【帰国しました！】
http://www.amazon.co.jp/exec/obidos/ASIN/0462099733

本日の一冊は、アテネの空港で入手した洋書。

たまには英語で専門領域の本も読んでみようと思い、手に取ったコピーライティングのTips集です。

著者のAndy Maslenは、ダイレクトマーケティングやデジタルマーケティングに特化したコピーライティング事務所を経営する人物で、本書には著者の手掛けた実例や、過去の優れたコピーライティング事例、さらにはオグルヴィやケープルズなどの伝説のコピーとコピー原則が掲載されています。

タイトルからもおわかりのように、全部で100のコピーアイデアが記載されており、いずれも基本を押さえた好感の持てる内容。

売るために書くのだ、（REMEMBER, YOU’RE SELLING）という心構えや、相手に話しかけるように書くという原則（The way to ensure your reader feels you are talking to them is to use one simple little word, over and over. That word is “you”.）さらにはヘッドラインに有効な言葉まで、じつに実践的なアイデアが紹介されています。

既にプロとしてコピーを書いている方なら、戒めの書として役立つでしょう。

個人的には、CTA(call to action)から書き始めるアイデアと事例が、とても参考になりました。

１アイデアにつき１見開きの読みやすい構成のため、英語の勉強にも役立つ一冊です。

ぜひチェックしてみてください。

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▼ 本日の赤ペンチェック ▼
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And by now you should have discovered that people are basically selfish. That just means they want to know why they should do whatever you’re asking them to. The old “What’s in it for me?”question. And so, in your headlines,you could do a lot worse than to address their self-interest directly.

John Caples, one of the all-time-great copywriters and author of Tested Advertising Methods, once wrote an ad for the Phoenix Mutual Life Insurance Company, The headline read:To Men Who Want to Quit Work Someday.

The call to action (CTA) is usually the line or paragraphat the end of an email, brochure, or letter inviting thereader to respond.（中略）City Equities say, “When you reply to my letter, one of our dealers will telephone you to learn more about yourinvestment requirements.” I’d call this an assumptive close.We’re telling the reader what will happen when they respond.Not if.

Always limit your offer. Either by time, which is probablythe most common way, or by quantity.

If you’re marketing any kind of service where people signup for a fixed period, you can use a renewal series.

Instead(ifを使う代わりに), command them to buy. That means using the imperative mood. Like this:Order today.
Better yet,Order today and you also receive this package of extra goodies worth ￡29.99.

Poor comprehension of body copy jumped from 14 percent ofresearch subjects for ads with black headlines to 65 percentfor ads with redheadlines. Good comprehension dropped from 67 percent to 17 percent when the same color switch was made.

People are intrigued by “How” headlines. They want to know what comes next.

Here are just a few of the ways you can introduce the idea of topicality:
New…
At least…
Finally…

It’s an interesting theory, borne out by eye-tracking research, that suggests there is a natural order in which people read ads, brochures, or web pages.It goes like this: picture, caption, headline, subhead, body copy, coupon, logo.

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『100 Great Copywriting Ideas』Andy Maslen・著 Marshall Cavendish Business
http://www.amazon.co.jp/exec/obidos/ASIN/0462099733
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※多すぎるので省略します