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Offering aspiring authors dependable skills beyond the high school classroom, this reference covers the essentials of composing superior prose. Clear instructions on all aspects are featured, including approaching a topic, penning a solid introduction, bringing a story together, and editing for precision. Guaranteed to make every word count and maintain an appropriate energy level, this expert handbook is also filled with real-world examples of published writing—both good and bad—providing quick and humorous advice for all writers looking to showcase their work in speeches, broadcasting, or on the internet.
Effective writing is a key to professional success.
Copywriting is writing with purpose. It’s about using words to reach people and change what they think, feel and do. This easy-to-read guide will teach you all the essentials of copywriting, from understanding products, readers and benefits to closing the sale. It’s packed with real-life examples that will show you exactly how the ideas and techniques will work in the real world. And with dozens of useful illustrations and diagrams, Copywriting Made Simple shows you the ideas that other books just talk about. Plus there's a whole chapter of handy tips on writing ads, websites, broadcast media, direct mail, social media and print. Copywriting Made Simple is the perfect introduction to copywriting today. No wonder it hit the #1 spot in Marketing & Sales at Amazon UK, Canada and Australia, and is featured on the BA Advertising course at the University for the Creative Arts. What you’ll learn… Understand the product and its benefits • Pinpoint how the product helps people. • Turn features into benefits and seek out USPs. • Identify tangible and intangible benefits. Get to know your reader • Uncover your reader’s inner fears and desires. • Use empathy to get inside the reader’s feelings. • Decide how your copy will change how they think, feel or act. • Capture your aims in the brief. Engage the reader in your message • Talk to the reader and make your copy more like a conversation. • Use the same words that the reader uses. • Bring the product to life with rich, sensory language. • Make your copy active, positive and specific. Craft compelling copy • Learn eight proven formulas for enticing headlines. • Choose a rock-solid structure. • Create powerful calls to action. Use 20 proven strategies for creative copy • Show the product in a new light. • Use humour, wordplay, metaphors and contrasts. • Turn weakness into strength. Make persuasion and psychology work for you • Learn the six proven principles of persuasion. • Overcome the reader’s objections. • Exploit cognitive biases to nudge the reader into action. What industry experts say… 'Where was this book when I started copywriting? A must for every newbie copywriter (and a few old copy dogs too).' Kate Toon, Co-host of the Hot Copy Podcast 'Impressively thorough without ever losing its rhythm. Deserves to be mentioned in the same breath as the copywriting classics.' Ryan Wallman, author of Delusions of Brandeur ‘Tom’s put a lifetime of learning into this book.’ Dave Trott, Creative legend, agency founder and author of Creative Mischief, One and One Make Three and Predatory Thinking ‘From insights gleaned from NLP and psychology to real-world examples of great, effective copy - this is educational, entertaining and energetic. Prepare to dig deep, enjoy and see your results skyrocket!’ Katherine Wildman, Host, The Writing Desk ‘Tom has written the best all-round introduction to copywriting available today.’ Leif Kendall, Director of ProCopywriters, copywriter and author of Brilliant Freelancer ‘I didn’t think you could teach copywriting. Turns out, @tomcopy can. What a terrific book.’ Doug Kessler, Creative Director & Co-founder of Velocity
This is an essential book for everyone who wants to write clearly about any subject and use writing as a means of learning.
Improve your writing skills at your own pace How do you target a specific audience in writing? What makes up a strong thesis statement? Is there a trick to maintaining clear communication in cyberspace? How do you achieve unity and coherence in a final draft? With Writing Clearly: A Self-Teaching Guide, you'll discover the answers to these questions and many more about the basics of communicating effectively through the written word. Each chapter in this hands-on guide focuses on key steps in the writing process, identifying the shared and differing skills demanded by each type of writing, be it a persuasive essay, a business letter, or a scientific report. The straightforward, structured format of Writing Clearly makes it fully accessible, providing an easy-to-understand, comprehensive overview for everyone-from students beginning to build skills, to adults looking to improve their writing, to the experienced writer hoping to further hone skills in a certain area. Like all Self-Teaching Guides, Writing Clearly allows you to build gradually on what you have learned-at your own pace. Questions and self-tests reinforce the information in each chapter and allow you to skip ahead or focus on specific areas of concern. Packed with useful, up-to-date information, this clear, concise volume is a valuable learning tool and reference source for anyone who wants to develop or improve his or her basic writing skills.
Each year thousands of fiction writers, from beginners to bestselling author, benefit from Sol Stein's sold-out workshops, featured appearances at writers' conferences, software for writers, on-line columns, and his popular first book for writers, Stein on Writing. Stein practices what he teaches: He is the author of nine novels, including the million-copy bestseller The Magician, as well as editor of such major writers as James Baldwin, Jack Higgins, Elia Kazan, Budd Schulberg, W. H. Auden, and Jacques Barzun, and the teacher and editor of several current bestselling authors. What sets Stein apart is his practical approach. He provides specific techniques that speed writers to successful publication. How to Grow a Novel is not just a book, but an invaluable workshop in print. It includes details and examples from Stein's editorial work with a #1 bestselling novelist as well as talented newcomers. Stein takes the reader backstage in the development of memorable characters and fascinating plots. The chapter on dialogue overflows with solutions for short-story writers, novelists, screenwriters, and playwrights. Stein shows what readers are looking for-- and what they avoid-- in the experience of reading fiction. The book offers guidelines-- and warnings-- of special value for nonfiction writers who want to move into fiction. Stein points to the little, often overlooked things that damage the writer's authority without the writer knowing it. And this book, like no other writing book, takes the reader behind the scenes of the publishing business as it affects writers of every level of experience, revealing the hard truths that are kept behind shut doors.
Every phase of writing is addressed in this authoritative, practical guide. Specific topics include: organizing information, discovering a personal voice, enhancing readability and checking grammar and spelling. Featuring hundreds of exercises and written in a relaxed, entertaining style, this is the perfect aid for the many Americans who wish to improve their communication skills in both their business and personal lives.
From persuasive memos to complaint letters, sales letters to executive summaries -- this exceedingly useful guide helps the business worker write clearly and in an appropriate format, style and tone. Numerous examples show how to overcome writer's block, organize messages for maximum impact, achieve an easy-to-read style, find an efficient writing system and much more.