Buch, Englisch, 296 Seiten, Format (B × H): 154 mm x 233 mm, Gewicht: 470 g
Cut Through the Noise and Communicate With Impact
Buch, Englisch, 296 Seiten, Format (B × H): 154 mm x 233 mm, Gewicht: 470 g
ISBN: 978-0-7494-8366-1
Verlag: Kogan Page
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.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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