{"product_id":"2940014299077","title":"How to Copywrite Right","description":"Understanding Copywriting\u003cbr\u003eTo embark on a career as a copywriter, you first need to understand exactly how it differs from regular writing. It doesn’t help that the word “copy” is sometimes applied to writing of any kind that is intended for publication. A newspaper journalist may be congratulated by his editor for producing “great copy”; a draft novel will be scrutinized by a copy editor before being sent for printing.\u003cbr\u003eIn a way, newspapers and novels are copy in that the desired result is that they are purchased. However, the content of that copy does not directly advertise the publication, and this is where it cannot be considered copywriting in the sense that this book is using the term i.e. producing words that sell.\u003cbr\u003eCopywriting is the use of words as promotional tools. They can promote a person, a business, a product, an opinion or idea, and they can appear on TV, radio, websites, in direct mailings, brochures, press releases, catalogues, on flyers, billboards or via any other kind of advertising material.\u003cbr\u003eA copywriter’s job is to persuade the reader, listener or viewer to take action, which usually means parting with some money in exchange for a product or service. Alternatively, it may be used to promote a certain opinion, or to dissuade people from subscribing to a certain point of view.\u003cbr\u003eOne huge area for copywriters to plunder these days is Search Engine Optimization (SEO), which is content written for websites with keywords tactically dropped in at given intervals. This is designed to rank the website more highly on the various search engines so that more potential buyers will find it on a related search.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eTable of Contents\u003cbr\u003eUnderstanding Copywriting ....................................................... 4\u003cbr\u003eThe Art \u0026amp; Science of Copywriting ............................................ 6\u003cbr\u003eThe Fundamental Rules ............................................................. 9\u003cbr\u003eIce to an Eskimo, Sand to an Arab ........................................... 19\u003cbr\u003eEvery Day in Every Way … .................................................... 21\u003cbr\u003eThe Close ................................................................................ 23","brand":"Dawn Publishing","offers":[{"title":"Default Title","offer_id":47161464029424,"sku":"2940014299077","price":1.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940014299077_p0.jpg?v=1763605506","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940014299077","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}