Write to sell : the ultimate guide to great copywriting / Andy Maslen.

Format:

Book

Author/Creator:

Maslen, Andy, author.

Language:

English

Subjects (All):

Business writing.

Physical Description:

1 online resource (194 pages)

Edition:

1st ed.

Place of Publication:

Singapore : Marshall Cavendish Business, 2019.

Summary:

How do you persuade someone to buy from you just by writing to them? What does effective copywriting look like - and sound like? Write to Sell has the answers! Read this book and you'll learn: * The confidence and skills to write better copy* New ways to gain readers' attention, respect and trust* Hints and tips on turning selling skills into copywriting skills* Simple techniques to improve the readability of your copy* The impact of design and layout on copywriting* The meaning of good written English - the rules you must follow, the rules you can safely ignore "If I were starting out as a writer tomorrow, I would definitely want to read this book. I pretty much taught myself most of the tricks all those years ago - and it took me far too long! Had I read this book, it would have saved me years of trial and, for the most part, error." -- Drayton Bird, the godfather of direct marketing.

Contents:

Cover

Half title

About the Author

Title page

Verso page

Contents

Introduction

Section One It's notabout you

Chapter 1 Where most people go wrong

Chapter 2 A few thoughts on human nature

Chapter 3 Getting to know your reader

Chapter 4 A word about businesspeople

Chapter 5 The B-word (and why it's somuch better than the F-word)

Section Two What doyoumean youdon't havea plan?

Chapter 6 Yes, but what are youtrying to say?

Chapter 7 Setting out your goals

Chapter 8 A simple but powerfulfast-food mnemonic forcreating perfect plans

Chapter 9 Understanding what you'rereally selling

Chapter 10 The killer structure forevery piece of copy you'll

Section Three Whatworks?And whatdoesn't?

Chapter 11 What works

Chapter 12 And what doesn't

Section Four OK, startwriting

Chapter 13 The black arts(and a few magic words)

Chapter 14 Why your sales copy should belike a bowl of Rice Krispies

Chapter 15 Good English stylefor copywriting

Chapter 16 Tone of voice: What isit and what to do with it

Chapter 17 Why punctuation is a sales tool

Chapter 18 Stuff you learnedat school you can forget

Section Five Dressedto impress?

Chapter 19 Editing your work

Chapter 20 Proof-reading

Chapter 21 Checking readability

Chapter 22 Layout-what can youdo to help your reader

Chapter 23 Design-what designerscan do (and what youshould never allow them to)

Section Six What now?

Chapter 24 My tips for action

Chapter 25 How to brief anexternal copywriter

Chapter 26 The last word

Appendix 1 Writing for the web-mythsand realities

Appendix 2 Copywriters' reference sources

Appendix 3 A note on the readabilitystatistics for this book

Acknowledgements

back cover.

Notes:

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

9789814868433

9814868434

OCLC:

1127180409