Freelance Copywriting & Digital Strategy by Paul Giannotti .: 9 Credos of Persuasive Prose :. 1. Results first: The first and only role of advertising is to sell. 2. Be of service: The best way to persuade someone is to show them how to get what they want. 3. Know your appeal: Your lead appeal makes or breaks your advertising. 4. Always use headlines: Your headline tells your prospect that your message is for them. 5. Make marketing valuable: Once we have our prospect’s attention, we keep it by making the advertising appear valuable. 6. Pile on proof: Every big promise needs to be proven. 7. Reasons why: Always give a reason to believe. 8. Take away risk: Remove the risk of buying from your customers. 9. Ask for action: Tell your readers what you want them to do. ** Paul Giannotti is a direct response copywriter, specialising in helping businesses get more out of their marketing. Working professionally as realestate.com.au’s Digital Researcher & Strategist, Paul refined his research skills with experience delivering industry-leading insights to sales teams Australia wide. With a passion for advertising, psychology & design, he holds a Bachelor’s Degree in Business (Finance) and a Master’s Degree in Advertising (honours).