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Persuasive Copywriting: Cut Through the Noise and Communicate With Impact
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PERSUASIVE COPYWRITING: CUT THROUGH THE NOISE AND COMMUNICATE WITH IMPACT

PAPERBACK BY MASLEN, ANDY

£18.99

ISBN
9780749483661
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
2ND REVISED EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
296 pages
PUBLICATION DATE
03 JAN 2019

DESCRIPTION

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.

CONTENTS

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