Write to Sell -- Paperback 著者名 Maslen, Andy 出版社 : Marshall Cavendish 出版年月 : 2009/06 Binding : Paperback ISBN : 9780462099750 BookWeb価格 : AED 65.00 在庫情報 : フルフィルメント・センターに在庫があります。 通常、3日以内に発送いたします。

 
Introduction                                       7  (7)
  Section One It's not about you
    Chapter 1 Where most people go wrong           14 (3)
    Chapter 2 A few thoughts on human nature       17 (5)
    Chapter 3 Getting to know your reader          22 (9)
    Chapter 4 A word about businesspeople          31 (3)
    Chapter 5 The B-word (and why it's so much     34 (4)
    better than the F-word)
  Section Two What do you mean, you don't have
  a plan?
    Chapter 6 Yes, but what are you trying to      38 (5)
    say?
    Chapter 7 Setting out your goals               43 (2)
    Chapter 8 A simple but powerful fast-food      45 (3)
    mnemonic for creating perfect plans
    Chapter 9 Understanding what you're really     48 (4)
    selling
    Chapter 10 The killer structure for every      52 (22)
    piece of copy you'll ever write---online or
    offline
  Section Three What works? And what doesn't?
    Chapter 11 What works                          74 (10)
    Chapter 12 And what doesn't                    84 (14)
  Section Four OK, start writing
    Chapter 13 The black arts (and a few magic     98 (5)
    words)
    Chapter 14 Why your sales copy should be       103(7)
    like a bowl of Rice Krispies
    Chapter 15 Good English style for              110(13)
    copywriting
    Chapter 16 Tone of voice: What it is and       123(3)
    what to do with it
    Chapter 17 Why punctuation is a sales tool     126(12)
    Chapter 18 Stuff you learned at school you     138(6)
    can forget
  Section Five Dressed to impress?
    Chapter 19 Editing your work                   144(4)
    Chapter 20 Proof-reading                       148(4)
    Chapter 21 Checking readability                152(3)
    Chapter 22 Layout---what you can do to help    155(9)
    your reader
    Chapter 23 Design---what designers can do      164(6)
    (and what you should never allow them to)
  Section Six What now?
    Chapter 24 My tips for action                  170(4)
    Chapter 25 How to brief an external            174(5)
    copywriter
    Chapter 26 The last word                       179(2)
  Appendices
      Appendix 1 Writing for the web---myths       181(6)
      and realities
      Appendix 2 Copywriters' reference sources    187(4)
      Appendix 3 A note on the readability         191
      statistics for this book