Full Description
An invaluable, modern guide to great copywriting, Copy. Righter. shows you how to write in a way that is brand-literate, media-savvy, utterly engaging...and irresistibly persuasive. It will show you how to write great copy in every print and digital medium. How to use substance, style and structure. How to win hearts and minds. How to develop brilliant concepts and the psychology of persuasion. Written by Ian Atkinson - multi award-winning copywriter and creative director - it's packed with fascinating examples and compelling content you won't find in any other copywriting book. In fact, whether you're junior or senior, enthusiastic amateur or seasoned pro, it may be the only book on copywriting you'll ever need. And with great copywriting in great demand, there's never been a better time to discover how to influence people using nothing more than the words on a page or screen. Copy. Righter. will show you how.
Contents
Contents 1.The Fantastic Four: How to write good copy 1.1 How to write purposefully Specific objective, universal objective, clarity & focus 1.2 How to write practically Punctuation, grammar, typography & layout 1.3 How to write pleasingly Aristotle, audience, tone & interest 1.4 How to write persuasively WIIFM, Maslow, motivation & emotional vs rational 2. The Famous Five: How to write great copy 2.1 Content Proposition, interrogation & insight 2.2 Context Brand, audience & medium 2.3 Create Concept, style & structure 2.4 Compel Potent psychological triggers 2.5 Craft Review, edit & polish 3.Quick Wins: 25 tips and techniques 3.1 Start with a short one 3.2 Features tell, benefits sell 3.3 Avoid cliches 3.4 Be unusual 3.5 Metaphors, similes and analogies 3.6 Hardwired words 3.7 Wax lyrical 3.8 Solutions not problems 3.9 Nouns beat adjectives 3.10 Avoid talking about cost 3.11 Quantify 3.12 Be active not passive 3.13 Keep it short (or long) 3.14 Avoid a woolly ramble 3.15 Don't get them disagreeing 3.16 Don't know it, feel it 3.17 Show not tell 3.18 Three's the magic number 3.19 Tell them what you want 3.20 Urgency 3.21 The tease 3.22 Make it flow 3.23 Paint a picture 3.24 Reframe it 3.25 Back to the start 4.The Magnificent Seven: Copy examples, from brief to execution 4.1 Press ad 4.2 Dimensional mailing 4.3 Poster 4.4 Email 4.5 TV 4.6 Mail pack 4.7 Blog 5. Appendices 5.1 How to brief 5.2 How to give feedback 5.3 How to deal with amends 5.4 How to get better
