Contents
Introduction | |
Lesson One | The Big Picture |
Our kind of copywriting | |
Lesson Two | The Right Way to Write |
Doing the basics brilliantly | |
Lesson Three | Making the Magic Happen |
Memes, memory, and sticky lines | |
Lesson Four | A Catalogue of Swindles and Perversions |
What George Orwell can teach copywriters today | |
Lesson Five | It’s All About the Audience |
Don’t solve the client’s problem, solve the customer’s | |
Lesson Six | Not Telling Stories, Selling Stories |
The power of narrative to convince by stealth | |
Lesson Seven | The Brand’s in Your Hands |
What every copywriter needs to know about the B word | |
Lesson Eight | A Question of Style |
How figures of speech can make your sentences sing | |
Lesson Nine | Bringing It All Together |
Worked examples that put our ideas to work ... |
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