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Imperial Library
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Index
Cover Page
About the Author
Title Page
Copyright
Contents
Introduction
Section One It's not about you
Chapter 1 Where most people go wrong
Chapter 2 A few thoughts on human nature
Chapter 3 Getting to know your reader
Chapter 4 A word about businesspeople
Chapter 5 The B-word (and why it's so much better than the F-word)
Section Two What do you mean, you don't have a plan?
Chapter 6 Yes, but what are you trying to say?
Chapter 7 Setting out your goals
Chapter 8 A simple but powerful fast-food mnemonic for creating perfect plans
Chapter 9 Understanding what you're really selling
Chapter 10 The killer structure for every piece of copy you'll ever write—online or offline
Section Three What works? And what doesn't?
Chapter 11 What works
Chapter 12 And what doesn't
Section Four OK, start writing
Chapter 13 The black arts (and a few magic words)
Chapter 14 Why your sales copy should be like a bowl of Rice Krispies
Chapter 15 Good English style for copywriting
Chapter 16 Tone of voice: What it is and what to do with it
Chapter 17 Why punctuation is a sales tool
Chapter 18 Stuff you learned at school you can forget
Section Five Dressed to impress?
Chapter 19 Editing your work
Chapter 20 Proof-reading
Chapter 21 Checking readability
Chapter 22 Layout—what you can do to help your reader
Chapter 23 Design—what designers can do (and what you should never allow them to)
Section Six What now?
Chapter 24 My tips for action
Chapter 25 How to brief an external copywriter
Chapter 26 The last word
Appendix 1 Writing for the web—myths and realities
Appendix 2 Copywriters’ reference sources
Appendix 3 A note on the readability statistics for this book
Acknowledgements
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