On Message
Precision Communication for the Digital Age
(Sprache: Englisch)
Combining the classic commandments of persuasive writing and the increasing demands of the newest of new media, On Message shows how it's not what we write that makes messages stick but who will bother to listen.
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Produktdetails
Produktinformationen zu „On Message “
Combining the classic commandments of persuasive writing and the increasing demands of the newest of new media, On Message shows how it's not what we write that makes messages stick but who will bother to listen.
Klappentext zu „On Message “
Gone are the days of the traditional sales letter. Engaging with global audiences in an increasingly competitive world means that what you say has to be incisive, relevant and delivered in a way that can't be ignored. On Message provides expert guidance to help you keep up with the demands of the newest of new media, build a community and compete with big players. Packed with examples and practical help, it includes: templates; simple formulae for better messaging; practise exercises; review techniques; tips on flexing your writing muscles, and strategies to develop hard-hitting communication.Examining how to capture more followers who listen for longer and more intently, On Message will teach you how to develop your voice, segment your audience for more effective messaging, edit existing copy and engage with new and emerging markets.
Inhaltsverzeichnis zu „On Message “
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- Chapter - 00: Introduction;
- Section - ONE: The digital landscape: context, competition and technology change;
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- Chapter - 01: How did we get here?;
- Chapter - 02: This is new media;
- Chapter - 03: Lessons from the past;
- Chapter - 04: What are we up against?;
- Section - TWO: Guiding principles: stickiness and blogging;
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- Chapter - 05: All about stickiness;
- Chapter - 06: How to get stickier;
- Chapter - 07: Thoughts about blogging;
- Section - THREE: Understanding customers: personal branding, segmentation and sales principles;
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- Chapter - 08: Building a brand to deliver better messaging;
- Chapter - 09: Segmenting an audience;
- Chapter - 10: Developing relevance via marketing and sales;
- Section - FOUR: The nuts and bolts of better writing: 'how to' guides on writing and editing;
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- Chapter - 11: Gathering content;
- Chapter - 12: Developing the message;
- Chapter - 13: How to write better copy;
- Chapter - 14: How to edit existing copy;
- Section - FIVE: Advanced technique: going global, expanding creativity, storytelling and more;
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- Chapter - 15: Crossing boundaries and going global;
- Chapter - 16: Expanding creative horizons;
- Chapter - 17: Storytelling;
- Chapter - 18: Revision, consolidation and the way forward
Autoren-Porträt von Theo Theobald
Theobald, TheoTheo Theobald is a freelance writer and business consultant with a track record that includes six years in senior sales and marketing management positions with the BBC and a creative writing career embracing major internet and audio production. In 2001 he started his own company, Shocktactic Ltd, and has undertaken major writing and production projects for a host of organisations such as the BBC and CIPD. He is the author of On Message and Develop Your Presentation Skills, also published by Kogan Page.
Bibliographische Angaben
- Autor: Theo Theobald
- 2013, 200 Seiten, Masse: 14 x 21,6 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749464879
- ISBN-13: 9780749464875
- Erscheinungsdatum: 19.12.2012
Sprache:
Englisch
Rezension zu „On Message “
"On Message is very much a worthwhile read." -- Rob Manning B2B Marketing 20130604
Pressezitat
"On Message is very much a worthwhile read." Rob Manning B2B Marketing
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