- Shows you how to produce copy that your customers will read and continue reading and act upon
- Explains how copywriters can deliver a level of creativity, adaptability and human touch that AI tools cannot match
- Illustrates writing for a range of formats and channels, from social media, through digital content to thought leadership and every stage of the customer journey
- Outlines ways to finesse copy to maximize PPC and SEO and create definitive inbound marketing
The Complete Copywriter
Create Marketing Copy That Works
Write effective copy that is concise, contemporary, captivating and customer-focused.
Key features at a glance
EAN: 9781398613539
Edition: 1
Published:
Format: 234x156
288 pages
About the book
Writing good copy is no longer just about advertising or selling or direct mail. You need to develop a deep understanding of your customers and use your imagination to create and curate content that resonates with them.
As marketing becomes more multi-platformed, more measurable and enabled by digital tools and regenerative-AI, marketing communications must be increasingly nuanced, responsive and with a distinct human touch.
From paid social to press releases, from landing pages to white papers and from internal communications to engaging with customers, the sheer range of writing challenges can feel daunting. How can you keep it targeted? How can you keep it personal? How can you keep it conversational?
The Complete Copywriter gives you all the tools you'll need to create exceptional marketing copy. This comprehensive guide covers every aspect of the copywriting craft, from creativity and planning, to revision and execution. Learn how to exercise your creativity, be refreshingly adaptable with your words, generate ideas, maintain reader attention, hone your empathy and bring words to life, so that you deliver copy that works every time.
About the authors
Alan Barker is Managing Director of Kairos Training Limited, a specialist consultancy dedicated to developing creativity and communication skills. He runs the Charted Institute of Marketing's 'Copywriting Masterclass'. A prolific writer, he is the author of Improve your Communication Skills and How to Manage Meetings, also published by Kogan Page. He is based in Warminster, UK.
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