Tait Ischia, 'Copywrong to Copywriter'
Wednesday September 14, 2016·
“If you feel like you've got the wrong tone of voice, don't understand the ins-and-outs of grammar or just don't feel confident writing about yourself without sounding like an idiot, read this book”.
Those words are printed in on the back of Tait Ischia's copywriting guide Copywrong to Copywriter. And you know the book is the real deal because the blurb itself is great copy. It's a simple imperative sentence that educates the reader and creates a “call to action”. It's also written in the perfect tone for what he's trying to do, which is get people to trust him and read his book.
I mean look at this approachable dude!
I don't just trust him and want to read his book, I want to hang out. I want to buy him a beer and really listen to what he has to say.
Lucky for me, Tait happens to be a good friend. Which means this review is biased but it also means I can personally vouch for the fact the book reads like how he speaks. I can also vouch for his ability to untangle seemingly complex ideas in authoritative yet down-to-earth way. It's one of the reasons I love the guy. And it also happens to be exactly what you're gunna need from a practical guide.
The book is divided into three easily digestible sections. 'You, the Expert' breaks down what copywriting actually is (writing with an actionable outcome), demystifies the idea that copywriting is all about a “surge in creativity” and instead positions it as a “logical method process with tools and methods for achieving success”. The second section 'The Fundamentals' is about understanding and sharpening those tools – finding the right balance between strategy and tone, the difference between a demographic and an audience, and some essential grammar basics for improving clarity. The third section 'Get to Work' has some really good advice about writing for the web and Search Engine Optimisation (don't try to trick the machines!) as well developing a brief and just getting started in general.
So if you're a small business owner or sole trader who wants to save money by becoming an effective copywriter, or if you're an aspiring copywriter yourself get a copy of Tait's book, trust me (which I know you already do because you've read all the way to the end of this copy even though I admitted I'm biased).