Includes index.

Introduction: How to write like an angel and sell like a demon -- Copywriting in a 21st century context: What now, where next? Creativity: all shall win prizes or a genuinely marketable skill? -- The right and the wrong way to judge copy -- The impact of new channels: from mobile to social -- Blood brothers or ugly sisters: How do copy and content fit together? -- Motivation versus reason: tapping into your customer's deepest drives. Harnessing the power of emotional copywriting to persuade your prospects -- Three big ideas you should use for copy before highlighting the 'benefits' -- A powerful process for developing customer empathy through copy -- Copywriting hacks: flattery will get you everywhere -- The Ancient Greek secret of emotionally engaging copy -- Copywriting and connecting on social media -- Creating calls to action: top tips to bring home the bacon -- The pleasure principle: making your writing more enjoyable and compelling. Balancing pleasure and profit: five techniques to write fantastic copy -- How to engage your imagination and free your creativity -- Tone and technique in copy: finding your voice (and that of others) -- The definitive guide to when grammar matters in copywriting -- Injecting life into your sales pitch: an age-old method.

Understanding how people make decision- and being able to exploit this insight- distinguishes the best copywriters from the rest. In Persuasive Copywriting, Andy Maslen goes beyond the basics of writing to sell and explores buyer psychology. He shows you, step by step, how to translate emotional impact into competitive advantage. Fully updated, the second edition includes new interviews from leading agencies and copywriters across the globe. It gives you indispensable advice on how to measure and benchmark effective copy. Practical and inspiring, Persuasive Copywriting gives you the confidence and the skills to create, quantify and sell stand-out copy in a cluttered marketplace.