Words That Work: Tables of Contents

Copywriting to Sell CEOs, CFOs & CIOs

Part I: CEOs with General Backgrounds

• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part II: CEOs with Financial Backgrounds
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part III: CEOs with Engineering Backgrounds
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part IV: CEOs with Operations Backgrounds
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part V: Selling to Chief Financial Officers (CFOs)
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part VI: Selling to Chief Information Officers (CIOs)
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Copywriting to Sell Entrepreneurs
  Part I: Entrepreneurs with General Backgrounds
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part II: Entrepreneurs with Financial Backgrounds
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part III: Entrepreneurs with Engineering Backgrounds
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part IV: Entrepreneurs with Operations Backgrounds
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  
  Part V: Franchisees & Potential Franchisees
  
• Words that form a special instant bond
• How to make your product or service The Right Answer
• How to make your organization The Ideal Provider
• Move your benefit claims to a higher level
• Make your price seem like a true bargain
• Examples: Using some of the words that work for this decision maker
• Words that don't work with this decision maker
  

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Words That Work: Copywriting to Sell to CEOs, CFOs & CIOs; Copywriting to Sell Entrepreneurs