By Tina Konstant

ISBN-10: 144413499X

ISBN-13: 9781444134995

The ideal compact advisor for studying to compose nice reproduction that might have interaction your viewers, convince brilliantly, and construct sales.

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Example text

It’s a little like watching a movie. When it’s good, they’re so wrapped up in it that they hardly notice that they’re in a cinema. When it’s bad, they notice everything: people around them, tiny lights on the ceiling, popcorn being crunched and tossed, bad camera angles … They’ll be distracted, so follow Rule No. 4 … Copywriting Rule no. 4: Make every word count Bullet guide: Ten Rules of Copywriting Do Don’t Select your words to paint a picture Repeat. Never repeat. It wastes time and gets annoying!

Able to join in? ✲✲ as if you’re solving their problems? ✲✲ happy, sad, revolted, shocked, informed, relaxed, at ease, nervous, anxious, excited? Words can do that. €4: make every word count. 47 This page intentionally left blank 5 Ask yourself 50 How do you feel when someone shouts at you? The worst offenders are TV advertisers selling windows or kitchen cleaning potions. They seem to think that if they are loud enough, the audience will get interested. What they don’t realise is that people simply mute the TV and go and make a cup of tea.

The worst offenders are TV advertisers selling windows or kitchen cleaning potions. They seem to think that if they are loud enough, the audience will get interested. What they don’t realise is that people simply mute the TV and go and make a cup of tea. Your copy, if it’s too loud and in people’s faces, will have the same effect. Tell your audience what you want them to hear, honestly and in a way that allows them to make up their own minds. Copywriting Rule no. 5: Don’t bully your audience Bullet guide: Ten Rules of Copywriting The more people trust you, the more likely they are to believe you and take action based on your copy.

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Copywriting by Tina Konstant


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