Persuasive Copywriting: Cut Through the Noise and Communicate With Impact - Softcover

Maslen, Andy

Softcover

ISBN 10: 0749483660 ISBN 13: 9780749483661

Publisher: Kogan Page, 2019

Synopsis

Persuasive Copywriting, second edition, is the ultimate copywriting survival guide for the 21st century. With the majority of creative professionals 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, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it inspires the clear-cut confidence needed to create, quantify and sell stand out copy in a cluttered marketplace.

This second edition of Persuasive Copywriting complements the "how to" perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, addressing day to day issues faced in a multitude of roles. Updates include practical advice to measure and benchmark effective copy, guidance on creating and critiquing briefs, plus four new chapters on how to weave copywriting skills into the wider industry. These cover particularly useful ground around storytelling, content marketing and the impact of evolving channels like mobile and social media. Practical and inspiring, it is a vibrant, all-encompassing guide to copywriting; an essential to every marketer's bookshelf.

About this title

Review

"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." (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 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." (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)

Book Description

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

Edition details

• Publisher: Kogan Page
• Publication date: 2019
• ISBN 10: 0749483660
• ISBN 13: 9780749483661
• Binding: Paperback
• Language: English
• Edition number: 2
• Number of pages: 296