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Full Description
Great copywriting just got easier
It's strange to think that there was a time when only the privileged few could read or write. The rest of us relied on the spoken word. Storytelling was used to pass knowledge on from one generation to the next. Now, most of us are literate and use the written word to gather information and inform our decision making.
Increasingly we do this online, with social media and messaging enabling rapid, spontaneous global
communication. But rather than freeing us from the need for clear, effective written communication, it actually makes good communication even more important.
The less we communicate face to face, the greater the opportunity for misunderstandings. Of course, all writing communicates your message to people you cannot see and may never meet. It means you can influence more widely; it also means you must take care not to make assumptions aboutyour reader, especially those who see your public postings.
Successful copywriting is constructed from carefully selected words, each with a clear purpose. It is written to prompt feelings, thoughts or actions. It is clear, concise and at times comforting. It is also comprehensible, even to those not yet confident users of your language.
Reading this book, and following the techniques it introduces, will make you a more effective writer. Expertise in grammar is not needed as all the necessary jargon is simply defined and, anyway, some forms of business writing deliberately ignorerules. This book is for people who want to write for results.
Each of the seven chapters in Copywriting In A Week covers a different aspect:
- Sunday: Focusing your message
- Monday: Using layout, pictures and colour to make words memorable
- Tuesday: Writing effective letters
- Wednesday: Making advertising work for you
- Thursday: Communicating clearly with the media
- Friday: Preparing promotional print
- Saturday: Composing proposals and presentation visuals
Contents
1: Sunday: Simple techniques to focus your message and get the point across
: Sunday - work out what you want to say and make sure your copy is going to be relevant;
Monday: - put yourself in your readers' shoes and make your writing easy to read and absorb;
2: Monday: How pictures, layout and colour make words meaningful and memorable
3: Tuesday: Writing effective letters. Some useful direct mail tips
: Tuesday - learn the art of letter writing and make sure your letters will be read;
: Wednesday - understand advertising and how each of your words earn its keep;
4: Wednesday: Winning ways to make sure your advertising works
5: Thursday: Communicating clearly with the media. News releases and bulletins
: Thursday - become a popular press commentator and promote what you do for free;
: Friday - discover why most promotional print says too much and become skilled at only writing what matters most;
6: Friday: Preparing promotional material and linking it all together
7: Saturday: Composing reports, punchy proposals, presentation visuals
: Saturday - explore some other ways to work with words and know you are getting your message across.
