Whether you are an agency writer looking for inspiration, a group of women working with new clients, an established company trying to make the most of this mysterious thing called “content,” or you simply want to persuade your colleagues to adopt your point of view, this book will help you write better copy.
It starts with the thinking that comes before writing, and how to create the all-important brief. Then it takes you step by step, from writing a headline to getting the response you want from your reader. With examples at every stage and explanations based both on the author’s experience and on recent scientific research, this book will help you sharpen your skills — whether you are writing websites or press advertisements, e-zines or direct mail, brochures or blogs, posters or landing pages, emails or white papers.