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Improve consumer engagement and sell with confidence using this complete handbook for creative professionals; ideal for those seeking to accelerate their copywriting skills to the next level.
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Improve consumer engagement and sell with confidence using this complete handbook for creative professionals; ideal for those seeking to accelerate their copywriting skills to the next level.
Produktdetails
- Produktdetails
- Verlag: Kogan Page Ltd
- Artikelnr. des Verlages: 8555
- 2 Revised edition
- Seitenzahl: 296
- Erscheinungstermin: 3. Januar 2019
- Englisch
- Abmessung: 233mm x 154mm x 22mm
- Gewicht: 468g
- ISBN-13: 9780749483661
- ISBN-10: 0749483660
- Artikelnr.: 52959010
- Verlag: Kogan Page Ltd
- Artikelnr. des Verlages: 8555
- 2 Revised edition
- Seitenzahl: 296
- Erscheinungstermin: 3. Januar 2019
- Englisch
- Abmessung: 233mm x 154mm x 22mm
- Gewicht: 468g
- ISBN-13: 9780749483661
- ISBN-10: 0749483660
- Artikelnr.: 52959010
Andy Maslen is Managing Director of Sunfish, a writing agency specialising in corporate communications, direct marketing and digital content, plus 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, The Prudential, The Economist, BBC Worldwide, Hamleys, The London Stock Exchange, the RSPB, The New York Times Company and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.
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
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
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
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