Defining the copywriter’s goal as changing the way people think, feel, act, and spend money, Maslen offers an edge: using psychology to understand how people feel. He notes that, in the course of human evolution, people have become vulnerable to influence, and examines how persuasive copy can influence buying choices. In this time of globalization and other things negatively impacting traditional advertising copywriting, he provides strategies and approaches for how to become a persuader. There are 12 chapters divided into two parts: emotion matters more than reason: tapping into your customer’s deepest drives; the pleasure principle: making your writing more enjoyable and compelling. Chapters are: harnessing the power of emotional copywriting to persuade your prospects; three big ideas you should use before benefits; a powerful process for developing customer empathy; flattery will get you everywhere; the Ancient Greek secret of emotionally engaging copy; copywriting and connecting on social media; yes! I want your tips on the best way to ask for the order; five pleasure-inducing techniques for copywriters; how to engage your imagination and free your creativity; finding your voice (and that of others); the definitive way to judge when grammar matters in copywriting; an age-old method of injecting life into your sales pitch. There is an afterword, how to use this book, a glossary, further reading, test your knowledge: answers, and a note on the type. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)