The Complete Copywriter

The Definitive Guide to Marketing with Words

Alan Barker

$138.95

Hardback

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English

Kogan Page Ltd
03 January 2025

Communication studies; Advertising; Public relations

Writing good copy is no longer just about advertising or selling or direct mail. You need to develop a deep understanding of your customers and use your imagination to create and curate content that resonates with them.

As marketing becomes more multi-platformed, more measurable and enabled by digital tools and regenerative-AI, marketing communications must be increasingly nuanced, responsive and with a distinct human touch.

From paid social to press releases, from landing pages to white papers and from internal communications to engaging with customers, the sheer range of writing challenges can feel daunting. How can you keep it targeted? How can you keep it personal? How can you keep it conversational?

The Complete Copywriter gives you all the tools you'll need to create exceptional marketing copy. This comprehensive guide covers every aspect of the copywriting craft, from creativity and planning, to revision and execution. Learn how to exercise your creativity, be refreshingly adaptable with your words, generate ideas, maintain reader attention, hone your empathy and bring words to life, so that you deliver copy that works every time.

By: Alan Barker
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm, Spine: 30mm
ISBN: 9781398613553
ISBN 10: 139861355X
Pages: 336
Publication Date: 03 January 2025
Audience: College/higher education , Professional and scholarly , General/trade , Primary , Undergraduate
Format: Hardback
Publisher's Status: Unspecified

Alan Barker is Managing Director of Kairos Training Limited, a specialist consultancy dedicated to developing creativity and communication skills. He runs the Charted Institute of Marketing's 'Copywriting Masterclass'. A prolific writer, he is the author of Improve your Communication Skills and How to Manage Meetings, also published by Kogan Page. He is based in Warminster, UK.

Reviews for The Complete Copywriter: The Definitive Guide to Marketing with Words

""Copywriting is changing and we all need to keep up. Alan Barker shows us the way, with practical wisdom and a generous dash of good humour."" * James Sutton, Strategy and Commercial Director, The Chartered Institute of Marketing *