Title:
On message : precision communication for the digital age
Author:
Theobald, Theo, 1957-, author.
ISBN:
9780749464875
Personal Author:
Edition:
1st edition.
Publication Information:
London : Kogan Page, 2013.
Physical Description:
x, 181 pages : illustrations ; 22 cm.
General Note:
Formerly CIP.
Contents:
Acknowledgements -- Introduction -- The digital landscape -- How did we get here? -- This is new media -- Lessons from the past -- What are we up against? -- Guiding principles -- All about stickiness -- How to get stickier -- Thoughts about blogging -- Understanding customers -- Building a brand to deliver better messages -- Segmenting an audience -- Developing relevance via marketing and sales -- The nuts and bolts of better writing -- Gathering content -- Developing the message -- How to write better copy -- How to edit existing copy -- Advanced technique -- Crossing boundaries and going global -- Expanding creative horizons -- Storytelling -- Revision, consolidation and the way forward.
Abstract:
Gone are the days of traditional sales letter. Engaging with global audiences in a competitive world means that what you say has to be incisive, relevant and delivered in a way that can't be ignored. This book teaches you how to develop your voice, segment your audience for effective messaging, edit existing copy and engage with emerging markets.