A self-help guide for copywriters : a resource for writing headlines and building creative confidence

A self-help guide for copywriters a resource for writing headlines and building creative confidence

Detalles Bibliográficos
Otros Autores: Nelken, Dan, author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: [Place of publication not identified] : Nelken Creative 2021.
Edición:First paperback edition
Materias:
Advertising copy.
Business writing.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009676340306719
Tabla de Contenidos:
  • Title page
  • Copyright Page
  • Table of Contents
  • Foreword
  • Preface
  • Section I: The Creative Process
  • Think First. Write Second.
  • Create Your Buckets
  • Fill Your Buckets
  • Rinse and Repeat
  • Look For Relatable Truths
  • What's the Benefit of a Benefit?
  • Ask Questions Google Can't Predict
  • "Excuse Me, Ma'am, Do You Have Any Idea How Fast You Were Thinking?"
  • Bad Ideas Are Fertilizer For Good Ideas
  • And Now, Some Insight From a Former Forklift Driver
  • Section II: Headline Techniques
  • Sack the Competition
  • Embrace Your Dirt
  • Be Refreshingly Honest
  • Less is More
  • More is More
  • Current Events
  • Twisted Visual. Straight Line.
  • Leave a Piece M_ssing
  • Manipulate Letters, Words, or Punctuation
  • Does the Product Itself Inspire Anything?
  • Not "What?" but "Where?"
  • 180-Degree Thinking
  • Specificity
  • Save the Punch for the End
  • Section III: Types of Headlines
  • The List and Twist
  • Smile Headlines
  • The Misdirect
  • The Cliffhanger
  • Twist a Popular Phrase or Quote
  • Personification
  • The No-Headline Headline
  • Exaggerate the Benefit
  • What About Question Headlines?
  • Last But Not Least, Puns In Advertising
  • Section IV: This is Your Brain on Copywriting
  • 100 MPH Writing
  • "Say it Straight, Then Say it Great."
  • Write. Just Write.
  • Method Writing
  • Avoid Being a One-Trick Writer
  • Pen vs Keyboard
  • Try Feeling Instead of Thinking
  • Headline Goes Here
  • Microwave Headlines
  • Sharing Your Work
  • Selling Your Work
  • What Do You Mean, "Work on My Craft"?
  • Time Yourself
  • MUST. WRITE. FASTER. OR. ME. DIE.
  • Breaking Good
  • Go Out On a High
  • Working Early vs Working Late
  • Step Away From the Screen
  • The All-Is-Lost Moment(s)
  • You Suck at Writing Headlines!
  • Turn Insecurity Into Inspiration
  • To Make Better Ads, Stop Looking at Ads
  • It's Only Advertising.
  • Create Just for You.

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