000			nam a22 4500
999			_c120574 _d120574
003			OSt
005			20210419150928.0
008			200528b ||||| |||| 00| 0 eng d
020			_a9780749483661
040			_c
082			_a659.132 _bMAS
100			_aMaslen, Andy _917867
245			_aPersuasive Copywriting: Cut Through the Noise and Communicate With Impact
250			_a2nd ed
260			_bKogan Page Limited _c2019 _aLondon
300			_a264p
500			_aPart I: Copywriting in context 1. Creativity - A genuinely marketable skill? 2. The right and wrong way to judge cop 3. The impact of new channels - From mobile to social 4. Blood brothers or ugly sisters - How do copy and content fit together? Part II: Motivation versus reason - Tapping into your customer's deepest drives 5. Harnessing the power of emotional copywriting to persuade your prospects 6. Three big ideas you should use for copy before highlighting the "benefits" 7. A powerful process for developing customer empathy through copy 8. Copywriting hacks - Flattery will get you everywhere 9. The ancient Greek secret of emotionally engaging copy 10. Copywriting and connecting on social media 11. Creating calls to action - Top tips to bring home the bacon Part III: The pleasure principle - Making your writing more enjoyable and compelling 12. Balancing pleasure and profit - Five techniques to write fantastic copy 13. How to engage your imagination and free your creativity 14. Tone and technique in copy - Finding your voice (and that of others) 15. The definitive guide to when grammar matters in copywriting 16. Injecting life into your sales pitch - An age-old method
600			_aAdvertising copy - Persuasion (Psychology) _948114
942			_2ddc _cLB _k659.132 _mMAS