Enhance your copywriting skills with psychology-driven techniques to create standout copy that taps into consumer decision-making and sells, using this second edition of the ultimate copywriting survival guide for the 21st century—essential for every marketing or creative professional's bookshelf. With many professionals now developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics of writing copy and are seeking more advanced, psychology-driven techniques to gain a competitive edge. With practical insight into human decision-making and consumer engagement, it will inspire the clear-cut confidence needed to create, quantify, and sell standout copy in a cluttered marketplace. Complementing the 'how to' perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, this second edition addresses the everyday issues faced in a multitude of roles, including practical advice to measure and benchmark effective copy, guidance on creating and critiquing briefs, new chapters on how to weave copywriting skills into the wider industry, storytelling and content marketing, and the impact of evolving channels like mobile and social media. Practical, inspiring, and extremely digestible, Persuasive Copywriting is the only vibrant, all-encompassing guide to copywriting that you need.