Any business- or owner-manager who needs to brush up their writing skills, or who’s looking to improve their overall writing technique to complete day-to-day communication tasks, would do well to get their hands on this practical book.
Subtitled ‘Copywriting skills and techniques that get results’, it is very much focused on direct marketing copy for sales letters, brochures, press ads and electronic media. But the author goes far beyond how to write just to secure an order or sale. He describes techniques and approaches for many other business scenarios as well, such as responding to complaints, securing payments for overdue invoices and acknowledging orders. And it’s in demonstrating how effective copy can smooth these tasks to the benefit of the business that the usefulness of this book really lies – by explaining practical approaches which anyone with a need to communicate more proactively can master.
Not surprisingly from an author who was head of copy at Reader’s Digest, there’s some fascinating insight on understanding reader motives and coming up with the creative ideas with which to get the message across. There’s even a detailed creative checklist to prompt and guide you at the start of a project while a batch of practical exercises will test your grasp of the various techniques.
Even if you never intend to write a word yourself, just being aware of the advice given here should better inform your dealings with professional copywriters.
Unfortunately The Business of Persuasion seems to be out of print but you should still be able to find it on Amazon or in your local library.
Well worth seeking out.
| Tags: copywriting skills, Stuart McKibbin, The Business of Persuasion
