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No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing
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- FormatePub
- ISBN978-1-4761-6870-8
- EAN9781476168708
- Date de parution17/06/2012
- Protection num.pas de protection
- Infos supplémentairesepub
- ÉditeurCarol Rose
Résumé
Quickly Learn to Write Vivid, Compelling and Honest Marketing PiecesIf screaming headlines and over-the-top phrasing make you want to hide your head in a bushel, get this guide to writing attention-getting yet sincere and helpful sales copy. Whether you're a coach, author, financial advisor, B-to-B product manager or some other kind of professional who values trust, dignity and respect for clients, you'll find a framework for setting down a solid first draft and then tweaking it into an effective selling tool.
This concise handbook from a copywriting expert known for creative marketing leads beginning and intermediate writers through a three-step process of collecting the needed information, jazzing it up responsibly and then polishing it so it appeals to ideal customers. Discover:* The 5 inescapable components of a complete marketing presentation and another element that adds oomph whenever it's appropriate* Why it's essential to provide more information for shoppers, rather than less - and how to identify the facts customers need* 10 ways to make yourself and what you're selling more credible* 21 no-hype writing techniques that make dull items much more desirable* Dozens of illuminating examples (many structured as "before" and "after")* 11 kinds of unethical or disreputable marketing tactics to avoid so you maintain self-respect and buyers' trust* 12 methods of fine-tuning your headline for greater reader intrigue and curiosity* How and why to tinker with your tone* 8 techniques for making whatever you wrote more direct, clear and powerfulThis is a resource you'll want to consult again and again to transform a boring, weak promotion into one that sings you honorably into the profit column.
Marcia Yudkin is the author of Meatier Marketing Copy, Persuading on Paper, 6 Steps to Free Publicity and 13 other traditionally published books, including a Book of the Month Club selection and another featured on "Oprah." She has delivered commentaries on National Public Radio and landed publicity on page 1 of the Wall Street Journal. As a copywriter, she works primarily with solo professionals, service firms, authors, publishers, software entrepreneurs and information marketers.
This concise handbook from a copywriting expert known for creative marketing leads beginning and intermediate writers through a three-step process of collecting the needed information, jazzing it up responsibly and then polishing it so it appeals to ideal customers. Discover:* The 5 inescapable components of a complete marketing presentation and another element that adds oomph whenever it's appropriate* Why it's essential to provide more information for shoppers, rather than less - and how to identify the facts customers need* 10 ways to make yourself and what you're selling more credible* 21 no-hype writing techniques that make dull items much more desirable* Dozens of illuminating examples (many structured as "before" and "after")* 11 kinds of unethical or disreputable marketing tactics to avoid so you maintain self-respect and buyers' trust* 12 methods of fine-tuning your headline for greater reader intrigue and curiosity* How and why to tinker with your tone* 8 techniques for making whatever you wrote more direct, clear and powerfulThis is a resource you'll want to consult again and again to transform a boring, weak promotion into one that sings you honorably into the profit column.
Marcia Yudkin is the author of Meatier Marketing Copy, Persuading on Paper, 6 Steps to Free Publicity and 13 other traditionally published books, including a Book of the Month Club selection and another featured on "Oprah." She has delivered commentaries on National Public Radio and landed publicity on page 1 of the Wall Street Journal. As a copywriter, she works primarily with solo professionals, service firms, authors, publishers, software entrepreneurs and information marketers.