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Opis

Advanced Copywriting: Using psychology to influence, persuade and sell is the book for marketers ready to take a step up and learn the underlying psychological principles that make copy persuasive and enjoyable to read. Human beings make decisions based on emotional grounds and then rationalise them; Advanced Copywriting focuses on copywriting from this practical psychological perspective. It investigates both the relationship between selling and storytelling and the market-tested techniques that get people to connect with the copy and be persuaded to go along with the writer's suggestion. Aimed at practitioners and students on marketing, PR, copywriting and communications courses who have mastered the basics, Advanced Copywriting gives readers the confidence and ability to employ a psychological approach to copywriting. This thorough course in a book cuts through the clutter, presenting over 10 real-world case studies, 25 techniques, 75 practical exercises, 125 words and phrases that trigger emotions, and a 125-question copywriting quiz that will help readers both improve their copywriting skills and perfect the emotion-driven sale. With chapters such as 'How to make spending money look like a privilege', 'The big idea that pushes benefits into second place', 'The ancient Greek secret of emotionally engaging copy' and 'When to use pictures instead of words', the book is sure to help readers use the right tone of voice, avoid common copywriting traps and tap into customer's deepest drives by writing enjoyable, compelling copy which stands out in today's cluttered marketplace.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Persuasive Copywriting
• Autor: Andy Maslen
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 208
• EAN: 9780749473990
• ISBN: 0749473991
• ID: 06313447
• Wydawca: Kogan Page
• Waga: 404 g
• Wymiary: 234 × 156 × 20 mm
• Data wydania: 03. April 2015

Ulubione w innej kategorii

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