The Architecture of Persuasion: How to Write Well-Constructed Sales Letters

Business & Money

Michael Masterson

Marketing & Sales

American Writers & Artists, Inc.

Copy Logic! The New Science of Producing Breakthrough Copy (Without Criticism)

Politics & Social Sciences

Michael Masterson & Mike Palmer

Social Sciences

An "offer" is simply what your prospects get when he responds to your ad or mailing -- combined with what he has to do to get it.
And whether you're an entrepreneur, marketing manager, copywriter, or direct marketer, Bob Bly "America's Top Copywriter," will show you how it's possible to improve the response rate to your promotions anywhere from 10 percent to as much as 900 percent, just by creating and testing different offers.
With three decades of experience in marketing and copywriting, Bob has packed everything he knows about offers that produce results into How to Create Irresistible Offers.
From specific techniques (like the "drop-in-the-buket" tactic) to overall strategies (like the "good, better, best" approach), you'll get a soup-to-nuts education. 
Bottom line:By the time you're done with the book, you'll know exactly how to craft strong offers that make more money for you.

How to Create Irresistible Offers: The Easiest Way on Earth to make Your Marketing Generate More Leads, Orders, and Sales

Robert W. Bly

Marketing research shows that 80% of an ad's or sales letter's success comes from the headline and lead.
Every marketer worth their name can tell you how important the headline is. But far too many of those same marketers ignore the critical importance of the lead.
In Great Leads: The Six Easiest Ways to Start Any Sales Message, marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. But this is not a simple "How To" book on leads. Great Leads goes far deeper. Michael and John examine crucial aspects o writing powerful, successful leads and show how this process starts long before one word is put on paper.
Great Leads was originally conceived as a book about sales letter leads. But in the planning stages, it quickly morphed into a far broader, far more useful examination of how to write effective leads for any type of direct response ad.
But just as important, the book reveals three strategies few copywriters know or understand that you can start using immediately to:
* Become a more effective copywriter * Write faster with improved results * Be more in demand * Earn more money 
This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.

Great Leads: The Six Easiest Ways to Start Any Sales Message

John Forde

What do you want from life?Money? Fame? Respect?Mastering the skill of persuasion will make all your ambitions more achievable. It will make you feel smarter and shrewder and more confident in almost every situation. You won't have all the answers, but you will have a good idea about how to get people to embrace the answers you believe in. Persuasion: The Subtle Art of Getting What You Want will help you master the persuasive techniques you need.It doesn't matter whether you are having a conversation at breakfast with a group of friends, responding to an email from your boss, chatting with a colleague on a break, writing a memo, talking to your banker about a loan, making a speech to get your candidate elected, drafting a sales letter or a letter to raise money for a favorite cause... what you learn in this book will give you the power to succeed.

Persuasion: The Subtle Art of Getting What You Want

Mark Morgan Ford

Will Newman

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Books by American Writers & Artists, Inc.