copybook
 |
Description
Book Introduction
The title is "Copybook" "People Come First" Copywriter Jeong Cheol's Copy Bible A completely revised edition after 7 years! This is the book that anyone who wants to write well must read. The bestseller "Copybook" has returned with a completely revised edition after seven years! How do you write something that steals people's hearts? The answer lies in "Copybook." 『Copy Book』 contains 32 practical copywriting techniques and 73 advertising visuals to cultivate your senses, based on 35 years of know-how from top copy expert Jeong Cheol. This is a completely revised edition, born after 7 years, and includes the author's latest copy, such as "Corona cannot beat Korea," and the advertising visuals have been reworked and newly included to match. This is an instant copy textbook that teaches copywriting in an easy and fun way, rather than a boring theory book, and that you can use right away. In the age of personal branding, I recommend this book to anyone who isn't satisfied with what others have written and wants to write their own, copywriters, planners, one-person creators, marketing and advertising professionals who want to write copy that sells, and anyone who wants to write content that captivates people. |
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Preview
index
INTRODUCTION _ Revised Edition
PROLOGUE _ Packed tightly into one book
My first and last copywriting book
PART 1.
This is how I write with a pencil
1_Copyright Article 1, Paragraph 1
Draw a picture with letters
2_ The Marriage of Romeo and Chunhyang
Combine strangely and uncomfortably
3 _ Cut it like radish kimchi
Use a kitchen knife to cut the body copy.
4 _ One-on-one
Sit down with a consumer
5 _ Addition, subtraction, multiplication, division
Use the four basic arithmetic operations to enhance the flavor.
6_ What copywriters do best
Play with words and writing
7 _ Mountain, mountain, mountain, tree, tree, tree
Repeat and list
8_ Overconsumption of erasers
Write and erase, do two things
9_ Encourage stealing
Don't be afraid of the police
10_Relax your shoulders
Copy is search, not make
11 _ I can't live like this, let's change it
Keep the rhythm alive
12 _ The power of neatness
Be blunt and to the point
13 _ Taxi fare 35 million won
Throw out a ridiculous headline
14_ Obsession and preemption
Make one word your own
15 _ Rumble! Crash! Twist!
Include onomatopoeia or mimetic words
16 _ Goodbye Okpyeon
Please return the Chinese characters to Beijing Banjeom.
PART 2.
This is how I use my head
17 _ People come first
Look at people before products
18 _ Advertisements running towards the product
Don't give your dog cooked rice
19 _ Brand! Brand! Brand!
Find ideas in brand names
20_ Words heard in the ears
Collect their language
21 _ Uphold the slogan!
Go to the battlefield with a slogan at the forefront
22_Get rich!
Tell them you'll make them money
23 _ Check my location
Number One Campaign, Challenger Campaign
24_ How to use Rival
Speak of me through the mouths of my enemies
25 _ If aliens come to Earth
scare me
26 _ Copywriter and Art Writer
Invade the visuals
27 _ To Hyejin, Class 3, Grade 5
Easy! Easy! Easy!
28 _ Take a step back from the product
Get into the mind of the consumer
29 _ Handstand
The moment you turn it over, you see the idea
30_ Grilling pork belly
Think of the campaign first
31_ How to use the model
For poor advertisers
32 _ The great weapon called praise
Appoint the consumer as the superior person
EPILOGUE _ For those of you who don't have a copywriter business card
Become an underground copywriter
PRACTICE _ Copy Practice
Use your pencil and brain to perfect your copy.
PROLOGUE _ Packed tightly into one book
My first and last copywriting book
PART 1.
This is how I write with a pencil
1_Copyright Article 1, Paragraph 1
Draw a picture with letters
2_ The Marriage of Romeo and Chunhyang
Combine strangely and uncomfortably
3 _ Cut it like radish kimchi
Use a kitchen knife to cut the body copy.
4 _ One-on-one
Sit down with a consumer
5 _ Addition, subtraction, multiplication, division
Use the four basic arithmetic operations to enhance the flavor.
6_ What copywriters do best
Play with words and writing
7 _ Mountain, mountain, mountain, tree, tree, tree
Repeat and list
8_ Overconsumption of erasers
Write and erase, do two things
9_ Encourage stealing
Don't be afraid of the police
10_Relax your shoulders
Copy is search, not make
11 _ I can't live like this, let's change it
Keep the rhythm alive
12 _ The power of neatness
Be blunt and to the point
13 _ Taxi fare 35 million won
Throw out a ridiculous headline
14_ Obsession and preemption
Make one word your own
15 _ Rumble! Crash! Twist!
Include onomatopoeia or mimetic words
16 _ Goodbye Okpyeon
Please return the Chinese characters to Beijing Banjeom.
PART 2.
This is how I use my head
17 _ People come first
Look at people before products
18 _ Advertisements running towards the product
Don't give your dog cooked rice
19 _ Brand! Brand! Brand!
Find ideas in brand names
20_ Words heard in the ears
Collect their language
21 _ Uphold the slogan!
Go to the battlefield with a slogan at the forefront
22_Get rich!
Tell them you'll make them money
23 _ Check my location
Number One Campaign, Challenger Campaign
24_ How to use Rival
Speak of me through the mouths of my enemies
25 _ If aliens come to Earth
scare me
26 _ Copywriter and Art Writer
Invade the visuals
27 _ To Hyejin, Class 3, Grade 5
Easy! Easy! Easy!
28 _ Take a step back from the product
Get into the mind of the consumer
29 _ Handstand
The moment you turn it over, you see the idea
30_ Grilling pork belly
Think of the campaign first
31_ How to use the model
For poor advertisers
32 _ The great weapon called praise
Appoint the consumer as the superior person
EPILOGUE _ For those of you who don't have a copywriter business card
Become an underground copywriter
PRACTICE _ Copy Practice
Use your pencil and brain to perfect your copy.
Detailed image
Into the book
Some people might ask, "I'm not going to be a copywriter, so why bother reading books?"
I believe that all writing, whether it's copy, an essay, or a love letter, is the same in that it seeks to open people's hearts.
Those who have decided not to become copywriters can read this book with only one perspective in mind: how to win people's hearts with short writing.
I've been writing copy all my life, so I can eat, drink, and buy books.
Copy is the two most precious words in my life.
---From "PROLOGUE"
Copy On a cold day, I'll roll up some warm noodles for you.
This copy is thirty years old.
This is the copy that was on my wedding invitation 30 years ago.
Doesn't it feel different from a simple invitation? It's definitely different from a congratulatory address that says, "Please attend and brighten the occasion."
Why is it different? What is different?
He's handsome → He must be Kang Dong-won's younger brother
many → three hundred and sixty-seven thousand eight hundred
meticulous → spends a full 20 minutes cutting ten fingernails
Write it like this.
Please write it specifically like this.
Try to stay away from vague, abstract, and conceptual copy.
Concrete copy paints a picture in your mind.
---「1.
From Article 1, Paragraph 1 of the Copywriting Act
Before the emperor of side dishes, kimchi! / The palace of kimchi, Tok Tok!
Let's try LG Kimchi Refrigerator Kimchi Tok Tok Copy.
How about it? The status of emperor and the space of the palace do give a sense of supremacy.
But doesn't it feel like you've gone too far, like you're dressing Kimchi in clothes that don't fit her? Doesn't it feel forced? This is exactly the kind of copy that comes out when you're putting too much pressure on yourself.
This is a copy that focuses on make without searching.
Kimchi Tok Tok copy, I didn't make it, I found it.
I'll eat rice even if the kimchi is delicious
How about this copy? Isn't this something you've heard from your aunts? It's not some forced copy, but rather something we find in the words we say and hear all the time.
This is a copy that doesn't struggle to sell a product.
So it's comfortable and not forced.
---「10.
From "Relieve the tension in your shoulders"
Corona cannot defeat Korea
This is a copy you may have heard at least once.
I used the word "definition" instead of "Let's overcome" or "Let's try to overcome" to give confidence to our people who have been discouraged by the coronavirus.
conclusion.
This is a copy that pushes.
But, consumers do not always accept it just because it is neat and pushy.
You have to agree and sympathize with the conclusion.
(…) If you say that Corona cannot defeat Korea, then ‘Yes, our people have the DNA to not kneel!’
The more empathy and agreement you have, the more powerful your definitive copy becomes.
Build your decisions on empathy and agreement.
It doesn't break easily.
---「12.
From "The Power of Arbitrariness"
We sometimes have to give ourselves various names regardless of our occupation, and sometimes we have to write various things regardless of our writing skills.
If I always give boring answers, saying, "I'm not a copywriter, I'm not a writer," then that's a shortcut to living a boring life.
Different! Unfamiliar! True to myself! These are the compass of my life.
When I write an article, publish a book, or create an advertisement, I always check to see if I am not ashamed of these three words.
As I live each day, I ask myself:
Jeongcheol, did you live differently today, in a strangely unfamiliar way?
I believe that all writing, whether it's copy, an essay, or a love letter, is the same in that it seeks to open people's hearts.
Those who have decided not to become copywriters can read this book with only one perspective in mind: how to win people's hearts with short writing.
I've been writing copy all my life, so I can eat, drink, and buy books.
Copy is the two most precious words in my life.
---From "PROLOGUE"
Copy On a cold day, I'll roll up some warm noodles for you.
This copy is thirty years old.
This is the copy that was on my wedding invitation 30 years ago.
Doesn't it feel different from a simple invitation? It's definitely different from a congratulatory address that says, "Please attend and brighten the occasion."
Why is it different? What is different?
He's handsome → He must be Kang Dong-won's younger brother
many → three hundred and sixty-seven thousand eight hundred
meticulous → spends a full 20 minutes cutting ten fingernails
Write it like this.
Please write it specifically like this.
Try to stay away from vague, abstract, and conceptual copy.
Concrete copy paints a picture in your mind.
---「1.
From Article 1, Paragraph 1 of the Copywriting Act
Before the emperor of side dishes, kimchi! / The palace of kimchi, Tok Tok!
Let's try LG Kimchi Refrigerator Kimchi Tok Tok Copy.
How about it? The status of emperor and the space of the palace do give a sense of supremacy.
But doesn't it feel like you've gone too far, like you're dressing Kimchi in clothes that don't fit her? Doesn't it feel forced? This is exactly the kind of copy that comes out when you're putting too much pressure on yourself.
This is a copy that focuses on make without searching.
Kimchi Tok Tok copy, I didn't make it, I found it.
I'll eat rice even if the kimchi is delicious
How about this copy? Isn't this something you've heard from your aunts? It's not some forced copy, but rather something we find in the words we say and hear all the time.
This is a copy that doesn't struggle to sell a product.
So it's comfortable and not forced.
---「10.
From "Relieve the tension in your shoulders"
Corona cannot defeat Korea
This is a copy you may have heard at least once.
I used the word "definition" instead of "Let's overcome" or "Let's try to overcome" to give confidence to our people who have been discouraged by the coronavirus.
conclusion.
This is a copy that pushes.
But, consumers do not always accept it just because it is neat and pushy.
You have to agree and sympathize with the conclusion.
(…) If you say that Corona cannot defeat Korea, then ‘Yes, our people have the DNA to not kneel!’
The more empathy and agreement you have, the more powerful your definitive copy becomes.
Build your decisions on empathy and agreement.
It doesn't break easily.
---「12.
From "The Power of Arbitrariness"
We sometimes have to give ourselves various names regardless of our occupation, and sometimes we have to write various things regardless of our writing skills.
If I always give boring answers, saying, "I'm not a copywriter, I'm not a writer," then that's a shortcut to living a boring life.
Different! Unfamiliar! True to myself! These are the compass of my life.
When I write an article, publish a book, or create an advertisement, I always check to see if I am not ashamed of these three words.
As I live each day, I ask myself:
Jeongcheol, did you live differently today, in a strangely unfamiliar way?
---From "EPILOGUE"
Publisher's Review
The unrivaled know-how of copywriter Jeongcheol, with 35 years of experience!
We reveal 32 practical techniques that will hook you and make you buy.
* Even I think what I wrote is not interesting.
I think I've seen it somewhere before.
* If I just put my hands on the keyboard, they become frozen like ice.
* I don't know how you can steal people's hearts with words.
How on earth do you write something that steals people's hearts? For those of you who find writing a single line the most difficult thing in the world, "Copybook" will provide a clear answer.
This is because author Jeong Cheol, who has written resonant copy such as 'People come first', has put his heart into writing 32 practical copywriting techniques.
If there are readers who complain that they have to write right away and don't have time to read and think about books, they can put those worries aside.
The title and subtitle of 『Copy Book』 are themselves copy and writing tips.
This is the fastest and most fun way to learn copywriting.
This book is divided into two parts.
'PART 1.
In 'How to Write a Pencil Like This', copywriters will learn the essential rhetorical and expression tips of copywriting that they must know. In 'PART 2.
In 'How to Use Your Head', we go one step further and provide useful ideas and planning tips for writing copy that steals hearts.
Some of the copy in the book was divided into 'before' and 'after' sections so that you can see at a glance the difference between boring copy and copy that sticks in your heart.
Korea's only copy bible and self-development bestseller
Copybooks have become easier and more fun.
This is the book that not only copywriters and planners, but anyone who wants to write well has read at least once.
『Copy Book』, which was published in 2016 and has become a bestseller, has been reborn as a completely revised edition.
Since the first edition was published, including "Corona Cannot Beat Korea," the author has added a wealth of new, up-to-date copy examples, boldly discarding examples that do not fit the sensibility of the times and replacing them with simpler sentences.
If you stop reading, the copybook is meaningless.
This book exists to be written.
This revised edition includes a "copy practice" appendix that was not included in the original book, making the text more substantial so that readers can immediately apply the book's content to write their own copy.
The advertising visuals in the book also include a significant number of new visuals that were not present in the existing book.
A total of 73 visual cuts will blend with the text to enhance the reader's aesthetic sense.
For readers curious about copywriter Jeong Cheol's new copywriting after "People Come First," I recommend this book, which has been reborn after seven years.
In the age of personal branding, how to write your own one-liner!
Only humans can write words that steal people's hearts.
Now is the era of personal branding, where not only companies but also individuals engage in branding.
The ability to move the hearts of others and to present oneself in an attractive way through writing and speaking has also become more important.
Although highly advanced artificial intelligence may write for us, it is ultimately humans who read those words.
The author of this book argues that people are the most powerful and interesting subject matter, a creative theme that will never die. Readers who are dissatisfied with writing produced by others, like AI, and who aspire to write their own, heart-wrenching stories will find this book invaluable.
I'm not a copywriter, and I have no intention of becoming one. I wonder if "Copybook" will be helpful.
However, the author says that copy is not the exclusive domain of copywriters.
Because there comes a time for everyone when they have to write something that moves people's hearts.
As the subtitle of the book says, “Everything you write is copy,” all the writing in our daily lives, including business cards, email titles, and social media profiles, can become copy.
The author's advice, which asks himself every day whether he lived differently, unfamiliarly, and in his own way, will resonate deeply with readers who want to write their own stories.
I recommend this book to all readers who want to improve their writing skills.
With 『Copybook』, you too can write something that steals people's hearts.
We reveal 32 practical techniques that will hook you and make you buy.
* Even I think what I wrote is not interesting.
I think I've seen it somewhere before.
* If I just put my hands on the keyboard, they become frozen like ice.
* I don't know how you can steal people's hearts with words.
How on earth do you write something that steals people's hearts? For those of you who find writing a single line the most difficult thing in the world, "Copybook" will provide a clear answer.
This is because author Jeong Cheol, who has written resonant copy such as 'People come first', has put his heart into writing 32 practical copywriting techniques.
If there are readers who complain that they have to write right away and don't have time to read and think about books, they can put those worries aside.
The title and subtitle of 『Copy Book』 are themselves copy and writing tips.
This is the fastest and most fun way to learn copywriting.
This book is divided into two parts.
'PART 1.
In 'How to Write a Pencil Like This', copywriters will learn the essential rhetorical and expression tips of copywriting that they must know. In 'PART 2.
In 'How to Use Your Head', we go one step further and provide useful ideas and planning tips for writing copy that steals hearts.
Some of the copy in the book was divided into 'before' and 'after' sections so that you can see at a glance the difference between boring copy and copy that sticks in your heart.
Korea's only copy bible and self-development bestseller
Copybooks have become easier and more fun.
This is the book that not only copywriters and planners, but anyone who wants to write well has read at least once.
『Copy Book』, which was published in 2016 and has become a bestseller, has been reborn as a completely revised edition.
Since the first edition was published, including "Corona Cannot Beat Korea," the author has added a wealth of new, up-to-date copy examples, boldly discarding examples that do not fit the sensibility of the times and replacing them with simpler sentences.
If you stop reading, the copybook is meaningless.
This book exists to be written.
This revised edition includes a "copy practice" appendix that was not included in the original book, making the text more substantial so that readers can immediately apply the book's content to write their own copy.
The advertising visuals in the book also include a significant number of new visuals that were not present in the existing book.
A total of 73 visual cuts will blend with the text to enhance the reader's aesthetic sense.
For readers curious about copywriter Jeong Cheol's new copywriting after "People Come First," I recommend this book, which has been reborn after seven years.
In the age of personal branding, how to write your own one-liner!
Only humans can write words that steal people's hearts.
Now is the era of personal branding, where not only companies but also individuals engage in branding.
The ability to move the hearts of others and to present oneself in an attractive way through writing and speaking has also become more important.
Although highly advanced artificial intelligence may write for us, it is ultimately humans who read those words.
The author of this book argues that people are the most powerful and interesting subject matter, a creative theme that will never die. Readers who are dissatisfied with writing produced by others, like AI, and who aspire to write their own, heart-wrenching stories will find this book invaluable.
I'm not a copywriter, and I have no intention of becoming one. I wonder if "Copybook" will be helpful.
However, the author says that copy is not the exclusive domain of copywriters.
Because there comes a time for everyone when they have to write something that moves people's hearts.
As the subtitle of the book says, “Everything you write is copy,” all the writing in our daily lives, including business cards, email titles, and social media profiles, can become copy.
The author's advice, which asks himself every day whether he lived differently, unfamiliarly, and in his own way, will resonate deeply with readers who want to write their own stories.
I recommend this book to all readers who want to improve their writing skills.
With 『Copybook』, you too can write something that steals people's hearts.
GOODS SPECIFICS
- Date of issue: April 24, 2023
- Page count, weight, size: 352 pages | 496g | 137*200*21mm
- ISBN13: 9788968334252
- ISBN10: 8968334250
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카테고리
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