Copy Righter: LID Publishing

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

The written word is making a comeback! For years we have been told the world is becoming more “visual”. That everyone has a shorter attention span. That a picture “speaks a thousand words”. But look at social media. Blogs. Tweets. Reader’s comments. Peer reviews. People are starting to read again! Books on Kindle, magazines on the iPad. Advertising on more places than there are places. There’s never been a better time to discover how to influence people using nothing more than the words on a page or screen. This book will show you how. An invaluable, modern guide to copywriting, it reveals how anyone can learn to write for business in a way that is brand-literate, media-savvy, utterly engaging…and irresistibly persuasive.