Persuasive Copywriting

Section - ONE: Copywriting in context; Chapter - 01: Creativity - A genuinely marketable skill?; Chapter - 02: The right and wrong way to judge copy; Chapter - 03: The impact of new channels - From mobile to social; Chapter - 04: Blood brothers or ugly sisters - How do copy and content fit together?; Section - TWO: Motivation versus reason - Tapping into your customer's deepest drives; Chapter - 05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter - 06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter - 07: A powerful process for developing customer empathy through copy; Chapter - 08: Copywriting hacks - Flattery will get you everywhere; Chapter - 09: The ancient Greek secret of emotionally engaging copy; Chapter - 10: Copywriting and connecting on social media; Chapter - 11: Creating calls to action - Top tips to bring home the bacon; Section - THREE: The pleasure principle - Making your writing more enjoyable and compelling; Chapter - 12: Balancing pleasure and profit - Five techniques to write fantastic copy; Chapter - 13: How to engage your imagination and free your creativity; Chapter - 14: Tone and technique in copy - Finding your voice (and that of others); Chapter - 15: The definitive guide to when grammar matters in copywriting; Chapter - 16: Injecting life into your sales pitch - An age-old method

Andy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications, direct marketing and digital content, and CEO of the Andy Maslen Copywriting Academy. A lifetime fellow of the Institute of Direct and Digital Marketing, Maslen works globally with clients such as the NHS, Prudential, The Economist, BBC Worldwide, Hamleys, London Stock Exchange, RSPB, The New York Times and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.