Persuasive Copywriting: Using Psychology to Engage, Influence and Sell - Softcover

Maslen, Andy

Softcover

ISBN 10: 0749473991 ISBN 13: 9780749473990

Publisher: Kogan Page, 2015

Synopsis

<p><b>"We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting." </b>A chance encounter with a neuroscientist showed Andy Maslen that his belief in the power of emotion was founded on hard science. Over coffee, the two discussed brain anatomy and the reason-defying power of human emotions. Andy's subsequent research led him to realize that the way people think and feel hasn't changed since the time of cavemen. We make decisions on emotional grounds and rationalize them later.<br><br><b><i>Persuasive Copywriting</i></b> takes you deep inside customers' brains. You'll learn the relationship between selling and storytelling, and the market-tested techniques that get people to engage with, and be persuaded by, your copy. Use it to modify people's behaviour by tapping into their deepest psychological drives. <br><br><b>Gain copywriting confidence: </b>This course-in-a-book explains the neuroscience behind our appetite for stories. It demystifies advanced copywriting skills with examples, exercises and tips. And it helps you hone your skills with easy-to-use tools included in the book, and online...<br><br><b>Features</b><br> 13 real-world case studies; 25 psychological copywriting techniques; 75 practical exercises;125 words and phrases that trigger emotions ;125-question copywriting quiz<br><br>All help you improve your copywriting skills and perfect the emotion-driven sale.<br><br><b>Who should buy Persuasive Copywriting? </b>Junior copywriters can use it to catch up with their more experienced peers. Senior copywriters can use it to stay ahead of the game. <br><br><b>Now you can employ this powerful psychological approach. </b>This enjoyable book helps you find the right tone of voice, avoid common copywriting traps and tap into customers' deepest drives. You'll find yourself writing enjoyable, compelling copy that stands out in today's cluttered marketplace. Andy has achieved amazing results for his clients by focusing on stories and their deep connection to customers' needs and wants. With this book by your side, you can too.</p>

About this title

About the Author

<b>Andy Maslen</b> 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.

Edition details

• Publisher: Kogan Page
• Publication date: 2015
• Language: English
• ISBN 10: 0749473991
• ISBN 13: 9780749473990
• Binding: Paperback
• Edition number: 1
• Number of pages: 256