7 of 7 people found the following review helpful
Expert advice from an expert wordsmith,
This review is from: Teach Yourself Successful Copywriting in a Week (Paperback)
Robert's latest book is an enjoyable, witty and most importantly valuable read that has enabled me to really focus and increase the quality of the copy I produce for my business. It has given me the understanding and confidence to step further into the mind of the reader to better see the value proposition from their perspective through nuggets such as: 'Truly effective writing paints pictures in the reader's mind, is rich, varied and leaves just enough to the imagination to make you think you drew the right conclusion all on your own.'
I have since adopted the 6-step sales process Robert outlines for all future promotional material in order to better grab attention, make it personal to the customer, enable them to keep reading and make sure there is a clear and single call to action. The book has made me all too aware that I have gone through my adult life including writing numerous essays and dissertations for my two University degrees (not a brag, I actually place little value to them in relation to what I have learned through starting a business) without understanding the importance of metaphors and not even knowing tools such as 'enjambment' and 'homophones' to make the reader want more and stop to think. But there is no need to worry about jargon as Robert makes sure to focus on message and keep the buzzwords to a minimum. The chapter on 'communicating clearly with the media' has given me a greater understanding of the world of journalism and I'm sure will increase the chances of my press releases being picked up - I'm certainly going to 'adopt a journalist'!