July 21, 2011
-- Ever hacked some one’s phone so you can get more interesting content for your copy? No, probably not. Unless you’ve ever worked for certain newspaper groups. The phone hacking scandal has shown that they’d literally do anything to get a story. But, if you write copy – either for yourself, your company or for an advertising or marketing agency’s clients – you’ll know what they were looking for. Exclusives. Revelations. The inside scoop. And those water cooler moments where you tell the reader something interesting that they can pass on to someone else (making them seem more interesting by association)
. Because that’s some of the stuff that turns humdrum copy into humdinger copy. Of course, you don’t need to resort to ethically indefensible behaviour to write with compelling style and substance. And a new book called Copy. Righter. shows you how. Written by Ian Atkinson, an award-winning copywriter and creative director, it reveals the 32 subjects that will captivate any audience. 7 ways to make your copy more interesting. 7 ways to improve your writing’s structure. 20 ways to come up with great creative ideas to draw your reader in. The 12 psychological principles which will persuade your reader. And 25 ‘top tips’ to supercharge every element of your writing even further. Published by LID Publishing and available from Amazon, Copy. Righter. is a masterclass in how to make your copy sizzle in a way that will have your subject flying off the shelves faster than the last-ever edition of the News of the World. And you don’t even need to hack anyone’s phone to do it.
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