- 71 CREATE CURIOSITY -- 72 MAKE YOUR ADS LOOK LIKE-AND READ LIKE-EDITORIAL -- 73 WATCH THAT HACKNEYED IMAGE -- 74 CORRECT YOUR PROSPECT'S ASSUMPTIONS -- 75 A great golf tournament with a pretty niceconference attached -- 76 Act like a magpie -- 77 Watch your readability -- 78 Say "Hi" -- 79 Grammar does matter -- 80 Will wordplay work? -- 81 Use language your customers can understand -- 82 Get them nodding -- 83 Dig down to the underlying proposition -- 84 Yet another headline idea-use "Now" -- 85 It doesn't have to be A4, or A5, or . . . -- 86 Cheese for Christmas? -- 87 Get your customers to speak on your behalf -- 88 How to deal with high prices -- 89 What are they afraid of? -- 90 "Uneven numbers are the gods' delight." Virgil,The Eclogues -- 91 Horses beat camels -- 92 Befriend a designer -- 93 Use personal data intelligently -- 94 Start your sentences with And. Or don't -- 95 Boring for whom? -- 96 Create a questionnaire -- 97 Give people a glimpse behind the scenes -- 98 Tap into people's aspirations -- 99 Follow the law of gravity -- 100 Get to know people -- Afterword.