REVIEW: "Copywriting: how not to eat a dog", Dmitry Kot

Who is this book for
Impressions
Before you start writing, remember these simple rules
1. Get acquainted with the formula of the selling text
2. Copywriting is a daily hard work
3. A strong headline is the key to success
4. The most problematic first paragraph
5. So the text
6. What else Dmitry Kot will tell you about in his book

2024 Author: Malcolm Clapton | [email protected]. Last modified: 2023-12-17 03:44

Do you know how to create a truly sales copy? Are you familiar with the techniques, secrets and techniques that help check your text for lice? Dmitry Kot's book "Copywriting: How Not to Eat a Dog" will help you find answers to these questions.

Have you ever thought about the effectiveness of the texts you write? Do you have a detailed plan to guide you when creating your own content? Dmitry Kot's book "Copywriting: How Not to Eat a Dog" contains techniques and tips for writing effective selling texts, as well as "secrets that professional copywriters hide." Each "lesson" is accompanied by "homework" - a task that is recommended to be completed to consolidate the theoretical knowledge gained in practice.

Who is this book for

Primarily for copywriters, namers, marketers, PR and advertising specialists.
For everyone who wants to learn how to create effective texts.

Impressions

This is not a book with which you can calmly sit in an armchair, immersed in reading. A large number of practical tasks motivates you to get up, sit down at the table and start writing texts, using the techniques indicated by Dmitry.
The book contains a lot of practical tasks that will not only help you create new effective texts, but also inspire you to return to your past works and check them for lice.
I really liked the fact that Dmitry Kot very often refers to classical literature, after which there is a desire to return to his favorite books from school.
Although the recommendations are mainly aimed at creating advertising texts, there are also techniques that can be applied even in your own blog, in which you simply describe your daily life.

Before you start writing, remember these simple rules

Be polite. Write what you would not be ashamed to show your loved ones.
Be honest. You should not endow the product with mythical positive properties.
Do not deviate from the goal. The main purpose of selling texts is to work to increase sales. If, after reading your own creation, you wanted to buy the advertised product yourself, then you did everything right.:)

Announcement:

Kitten to whom? Quality. Almost not used, 2 months in total. Equipped. There is wool (a fun black and white color), paws (4 pcs.), A mustache (not counted) and a urchnik (built-in). The subject has the function of urinating in the toilet, lying on the TV, hanging his tail on the screen, and irrepressible cheerfulness. The power function is simply fine-tuned: he even eats bread and pasta with pleasure. And I give all this happiness just like that.

It's not a pity for good people!

1. Get acquainted with the formula of the selling text

We all understand what a selling text is. This is a text, after reading which a person must perform the action we need - buy a product. But not everyone is familiar with the formula of the selling text.

Selling text = ease of presentation + sufficient information + feedback (call to action: buy, order, try, etc.)

2. Copywriting is a daily hard work

Copywriting shouldn't just be a job for you, you should (literally) live it.

Watch TV - evaluate the speeches of the heroes of the commercials. Read fiction, or better classics, to absorb the style, imbued with the power of language, copy turns and techniques. Keep a notebook where you will write down vivid metaphors and comparisons.

Avoid cliches, let your texts be alive: immerse the client in a real situation, evoke emotions.

3. A strong headline is the key to success

Any text starts with a heading. The headline should be such that "the person breaks away from his favorite social network and immerses himself in reading the advertising text." There are many techniques for creating strong headlines, such as intrigue or provocation.

4. The most problematic first paragraph

According to statistics, most copywriters "hang" on the first paragraph of the text. A special mission is assigned to him, because it depends on the first paragraph whether a person will continue to read your text.

To keep the reader's attention, you can start an ad copy:

with a description of the problem;

with interesting news or an intriguing story;

from a review;

with a quote from a sage;

from the test;

with a description of the benefits of your offer.

Choose any option - and into battle.

5. So the text

Know your target audience. Remember that you are writing for real people, not mythical creatures. Write as if you are talking to a person.

Metaphors are a copywriter's best friend, use them in your text.

I remember Joseph Brodsky spoke as follows:

- Irony is a top-down metaphor.

I was surprised:

- What does downward metaphor mean?

“I’m explaining,” said Joseph, “listen. "Her eyes are like turquoise" is a rising metaphor. And “her eyes are like brakes” is a top-down metaphor.

Sergey Dovlatov

Avoid vague words, try to be clear. Your text replaces you with a personal conversation with a person, so try to make the buyer understand you.

6. What else Dmitry Kot will tell you about in his book

how people read texts and what follows from this;
how to sell your article for a high price;
how to correctly arrange the selling text;
how negative reviews can work for you.

"Copywriting: how not to eat a dog", Dmitry Kot

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