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Persuasive Copywriting

Persuasive Copywriting

Using Psychology to Engage, Influence and Sell

Andy Maslen

From £16.66

Take a step up in your copywriting practice and understand the underlying psychological principles that make copy persuasive and enjoyable to read, with this ultimate guide to creating effective content.

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About the book

"We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting." A chance encounter with a neuroscientist showed Andy Maslen that his belief in the power of emotion was founded on hard science. Over coffee, the two discussed brain anatomy and the reason-defying power of human emotions. Andy's subsequent research led him to realize that the way people think and feel hasn't changed since the time of cavemen. We make decisions on emotional grounds and rationalize them later.

Persuasive Copywriting takes you deep inside customers' brains. You'll learn the relationship between selling and storytelling, and the market-tested techniques that get people to engage with, and be persuaded by, your copy. Use it to modify people's behaviour by tapping into their deepest psychological drives.

Gain copywriting confidence: This course-in-a-book explains the neuroscience behind our appetite for stories. It demystifies advanced copywriting skills with examples, exercises and tips. And it helps you hone your skills with easy-to-use tools included in the book, and online...

13 real-world case studies; 25 psychological copywriting techniques; 75 practical exercises;125 words and phrases that trigger emotions ;125-question copywriting quiz

All help you improve your copywriting skills and perfect the emotion-driven sale.

Who should buy Persuasive Copywriting? Junior copywriters can use it to catch up with their more experienced peers. Senior copywriters can use it to stay ahead of the game.

Now you can employ this powerful psychological approach. This enjoyable book helps you find the right tone of voice, avoid common copywriting traps and tap into customers' deepest drives. You'll find yourself writing enjoyable, compelling copy that stands out in today's cluttered marketplace. Andy has achieved amazing results for his clients by focusing on stories and their deep connection to customers' needs and wants. With this book by your side, you can too.

Table Of Contents

    • Chapter - 00: Introduction: how to write like an angel and sell like a demon;
  • Section - ONE: Emotion matters more than reason: tapping into your customer’s deepest drives;
    • Chapter - 01: Harnessing the power of emotional copywriting to persuade your prospects;
    • Chapter - 02: Three big ideas you should use before benefits;
    • Chapter - 03: A powerful process for developing customer empathy;
    • Chapter - 04: Flattery will get you everywhere;
    • Chapter - 05: The Ancient Greek secret of emotionally engaging copy;
    • Chapter - 06: Copywriting and connecting on social media;
    • Chapter - 07: Yes! I want your tips on the best way to ask for the order;
  • Section - TWO: The pleasure principle: making your writing more enjoyable and compelling;
    • Chapter - 08: Five pleasure-inducing techniques for copywriters;
    • Chapter - 09: How to engage your imagination and free your creativity;
    • Chapter - 10: Finding your voice (and that of others);
    • Chapter - 11: The definitive way to judge when grammar matters in copywriting;
    • Chapter - 12: An age-old method of injecting life into your sales pitch

Book Details

  • EAN: 9780749473990
  • Edition: 2
  • Published: 3rd March 2015
  • Paperback
  • Format: 230x250
  • 256 pages

About the Author

Andy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications and digital content. A lifetime Fellow of the Institute of Direct Marketing, Andy has worked with The NHS, The Prudential, The Economist, Emap, the DTI, BBC Worldwide, Hamleys, The London Stock Exchange, The British Standards Institution, the RSPB, Time Out, The New York Times Company and PricewaterhouseCoopers. He writes and speaks regularly on copywriting and is a best-selling author.

Andy Maslen

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