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Innovation and Best Practice
for Business Success

Established 1967



Persuasive Copywriting

Persuasive Copywriting

Using Psychology to Engage, Influence and Sell

Andy Maslen

£19.99

Take a step up and learn the underlying psychological principles that make copy persuasive and enjoyable to read.

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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 realise that how people think and feel haven't changed since the time of cavemen. We make decisions on emotional grounds and rationalise 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...

Features
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


Reviews

I've been a fan of Andy Maslen's copywriting articles for many years. So when I read his new book Persuasive Copywriting, I had high expectations. I wasn't disappointed! The book is packed with practical ideas for writing authentic, response-getting copy. I particularly liked the science-based approach that underlines Andy's persuasive writing strategies... strategies which I'm already incorporating into my own writing.
Steve Slaunwhite, author 'The Wealthy Freelancer'

Andy knows more than most about selling with words. Now he's written a clear, comprehensive guide to the science and techniques behind powerfully persuasive copywriting. If becoming a much more effective writer in exchange for a few pounds and a day's reading sounds like a good deal to you, buy this book.
Tom Albrighton, professional copywriter, founder of ABC Copywriting and co-founder of the Professional Copywriters’ Network

For the beginner or the established copywriter, this is a refreshing and up-to-date perspective on the emotion and craft of copywriting with handy tools and tips you'll reference in the next steps of your career.
Vikki Ross, copywriting expert

If you want to be a better writer, read this book. Andy Maslen shows you how to write in a way that taps into human nature - the type of copy that powers business success.
Sonja Jefferson, co-author 'Valuable Content Marketing'

Persuasive Copywriting collects the secrets known only to professional writers and distills them into smart, clear advice. But keep all this to yourself; we don't want everyone knowing how to do it.
Tim Rich, co-founder of writing association 26

Andy Maslen's latest book is his best so far - he takes his subject to a new level that, in my opinion, makes it a must-read for anyone who is interested in influencing, whether they are a writer or not . As a business owner and author who has read many books about writing and influencing I found this one particularly useful because it delves into understanding people first, writing for them second. It's an enjoyable read and one that I will keep going back to in my attempts to persuade and influence in writing.
Sally Bibb, author and founder of Engaging Minds

Get ready to become the most persuasive copywriter you know and learn from the Zen master of copywriting, Andy Maslen. Persuasive Copywriting gives you countless ideas, crystal clear strategies and practical real-life scenarios you can put to work in your business today. Plus the exercises are a terrific way to sharpen your copywriting skills and really get your creative juices flowing. Put simply, Persuasive Copywriting should be compulsory reading for anyone who writes anything.
Jed Wylie; author, Make Your Website Sell


Book Details

  • EAN: 9780749473990
  • Edition: 1
  • Published: 3rd March 2015
  • Paperback
  • Dimensions: 234x156
  • 256 pages

About the Author

Andy Maslen is Managing Director of Sunfish, a writing agency specialising 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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