![Behind the Manipulation: The Art of Advertising Copywriting [Book Summary]](data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=)
A 5 minutes summary of Behind the Manipulation: The Art of Advertising Copywriting.
Learn the manipulation and secrets behind the advertising world. Master writing brand advertising for all media with all tips and examples provided by this book summary
Brand advertising is all about people
You need to find your target market
You need to make it clear what can you do for customers
Brands give love, brand is a perception business
Branding is making people feel instead of think
World War 1 is and example of great branding
The demand for war against the Germans was created with propaganda advertising
Visual is a powerful manipulator
Sell benefit through visual
Sell using USP, if there’s no USP choose 1 good benefit as a USP
Make sure the USP can move millions
Position yourself against market’s dominant product
Sell using emotions – family, love, fun, surprise, shock
Sell Using Emotions White noise, music and movements help with writer’s block
Surprise them with fun, stunning, unique, novel visuals
Be healthy to be creative, don’t use drugs to be creative
Customer see visual first then they read the headline
80 percent of readers don’t read the body copy of an AD
Cite facts, statistics, secret ingredients, history
Make a strong claim and back it up with proof
State a feature and boast how it will benefit them
Use the 3 paragraph copy technique- repeat the headline, show proof, reinforce headline with slight variation
Use Jingles in Radio Ads, there are very powerful
TV is about telling a story with images
William barre was a creative director and writer for many prestigious agency and had produce multiple award winning masterpiece.
William had earn many prestigious awards in his career before becoming a lecturer. He he had obtained “Award of Merit, ” the Effie, Advertising Age’s “Top Ten Print Campaigns,” and the Clio.
Buy William’s book here on amazon
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