Brilliant Copywriting How to craft the most interesting and effective copy imaginable

by Horberry, Roger

• ISBN13: 9780273727347
• ISBN10: 0273727346
• Edition: 1st
• Format: Paperback
• Copyright: 2009-12-07
• Publisher: Ft Pr

Summary

Brilliant Copywriting provides readers with a toolbox of tried and tested techniques to help create brilliant copy.- Contains interviews with several highly successful copywriters together with descriptions of their techniques so readers can share their secrets and take advantage of their experience.- Every business, small and large, has to promote itself and communicate with its audience. Every company needs leaflets, direct mail letters or web pages. New products need copy that will entice us to buy it.- As more and more companies fight to make an impact over internet and print, its become crucial that copywriters not only communicate the benefits of a product, but that they establish an emotional connection with the consumer.- This book will appeal to the freelance writer, as well as those employed in other roles but often need to write copy.If you've ever stuggled to craft a persuasive message that really hits the spot you'll know it's harder than it looks. Wouldn't it be helpful to have an expert on hand to give you tips and tricks. Someone who could pass on their knowledge and know-how. Someone who told you how the professionals really do it. Well, thats exactly what this book does for aspiring copywriters. Brilliant Copywriting is packed with practical techniques to help anyone who works with words to impove their writing. It lifts the lid on the real world of professional copywriting to reveal the trade secrets of top-notch practitioners.

Author Biography

Roger Horberry is a freelance copywriter and works for various design, branding and advertising agencies.

www.rogerhorberry.com

Table of Contents

About the author

Acknowledgements

How to use this book

Preface

Background

The basics

Three key thoughts

Brands and tone of voice

Method

Before

During

After

Here's one I made earlier

Interviews

How brilliant copywriters write their copy

Table of Contents provided by Publisher. All Rights Reserved.