Persuasive Copywriting: Using Psychology to Influence, Engage and Sell

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9780749473990: Persuasive Copywriting: Using Psychology to Influence, Engage and Sell

Using psychology, emotion, and a pinch of neuroscience, Andy Maslen, an experienced copywriter and marketer, presents 25 psychological techniques, 110 words and phrases that trigger emotions, over 10 real-world case studies, and 75 practical exercises to help practitioners and students who have already mastered the basics, write enjoyable, compelling copy which stands out in today's cluttered marketplace.  Maslen covers topics such as: how to make spending money look like a privilege, the ancient Greek secret of emotionally engaging copy, when to use pictures instead of words, how to use the right tone of voice, and avoiding common copywriting traps.

Ideal for experienced copywriters who want to stay ahead of the game as well as new copywriters catching up with their more experienced peers, Persuasive Copywriting helps readers improve their copywriting skills and perfect the emotion-driven sale.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

About the Author:

Andy Maslen is Managing Director of Sunfish, a copywriting agency specializing in corporate communications and digital content, and he is CEO of Andy Maslen Copywriting Academy, which trains copywriters.  He has written for The Economist, Readers Digest, The New York Times Company, The London Stock Exchange, Prudential, BBC Worldwide, and PricewaterhouseCoopers.  Andy is the author of The Copywriting Sourcebook, Write to Sell, 100 Great Copywriting Ideas, and Write Copy, Make Money (Marshall Cavendish).

Review:

"Persuasive Copywriting by Andy Maslen is one of the most useful copywriting books I have read.  ...It’s a full copywriting curriculum, with exercises, downloads and feedback.  ...[Maslen] makes the neuroscience behind the ideas easy to understand, and applicable.

Who is Persuasive Copywriting for?  Everyone who writes with a purpose. If you learned traditional copywriting and now need to add spice to your writing, then buy this. If you’re self-taught, then definitely buy this. Oh, and read it too. And do the exercises. Even though I’ve been writing for many years, it’s a good reminder for me and helps my arguments when coaching or chatting with clients." (Bianca Smith Tap Dancing Spiders)

"Andy Maslen's latest book is his best so far - he takes his subject to a new level that, in my opinion, makes it a must-read for anyone who is interested in influencing, whether they are a writer or not . As a business owner and author who has read many books about writing and influencing I found this one particularly useful because it delves into understanding people first, writing for them second. It's an enjoyable read and one that I will keep going back to in my attempts to persuade and influence in writing." (Sally Bibb author and founder of Engaging Minds)

"Persuasive Copywriting collects the secrets known only to professional writers and distills them into smart, clear advice. But keep all this to yourself; we don't want everyone knowing how to do it." (Tim Rich co-founder of writing association 26)

"[P]rovides aspiring copywriters with the confidence to try a psychological approach yielding instant improvements with respect to copywriting; demonstrates how to write enjoyable, compelling copy that stands out in today's extraordinarily competitive marketplace; demystifies advanced copywriting skills with examples, quizzes, exercises and tips.  ...[V]ery strongly recommended for personal, professional, corporate, academic, and community library collections." (Midwest Book Review Wisconsin Bookwatch, The Business Shelf)

"Persuasive Copywriting is a valuable book for anyone with the intention to sell or attract readers. The techniques within can be applied to longer written copy, as well as Web-based ads and social media. I felt the most helpful part of the text was where the author shared examples of both good copy and bad copy in each chapter, so the reader could clearly distinguish the difference and compare it to their own work. I definitely feel like I have a better grasp on copywriting now, and Maslen’s book will serve as a reference as I continue to hone my skills." (Sabrina Williams Breeni Books)

"Persuasive Copywriting is not an introduction to the field or a primer, but rather a more in-depth look at various psychological principles behind copywriting that will help writers more effectively target their customers. Organized, useful, and sharp, the work would be a valuable addition to the libraries of copywriters—and writers—looking at how to improve responses to their writing." (Stephanie Bucklin Foreword Reviews)

"Get ready to become the most persuasive copywriter you know and learn from the Zen master of copywriting, Andy Maslen.

Persuasive Copywriting gives you countless ideas, crystal clear strategies and practical real-life scenarios you can put to work in your business today. Plus the exercises are a terrific way to sharpen your copywriting skills and really get your creative juices flowing.

Put simply, Persuasive Copywriting should be compulsory reading for anyone who writes anything." (Jed Wylie author, Make Your Website Sell)

"If you want to be a better writer, read this book. Andy Maslen shows you how to write in a way that taps into human nature - the type of copy that powers business success." (Sonja Jefferson co-author 'Valuable Content Marketing')

"Persuasive Copywriting gives new and experienced writers the tools to do away with the early failures. Using the important devices in the book, writers can start successful campaigns from the beginning."
(Prasanna Bidkar Non Fiction Book Reviews)

"For the beginner or the established copywriter, this is a refreshing and up-to-date perspective on the emotion and craft of copywriting with handy tools and tips you'll reference in the next steps of your career." (Vikki Ross copywriting expert)

"I've been a fan of Andy Maslen's copywriting articles for many years. So when I read his new book Persuasive Copywriting, I had high expectations. I wasn't disappointed! The book is packed with practical ideas for writing authentic, response-getting copy. I particularly liked the science-based approach that underlines Andy's persuasive writing strategies... strategies which I'm already incorporating into my own writing." (Steve Slaunwhite author 'The Wealthy Freelancer')

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Maslen, Andy
ISBN 10: 0749473991 ISBN 13: 9780749473990
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Descrizione libro 2015. PAP. Condizione libro: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Codice libro della libreria KS-9780749473990

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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. Language: English . Brand New Book. We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting. A chance encounter with a neuroscientist showed Andy Maslen that his belief in the power of emotion was founded on hard science. Over coffee, the two discussed brain anatomy and the reason-defying power of human emotions. Andy s subsequent research led him to realise that how people think and feel haven t changed since the time of cavemen. We make decisions on emotional grounds and rationalise them later. Persuasive Copywriting: takes you deep inside customers brains. You ll learn the relationship between selling and storytelling. And the market-tested techniques that get people to engage with, and be persuaded by, your copy. Use it to modify people s behaviour by tapping into their deepest psychological drives. Gain copywriting confidence: This course-in-a-book explains the neuroscience behind our appetite for stories. It demystifies advanced copywriting skills with examples, exercises and tips. And it helps you hone your skills with easy-to-use tools included in the book, and online. Features 13 real-world case studies; 25 psychological copywriting techniques; 75 practical exercises;125 words and phrases that trigger emotions ;125-question copywriting quiz All help you improve your copywriting skills and perfect the emotion-driven sale. Who should buy Persuasive Copywriting? Junior copywriters can use it to catch up with their more experienced peers. Senior copywriters can use it to stay ahead of the game. Now you can employ this powerful psychological approach. This enjoyable book helps you find the right tone of voice, avoid common copywriting traps and tap into customers deepest drives. You ll find yourself writing enjoyable, compelling copy that stands out in today s cluttered marketplace. Andy has achieved amazing results for his clients by focusing on stories and their deep connection to customers needs and wants. With this book by your side, you can too. Codice libro della libreria AAS9780749473990

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Andy Maslen
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749473991 ISBN 13: 9780749473990
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. Language: English . Brand New Book. We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting. A chance encounter with a neuroscientist showed Andy Maslen that his belief in the power of emotion was founded on hard science. Over coffee, the two discussed brain anatomy and the reason-defying power of human emotions. Andy s subsequent research led him to realise that how people think and feel haven t changed since the time of cavemen. We make decisions on emotional grounds and rationalise them later. Persuasive Copywriting: takes you deep inside customers brains. You ll learn the relationship between selling and storytelling. And the market-tested techniques that get people to engage with, and be persuaded by, your copy. Use it to modify people s behaviour by tapping into their deepest psychological drives. Gain copywriting confidence: This course-in-a-book explains the neuroscience behind our appetite for stories. It demystifies advanced copywriting skills with examples, exercises and tips. And it helps you hone your skills with easy-to-use tools included in the book, and online. Features 13 real-world case studies; 25 psychological copywriting techniques; 75 practical exercises;125 words and phrases that trigger emotions ;125-question copywriting quiz All help you improve your copywriting skills and perfect the emotion-driven sale. Who should buy Persuasive Copywriting? Junior copywriters can use it to catch up with their more experienced peers. Senior copywriters can use it to stay ahead of the game. Now you can employ this powerful psychological approach. This enjoyable book helps you find the right tone of voice, avoid common copywriting traps and tap into customers deepest drives. You ll find yourself writing enjoyable, compelling copy that stands out in today s cluttered marketplace. Andy has achieved amazing results for his clients by focusing on stories and their deep connection to customers needs and wants. With this book by your side, you can too. Codice libro della libreria AAS9780749473990

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Descrizione libro Kogan Page. PAPERBACK. Condizione libro: New. 0749473991 BRAND NEW, GIFT QUALITY! NOT OVERSTOCKS OR MARKED UP REMAINDERS! DIRECT FROM THE PUBLISHER!|0.8. Codice libro della libreria OTF-Y-9780749473990

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Descrizione libro Kogan Page Ltd. Paperback. Condizione libro: New. Paperback. 208 pages. Advanced Copywriting: Using psychology to influence, persuade and sell is the book for marketers ready to take a step up and learn the underlying psychological principles that make copy persuasive and enjoyable to read. Human beings make decisions based on emotional grounds and then rationalise them; Advanced Copywriting focuses on copywriting from this practical psychological perspective. It investigates both the relationship between selling and storytelling and the market-tested techniques that get people to connect with the copy and be persuaded to go along with the writers suggestion. Aimed at practitioners and students on marketing, PR, copywriting and communications courses who have mastered the basics, Advanced Copywriting gives readers the confidence and ability to employ a psychological approach to copywriting. This thorough course in a book cuts through the clutter, presenting over 10 real-world case studies, 25 techniques, 75 practical exercises, 125 words and phrases that trigger emotions, and a 125-question copywriting quiz that will help readers both improve their copywriting skills and perfect the emotion-driven sale. With chapters such as How to make spending money look like a privilege, The big idea that pushes benefits into second place, The ancient Greek secret of emotionally engaging copy and When to use pictures instead of words, the book is sure to help readers use the right tone of voice, avoid common copywriting traps and tap into customers deepest drives by writing enjoyable, compelling copy which stands out in todays cluttered marketplace. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Codice libro della libreria 9780749473990

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