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An essential guide to writing modern, persuasive business copy, by a leading professional in the field.
List of 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
About the author
Ian Atkinson is the creative director of a large agency group in the United Kingdom. He has won a number of industry awards for his copywriting and creative work.
Summary
An essential guide to writing modern, persuasive business copy, by a leading professional in the field.
