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.
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.
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
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
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