From aspiring to expiring copywriters, this book will help you become a more efficient, more confident creative. In other words, you’ll make more money. And friends.
It’s a little about the creative process and a lot about the craft of writing headlines, with over two hundred example ads.
If you’re looking for ‘killer headline formulas that can’t fail, ‘ ‘data-driven headline conversion hacks, ‘ ‘SEO secrets (Google doesn’t want you to know), ‘ or ‘can’t-miss clickbait headlines, ‘ you can find everything you need in a search bar. If you want to learn how to come up with a crap ton of ideas and turn them into headlines that bring personality to your writing, click add to cart.
Oh, and as much as the title of this book, A Self-Help Guide for Copywriters, was meant to be a little tongue-in-cheek, it’s the only book on creativity in advertising that takes on the subject of creative self-doubt. It will help you whack-a-mole self-doubting thoughts before they can even get a word in.
Note: This is also a great resource for people who dislike copywriters. Read this book and soon you’ll be able to casually point out flaws in their work, making the fragile copywriter in your life feel even more insecure.
สารบัญ
Section I: The Creative Process
Think First. Write Second. / 3
Create Your Buckets / 5
Fill Your Buckets / 9
Look For Relatable Truths / 12
What’s the Benefit of a Benefit? / 19
Ask questions google can’t predict / 23
Bad Ideas Are Fertilizer For Good Ideas / 25
Section II: Headline Techniques
Sack the Competition / 39
Embrace Your Dirt / 43
Be Refreshingly Honest / 48
Twisted Visual. Straight Line. 59
Does the Product Itself Inspire Anything? / 73
Not ‘What?’ but ‘Where?’ / 76
180-Degree Thinking / 79
Specificity /82
Save the Punch for the End / 84
Section III: Types of Headlines
The List and Twist / 91
Smile Headlines / 94
The Misdirect / 98
The Cliffhanger / 104
Twist a Popular Phrase or Quote / 107
Personification / 113
The No-Headline Headline / 116
Exaggerate the Benefit / 119
Section IV: This is Your Brain on Copywriting
100 MPH Writing / 127
Microwave Headlines / 134
เกี่ยวกับผู้แต่ง
Dan Nelken is a freelance copywriter and creative director in Vancouver, Canada. His work has appeared in award shows nationally, internationally, and on his mother’s fridge.
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