Persuasive Article Writing Secrets – “PAWS” for short – could be called “Copywriting For Dummies” but that’s not as cute and catchy as “PAWS” even though it is an accurate description. Despite its rather warm and fuzzy title PAWS is all business. This book is written by a person who has actually worked as a professional copywriter. PAWS is written as a work of fiction with the teaching firmly embedded within the story. It is easy to understand why so many people enjoy learning new things in this way; blending the teaching within a story makes it very easy to digest (I sat and read PAWS from start to finish in one sitting and it is a big book).

Article marketing is the most successful form of free advertising you can find on the internet. If you want to get the best results from article marketing, you have to get everything just right. Part of article marketing is getting things like picking the best keywords to get your articles placed high in Google searches.

Another part of successful article marketing lies in writing articles that will both entertain your target market and compel them to click the link in your resource box. PAWS will show you, in very easy to follow steps, how to implement techniques and tips well known to copywriters but generaly unheard of by most affiliate marketers. For instance – Do you know what a “linguistic bind” is? I must admit I didn’t, but after reading PAWS it was something I couldn’t wait to use.

If copywriting techniques are a mystery to you, I can personally recommend PAWS as the resource to teach you everything you need to know about using established copywriting techniques to craft powerfully persuasive articles.

The following is what you will find in Persuasive Article Marketing Secrets

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_Chapter 1
Sets the scene for the story to unfold and introduces the main characters of the
story: Marcus, a newly married man whose wife lies critically ill in a medically
induced coma and a wizened old gentleman who we later come to know as “Ed”.
(Dr Edward Lowe, Consumer Psychologist)
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_Chapter 2
This chapter introduces the concept of the number one rule in advertising and also
the concept that it is possible to influence the buying decisions people make by the
words they read or hear.
• Getting into the customer’s head
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Chapter 3
This section illustrates the point that you absolutely must understand: What it is your
customer wants from you.
Uses the article “Don’t Mess With Texas” to make the point that you need to
intimately know who you are selling to and need to “get inside their head” to
understand their motivation.
• Don’t Mess With Texas! ( article)
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Chapter 4
This Chapter introduces the concept that Internet Marketing offers the opportunity
of working at a time that suits you from any location in the world.
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Chapter 5
Introduces the concept of the behavior of Internet Surfers and the brief amount of
time they stay on one site.
-Notes that every piece of information on the Internet is competing for your
customer’s time.
It explains the motivators of pain and pleasure in customer buying habits and the
need to understand the person’s exact problem.
Introduces the five steps of the “Article Writing Blueprint”
• Statistics on surfing habits and spam mail
• Pain, problem and predicament ( the 3 P’s)
• Identifying the exact problem
• Article Writing Blueprint ( 5 Steps)
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Chapter 6
The typical reading habits of internet surfers are noted.
The Author introduces the mechanism that article writers use to make sales.
He also discusses the concept of using keywords and titles to attract attention,
and the importance of a powerful first paragraph
Discusses identifying the real underlying story you need to tell.
Explains the use of sensory commands or asking questions in the first paragraph
of an article and the use of “truth statements”
Explains the need to understand our objective, the target audience and have
knowledge of our product.
• Only 15 % of surfers read every word
• Concept of including active links
• First paragraph is prime real estate
• Nora Ephron’s journalism exercise
• Quickest way to grab a reader’s attention
• List of powerfully hypnotic openings
• List of truth statements
• Objective, target and product knowledge
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Chapter 7
Clarifies why the need to know every detail about the product you will be selling,
can lead to the “curse of knowledge”.
Explains why it is vital to have a system of writing articles that makes your
message “perfectly clear’” to your reader.
• Article on the ‘Curse of Knowledge’
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Chapter 8
This is a short chapter that sets up the scenario of how the human brain “hates”
missing information.
• “and opened the door to quite a scene”

Chapter 9
Explains the concept of how the human brain will seek missing information.
Introduces the concept of Clickbank and Ebooks.
Shameless plug to the 4 Day Money Making Blueprint 
Introduces the three things every marketer needs to do before beginning an Article
Marketing Campaign.
Further discusses identifying problems, pains and predicaments.
Explains the need to understand why the customer’s problems have not been
solved.
Discusses the way to provide the “light at the end of the tunnel” for your niche’s
problems
Introduces the concept of the Article Resource Box
• Leaving something unsaid can keep your reader moving through your
article
• Know your objective, audience and product
• ‘Nicheing’ down to understand the “conversation”
• Listening to the niche’s problems and why they still have no solution
• Painting a clear picture of how your product will benefit your
reader
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Chapter 10
Explains the benefits of the 4 day Money Making Blueprint and how it provides an
excellent background to Internet Marketing.
Discusses why an article title must have the relevant keywords in it.
Provides examples of techniques to make article titles stand out and provides a
list of “power words” to include in a title.
Expands on the need for a powerful opening paragraph and discusses the use of
psychological triggers.
Explains why there is the need to make effective use of questions in the opening
paragraph of the article.
Stresses the point that people do not like to be openly sold to
Introduces the technique of asking a question, giving the reader a promise and
appealing to their emotions
Discusses the Ezine Articles Directory, and the problem of appearing too
promotional when submitting articles to them
• List of title “power words”
• List of title “how to” words
• Answering your reader’s “what’s in it for me?”
• Using questions the reader has to answer
• 100% of decisions to read your article are made after reading the first
paragraph
• Opening Paragraph Templates
• Promotional Articles and Ezine
• List of effective sentence openings
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Chapter 11
Uses the character of Marcus to explore the composition of opening paragraphs
and the thought processes that accompany this
Discusses the use of persuasive and suggestive words (presuppositions), and the
use of multiple presuppositions
• Marcus writes opening paragraphs
• Introduction to presuppositions
• Use of multiple presuppositions
• Using fact statements to form presuppositions
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Chapter 12
This is a brief chapter that introduces the technique of combining multiple writing
methods to create a single, powerful message. (Perfect Storm Marketing)
• Perfect Storm Marketing
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Chapter 13
Discusses the advertising technique known as “Inoculation Theory”
Explains the use of ‘warning, attack and strong defence’ in writing.
Notes how to use existing headlines to build a paragraph around, and the power of
using phrases in quotes
Gives examples of using headlines to build powerful opening paragraphs
Discusses how to turn a weak headline into a strong headline and supplies a list of
headline modifiers.
Explains how to get article copy ideas from the “Dummies” books and Amazon
Books (Notes that the titles of books cannot be copyrighted)
Introduces the concept of “why people buy”
• Inoculation Theory in Advertising
• Warning, attack and defence
• Example” Who Else Wants to…”
• Phrases in Quotes
• Marcus constructs opening paragraphs
• List of headline modifiers
• Using Amazon and Dummies books
• Book titles cannot be copyrighted
• “How to Understand Why People Buy” by
H.E. Warren

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Chapter 14
A brief story line chapter that underlines the futility of negative thinking
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Chapter 15
Explains that people ‘buy on emotion not logic”
Discusses that people’s motivation can be driven by instinct wants and needs and
introduces motivation theory through “Maslow’s Hierarchy of Needs”
Introduces the concept that if we understand what level of need our product
satisfies, then we are able to target people on that level and not those below it.
Explains the 2 basic thinking patterns of “what’s there” versus “what’s missing”
Discusses the three general ways that people think; thinking in words, thinking in
pictures and thinking using their senses (kinesthetic)
Gives advice on the use of forums to understand how people in a particular niche
feel.
• People buy on emotion not logic
• Malsow’s Hierarchy Of Needs
• Determining which level of needs a product is aiming to satisfy
• Is your glass half full or half empty?
• List of kinesthetic feeling/texture words
• List of visual commands
• List of words for auditory learners
• Go to the forums of your niche
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Chapter 16
Introduces the concept of people having “mental movies” inside their heads about
how life should be, and that getting into their head could influence their buying
actions.
• The ‘mental movie’ of the bride-to-be who had gained weight
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Chapter 17
Continues to clarify why people buy on emotion, and then justify their decisions with
logic.
Explains how buying ‘is an emotional experience,’ and that the buyer has
expectations of the experience that must be met
Clarifies the point that when we write articles, we have to write copy that puts our
reader in the right state of mind to buy.
• Story of Buying a Canon Printer and the sales boy’s indifference
• Creating a written environment to influence the reader
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Chapter 18
Explains how story telling is a vivid communication medium and details how people
process stories in their brains. People do not think in pictures.
Discusses how it is possible to move people from point A to point B because the
human brain simulates what is happening in the story. This makes it possible to
influence their buying behaviour.
Introduces the concept of simulation types, outcome simulations, and event
simulations
• Discussion of studies on how people understand stories
• Discussion on outcome and event simulation
• Articles can tell stories to influence readers to do what we want them to
• Mental simulation is next best thing to actually being with the prospect
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Chapter 19
Discusses the concept that an article with the same premise, can be written many
times over, in many different ways
This chapter uses Marcus to mentally review the techniques explained so far and
touches on the use of presupposition and embedding commands
• Reference to presupposition and Embedded Commands
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Chapter 20
This chapter reinforces that an article must influence the way the reader feels to be
effective.
Discusses the use of embedded commands in more detail
• List of words that invoke emotions
• Embedded commands
• Samples of ways to use embedded commands
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Chapter 21
Introduces the use of ‘Linguistic Binds’ in an article to further persuade people what
to do to solve their problem
In particular the Author refers to two specific types of linguistic bind that are
relevant to effective article marketing.
• Introduction to linguistic binds
• Linguistic bind technique using fact statements
• Linguistic bind technique using comparative alternatives
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Chapter 22
Introduces the concept of understanding the literacy level of our audiences
Importantly, it may be necessary to “dumb down” article copy to suit our target
audience.
Discusses using simplicity in article copy so that it reaches the greatest number of
readers
Explains a simple technique that keeps the reader interested so they move from
the opening sentences of the article right through to the resource box
• Sample article by Ed on the US literacy level
• Link to video by Dr Flesch on evaluating audience grade Level
• Ask a question(or make a statement) and answer it using as few words as
possible.
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Chapter 23
Continues to discuss the way a question followed by a short answer keeps the
reader moving through an article.
Defines the 8 methods that make the reader transition through the article body
These are; continuation of thought, authority, asking a question, tell a vivid story,
use a sceptical slant, play reporter, tell what everyone else is saying, and using a
short question and answer.
• The 8 techniques to ensure your reader moves through your article
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Chapter 24
Introduces the ‘Gap Theory”, and the technique of arousing curiosity to keep the
reader’s attention.
• Robert Cialdini’s observation on keeping someone’s attention
• George Loewenstein and Gap Theory
• How to create effective gaps in your writing
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Chapter 25
Discusses the “feel, felt, found” response.
• Feel, felt and found response
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Chapter 26
Explains how the human brain thinks best with concrete as opposed to abstract
concepts
Emphasises the need to always let the reader know there is a way to solve their
problem. Reviews the foundations of the basic article blueprint
• Concrete vs Abstract concepts, and how our minds think
• Review of the 5 points in the Article Writing Blueprint
• Killer Openings 2nd paragraph
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Chapter 27
Explains why articles are not a performance for the reader’s entertainment.
Emphasises again, the need for proper research before the article is read
Gives a reminder to always think as if “in the prospects shoes”
Introduces the Law of Reciprocation. Discusses the need to put a value on your
time
• The goal of article marketing is to lead to a sale
• Kirby vacuum cleaners and the Law of Reciprocation
• If your reader does not click your link you have failed as a salesperson
• Time is a valuable commodity
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Chapter 28
Uses the character of Marcus to write a draft article in the relationships niche
Discusses how to properly format a resource box and gives examples
• Draft Article by Marcus on fixing a broken relationship
• The Involvement Device
• The resource box is where you tell your prospect which action to take.
• Samples of effective resource boxes.
• Why you should not use your name in your resource
box
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Chapter 29

Final pages of the story of Marcus and Ed

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