The business of persuasion : copywriting skills and techniques that get results! / Stuart McKibbin.
Material type: TextPublication details: Dublin : Oak Tree, c2000.Description: x, 229p. ; 24 cmISBN:- 9781860761751 (pbk.) :
- 9781860761751
- 658.85 MCK
- HF5825
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.