Persuasive Copywriting (häftad)
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Kogan Page Ltd
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Persuasive Copywriting (häftad)

Persuasive Copywriting

Using Psychology to Engage, Influence and Sell

Häftad, Engelska, 2015-03-03
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"We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting." 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 realise that how people think and feel haven't changed since the time of cavemen. We make decisions on emotional grounds and rationalise them later. Persuasive Copywriting: 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. Gain copywriting confidence: 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... Features 13 real-world case studies; 25 psychological copywriting techniques; 75 practical exercises;125 words and phrases that trigger emotions ;125-question copywriting quiz All help you improve your copywriting skills and perfect the emotion-driven sale. Who should buy Persuasive Copywriting? Junior copywriters can use it to catch up with their more experienced peers. Senior copywriters can use it to stay ahead of the game. Now you can employ this powerful psychological approach. 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.
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""Persuasive Copywriting" collects the secrets known only to professional writers and distills them into smart, clear advice. But keep all this to yourself; we don't want everyone knowing how to do it."--Tim Rich "co-founder of writing association 26 " "If you want to be a better writer, read this book. Andy Maslen shows you how to write in a way that taps into human nature - the type of copy that powers business success."--Sonja Jefferson "co-author 'Valuable Content Marketing' " "Andy Maslen's latest book is his best so far - he takes his subject to a new level that, in my opinion, makes it a must-read for anyone who is interested in influencing, whether they are a writer or not . As a business owner and author who has read many books about writing and influencing I found this one particularly useful because it delves into understanding people first, writing for them second. It's an enjoyable read and one that I will keep going back to in my attempts to persuade and influence in writing."--Sally Bibb "author and founder of Engaging Minds " "For the beginner or the established copywriter, this is a refreshing and up-to-date perspective on the emotion and craft of copywriting with handy tools and tips you'll reference in the next steps of your career."--Vikki Ross "copywriting expert " ""Persuasive Copywriting" is a valuable book for anyone with the intention to sell or attract readers. The techniques within can be applied to longer written copy, as well as Web-based ads and social media. I felt the most helpful part of the text was where the author shared examples of both good copy and bad copy in each chapter, so the reader could clearly distinguish the difference and compare it to their own work. I definitely feel like I have a better grasp on copywriting now, and Maslen s book will serve as a reference as I continue to hone my skills."--Sabrina Williams "Breeni Books "" ""Persuasive Copywriting" is not an introduction to the field or a primer, but rather a more in-depth look at various psychological principles behind copywriting that will help writers more effectively target their customers. Organized, useful, and sharp, the work would be a valuable addition to the libraries of copywriters and writers looking at how to improve responses to their writing."--Stephanie Bucklin "Foreword Reviews "" "[P]rovides aspiring copywriters with the confidence to try a psychological approach yielding instant improvements with respect to copywriting; demonstrates how to write enjoyable, compelling copy that stands out in today's extraordinarily competitive marketplace; demystifies advanced copywriting skills with examples, quizzes, exercises and tips. ...[V]ery strongly recommended for personal, professional, corporate, academic, and community library collections."--Midwest Book Review "Wisconsin Bookwatch, The Business Shelf " "I've been a fan of Andy Maslen's copywriting articles for many years. So when I read his new book Persuasive Copywriting, I had high expectations. I wasn't disappointed! The book is packed with practical ideas for writing authentic, response-getting copy. I particularly liked the science-based approach that underlines Andy's persuasive writing strategies... strategies which I'm already incorporating into my own writing."--Steve Slaunwhite "author 'The Wealthy Freelancer' " "Persuasive Copywriting gives new and experienced writers the tools to do away with the early failures. Using the important devices in the book, writers can start successful campaigns from the beginning."--Prasanna Bidkar "Non Fiction Book Reviews " "Get ready to become the most persuasive copywriter you know and learn from the Zen master of copywriting, Andy Maslen. Persuasive Copywriting gives you countless ideas, crystal

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Andy Maslen is Managing Director of Sunfish, a writing agency specialising in corporate communications and digital content. A lifetime Fellow of the Institute of Direct Marketing, Andy has worked with The NHS, The Prudential, The Economist, Emap, the DTI, BBC Worldwide, Hamleys, The London Stock Exchange, The British Standards Institution, the RSPB, Time Out, The New York Times Company and PricewaterhouseCoopers. He writes and speaks regularly on copywriting and is a best-selling author.


<ul style='padding-top:0;padding-left:0;list-style:none;'><li><ul style='padding-top:0;list-style:none;'><li>Chapter - 00: Introduction: how to write like an angel and sell like a demon;</li></ul></li><li>Section - ONE: Emotion matters more than reason: tapping into your customer's deepest drives;</li><li><ul style='padding-top:0;list-style:none;'><li>Chapter - 01: Harnessing the power of emotional copywriting to persuade your prospects;</li><li>Chapter - 02: Three big ideas you should use before benefits;</li><li>Chapter - 03: A powerful process for developing customer empathy;</li><li>Chapter - 04: Flattery will get you everywhere;</li><li>Chapter - 05: The Ancient Greek secret of emotionally engaging copy;</li><li>Chapter - 06: Copywriting and connecting on social media;</li><li>Chapter - 07: Yes! I want your tips on the best way to ask for the order;</li></ul></li><li>Section - TWO: The pleasure principle: making your writing more enjoyable and compelling;</li><li><ul style='padding-top:0;list-style:none;'><li>Chapter - 08: Five pleasure-inducing techniques for copywriters;</li><li>Chapter - 09: How to engage your imagination and free your creativity;</li><li>Chapter - 10: Finding your voice (and that of others);</li><li>Chapter - 11: The definitive way to judge when grammar matters in copywriting;</li><li>Chapter - 12: An age-old method of injecting life into your sales pitch</li></ul></li></ul>