Persuasive Copywriting: Using Psychology to Engage, Influence and Sell

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Kogan Page Publishers, Mar 3, 2015 - Business & Economics - 256 pages

"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 realize that the way people think and feel hasn't changed since the time of cavemen. We make decisions on emotional grounds and rationalize 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.

 

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Contents

How to write like an angel and sell like a demon
1
tapping into your customers deepest drives
17
making your writing more enjoyable and compelling
129
The XYZ of copywriting
203
Glossary
207
Further reading
210
answers
212
A note on the type
221
Index
222
Copyright

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About the author (2015)

Andy Maslen is Managing Director of Sunfish, a writing agency specializing 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.

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