Persuasive Copywriting: Cut Through the Noise and Communicate With Impact by And

Description: Persuasive Copywriting by Andy Maslen 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. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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 professionals 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 mediaPractical, inspiring and extremely digestible, Persuasive Copywriting is the only vibrant, all-encompassing guide to copywriting that you need. Author Biography Andy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications, direct marketing and digital content, and 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, Prudential, The Economist, BBC Worldwide, Hamleys, London Stock Exchange, RSPB, The New York Times and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books. Table of 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 customers 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 Review "If youre someone who likes rules but likes breaking them more, this book is for you. Andy provides a balance of discussion, guidance and coaching, delivered with enough wit to make you spontaneously snort-laugh your way to great copywriting." * Elle Graham-Dixon, Head of Planning Global Ford, BBDO New York *"Persuasive Copywriting will give your writing charisma. It refines your words so they hold your readers gaze, drawing on lessons from Ancient Greece to fMRI technology. Its about more than how your copy can persuade and sell, though. Your writing will inspire, charm and comfort too." * Joe Fattorini, journalist and presenter of The Wine Show *"I rated Andy 10/10 as a speaker. I rate Persuasive Copywriting even higher. It has smashed into the essential reading list on our curriculum, for art directors as well as copywriters." * Marc Lewis, Dean, School of Communication Arts *"There is a crying need for good copy today because of the internet. Yet there is a dire shortage. If you wish to succeed, read this book at least three times. And if you have to judge copy, read it too. All good stuff, blessedly free of jargon." * Drayton Bird, the godfather of direct marketing * Review Text "If youre someone who likes rules but likes breaking them more, this book is for you. Andy provides a balance of discussion, guidance and coaching, delivered with enough wit to make you spontaneously snort-laugh your way to great copywriting." Review Quote "There is a crying need for good copy today because of the internet. Yet there is a dire shortage. If you wish to succeed, read this book at least three times. And if you have to judge copy, read it too. All good stuff, blessedly free of jargon." Promotional "Headline" Explains how to amplify engagement by tapping into consumer emotions with practical, psychology-driven techniques Feature * Explains how to amplify engagement by tapping into consumer emotions with practical, psychology-driven techniques; * Inspires the confidence and dexterity to sell and deliver stand out copy in a variety of creative contexts; * Includes exclusive interview insights across the creative industry from high profile copywriters, ad agencies and market leaders; * New to this edition: four new chapters placing copywriting in context: content marketing, creativity, storytelling and the impact of mobile and social channels; how to sell, quantify, brief and critique copy; plus brand new interview insights directly from the industry Details ISBN0749497734 Author Andy Maslen Pages 296 Publisher Kogan Page Ltd Year 2019 ISBN-10 0749497734 ISBN-13 9780749497736 Format Hardcover Publication Date 2019-01-03 Edition 2nd Imprint Kogan Page Ltd Subtitle Cut Through the Noise and Communicate With Impact Place of Publication London Country of Publication United Kingdom Replaces 9780749479084 DEWEY 659.132 Short Title Persuasive Copywriting Language English UK Release Date 2019-01-03 AU Release Date 2019-01-03 NZ Release Date 2019-01-03 Birth 1814 Death 1889 Affiliation Reader in Private Law, The Dickson Poon School of Law, Kings College London Position Reader in Private Law, The Dickson Poon School of Law Qualifications M.D. Edition Description 2nd Revised edition Alternative 9780749483661 Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. 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