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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.
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
| Erscheinungsjahr: | 2019 |
|---|---|
| Fachbereich: | Internationales & ausländ. Recht |
| Genre: | Importe, Recht |
| Produktart: | Nachschlagewerke |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9780749483661 |
| ISBN-10: | 0749483660 |
| Sprache: | Englisch |
| Herstellernummer: | 8555 |
| Einband: | Kartoniert / Broschiert |
| Autor: | Maslen, Andy |
| Auflage: | 2. Auflage |
| Hersteller: |
Kogan Page
Kogan Page Ltd |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 234 x 156 x 16 mm |
| Von/Mit: | Andy Maslen |
| Erscheinungsdatum: | 03.01.2019 |
| Gewicht: | 0,453 kg |
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