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  • Format: ePub


Persuasive Copywriting , second edition, is the ultimate copywriting survival guide for the 21st century. With the majority of creative professionals developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it inspires the clear-cut confidence needed to create, quantify and sell stand out copy in a cluttered…mehr

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Produktbeschreibung
Persuasive Copywriting, second edition, is the ultimate copywriting survival guide for the 21st century. With the majority of creative professionals developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it inspires the clear-cut confidence needed to create, quantify and sell stand out copy in a cluttered marketplace.

This second edition of Persuasive Copywriting complements the "how to" perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, addressing day to day issues faced in a multitude of roles. Updates include practical advice to measure and benchmark effective copy, guidance on creating and critiquing briefs, plus four new chapters on how to weave copywriting skills into the wider industry. These cover particularly useful ground around storytelling, content marketing and the impact of evolving channels like mobile and social media. Practical and inspiring, it is a vibrant, all-encompassing guide to copywriting; an essential to every marketer's bookshelf.

  • Produktdetails
  • Verlag: Kogan Page
  • Seitenzahl: 296
  • Erscheinungstermin: 03.01.2019
  • Englisch
  • ISBN-13: 9780749483678
  • Artikelnr.: 54761263
Autorenporträt
Andy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications, direct marketing and digital content, and CEO of the Andy Maslen Copywriting Academy. A lifetime fellow of the Institute of Direct and Digital Marketing, Maslen works globally with clients such as the NHS, Prudential, The Economist, BBC Worldwide, Hamleys, London Stock Exchange, RSPB, The New York Times and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.
Inhaltsangabe
Section
ONE: Copywriting in context; Chapter
01: Creativity
A genuinely marketable skill?; Chapter
02: The right and wrong way to judge copy; Chapter
03: The impact of new channels
From mobile to social; Chapter
04: Blood brothers or ugly sisters
How do copy and content fit together?; Section
TWO: Motivation versus reason
Tapping into your customer's deepest drives; Chapter
05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter
06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter
07: A powerful process for developing customer empathy through copy; Chapter
08: Copywriting hacks
Flattery will get you everywhere; Chapter
09: The ancient Greek secret of emotionally engaging copy; Chapter
10: Copywriting and connecting on social media; Chapter
11: Creating calls to action
Top tips to bring home the bacon; Section
THREE: The pleasure principle
Making your writing more enjoyable and compelling; Chapter
12: Balancing pleasure and profit
Five techniques to write fantastic copy; Chapter
13: How to engage your imagination and free your creativity; Chapter
14: Tone and technique in copy
Finding your voice (and that of others); Chapter
15: The definitive guide to when grammar matters in copywriting; Chapter
16: Injecting life into your sales pitch
An age
old method