Persuasive Copywriting

Beschreibung

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.
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.
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

Autor*in

Andy Maslen
Andy Maslen is Managing Director of Sunfish, a writing agency specialising in corporate communications, direct marketing and digital content, plus 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, The Prudential, The Economist, BBC Worldwide, Hamleys, The London Stock Exchange, the RSPB, The New York Times Company and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.

Themen in »Persuasive Copywriting«

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Stimmen zu »Persuasive Copywriting«

"If you're 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."
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"Persuasive Copywriting will give your writing charisma. It refines your words so they hold your reader's gaze, drawing on lessons from Ancient Greece to fMRI technology. It's about more than how your copy can persuade and sell, though. Your writing will inspire, charm and comfort too."
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"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."
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"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."
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