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The Complete Copywriter
The Definitive Guide to Marketing with Words
Write effective copy that is concise, contemporary, captivating and customer-focused.
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EAN: 9781398613539
Edition: 1
Published:
Format: 234 x 156
336 pages
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About the book
Looking to write marketing copy that truly connects with your audience and stands out?
The Complete Copywriter is a beginner-friendly guide designed to help early-career marketers understand the essentials of effective copywriting. Step-by-step, it breaks down the craft so you can build confidence and deliver clear, engaging content across multiple platforms.
You'll learn how to:
- Learn how to understand your customers and tailor your messages
- Discover practical tips to keep your copy targeted, personal and conversational
- Know your way around writing for social media, press releases, landing pages and more
- Develop skills like creativity, empathy and adaptability in your writing
- Use real-world examples to see how great copy drives results
This book equips you with the tools to craft copy that works every time, building your skills and career from the ground up.
Themes include: Copywriting basics, marketing communications, creativity, customer engagement, beginner's guide, soft skills
About the authors
Alan Barker is Managing Director of Kairos Training Limited, a specialist consultancy dedicated to developing creativity and communication skills. He runs the Charted Institute of Marketing's 'Copywriting Masterclass'. A prolific writer, he is the author of Improve your Communication Skills and How to Manage Meetings, also published by Kogan Page. He is based in Warminster, UK.
Table of contents
- Section - ONE: Copywriting: the core skills;
- Section - 01: You are already a copywriter;
- Section - 02: What is copy?;
- Section - 03: Planning: the basics;
- Section - 04: Shaping the copy;
- Section - 05: Bringing your copy to life;
- Section - 06: Creating headlines;
- Section - TWO: Creating a content strategy;
- Section - 07: Putting the copy in context;
- Section - 08: Managing your content strategy;
- Section - THREE: Copywriting in different channels;
- Section - 09: Social media and email;
- Section - 10: Digital content;
- Section - 11: Writing blogs;
- Section - 12: Thought leadership;
- Section - 13: Copy in the customer journey;
Reviews
James Sutton, Strategy and Commercial Director, The Chartered Institute of Marketing
Copywriting is changing and we all need to keep up. Alan Barker shows us the way, with practical wisdom and a generous dash of good humour.
- Copywriting is changing and we all need to keep up. Alan Barker shows us the way, with practical wisdom and a generous dash of good humour.
- James Sutton, Strategy and Commercial Director, The Chartered Institute of Marketing
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