how to: write better copy

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Whether you're an agency writer in need of inspiration, a one woman band drumming up work from prospects, an established business trying to get more from that 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 before the writing, and how to create the all-important Brief. Then it takes you step-by-step from how to write a headline to how to get the response you want. With examples at every stage, and explanations based on both the author's 25 years' experience and recent scientific research, this book will help hone your skills whether you're writing websites or press ads, e-zines or direct mail, brochures or blogs, posters or landing pages, emails or white papers