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The business of persuasion : copywriting skills and techniques that get results! / Stuart McKibbin.

By: Material type: TextTextPublication details: Dublin : Oak Tree, c2000.Description: x, 229p. ; 24 cmISBN:
  • 9781860761751 (pbk.) :
  • 9781860761751
Subject(s): DDC classification:
  • 658.85 MCK
LOC classification:
  • HF5825
Contents:
1.Understanding motivations -- 2.Creative processes: how to find ieads that work -- 3.Creative levers -- 4.Creative tools (1): writing effective letters -- 5.Creative tools (2): brochures and press ads -- 6.Creative tools (3): the Internet, TV, radio and telephone -- 7.Sweepstakes, contests, gifts and other incentives -- 8.Business-to-business selling - 9.Handling complaints and getting bills paid -- 10.Retention, renewal and regeneration -- 11.How to raise funds for charities -- 12.Political persuasion -- 13.Virtues and vices -- Appendix 1 - Traps for the unwary -- Appendix 2.Practice exercises -- Appendix 3.Creative checklist.
Summary: Written by someone who has worked in the promotions industry for over 40 years, this book explains how to approach the challenge of writing copy that will coax orders, payments and donations.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.85 MCK (Browse shelf(Opens below)) 1 Checked out 02/10/2020 208596

Includes index.

1.Understanding motivations -- 2.Creative processes: how to find ieads that work -- 3.Creative levers -- 4.Creative tools (1): writing effective letters -- 5.Creative tools (2): brochures and press ads -- 6.Creative tools (3): the Internet, TV, radio and telephone -- 7.Sweepstakes, contests, gifts and other incentives -- 8.Business-to-business selling - 9.Handling complaints and getting bills paid -- 10.Retention, renewal and regeneration -- 11.How to raise funds for charities -- 12.Political persuasion -- 13.Virtues and vices -- Appendix 1 - Traps for the unwary -- Appendix 2.Practice exercises -- Appendix 3.Creative checklist.

Written by someone who has worked in the promotions industry for over 40 years, this book explains how to approach the challenge of writing copy that will coax orders, payments and donations.

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