Download Copywriting in a Week: Teach Yourself by Robert Ashton PDF

By Robert Ashton

The power to put in writing nice reproduction is important to a person who desires to enhance their career.

Written by means of Robert Ashton, a number one professional on copywriting as either a trainer and a practitioner, this e-book quick teaches you the insider secrets and techniques you want to comprehend to so as to write tremendous copy.

The hugely motivational 'in per week' constitution of the booklet presents seven effortless chapters explaining the major issues, and on the finish there are non-compulsory inquiries to make sure you have taken all of it in. There also are cartoons and diagrams all through, to aid make this e-book a extra relaxing and potent studying experience.

So what are you anticipating? permit this booklet positioned you at the quick music to luck!

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Extra info for Copywriting in a Week: Teach Yourself

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Mailshots will be more effective if you: a) Pack the envelope with lots of bits of information o b) Start with a joke to cheer the readers up o c) Handwrite a personal PS to each letter o d) Just keep sending more and more o FRIDAY 1. Invitations to prestigious events are best delivered: a) As emails o b) In a letter, perhaps with a leaflet enclosed o c) On a smart, gold-edged card o d) By phone o SATURDAY Fact-check (answers at the back) Wednesday Making advertising work for you 52 Consider a range of types of advertisement Explore the language of advertising Practise writing advertising copy Discover how to construct effective display advertisements 53 SUNDAY monday TUESDAY SATURDAY FRIDAY Consider unusual advertising opportunities, for example posters THURSDAY WEDNESDAY Advertising is perhaps the most exciting form of copywriting.

TUESDAY As you work through this chapter, you can assume that everything you read applies equally to email as to the written letter. Where there are differences, I will point them out to you. THURSDAY WEDNESDAY We all write letters and perhaps more frequently, emails. In general, both follow the same protocols and rules, although emails are, by their very nature, faster and less formal. Email or letter – making the right choice It’s tempting to disregard the printed letter as slow and out of date.

Colour is best used to: l highlight key points, perhaps coloured text for a key passage in a lengthy tract l prioritize or show relative risk. You can use ‘traffic light’ colours to indicate preference, risk or even relative cost l illustrate detail, perhaps in technical or scientific drawings and documents Experts have estimated that advertising responses can be up to 50 per cent higher when colour is used rather than black and white. But equally, sometimes a message needs the starkness and simplicity of black and white to grab attention.

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