The Copywriting Handbook
Marketing · Nº 23
The Copywriting Handbook
Copy That Sells on Sales Pages, Ads, Emails, and DMs
You know your product cold. So why does your sales page read like everyone else's?
24 tools, ready-made templates, and a spreadsheet that take you from your customers' own words to a page, an ad, and an email that ask for the sale, with before-and-after rewrites.
You get 24 tools to collect your customers' words, write the headline, build a sales page block by block, write ads, emails, and product descriptions, then revise and test. Plus an 8-tab spreadsheet, filled in with the example.
A book explains the method. This handbook puts it to work: the tool, a worked example, and a spreadsheet with your numbers.
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
You sit down to write the page. An hour later it says quality, service, and commitment, which is exactly what your competitor's page says. The ad gets clicks, but the page doesn't sell. Your emails go out and nobody opens them. And when you try to fix it, you're guessing: is it the headline, the body copy, or the button? So you change the font color and hope.
THE SPREADSHEET
Copy spreadsheet
Use the completed example as a reference and enter your business data in the marked fields. Check the instructions and the calculations before you make a decision.
SOUND FAMILIAR?
Three situations this handbook solves
The ad gets clicks, the page doesn't sell
You check where visitors come from and what they already know. Most came from an ad and have never heard of you, but your page opens with the price. You rewrite the opening around their problem and leave the offer for the end.
You have to write a headline by Friday
Instead of staring at one line, you write 25, almost all built on phrases customers actually said. You score them on four criteria, pick the winner, and keep the runner-up for a test.
Your copy is done and you're about to hit publish
First, you let it rest for a night. Then three passes: cut any block that answers no question, cut the adjectives and repetition, and read it out loud. Last, you check every promise, price, and deadline against the proof you have on file.
INSIDE
What you'll find in each tool
Five parts, in the order you write. First, collect the phrases customers actually use, figure out what the reader already knows, and sum up the piece in a five-line brief. Then the headline and the opening. Then the body: structure, specifics, objections, and the call to action. Then the formats that sell: page, ad, email, product description, and welcome sequence. Finally, revise, test the headline, and write your voice guide.
WHAT YOU GET
Everything included in your purchase
- The Copywriting Handbook in PDF: 24 tools, each with a step by step, a before-and-after example, and an exercise
- The copy spreadsheet in Excel and Google Sheets, with 8 working tabs, filled in with the example company
- The Template kit: 15 ready-made texts, from a customer interview script and headline formulas to a nine-block sales page and a welcome sequence
- 2 worksheets to fill in (copy brief and copy review) and a 30-day plan to rewrite your most important piece, one week per stage
- Access to your handbook on the Consylion platform
Full table of contents
The 24 tools, in the order you'll use them
Part 1 · Part 1 · Before you write
- 01The customer's wordsPull the phrases customers use in reviews, conversations, and interviews, and write with them
- 02The five levels of awarenessWhat the reader already knows, and where your copy should start
- 03The unique promiseOne promise only you can make, instead of ten arguments
- 04The copy briefReader, awareness level, promise, proof, and ask, in five lines, before the first word
Part 2 · Part 2 · Headline and opening
- 05The headline that stops the readerWrite 25 headlines and pick the winner by four criteria
- 06The first sentenceA short line whose only job is to get the second one read
- 07Six ways to openPromise, problem, story, and three more openings, with when to use each
- 08Copy that reads well on screenSubheads, short paragraphs, and highlights for people reading on a phone
Part 3 · Part 3 · The body copy
- 09AIDAAttention, interest, desire, and action, in the order the reader decides
- 10Problem, agitation, and solutionThe short structure for ads, emails, and messages
- 11Specific beats genericTrade adjectives for numbers, names, and details
- 12Answering objections in the copyThe doubts that make people leave, answered before the button
- 13The call to actionA clear ask that says exactly what happens after the click
Part 4 · Part 4 · The formats that sell
- 14The sales page, block by blockNine blocks and the question each one answers for the reader
- 15The three-part adHook, body, and call to action for social media ads
- 16The email that gets openedSubject line, first line, and a single link
- 17The product descriptionA description that does the salesperson's job in your online store
- 18The welcome sequenceFive emails for people who just bought or signed up
Part 5 · Part 5 · Revise, test, and maintain
- 19Easy-to-read copyShort sentences and common words, measured before you publish
- 20Cut and reviseThree passes, from structure to sentence, to cut everything that doesn't help the reader decide
- 21The promise you can proveWhat your copy can claim, and the proof to keep on file before it goes live
- 22Testing the headlineTwo versions, the same traffic, and the math that says which one stays
- 23The swipe fileSave the structure of pieces that work, never someone else's copy
- 24The company voice guideYour company's tone on one page, so every piece sounds like you
Who it's for
It's for you if
- You write your own pages, ads, emails, product descriptions, and messages, because nobody else will
- People visit your page or follow you, but very few of them buy
- You want templates and a checklist to review your copy before it goes live
- You don't think of yourself as a writer and want a process instead of talent
- You'd rather see a piece of copy rewritten before and after than read advertising theory
It's not for you if
- You want the principles of influence behind a buying decision. That's The Persuasion Handbook
- You need to build the offer itself: the package, the bonuses, and the terms. That's The Offer Handbook
- You want to choose channels and set an ad budget. Start with The Marketing Handbook
- You're looking for fake deadlines and made-up scarcity. Here, urgency only shows up when it's real
- You want someone to promise you sales. This handbook teaches you to write, revise, and measure
Frequently asked questions
I'm not a good writer. Is this for me?
Yes. The method trades talent for a process: listen to the customer, choose the promise, build the blocks, and revise. The strongest lines usually come from your customers, not from you. You're mostly collecting and arranging them.
Does this work if I don't sell coffee?
Yes. The example follows one business so you can watch each piece get rewritten, but every tool shows how to apply it in services, retail, manufacturing, and an independent professional practice. You start with your own customers' words.
Long copy or short copy?
It depends on the reader. Someone who has never heard of you needs more blocks. A longtime customer needs the offer and a button. The right length is the one that answers their questions, and Tool 02 shows how to tell which reader you have.
Can I just use AI to write it?
For drafts and headline variations, yes. The customer's words, the promise, and checking the proof are still your job, and the handbook shows how to do them. For using AI day to day, see The Business AI Handbook.
I don't get much traffic. How do I test anything?
Show both versions to five customers and choose based on what they tell you. Save the split test for when each version can get a few dozen sales. Tool 22 covers both cases.
How long does it take to rewrite a page?
About a month at the pace of the 30-day plan, one to two hours a week, plus about 2 hours and 24 minutes of reading, or 6 minutes per tool. The first week, listening to customers, saves the most time later.
What do I get, and in what formats?
Each handbook is a PDF of about 100 pages with 24 to 27 tools. Every tool has step-by-step instructions and a worked example. You also get the handbook's spreadsheet in Excel (.xlsx), which opens in Google Sheets too, with the example already filled in. The message, policy, and clause templates are in the Template Kit inside the PDF, ready to copy and adapt. Read it in the member area or download the files.
How do I know if it fits my business?
Each handbook's page shows the problem it solves, who it is for and who it is not for, the full table of contents, sample pages, and the company used in the examples. The examples come from small businesses in several industries, with illustrative numbers. If it is not a fit, you can ask for a full refund within 14 days of your purchase, as described in the Refund Policy.
What is the difference between a handbook, an area set, and the Series?
A handbook solves one problem. An area set brings together every handbook and spreadsheet in one of the 6 areas, for less than the price of 5 single handbooks. The Consylion Handbook Series brings together all 100 handbooks and 100 spreadsheets, for less than the price of 8 single handbooks, and includes the next handbooks in the Series. Products outside the Series, from Consylion Life or Consylion Business, have their own price. They are sold separately and are not part of an area set or the Series.
Do I need to read everything before I start?
No. Each tool works on its own. Open the table of contents, pick the tool for today's problem, and start there. You can also read it cover to cover.
Do I need to know Excel?
The basics are enough: open the file and fill in the marked fields. The formulas are already built, and the handbook's example is filled in for reference.
How do I pay, and when do I get access?
By card or bank transfer, as a one-time payment with no subscription. Once your payment is confirmed, you get access to the member area by email. Approved card payments are confirmed right away. Bank transfers are confirmed when the funds clear. If access does not arrive within 24 hours of confirmation, check your spam folder and write to team@consylion.org.
How long do I have access, and how can I use the files?
Access does not expire, and you can download the files for offline use. The license is individual. You may read the handbooks, print them for your own use, and fill in and adapt the spreadsheet and templates with your company's data. If you are a consultant, accountant, or manager, you may apply the tools with your clients and deliver the result of your work, not the files. You may not share, resell, or distribute the files or the access.
How do support and refunds work?
Support is by email at team@consylion.org, on business days, with a reply within 5 business days. It covers questions about access, files, and payment. It does not include consulting or advice on applying the material to your case. You can cancel within 14 days of your purchase, without giving a reason, and get the full amount back through the payment method you used. Send the request to the same email. The details are in the Refund Policy.
CONSYLION HANDBOOK SERIES
The 6 departments of your business, for less than the price of 8 single handbooks.
This handbook solves today's problem. The Series solves the next one, and the one after that, with nothing more to pay.
- 100 handbooks with 2,403 ready-made tools, to read on screen and download as PDFs
- 100 spreadsheets for Excel and Google Sheets
- 6 business areas
- Lifetime access, unlocked once payment is confirmed
One-time payment of $197.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
Marketing · Nº 23
Write from where your customer starts
Your customers already told you what they want to read, in reviews, messages, and conversations. This handbook gives you the tools, the templates, and before-and-after examples to turn their words into a page, an ad, and an email that ask for the sale. Pick one piece and start there.
See all 100 handbooks · $197.00
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.