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Informationen zum Autor Gyles Lingwood is Director of Education (Arts) at the University of Lincoln, having previously worked in London's branding and advertising industries. His work has won a number of awards including D&AD, British Interactive Media Association and the US Creativity Awards. He is the author of Read Me: 10 Lessons for Writing Great Copy (Laurence King, 2014). Klappentext Dieses Buch zeigt in zehn Lektionen, wie man perfekte Texte schreibt: Ob Werbetexte, Online-Texte, Anleitungen oder Verpackungstexte - mit praktischen Übungen und einfachen Anleitungen lernen Sie, wie schlagkräftig argumentiert, treffsicher benennt und anschaulich erklärt. Dazu verraten professionelle Autoren anhand von klassischen und zeitgenössischen Beispielen ihre "Geschäftsgeheimnisse". Vorwort If you've ever struggled to craft a powerful message that really hits the spot, you'll know it's harder than it looks Zusammenfassung If you've ever struggled to craft a powerful message that really hits the spot, you'll know it's harder than it looks. Wouldn't it be helpful to have an expert on hand to explain how the professionals really do it? Better still, how about a whole range of writers ready to pass on their trade secrets? Well that's exactly what you'll find in the pages of this book. Think of it as a rocket-assisted launch for your writing career, structured over ten distinct lessons and illustrated with classic and contemporary international examples of the best copywriting. Designed to help anyone who works with words improve their writing, this book is packed with practical techniques and features effective exercises to pump up your persuasive powers. Includes inspiring contributions from professional writers, an in-depth look at the challenges involved in writing copy for brands and worked examples that cover writing for digital, brand storytelling and packaging copy.
