Improve Your Copywriting: Teach Yourself
Jonathan Gabay has worked with some of the most prestigious coaching organisations in their fields, including the world's biggest marketing training body, and has mentored thousands of marketers. During three decades in advertising and marketing he has held several creative directorships as well as Head of Copy positions at leading advertising agencies.
Major educational establishments and academic bodies recommend his books on business, marketing and copywriting. Is your creative writing in need of inspiration? Do you need confidence to create watertight plots and believable characters? The Writer's Source Book provides dozens of practical exercises to help you create storylines, craft people and generate ideas, with support and creative insight for every stage.
It will give you support in identifying your genre and crafting your work around it, and help you to understand the complexities of plot and character before beginning to create your own. Inspired and inspiring exercises will help you master the structure of your book, story or play, while focused and innovative advise will help those who have run into trouble. This is a technical manual ideal for any writer who needs to build, fix, polish or perfect their storyline. Covering a range of genres from science fiction and romantic novels, to illustrated children's books and comedy, this series is packed with advice, exercises and tips for unlocking creativity and improving your writing.
And because we know how daunting the blank page can be, we set up the Just Write online community at tyjustwrite, for budding authors and successful writers to connect and share. Do you want to write more effectively, correctly and in a manner which is appropriate for this brave new world of text speak and blogging? Whether you are a professional writer, or writing for your profession, a journalist, non-fiction writer, or simply a would-be blogger, you will find essential guidance and the latest style rules in this book.
It contains firstly a detailed breakdown of both the rules of grammar, punctuation and spelling and, secondly, a guide to making your work readable, structured and well-paced. Unlike any other style guide, it also sets out the new and evolving rules for 21st century writing such as blogging, chatrooms, and even PowerPoint presentations. Commissioning editors say good dialogue is one of the first things that make a book stand out from the crowd - and similarly, that clunky direct speech is one of the first things that will send a book straight from the slushpile to the rejections bin.
But while many other aspects of writing are pored over in intense detail, there have been very few books on the art of writing successful dialogue. In this practical guide for aspiring writers of all levels, Irving Weinman, himself a published writer and well-known creative writing tutor, uses case studies to help you explore how to write good dialogue, and gives you a range of fun and challenging exercises that will help you to write great dialogue.
Join the nation's favourite Italian chef, on his journey of discovery through Northern Italy, to reveal the secrets of real Italian food. From peach picking in Turin to truffle hunting in Piedmonte, Gino celebrates the best in local and seasonal Italian ingredients. Using traditional methods found in the kitchens of Italy, this book will introduce Gino's fans to 80 delicious new recipes, that will bring authentic Italian dining to your family table. Do you want to dramatically improve your performance at work, enjoy better relationships and communicate better with those around you?
Emotional Intelligence is the way we use our thoughts and feelings - our personality - to change our behaviour and create a positive influence on our surroundings, our friends and our colleagues. This book brings you the very latest research on Emotional Intelligence, and combines it with insights from the fields of mindfulness, positive psychology and altruism, creating a holistic approach and a powerful tool for change.
It presents practical strategies to help you set and achieve new goals either at work or at home, and to engage effectively and positively with everyone around you. A completely updated and revised edition. How to Craft a Great Story takes you step by step through the process of creating a compelling and coherent plot and structure.
Learn Copywriting (on a Shoestring Budget): A Proven 5-Step Method
It covers such basics as the traditional story arcs, and such advanced information as finding balance and marrying structure and form. Each chapter contains a diagnostic test, case studies, practical exercises and Aide Memoire boxes. Each chapter concludes with a reminder of the key points of the chapter Focus Points and a round-up of what to expect in the next Next Step will whet your appetite for what's coming and how it relates to what you've just read. Covering some of the most commonly raised questions in creative writing courses, it is perfect for anyone who needs the next step on from the basic 'how to write a novel'.
Experience significant results in a remarkably short period of time - without books, drills, memorizing, or homework. In this five-hour intermediate level audio course, Michel Thomas Method teacher Harold Goodman introduces over new words and everyday phrases. Learning alongside two genuine students, you will acquire essential language building blocks which allow you to increase your vocabulary in manageable, enjoyable steps by thinking out answers for yourself. What's the added plus? You will gain the tools and strategies to exponentially build up your vocabulary. Who is this course for?
The book will enable readers to understand the purposes of the different budgets andforecasts and it will explain in detail how they are prepared and used. In many casesbudgeting is an important and often unpopular part of their job and the book will show them how to do it more effectively and more quickly.
It should increase their confidence and develop their management skills. The book will not just focus on the technical sides of budgeting - it will also focus on the softer skills of getting buy-in and navigating company political. Complete German is a comprehensive book and audio language course that takes you from beginner to intermediate level.
The new edition of this successful course has been fully revised and is packed with new learning features to give you the language, practice and skills to communicate with confidence. Teach Yourself is full of fun, interactive activities to support your learning with this course.
Apple and Android versions available. Rely on Teach Yourself, trusted by language learners for over 75 years.
- My True Cowboy (Mills & Boon American Romance) (Men of Red River, Book 2).
- Profiles in Canadian Literature 7: Volume 7: 007;
- Reward Yourself.
- The History of England From the First Invasion by the Romans to the Access of William and Mary in 1688 V9 (The History of England from the First Invasion ... the Accession of William and Mary in 1688)!
- How to Teach Yourself Copywriting (on a Shoestring Budget).
- Wovon Frauen träumen – und wie sie es bekommen: Spielregeln der Lust (German Edition)?
- Oulap se Blou: veertig kort vertellings (Afrikaans Edition).
Great copywriting just got easierIt's strange to think that there was a time when only the privileged few could read or write. The rest of us relied on the spoken word. Storytelling was used to pass knowledge on from one generation to the next. Now, most of us are literate and use the written word to gather information and inform our decision making.
Increasingly we do this online, with social media and messaging enabling rapid, spontaneous global communication. But rather than freeing us from the need for clear, effective written communication, it actually makes good communication even more important. The less we communicate face to face, the greater the opportunity for misunderstandings. Of course, all writing communicates your message to people you cannot see and may never meet. It means you can influence more widely; it also means you must take care not to make assumptions aboutyour reader, especially those who see your public postings.
Successful copywriting is constructed from carefully selected words, each with a clear purpose. It is written to prompt feelings, thoughts or actions. It is clear, concise and at times comforting. It is also comprehensible, even to those not yet confident users of your language. Reading this book, and following the techniques it introduces, will make you a more effective writer. Expertise in grammar is not needed as all the necessary jargon is simply defined and, anyway, some forms of business writing deliberately ignorerules.
This book is for people who want to write for results. Each of the seven chapters in Copywriting In A Week covers a different aspect: Focusing your message- Monday: Using layout, pictures and colour to make words memorable- Tuesday: Writing effective letters- Wednesday: Making advertising work for you- Thursday: Communicating clearly with the media- Friday: Preparing promotional print- Saturday: Composing proposals and presentation visuals.
The books in this bite-sized new series contain no complicated techniques or tricky materials, making them ideal for the busy, the time-pressured or the merely curious. You often learn more from a few in-depth conversations than from a big survey. When you have an opportunity to talk, ask clients these questions:.
Pay attention to the fears and problems clients mention, and notice their aims, dreams, and unfulfilled desires. By listening to clients and stealing their words, you learn, for instance, which features and which benefits appeal to them. The rules help you create the right balance of features and benefits. The rules show you how good copy provides both substance specific features and emotional appeal benefits.
Study the masters Want to know how to structure your copy? For instance, when you study a sales page pay attention to:. When you study the copy from experienced writers, you learn to detect the patterns of persuasive writing, and it becomes easier to structure your own copy. First, collect all your persuasive arguments—list features and benefits, potential objections and how to counter them , and proof that can help you establish your credibility.
You collect this material by listening to potential customers see step 1. Secondly, arrange all your persuasive arguments in a logical order—the most important arguments come first. Thirdly, revise and edit your copy to cut flabby phrases and make your sentences smooth, and, if required, optimize your copy for search engines. A smooth copywriting process not only helps you write faster , it also helps ensure your copy is complete and persuasive. This is where your swipe file comes in handy because you can compare your own writing with the copywriting examples you admire. Focus on one specific aspect of your writing at a time.
For instance, underline all your features and benefits, and compare them with the features and benefits in your swipe file examples.
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Or, only review how credibility is established. And I sell these courses with only a few simple sales emails. No complicated sales funnel or sleazy tricks required. Now check your email to confirm your subscription. Thanks so much, Henneke for being a limitless source of inspiration! It really works to get phrases that mean something to readers. Recording your conversations with your clients, or getting them to respond in detail via email if they are willing, also means you can refer to their words over and over, and see where they fit best in your page.
I know how much Cape Town needs more rain. In a world of gimmicks and tech, this is the hardest thing to remember. Great list, and sound advice, as always! Hope you are enjoying your trip! I think this is where a lot of people go wrong when writing sales copy. They get so focused on following this or that blueprint that they forget whom they actually want to help and why. Good copy, solving a specific problem, and appealing to the needs of your potential clients is what matters!
I have your books and the Joseph Sugarman book too.
Will use this post as a guide. I think talking with clients is underestimated. Too often, people want to exchange emails. But a telephone or face-to-face conversation can shed more light on a project, and yield better results.
Improve Your Copywriting: Teach Yourself
I agree with you. Doing online research is actually far more time-consuming—it may seem easier at first glance, but in practice it rarely is. Thank you for stopping by again, David. If you know what to look for, the pieces of your copy will literally fall into place as you go through the reviews. I write a lot of product review articles and I can attest to what a valuable resource Amazon reviews are.
The questions are asked by people who are considering buying the product and are answered by the sellers and, importantly, by people who have actually bought and used the product.
I get ideas for most of my subheads from there. The questions people ask help me to focus on the features that address the most pertinent friction points. In the end, I find my reviews are able to highlight actual benefits because they address issues faced by people with first hand experience with the actual or a similar product. Good copy also answers client questions because just like objections, questions can be a barrier for taking action. Thank you Henneke for all of your brilliant talents. Thank you for being so generous the way that you share and teach. Thank you for letting us see how another person success can guide us to have the confidence to succeed also.
They are so appreciated.
But we need to learn how to listen before actually listening. This skill is largely a lost art. Writers often create content based on their wants, totally ignoring the needs of their audience. Listening is the first step in matching reader needs with your copy creations. I see this with blogging, too. Too often, people write to share their knowledge instead of considering how they can help their readers. And I it in course creation, too. Too many courses are a dump of information rather than a simple path to learning a skill.
Nothing beats practice in my opinion.
Every year I feel like I get better and more consistent with my writing style. Yes, practice is key but the other parts of the system help, too, as they tell you what to practise and can give ideas of how to improve. But once you know the basics, practice is probably the most important. Thank you for taking us through these excellent steps, Henneke. I am so glad I found your blog — it is enchanting! What a great name — your writing is exactly that. Listening — super important!
I love your basic rules of copywriting — many of them I had forgotten. Studying the masters — I love to read good copywriting books and books on marketing. I tend to start writing and add in points as they come. Great Post Henneke, Been reading a lot lately about copy writing and you make it so simple to undestand it. The tip 3 — study the masters for me is the 1 rule in writing good copy.