Andy Maslen is Managing Director of Sunfish, a writing agency specializing 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.
00: Introduction: how to write like an angel and sell like a demon; ONE: Emotion matters more than reason: tapping into your customer's deepest drives; 01: Harnessing the power of emotional copywriting to persuade your prospects; 02: Three big ideas you should use before benefits; 03: A powerful process for developing customer empathy; 04: Flattery will get you everywhere; 05: The Ancient Greek secret of emotionally engaging copy; 06: Copywriting and connecting on social media; 07: Yes! I want your tips on the best way to ask for the order; TWO: The pleasure principle: making your writing more enjoyable and compelling; 08: Five pleasure-inducing techniques for copywriters; 09: How to engage your imagination and free your creativity; 10: Finding your voice (and that of others); 11: The definitive way to judge when grammar matters in copywriting; 12: An age-old method of injecting life into your sales pitch