Persuasive Copywriting: Using Psychology to Influence, Engage and Sell
- 4h 1m
- Andy Maslen
- Kogan Page
- 2015
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.
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).
In this Book
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Harnessing the Power of Emotional Copywriting to Persuade Your Prospects
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Three Big Ideas You Should Use Before Benefits
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A Powerful Process for Developing Customer Empathy
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Flattery Will Get You Everywhere
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The Ancient Greek Secret of Emotionally Engaging Copy
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Copywriting and Connecting on Social Media
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Yes! I Want Your Tips on the Best Way to Ask for the Order
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Five Pleasure-Inducing Techniques for Copywriters
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How to Engage Your Imagination and Free Your Creativity
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Finding Your Voice (and that of Others)
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The Definitive Way to Judge When Grammar Matters in Copywriting
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An Age-Old Method of Injecting Life into Your Sales Pitch
