| Description |
1 online resource (297 pages) |
| Series |
Business professional collection |
| Contents |
Cover; Contents; Interview with Steve Harrison; Preface; Acknowledgements; How to use this book; Introduction: How to write like an angel and sell like a demon; PART ONE Copywriting in a 21st-century context: What now, where next?; 01 Creativity: All shall win prizes or a genuinely marketable skill?; What is creativity?; Preparation; When should we apply creativity?; Is creative copywriting a red herring?; You're a writer, so write!; How to escape rigid thinking and be more creative (or not); 11 prejudices of copywriters; The merits of rigidity; Time to let go? |
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02 The right and the wrong way to judge copyIt all starts with the brief; What to do when you have no brief/a bad brief; How to respond to a brief; How to 'sell' your ideas; The curse of subjectivity; 03 The impact of new channels: From mobile to social; What digital hasn't changed; ... and what it has; How copywriting for digital affects the humble paragraph; What we write when we write social; Five thoughts on what to look for when writing for new media channels; Notes; 04 Blood brothers or ugly sisters: How do copy and content fit together?; Who stole my cheese? |
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Don't tell physicists that gravity pulls things downwardsShow me the money; Measuring the value of content; The emperor's new clothes; How to write compelling content; How to get your content read; SEO or no?; PART TWO Motivation versus reason: tapping into your customer's deepest drives; 05 Harnessing the power of emotional copywriting to persuade your prospects; Introduction; How to communicate your emotions; What to do about 'boring' subjects; Introducing the steady-state and target emotions; Nineteen emotions and words/phrases that trigger them; The one emotion that rules them all |
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Mapping the range of emotionsHow to communicate using emotional language; From theory to profit; Workshop; Putting it into action; 06 Three big ideas you should use for copy before highlighting the 'benefits'; Introduction; Using promises to engage the emotions; The secret codeword that unlocks your reader's emotions; Why stories work -- and how to tell them; From theory to profit; Workshop; Putting it into action; 07 A powerful process for developing customer empathy through copy; Introducing the five Ps of effective copywriting; Building a customer persona |
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Replicating the feel of a one-to-one conversationForget copywriting and try healing instead; The keyboard-free method of writing great copy; From theory to profit; Workshop; Putting it into action; 08 Copywriting hacks: Flattery will get you everywhere; Introduction; Nobody falls for flattery ... or do they?; From theory to profit; Workshop; Putting it into action; 09 The Ancient Greek secret of emotionally engaging copy; Introduction; Three approaches, using ethos, pathos and logos; From theory to profit; Workshop; Putting it into action; 10 Copywriting and connecting on social media |
| Summary |
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 |
| Analysis |
Advertising |
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405 |
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Marketing Fundamentals |
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401 |
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Consumer Behaviour |
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414 |
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brand storytelling; clinchers; management; leadership communication; content marketing; digital copywriting; write to sell; persuasive copywriting; presenter; thesaurus; headline; consumers; comma; business communication skills; advertising; deadline; business writing skills; employ; customers; behavioural economics; sales people; behavioral science; non-native english; better understand people; english business; professional development; strategy; business group; advertising related; expert; write email; paragraphs; communication for business; email writing skills; educational; essential; academic; something you want; business writing and communication; english communication; guide on improving; sell on ebay; improve your business; write a sizzling; approaches and strategies; approaches and techniques; skills to persuade; social media channels; working in marketing; explore new ideas; hitting the scene; insights and tips; publisher author direct; advertising and design; communication professionals; social media copywriting; business writing handbook; businesses communications; reference skills; copywriting books; media impact; college communication; copywriting advertising; marketing copywriting; effective english; social media impact; copywriting handbook; effective emails; media today; email copywriting; marketing communications brands; social media crisis; marketing letters; media research; marketing content; content marketing strategy; marketing story; workplace communications |
| Notes |
Introduction |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Advertising copy.
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Persuasion (Psychology)
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Advertising.
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Public relations.
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Communication studies.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Advertising copy
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Persuasion (Psychology)
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Advertising.
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Public relations.
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Communication studies.
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| Form |
Electronic book
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| ISBN |
9780749483678 |
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0749483679 |
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