Understanding how people make decisions-- and being able to exploit this insight-- distinguishes the best copywriters from the rest. In Persuasive Copywriting, Andy Maslen goes beyond the basics of writing to sell and explores buyer psychology. He shows you, step by step, how to translate emotional impact into competitive advantage. Fully updated, the second edition includes new interviews from leading agencies and copywriters across the globe. It gives you indispensable advice on how to measure and benchmark effective copy. Practical and inspiring, Persuasive Copywriting gives you the confidence and the skills to create, quantify and sell stand-out copy in a cluttered marketplace