Roger Horberry – författare

If you’ve ever struggled to craft a persuasive message that really hits the spot you’ll know

it’s harder than it looks. Wouldn’t it be helpful to have an expert on hand to give you tips and tricks? Someone who could pass on their knowledge and know-how? Someone

who told you how the professionals really do it? Well, that’s exactly what this book does for aspiring copywriters. Think of it as a rocket-assisted launch for your writing career.

Brilliant Copywriting is packed with practical techniques to help anyone who works with words to improve their writing. It lifts the lid on the world of professional copywriting to

reveal the trade secrets of top-notch practitioners. It’s the book every copywriter wants when they start out, full of facts, details and insights that normally take years to acquire. It will also be invaluable for anyone who works with words in pretty much any industry.

Figures of speech are everywhere. Popstar or postman, president or paperboy, the chances are you''ve already used a whole heap of them today without realising it.

For business writers they''re pure gold. They make our words more powerful, persuasive and poetic. They add flavour to dreary standard issue language. They help us get our message across in a way that''s immediate and memorable. This book takes fifty of our finest figures and explains how they can help anyone who works with words, regardless of profession, to express themselves with more style and impact.

Sounds Good on Paper is essential reading for anyone who writes as part of their job. It''s a practical guide to every figure of speech you never knew you knew, including the chiasmus ("You can take the boy out of Essex, but you can''t take Essex out of the boy"), tmesis ("abso-blooming-lutley") and kenning ("pencil pusher" or "coffin dodger"). It shows how you can use figures to make your words work harder and pump up your powers of persuasion. If you want to inspire and engage your readers, this book is here to help.

Figures of speech are everywhere. Popstar or postman, president or paperboy, the chances are you''ve already used a whole heap of them today without realising it.

For business writers, they''re pure gold. They make our words more powerful, persuasive and poetic. They add flavour to dreary standard issue language. They help us get our message across in a way that''s immediate and memorable. This book takes fifty of our finest figures of speech and explains how they can help anyone who works with words, regardless of profession, to express themselves with more style and impact.

Sounds Good on Paper is a practical guide to every figure of speech you never knew you knew, including the chiasmus (''You can take the boy out of Essex, but you can''t take Essex out of the boy''), tmesis (''abso-blooming-lutley'') and kenning (''pencil pusher'' or ''coffin dodger''). It shows how you can use figures to make your words work harder and pump up your powers of persuasion. If you want to inspire and engage your readers, this book is here to help.

If you''ve ever struggled to craft a powerful message that really hits the spot, you''ll know it''s harder than it looks. Wouldn''t it be helpful to have an expert on hand to explain how the professionals really do it? Better still, how about a whole range of writers ready to pass on their trade secrets?Well that''s exactly what you''ll find in the pages of this book. Think of it as a rocket-assisted launch for your writing career, structured over ten distinct lessons and illustrated with classic and contemporary international examples of the best copywriting. Designed to help anyone who works with words improve their writing, this book is packed with practical techniques and features effective exercises to pump up your persuasive powers.Includes inspiring contributions from professional writers, an in-depth look at the challenges involved in writing copy for brands and worked examples that cover writing for digital, brand storytelling and packaging copy.

If you''ve ever struggled to craft a powerful message that really hits the spot, you''ll know it''s harder than it looks. Wouldn''t it be helpful to have an expert on hand to explain how the professionals really do it? Better still, how about a whole range of writers ready to pass on their trade secrets?Well that''s exactly what you''ll find in the pages of this book. Think of it as a rocket-assisted launch for your writing career, structured over ten distinct lessons and illustrated with classic and contemporary international examples of the best copywriting. Designed to help anyone who works with words improve their writing, this book is packed with practical techniques and features effective exercises to pump up your persuasive powers.Includes inspiring contributions from professional writers, an in-depth look at the challenges involved in writing copy for brands and worked examples that cover writing for digital, brand storytelling, and packaging copy.