Improve consumer engagement and sell with confidence using this complete handbook for creative professionals; ideal for those seeking to accelerate their copywriting skills to the next level.
Improve consumer engagement and sell with confidence using this complete handbook for creative professionals; ideal for those seeking to accelerate their copywriting skills to the next level.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
Section ONE: Copywriting in context; Chapter 01: Creativity A genuinely marketable skill?; Chapter 02: The right and wrong way to judge copy; Chapter 03: The impact of new channels From mobile to social; Chapter 04: Blood brothers or ugly sisters How do copy and content fit together?; Section TWO: Motivation versus reason Tapping into your customer's deepest drives; Chapter 05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter 06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter 07: A powerful process for developing customer empathy through copy; Chapter 08: Copywriting hacks Flattery will get you everywhere; Chapter 09: The ancient Greek secret of emotionally engaging copy; Chapter 10: Copywriting and connecting on social media; Chapter 11: Creating calls to action Top tips to bring home the bacon; Section THREE: The pleasure principle Making your writing more enjoyable and compelling; Chapter 12: Balancing pleasure and profit Five techniques to write fantastic copy; Chapter 13: How to engage your imagination and free your creativity; Chapter 14: Tone and technique in copy Finding your voice (and that of others); Chapter 15: The definitive guide to when grammar matters in copywriting; Chapter 16: Injecting life into your sales pitch An age old method
Section ONE: Copywriting in context; Chapter 01: Creativity A genuinely marketable skill?; Chapter 02: The right and wrong way to judge copy; Chapter 03: The impact of new channels From mobile to social; Chapter 04: Blood brothers or ugly sisters How do copy and content fit together?; Section TWO: Motivation versus reason Tapping into your customer's deepest drives; Chapter 05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter 06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter 07: A powerful process for developing customer empathy through copy; Chapter 08: Copywriting hacks Flattery will get you everywhere; Chapter 09: The ancient Greek secret of emotionally engaging copy; Chapter 10: Copywriting and connecting on social media; Chapter 11: Creating calls to action Top tips to bring home the bacon; Section THREE: The pleasure principle Making your writing more enjoyable and compelling; Chapter 12: Balancing pleasure and profit Five techniques to write fantastic copy; Chapter 13: How to engage your imagination and free your creativity; Chapter 14: Tone and technique in copy Finding your voice (and that of others); Chapter 15: The definitive guide to when grammar matters in copywriting; Chapter 16: Injecting life into your sales pitch An age old method
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