Copywriting Made Simple - by Tom Albrighton (Paperback)
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<p/><br></br><p><b> Book Synopsis </b></p></br></br>"This book is gold" - "Excellent introduction" - "I love this book" - "So easy to read" - "Absolute must-have" - "Buy it now"Copywriting is writing with purpose. <p><strong>It's about using words to reach people and change what they think, feel and do.</strong></p><p>This easy-to-read guide will teach you all the essentials of copywriting, from understanding products, readers and benefits to closing the sale. </p><p>It's packed with real-life examples that will show you exactly how the ideas and techniques will work in the real world. And with dozens of useful illustrations and diagrams, <i>Copywriting Made Simple</i> shows you the ideas that other books just talk about. </p><p>Plus there's a whole chapter of handy tips on writing ads, websites, broadcast media, direct mail, social media and print. </p><p><i>Copywriting Made Simple</i> is the perfect introduction to copywriting today. No wonder it hit the <strong>#1 spot</strong> in Marketing & Sales at Amazon UK, Canada and Australia, and is featured on the BA Advertising course at the <strong>University for the Creative Arts</strong>. </p>What you'll learn...Understand the product and its benefits<ul><li>Pinpoint how the product helps people.</li><li>Turn features into benefits and seek out USPs. </li> <li>Identify tangible and intangible benefits. </li> </ul>Get to know your reader <ul><li>Uncover your reader's inner fears and desires. </li><li>Use empathy to get inside the reader's feelings. </li><li>Decide how your copy will change how they think, feel or act. </li><li>Capture your aims in the brief. </li></ul>Engage the reader in your message<ul><li>Talk to the reader and make your copy more like a conversation. </li><li>Use the same words that the reader uses. </li><li>Bring the product to life with rich, sensory language. </li><li>Make your copy active, positive and specific. </li></ul>Craft compelling copy<ul><li>Learn eight proven formulas for enticing headlines. </li><li>Choose a rock-solid structure. </li><li>Create powerful calls to action. </li></ul>Use 20 proven strategies for creative copy<ul><li>Show the product in a new light. </li><li>Use humour, wordplay, metaphors and contrasts. </li><li>Turn weakness into strength. </li></ul><strong>Make persuasion and psychology work for you</strong><ul></li>Learn the six proven principles of persuasion. </li></li>Overcome the reader's objections. </li></li>Exploit cognitive biases to nudge the reader into action. </li></ul>What industry experts say...<p>'Where was this book when I started copywriting? <strong>A must for every newbie copywriter</strong> (and a few old copy dogs too).'<br>Kate Toon, Co-host of the Hot Copy Podcast</p><p>'<strong>Impressively thorough</strong> without ever losing its rhythm. Deserves to be mentioned in the same breath as the <strong>copywriting classics</strong>.'<br>Ryan Wallman, author of <i>Delusions of Brandeur</i></p><p> 'Tom's put <strong>a lifetime of learning</strong> into this book.'<br>Dave Trott, Creative legend, agency founder and author of <i>Creative Mischief, One and One Make Three </i>and <i>Predatory Thinking</i></p><p> 'From insights gleaned from NLP and psychology to real-world examples of great, effective copy - this is <strong>educational, entertaining and energetic</strong>. Prepare to dig deep, enjoy and see your results skyrocket!' <br>Katherine Wildman, Host, The Writing Desk</p><p> 'Tom has written the <strong>best all-round introduction to copywriting</strong> available today.' <br>Leif Kendall, Director of ProCopywriters, copywriter and author of <i>Brilliant Freelancer</i></p><p> 'I didn't think you could teach copywriting. Turns out, @tomcopy can. What a terrific book.'<br>Doug Kessler, Creative Director & Co-founder of Velocity</p>
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