Franklin W. Haynes

What is great sales copy? Sales copy often conjures up dark images of yellow highlighters, CAPS, bold text in red, and lots of exclamation marks!!!, basically a written form of the characature of a used car salesman, but sales copy doesn’t have to be pushy, sleazy, and aggressive. In fact, the most persuasive sales copy is the opposite.
Great sales copy is: Engaging, it focuses on reader benefits more than "buy my product!"; It's clear: it is both easy to read and easy to understand. It is Concise, the sales copy doesn’t bombard the reader with more words than necessary, and finally, it's persuasive. Great sales copy encourages a reader to take action.
Sales copy is measured by how well it makes the readers take the action you want them to take.
The ability to write irresistible sales copy is one of the most important marketing skill you can learn. Even if you, yourself, do not do the copy for your marketing, it is vital that you have an idea of what great marketing looks like to insure that you are maximizing your marketing.
Whether you need to write emails, create direct mail, website copy, social media updates, advertising copy or just approve copy written by others, you need to understand the techniques that make copy more persuasive; and you need to know which copywriting mistakes turn readers off, yes, it is possible to write marketing that actually makes people not buy from you.
That's where this short but concise book comes in.