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Persuasive Copywriting
Cut Through the Noise and Communicate With Impact
Andy Maslen
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Persuasive Copywriting
Cut Through the Noise and Communicate With Impact
Andy Maslen
About This Book
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 mediaPractical, inspiring and extremely digestible, Persuasive Copywriting is the only vibrant, all-encompassing guide to copywriting that you need.
Frequently asked questions
Information
PART ONE
Copywriting in a 21st-century context: What now, where next?
01
Creativity
What is creativity?
- Preparation (preparatory work on a problem that focuses the individual’s mind on the problem and explores the problem’s dimensions).
- Incubation (where the problem is internalized into the unconscious mind and nothing appears externally to be happening).
- Intimation (the creative person gets a ‘feeling’ that a solution is on its way).
- Illumination or insight (where the creative idea bursts forth from its preconscious processing into conscious awareness).
- Verification (where the idea is consciously verified, elaborated, and then applied).
Preparation
- We could visit the client’s factory, offices, call centre, trading floor or retail outlets.
- We could spend some time on their social media feeds.
- We could interview a bunch of their customer service people, or their sales team.
- We could spend some time using their product for ourselves. (I am, at the time of writing, still waiting for a call from Maserati.)
Incubation
Intimation
Illumination or insight
Verification
Table of contents
- Cover
- Title Page
- Copyright
- Contents
- List of figures
- List of tables
- 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?
- Part TWO Motivation versus reason: Tapping into your customer’s deepest drives
- Part THREE The pleasure principle: Making your writing more enjoyable and compelling
- Afterword: The XYZ of copywriting
- Glossary
- Further reading
- Workshop
- A note on the type
- Index
- Backcover