If you've ever struggled to craft a powerful message that really
hits the spot, you'll know it's harder than it looks. Wouldn't it
be helpful to have an expert on hand to explain how the
professionals really do it? Better still, how about a whole range
of writers ready to pass on their trade secrets? Well that's
exactly what you'll find in the pages of this book. Think of it as
a rocket-assisted launch for your writing career, structured over
ten distinct lessons and illustrated with classic and contemporary
international examples of the best copywriting. Designed to help
anyone who works with words improve their writing, this book is
packed with practical techniques and features effective exercises
to pump up your persuasive powers. Includes inspiring contributions
from professional writers, an in-depth look at the challenges
involved in writing copy for brands and worked examples that cover
writing for digital, brand storytelling and packaging copy.
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