Enhance your copywriting skills with psychology-driven techniques to create stand out copy that taps into consumer decision making and sells, using this second edition of the ultimate copywriting survival guide for the 21st century - essential to every marketing or creative professional's bookshelf.
With many professionals now 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 of writing copy, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it will inspire the clear-cut confidence needed to create, quantify, and sell stand out copy in a cluttered marketplace.
Complementing the 'how to' perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, this second edition addresses the everyday issues faced in a multitude of roles, including:
-Practical advice to measure and benchmark effective copy
-Guidance on creating and critiquing briefs
-New chapters on how to weave copywriting skills into the wider industry
-Storytelling and content marketing
-The impact of evolving channels like mobile and social media
Practical, inspiring and extremely digestible, Persuasive Copywriting is the only vibrant, all-encompassing guide to copywriting that you need.
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
