完整的文案：文字营销的指南

The Complete Copywriter : The Definitive Guide to Marketing with Words

基本信息

Format:Paperback / softback 336 pages

Publisher:Kogan Page Ltd

Imprint:Kogan Page Ltd

ISBN:9781398613539

Published:3 Jan 2025

Weight:506g

Dimensions:234 x 158 x 20 (mm)

页面参数仅供参考，具体以实物为准

书籍简介

撰写好的文案不再仅仅是广告、销售或直邮。您需要深入了解客户，并利用您的想象力来创建和策划与他们产生共鸣的内容。随着营销变得更加多平台化、更加可衡量，并借助数字工具和再生人工智能，营销传播须更加细致入微、响应迅速，并融入独特的人性化元素。

从付费社交到新闻稿，从落地页到白皮书，从内部沟通到客户互动，种类繁多的写作挑战令人望而生畏。如何保持精准的针对性？如何保持个性化？如何保持对话式的风格？《完整的文案》将为您提供创作出色营销文案所需的所有工具。这本全方面的指南涵盖了文案写作的各个方面，从创意和规划到修改和执行。

学习如何运用创造力，灵活运用文字，激发创意，吸引读者注意力，磨练同理心，并赋予文字生命力，从而每次都能写出效果显著的文案。

Writing good copy is no longer just about advertising or selling or direct mail. You need to develop a deep understanding of your customers and use your imagination to create and curate content that resonates with them. As marketing becomes more multi-platformed, more measurable and enabled by digital tools and regenerative-AI, marketing communications must be increasingly nuanced, responsive and with a distinct human touch.

From paid social to press releases, from landing pages to white papers and from internal communications to engaging with customers, the sheer range of writing challenges can feel daunting. How can you keep it targeted? How can you keep it personal? How can you keep it conversational? The Complete Copywriter gives you all the tools you'll need to create exceptional marketing copy. This comprehensive guide covers every aspect of the copywriting craft, from creativity and planning, to revision and execution.

Learn how to exercise your creativity, be refreshingly adaptable with your words, generate ideas, maintain reader attention, hone your empathy and bring words to life, so that you deliver copy that works every time.

作者简介

Alan Barker 是 Kairos Training Limited 的董事总经理，该公司是一家致力于培养创造力和沟通技巧的专业咨询公司。他是一位多产作家，著有《提高你的沟通技巧》、《如何更好地管理人员》、《30 分钟集思广益》、《会议前 30 分钟》和《如何管理会议》（均由 Kogan Page 出版）。

Alan Barker is Managing Director of Kairos Training Limited, a specialist consultancy dedicated to developing creativity and communication skills. A prolific writer, he is the author of Improve your Communication Skills, How to be Better at Managing People, 30 Minutes to Brainstorm Great Ideas, 30 Minutes Before a Meeting and How to Manage Meetings (all published by Kogan Page).