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2 © 2010 Harrisonamy Copywriting / Amy Harrison / www.harrisonamy.com

How to Use Your Phrasebook

Hi! It’s Amy from Harrisonamy Copywriting here and you have in your hands (or on your screen)

the Copywriting Phrasebook for Busy Entrepreneurs.

Writing web copy, business articles and blog posts or sales copy should be pretty fun. When

time is short though, and you can’t think of a catchy headline, or a dramatic way to describe

your customer’s problem and the solution you offer, you can feel an urge to bash your head

against the keyboard.

This is perfectly normal. However, on a scale of fun things to do, hitting your head against your

keyboard rates pretty low, somewhere around the fun-level of stubbing your toe on a rock

covered in barnacles.

Fortunately, it often doesn’t take a lot to get you out of that funk. You probably just need the

prompt of a word, phrase, or a headline suggestion to get you back on track.

This copywriting phrase book was designed to reduce head bashing and to save you time

So how does it work?

There are 8 different sections, covering some of the most common areas of copywriting. Each

section has a little introduction and then you’ll have a list of words and phrases that you can

use to liven up your web copy, sales pages and any other marketing materials where you’ve

decided to do the copywriting yourself.

There’s also a page called “My Personality Phrases” where you can log your own little phrases

and sayings that are unique to you (you’d be surprised at just how easily these can disappear

when you’re trying to focus on your copywriting).

Important bit that you need to read (I promise it’s short)

Whilst this phrasebook can save you a lot of time and frustration, it is not a 100% assured magic

combination of copywriting words. They are words and phrases I use and are used by other

copywriters, but to get the best results, you’ll want to pick the ones that fit with your

personality. So, print it off and dip in and out when you need to beat that blank page!

3 © 2010 Harrisonamy Copywriting / Amy Harrison / www.harrisonamy.com

Contents

Your “personality phrases”………………………………………

30 Ways to a killer headline………………………………………

104 Phrases to keep it conversational………………………

57 Ways to cut the fluff……………………………………………

72 Phrases for added POW!

87 Ways to paint your customer’s pain

78 Phrases to show them how they’ll feel

70 Ways to close the deal

4 © 2010 Harrisonamy Copywriting / Amy Harrison / www.harrisonamy.com

Your Personality Phrases

If your sales copy reads like you are talking to your customer over coffee and cake, just the two

of you, it’s going to make a bigger personal connection than if your sales copy reads like the

instruction manual for a flat pack cupboard.

Adding a dash of your personality to your copywriting can make a big difference, but it also

takes a little practice because when you have to slow down to actually type your sales copy,

you don’t always capture the unique phrases you might use if you were chatting freely with a

good friend.

Now, it really doesn’t matter what kind of personality you have. You might be calm and

soothing like a hot milky drink at bed time or you might be the virtual experience of a shot of

espresso to your readers. What’s important is that your personality shines through when your

customer is reading your copy.

In this section you can write down your little “you-isms” and when you’re reviewing your sales

copy, come back to this page and check that you’ve got them in there. You can also record any

words and phrases that you’ve seen or heard that you’d like to use in the future.

Words and phrases I use:

Words and phrases I’ve heard that I like:

5 © 2010 Harrisonamy Copywriting / Amy Harrison / www.harrisonamy.com

30 Ways to a killer headline

As one of the most important copywriting techniques, it’s no surprise that writing headlines can

be incredibly hard and can take up the most time (and I’m pretty sure you don’t usually

complain about having too much time on your hands).

So, on the next page you’ll see 30 headline templates that you can use simply by filing in the

blanks. Record the relevant answers for your business benefits, or your customer’s pain points,

so you have them on hand when creating your own killer headlines. For example:

[Product] Teeth Whitening Marketing Advice Accounting Service

[Pain Point] Stained teeth Marketing confusion Tax-form fear

[Niche] Cosmetic dentistry Work at home

businesses

Small restaurants

[Target market] Girls 16-25 Work at home moms Restaurant owners

[Results] White teeth Increased sales Accounts filed

[Benefit] Improved confidence Less financial worry Peace of mind

[Time] 2 hours 2 months 5 days

My Business Headline Words

[Product]

[Pain Point]

[Niche]

[Target Market]

[Results]

[Benefit]

[Time]

6 © 2010 Harrisonamy Copywriting / Amy Harrison / www.harrisonamy.com

Benefit driven headlines

Why [target market] are choosing [product] to enjoy [benefit]

Finally, you can have [benefit] and banish [pain]

Join the other [target market] who are enjoying [benefit]

Achieve [results / benefit] with this new / secret / exclusive technique

How simple [product] is helping [target market] achieve [benefit / results]

Why some [target market] are seeing [results] in just [time]

How to solve [pain] with this technique

Our [product] means you have less [pain] and more [results / benefit]. Simple.

How you can increase [results / benefit] by X%, Y% or even Z%

Don’t settle for [pain] find out how you can enjoy [results / benefit]

Question headlines

What would your life look like without [pain]?

What if you could [benefit / result] in just [time]?

Would you want to know how to [benefit] by getting rid of [pain]?

Are you missing out on [benefit / result] by not using [product]?

Are you getting the best [product]?

Don’t you deserve a life free from [pain]?

Are you curious to find out how [product] is turning around the [niche] industry?

Do you know the [niche] secret to increased [results / benefit]?

If you could increase [benefit] in just [time], would you want to know how?

Are you a [target market] looking for {product] to get rid of [pain]?

Editorial headlines

What most [target market] don’t know about [pain]

How [product] works to [benefit]

Introducing a [product] that promises to get rid of [pain] for [target market]

Avoid these mistakes most [target market] make when choosing [product]

Why most companies fail to solve their [pain]

The secret to [benefit] other [target market] are keeping close to their chest

Why [target market] are proving they can beat their [pain]

10 things you need to know about [niche]

Discover the link between [product] and [results]

New [product] techniques that [target market] are saying really work

7 © 2010 Harrisonamy Copywriting / Amy Harrison / www.harrisonamy.com

104 phrases to keep it conversational

On this page you’ll find some casual phrases you can sprinkle into your copy to turn it from

“stuffy boardroom” feeling to “friends at the water-cooler” feeling.

A great deal of…

A whole lot of

Ahh

Bear in mind

Buddy

Bust a gut

By the way

C’mon

Cheers

Chill out

Congrats

Cool

Dontcha know?

Easy peasy

Ever notice how

Folks

For sure

Freaking out

Friend

Gee

Get a feel for it

Glitch

Glitz

Gonna

Guy / gal

Ha ha

Hanging out

Heaps

Heck

Helluva

Hey

Hi

Hook up

How ya doing?

How’s it going?

Huh?

I don’t know about you,

but…

I get it

I guess

I hear you

I know that feeling!

I mean,

I quite fancy

I’d love to

I’ve been there

It sucks

It’s a cinch

It’s like

It’s okay

Jeez

Kicking ass

Kinda

Let’s say

Man

Meh

My dear

My lovely

Nail it

No sweat

No way

No worries

Now what?

Oh

OK

Oodles

Pretty… (easy / cool etc)

Really neat

Right?

Shhh

Shall we?

Sigh

So you see

Some people

Spilling the beans

Squished

Sure

Swell

Swish

Ta

Take a peek

That’s how I roll

The only thing is

The thing is

Think about it

To kick things off

Totally

Uh…

Wait for it

What did I tell you?

What gives?

What the heck

Whatever

Who doesn’t?

Whole shebang

Why not?

Worked my butt off

Y’know

Yammering

Yeah

Yep

Yo

You get the idea

You get the picture

You’ll get a kick out of

8 © 2010 Harrisonamy Copywriting / Amy Harrison / www.harrisonamy.com