Persuasive Copywriting: Cut Through the Noise and Communicate With Impact

Author:   Andy Maslen
Publisher:   Kogan Page Ltd
Edition:   2nd Revised edition
ISBN:  

9780749497736


Pages:   296
Publication Date:   03 January 2019
Format:   Hardback
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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Persuasive Copywriting: Cut Through the Noise and Communicate With Impact


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Overview

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.

Full Product Details

Author:   Andy Maslen
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   2nd Revised edition
Dimensions:   Width: 16.50cm , Height: 2.70cm , Length: 24.10cm
Weight:   0.732kg
ISBN:  

9780749497736


ISBN 10:   0749497734
Pages:   296
Publication Date:   03 January 2019
Audience:   Professional and scholarly ,  Professional and scholarly ,  General/trade ,  Professional & Vocational ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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Reviews

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 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 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 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


Author Information

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

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