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Persuasive Copywriting: Using Psychology to Influence, Engage and Sell (Cambridge Marketing Handbooks), by Andy Maslen
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Using psychology, emotion, and a pinch of neuroscience, Andy Maslen, an experienced copywriter and marketer, presents 25 psychological techniques, 110 words and phrases that trigger emotions, over 10 real-world case studies, and 75 practical exercises to help practitioners and students who have already mastered the basics, write enjoyable, compelling copy which stands out in today's cluttered marketplace. Maslen covers topics such as: how to make spending money look like a privilege, the ancient Greek secret of emotionally engaging copy, when to use pictures instead of words, how to use the right tone of voice, and avoiding common copywriting traps.
Ideal for experienced copywriters who want to stay ahead of the game as well as new copywriters catching up with their more experienced peers, Persuasive Copywriting helps readers improve their copywriting skills and perfect the emotion-driven sale.
- Sales Rank: #99108 in Books
- Published on: 2015-03-28
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .54" w x 6.14" l, .0 pounds
- Binding: Paperback
- 256 pages
Review
"Andy Maslen's latest book is his best so far - he takes his subject to a new level that, in my opinion, makes it a must-read for anyone who is interested in influencing, whether they are a writer or not . As a business owner and author who has read many books about writing and influencing I found this one particularly useful because it delves into understanding people first, writing for them second. It's an enjoyable read and one that I will keep going back to in my attempts to persuade and influence in writing." (Sally Bibb author and founder of Engaging Minds)
"Persuasive Copywriting is not an introduction to the field or a primer, but rather a more in-depth look at various psychological principles behind copywriting that will help writers more effectively target their customers. Organized, useful, and sharp, the work would be a valuable addition to the libraries of copywriters—and writers—looking at how to improve responses to their writing." (Stephanie Bucklin Foreword Reviews)
"[P]rovides aspiring copywriters with the confidence to try a psychological approach yielding instant improvements with respect to copywriting; demonstrates how to write enjoyable, compelling copy that stands out in today's extraordinarily competitive marketplace; demystifies advanced copywriting skills with examples, quizzes, exercises and tips. ...[V]ery strongly recommended for personal, professional, corporate, academic, and community library collections." (Midwest Book Review Wisconsin Bookwatch, The Business Shelf)
"Persuasive Copywriting collects the secrets known only to professional writers and distills them into smart, clear advice. But keep all this to yourself; we don't want everyone knowing how to do it." (Tim Rich co-founder of writing association 26)
"For the beginner or the established copywriter, this is a refreshing and up-to-date perspective on the emotion and craft of copywriting with handy tools and tips you'll reference in the next steps of your career." (Vikki Ross copywriting expert)
"I've been a fan of Andy Maslen's copywriting articles for many years. So when I read his new book Persuasive Copywriting, I had high expectations. I wasn't disappointed! The book is packed with practical ideas for writing authentic, response-getting copy. I particularly liked the science-based approach that underlines Andy's persuasive writing strategies... strategies which I'm already incorporating into my own writing." (Steve Slaunwhite author 'The Wealthy Freelancer')
"If you want to be a better writer, read this book. Andy Maslen shows you how to write in a way that taps into human nature - the type of copy that powers business success." (Sonja Jefferson co-author 'Valuable Content Marketing')
"Persuasive Copywriting is a valuable book for anyone with the intention to sell or attract readers. The techniques within can be applied to longer written copy, as well as Web-based ads and social media. I felt the most helpful part of the text was where the author shared examples of both good copy and bad copy in each chapter, so the reader could clearly distinguish the difference and compare it to their own work. I definitely feel like I have a better grasp on copywriting now, and Maslen’s book will serve as a reference as I continue to hone my skills." (Sabrina Williams Breeni Books)
"Persuasive Copywriting gives new and experienced writers the tools to do away with the early failures. Using the important devices in the book, writers can start successful campaigns from the beginning."
(Prasanna Bidkar Non Fiction Book Reviews)
"Get ready to become the most persuasive copywriter you know and learn from the Zen master of copywriting, Andy Maslen.
Persuasive Copywriting gives you countless ideas, crystal clear strategies and practical real-life scenarios you can put to work in your business today. Plus the exercises are a terrific way to sharpen your copywriting skills and really get your creative juices flowing.
Put simply, Persuasive Copywriting should be compulsory reading for anyone who writes anything." (Jed Wylie author, Make Your Website Sell)
"Persuasive Copywriting by Andy Maslen is one of the most useful copywriting books I have read. ...It’s a full copywriting curriculum, with exercises, downloads and feedback. ...[Maslen] makes the neuroscience behind the ideas easy to understand, and applicable.
Who is Persuasive Copywriting for? Everyone who writes with a purpose. If you learned traditional copywriting and now need to add spice to your writing, then buy this. If you’re self-taught, then definitely buy this. Oh, and read it too. And do the exercises. Even though I’ve been writing for many years, it’s a good reminder for me and helps my arguments when coaching or chatting with clients." (Bianca Smith Tap Dancing Spiders)
About the Author
Andy Maslen is Managing Director of Sunfish, a copywriting agency specializing in corporate communications and digital content, and he is CEO of Andy Maslen Copywriting Academy, which trains copywriters. He has written for The Economist, Readers Digest, The New York Times Company, The London Stock Exchange, Prudential, BBC Worldwide, and PricewaterhouseCoopers. Andy is the author of The Copywriting Sourcebook, Write to Sell, 100 Great Copywriting Ideas, and Write Copy, Make Money (Marshall Cavendish).
Most helpful customer reviews
1 of 1 people found the following review helpful.
Without A Doubt The Best Freakin' Book I Have Ever Read On Copywriting! You Gotta Get This Thing!
By Steve
I have read to half way through the 40th page and I am absolutely blown away. This is, by far, the best book I have read on the topic. If you only invest in one book on copywriting, this should be the one. It is nothing short of a masterpiece! The author is brilliant. Before purchasing this I had never heard of Andy Maslen, but after reading only as far as I have I am a fan... 110%. I could sit here and write paragraphs praising this book, but Ill save you the novel... Just do yourself a favor and BUY THIS! I've been passing this book over for a few months, don't make the mistake I did by waiting!
1 of 1 people found the following review helpful.
A book that will be a reference for years to come.
By Robert Williger
I had seen this book mentioned on several copy writing forums and decided to read it. I am very glad I did, Andy does a great job of explaining many concepts in copy writing. As an experienced copywriter I gained a lot of insight and it would provide a solid education to someone new to copy writing as well.
1 of 1 people found the following review helpful.
If you write copy at all- grab this
By Michael Saul
Fantastic book that touches on the most important, yet usually least explained parts of copy.
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