Copywriting Made Simple - Softcover

Albrighton, Tom

Softcover

ISBN 10: 178901364X ISBN 13: 9781789013641

Publisher: Troubador Publishing Ltd, 2018

Synopsis

Copywriting is writing with purpose.
It's about using words to reach people and change what they think, feel and do.

This easy-to-read guide will teach you all the essentials of copywriting, from understanding products, readers and benefits to closing the sale.

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, Copywriting Made Simple shows you the ideas that other books just talk about.

Plus there's a whole chapter of handy tips on writing ads, websites, broadcast media, direct mail, social media and print.

Copywriting Made Simple hit the #1 spot in Marketing & Sales at Amazon UK, Canada and Australia, and is featured on the BA Advertising course at the University for the Creative Arts.

What you'll learn...
Understand the product and its benefits

• Pinpoint how the product helps people.
• Turn features into benefits and seek out USPs.
• Identify tangible and intangible benefits.

Get to know your reader

• Uncover your reader's inner fears and desires.
• Use empathy to get inside the reader's feelings.
• Decide how your copy will change how they think, feel or act.
• Capture your aims in the brief.

Engage the reader in your message

• Talk to the reader and make your copy more like a conversation.
• Use the same words that the reader uses.
• Bring the product to life with rich, sensory language.
• Make your copy active, positive and specific.

Craft compelling copy

• Learn eight proven formulas for enticing headlines.
• Choose a rock-solid structure.
• Create powerful calls to action.

Use 20 proven strategies for creative copy

• Show the product in a new light.
• Use humour, wordplay, metaphors and contrasts.
• Turn weakness into strength.

Make persuasion and psychology work for you

• Learn the six proven principles of persuasion.
• Overcome the reader's objections.
• Exploit cognitive biases to nudge the reader into action.

Copywriting Made Simple is the perfect introduction to copywriting today. To start learning, get your copy now.

About this title

About the Author

Tom Albrighton has been a professional copywriter for over 12 years.

In that time, he's written about everything from cupcakes and cameras to spectacles and solar panels, working for household names like Prudential, Jeyes and Fuji, as well as dozens of small businesses and marketing agencies.

Tom is also a co-founder of Procopywriters, the UK alliance of commercial writers. In a 2015 DMA survey, he was ranked the #7 'Copywriter rated by copywriters'.

Edition details

• Publisher: Troubador Publishing Ltd
• Publication date: 2018
• Language: English
• ISBN 10: 178901364X
• ISBN 13: 9781789013641
• Binding: Paperback
• Number of pages: 306