Whatever you're writing, you have to make it clear. You could be writing a website, a brochure or a client presentation. You could be preparing a job application, an email or a classified ad. Or you might be writing an article or a book. Whatever it is, the clearer you make it, the better your results will be. How to Write Clearly will help. It's an authoritative yet easy-to-read guide that will make your non-fiction writing more colourful, expressive and precise. Writing is more than just words on a page. It's a process of communication. That's why How to Write Clearly draws on cutting-edge ideas from psychology, education and linguistics to look deep inside the reader's mind and explore the 'why' as well as the 'how' of writing technique. It's ideal for marketers, businesspeople, journalists, educators and anyone who needs to communicate with the written word. You'll learn: • How to understand your reader and tune into what they need • How to use plain language to make your writing accessible, readable and relatable • Ten treacherous traps you must avoid • Proven techniques for explaining new ideas • How to captivate your reader with storytelling, humour, intrigue, perspective and more • What really changes readers' minds • How to craft clear sentences and paragraphs • Using empathy and pacing to put the reader at their ease • How to choose the right structure, length and title • Pages of pro tips for drafting, editing and using feedback. Fully illustrated and referenced, with a wealth of examples throughout, How to Write Clearly is the definitive guide to non-fiction writing today.
Copywriting is writing with purpose. It’s about using words to reach people and change what they think, feel and do. This easy-to-read guide will teach you all the essentials of copywriting, from understanding products, readers and benefits to closing the sale. It’s packed with real-life examples that will show you exactly how the ideas and techniques will work in the real world. And with dozens of useful illustrations and diagrams, Copywriting Made Simple shows you the ideas that other books just talk about. Plus there's a whole chapter of handy tips on writing ads, websites, broadcast media, direct mail, social media and print. Copywriting Made Simple is the perfect introduction to copywriting today. No wonder it hit the #1 spot in Marketing & Sales at Amazon UK, Canada and Australia, and is featured on the BA Advertising course at the University for the Creative Arts. What you’ll learn… Understand the product and its benefits • Pinpoint how the product helps people. • Turn features into benefits and seek out USPs. • Identify tangible and intangible benefits. Get to know your reader • Uncover your reader’s inner fears and desires. • Use empathy to get inside the reader’s feelings. • Decide how your copy will change how they think, feel or act. • Capture your aims in the brief. Engage the reader in your message • Talk to the reader and make your copy more like a conversation. • Use the same words that the reader uses. • Bring the product to life with rich, sensory language. • Make your copy active, positive and specific. Craft compelling copy • Learn eight proven formulas for enticing headlines. • Choose a rock-solid structure. • Create powerful calls to action. Use 20 proven strategies for creative copy • Show the product in a new light. • Use humour, wordplay, metaphors and contrasts. • Turn weakness into strength. Make persuasion and psychology work for you • Learn the six proven principles of persuasion. • Overcome the reader’s objections. • Exploit cognitive biases to nudge the reader into action. What industry experts say… 'Where was this book when I started copywriting? A must for every newbie copywriter (and a few old copy dogs too).' Kate Toon, Co-host of the Hot Copy Podcast 'Impressively thorough without ever losing its rhythm. Deserves to be mentioned in the same breath as the copywriting classics.' Ryan Wallman, author of Delusions of Brandeur ‘Tom’s put a lifetime of learning into this book.’ Dave Trott, Creative legend, agency founder and author of Creative Mischief, One and One Make Three and Predatory Thinking ‘From insights gleaned from NLP and psychology to real-world examples of great, effective copy - this is educational, entertaining and energetic. Prepare to dig deep, enjoy and see your results skyrocket!’ Katherine Wildman, Host, The Writing Desk ‘Tom has written the best all-round introduction to copywriting available today.’ Leif Kendall, Director of ProCopywriters, copywriter and author of Brilliant Freelancer ‘I didn’t think you could teach copywriting. Turns out, @tomcopy can. What a terrific book.’ Doug Kessler, Creative Director & Co-founder of Velocity
So you’ve gone freelance. And you’re making a living. But have you made yourself a life? Freelancing can be a wonderful way to work. But if you want to build a thriving freelance enterprise, just being good at what you do is not enough. You also need a business brain that will drive your freelancing forward and safeguard your success. The Freelancer’s Business Brain will give you all the commercial, strategic and management skills you need to build and grow your freelance business. You’ll learn how to: * Define your service and understand the unique value you bring * Craft a strategy to guide every decision you make * Identify your ideal clients and how you can reach them * Set prices that will bring you the rewards you deserve * Negotiate deals without losing your cool or compromising on price * Market yourself and build a personal brand * Get a firm grip on your finances and keep the money flowing in * Understand your clients and work with them in a positive, productive way * Manage projects and make best use of your time * Collaborate with others and explore new ways to work * Take care of yourself, gain confidence and maintain a positive state of mind. If you want a freelance life of happiness, security and wealth, start reading The Freelancer’s Business Brain today. With a foreword by Sophie Cross, editor of Freelancer Magazine.
Are you an introvert? If you're happy in your own company most of the time, have just a few really close friends and prefer to work alone, the answer is probably yes. Introverts find external stimulation overwhelming, so they look for ways to retreat from it. A situation that’s easy or fun for one person can be way too much for an introvert. That's fine as long as they have a choice. But that can change when they go to work. Modern working styles like open-plan offices, brainstorming and teamwork can be really hard on introverts. The hands-on work is OK, but the emotional labour of working with others can be draining. Freelancing offers introverts a way out – a chance to work alone, control their workload and create their own workspace. It can be ideal. However, it also takes work. Going freelance means running a one-person business. It means setting direction, organizing your schedule and setting priorities. It means hustling for work and setting prices. And it means building a network that will offer vital support. Doing all that is hard enough for anyone - but particularly for introverts. To make a success of freelancing, you'll need to learn some new skills, push yourself to meet some challenges and build up your confidence. The Freelance Introvert will show you how to make that happen. It will teach you all about creating and managing your freelance business, from setting aims and getting set up to time management, working with clients and marketing. Written by Tom Albrighton - author, veteran freelancer, ProCopywriters co-founder and a confirmed introvert - The Freelance Introvert is the book you need for the life you want. What you’ll learn - Getting started - How to tell if you're an introvert - Why work is tough on introverts, and how freelancing can help - Why introversion is a strength, not a weakness Choosing your future - Deciding what you want - Identifying all your skills and qualities - Building your freelance work - Identifying your clients - Setting an earnings target Getting set up - Getting the right workspace and equipment - Taking care of your physical and mental health - Building a network of collaborators and suppliers - Setting boundaries – physical, temporal and psychological Managing your time - The three time horizons you need to watch - How to steer clear of 'time suckers' - How to balance exploration and exploitation Working with clients - What makes a good client? - Why saying 'no' is so important - and how to do it - How to spot rogue clients - What to do when clients move on Marketing yourself - The best ways to find new clients - Building a marketing mix that works for you - Creating your website, testimonials and personal pitch - How to survive a networking event Setting and agreeing prices - How to shoot for the top of the 'deal zone' - How to set and frame your prices - How to stop self-sabotaging when quoting for work Building your confidence - How to build confidence - When to go beyond your comfort zone - Understanding your explanatory style - How to overcome impostor syndrome - Choosing self-supporting beliefs - Letting go of self-limiting beliefs You can build a thriving freelance career and enjoy the lifestyle you want without changing who you are. The Freelance Introvert will show you how.
If you love spending time alone, One for Joy is for you. Solitude is more than the absence of other people. It’s an experience just like any other, and it can be as joyful, valuable and inspiring as any other aspect of our lives. It’s time we rediscovered the lost art of being alone. One for Joy is a treasure trove of ideas, stories and reflections that looks at every side of solitude: - Why solitude is so important for introverts, and why our need to be alone is sometimes hard for others to understand - How we experience solitude, and how solitude and company relate to each other - The many ways to be alone, from brief daydreams to solo journeys, everywhere from wide-open spaces to cosy nooks - The benefits of solitude, from resting and recharging to focused work, self-care and deep reflection - Ideas and reflections on solitude from Byron and Charlotte Brontë to Bo Burnham and Kate Bush, and fictional characters from Pippi Longstocking to Darth Vader - How digital technology and social media have changed our experience of solitude. Wide-ranging and insightful, with a light and readable style, One for Joy is a fun and fascinating read for anyone who’s happy on their own.
So you’ve gone freelance. And you’re making a living. But have you made yourself a life? Freelancing can be a wonderful way to work. But if you want to build a thriving freelance enterprise, just being good at what you do is not enough. You also need a business brain that will drive your freelancing forward and safeguard your success. The Freelancer’s Business Brain will give you all the commercial, strategic and management skills you need to build and grow your freelance business. You’ll learn how to: * Define your service and understand the unique value you bring * Craft a strategy to guide every decision you make * Identify your ideal clients and how you can reach them * Set prices that will bring you the rewards you deserve * Negotiate deals without losing your cool or compromising on price * Market yourself and build a personal brand * Get a firm grip on your finances and keep the money flowing in * Understand your clients and work with them in a positive, productive way * Manage projects and make best use of your time * Collaborate with others and explore new ways to work * Take care of yourself, gain confidence and maintain a positive state of mind. If you want a freelance life of happiness, security and wealth, start reading The Freelancer’s Business Brain today. With a foreword by Sophie Cross, editor of Freelancer Magazine.
Are you an introvert? If you're happy in your own company most of the time, have just a few really close friends and prefer to work alone, the answer is probably yes. Introverts find external stimulation overwhelming, so they look for ways to retreat from it. A situation that’s easy or fun for one person can be way too much for an introvert. That's fine as long as they have a choice. But that can change when they go to work. Modern working styles like open-plan offices, brainstorming and teamwork can be really hard on introverts. The hands-on work is OK, but the emotional labour of working with others can be draining. Freelancing offers introverts a way out – a chance to work alone, control their workload and create their own workspace. It can be ideal. However, it also takes work. Going freelance means running a one-person business. It means setting direction, organizing your schedule and setting priorities. It means hustling for work and setting prices. And it means building a network that will offer vital support. Doing all that is hard enough for anyone - but particularly for introverts. To make a success of freelancing, you'll need to learn some new skills, push yourself to meet some challenges and build up your confidence. The Freelance Introvert will show you how to make that happen. It will teach you all about creating and managing your freelance business, from setting aims and getting set up to time management, working with clients and marketing. Written by Tom Albrighton - author, veteran freelancer, ProCopywriters co-founder and a confirmed introvert - The Freelance Introvert is the book you need for the life you want. What you’ll learn - Getting started - How to tell if you're an introvert - Why work is tough on introverts, and how freelancing can help - Why introversion is a strength, not a weakness Choosing your future - Deciding what you want - Identifying all your skills and qualities - Building your freelance work - Identifying your clients - Setting an earnings target Getting set up - Getting the right workspace and equipment - Taking care of your physical and mental health - Building a network of collaborators and suppliers - Setting boundaries – physical, temporal and psychological Managing your time - The three time horizons you need to watch - How to steer clear of 'time suckers' - How to balance exploration and exploitation Working with clients - What makes a good client? - Why saying 'no' is so important - and how to do it - How to spot rogue clients - What to do when clients move on Marketing yourself - The best ways to find new clients - Building a marketing mix that works for you - Creating your website, testimonials and personal pitch - How to survive a networking event Setting and agreeing prices - How to shoot for the top of the 'deal zone' - How to set and frame your prices - How to stop self-sabotaging when quoting for work Building your confidence - How to build confidence - When to go beyond your comfort zone - Understanding your explanatory style - How to overcome impostor syndrome - Choosing self-supporting beliefs - Letting go of self-limiting beliefs You can build a thriving freelance career and enjoy the lifestyle you want without changing who you are. The Freelance Introvert will show you how.
Whatever you're writing, you have to make it clear. You could be writing a website, a brochure or a client presentation. You could be preparing a job application, an email or a classified ad. Or you might be writing an article or a book. Whatever it is, the clearer you make it, the better your results will be. How to Write Clearly will help. It's an authoritative yet easy-to-read guide that will make your non-fiction writing more colourful, expressive and precise. Writing is more than just words on a page. It's a process of communication. That's why How to Write Clearly draws on cutting-edge ideas from psychology, education and linguistics to look deep inside the reader's mind and explore the 'why' as well as the 'how' of writing technique. It's ideal for marketers, businesspeople, journalists, educators and anyone who needs to communicate with the written word. You'll learn: • How to understand your reader and tune into what they need • How to use plain language to make your writing accessible, readable and relatable • Ten treacherous traps you must avoid • Proven techniques for explaining new ideas • How to captivate your reader with storytelling, humour, intrigue, perspective and more • What really changes readers' minds • How to craft clear sentences and paragraphs • Using empathy and pacing to put the reader at their ease • How to choose the right structure, length and title • Pages of pro tips for drafting, editing and using feedback. Fully illustrated and referenced, with a wealth of examples throughout, How to Write Clearly is the definitive guide to non-fiction writing today.
Copywriting is writing with purpose. It’s about using words to reach people and change what they think, feel and do. This easy-to-read guide will teach you all the essentials of copywriting, from understanding products, readers and benefits to closing the sale. It’s packed with real-life examples that will show you exactly how the ideas and techniques will work in the real world. And with dozens of useful illustrations and diagrams, Copywriting Made Simple shows you the ideas that other books just talk about. Plus there's a whole chapter of handy tips on writing ads, websites, broadcast media, direct mail, social media and print. Copywriting Made Simple is the perfect introduction to copywriting today. No wonder it hit the #1 spot in Marketing & Sales at Amazon UK, Canada and Australia, and is featured on the BA Advertising course at the University for the Creative Arts. What you’ll learn… Understand the product and its benefits • Pinpoint how the product helps people. • Turn features into benefits and seek out USPs. • Identify tangible and intangible benefits. Get to know your reader • Uncover your reader’s inner fears and desires. • Use empathy to get inside the reader’s feelings. • Decide how your copy will change how they think, feel or act. • Capture your aims in the brief. Engage the reader in your message • Talk to the reader and make your copy more like a conversation. • Use the same words that the reader uses. • Bring the product to life with rich, sensory language. • Make your copy active, positive and specific. Craft compelling copy • Learn eight proven formulas for enticing headlines. • Choose a rock-solid structure. • Create powerful calls to action. Use 20 proven strategies for creative copy • Show the product in a new light. • Use humour, wordplay, metaphors and contrasts. • Turn weakness into strength. Make persuasion and psychology work for you • Learn the six proven principles of persuasion. • Overcome the reader’s objections. • Exploit cognitive biases to nudge the reader into action. What industry experts say… 'Where was this book when I started copywriting? A must for every newbie copywriter (and a few old copy dogs too).' Kate Toon, Co-host of the Hot Copy Podcast 'Impressively thorough without ever losing its rhythm. Deserves to be mentioned in the same breath as the copywriting classics.' Ryan Wallman, author of Delusions of Brandeur ‘Tom’s put a lifetime of learning into this book.’ Dave Trott, Creative legend, agency founder and author of Creative Mischief, One and One Make Three and Predatory Thinking ‘From insights gleaned from NLP and psychology to real-world examples of great, effective copy - this is educational, entertaining and energetic. Prepare to dig deep, enjoy and see your results skyrocket!’ Katherine Wildman, Host, The Writing Desk ‘Tom has written the best all-round introduction to copywriting available today.’ Leif Kendall, Director of ProCopywriters, copywriter and author of Brilliant Freelancer ‘I didn’t think you could teach copywriting. Turns out, @tomcopy can. What a terrific book.’ Doug Kessler, Creative Director & Co-founder of Velocity
If you love spending time alone, One for Joy is for you. Solitude is more than the absence of other people. It’s an experience just like any other, and it can be as joyful, valuable and inspiring as any other aspect of our lives. It’s time we rediscovered the lost art of being alone. One for Joy is a treasure trove of ideas, stories and reflections that looks at every side of solitude: - Why solitude is so important for introverts, and why our need to be alone is sometimes hard for others to understand - How we experience solitude, and how solitude and company relate to each other - The many ways to be alone, from brief daydreams to solo journeys, everywhere from wide-open spaces to cosy nooks - The benefits of solitude, from resting and recharging to focused work, self-care and deep reflection - Ideas and reflections on solitude from Byron and Charlotte Brontë to Bo Burnham and Kate Bush, and fictional characters from Pippi Longstocking to Darth Vader - How digital technology and social media have changed our experience of solitude. Wide-ranging and insightful, with a light and readable style, One for Joy is a fun and fascinating read for anyone who’s happy on their own.
Harry Maguire is the boy from Sheffield who battled heroically in the Premier League with Hull City before becoming a lion-hearted defender for Leicester City. But it was with England at the 2018 World Cup that Harry proved his talent once and for all. With determination, courage and passion, Harry Maguire's performances at the heart of England's defence will be remembered for years to come.
A 'sensational affair.. carried out with great audacity' - New York Times. An astonishing act of piracy, the capture of the British war ship, the Upnor changed the course of Ireland's Civil War. Flawless in its planning and execution, while Winston Churchill remarked on Irish 'genius for conspiracy', a furious Michael Collins accused the British of deliberately arming his enemies. Indeed, it's highly likely that the bullet that killed him originated in the Upnor. The Ballycotton Job brings this riveting story to life, its cast of disparate characters and strands of adventure beautifully woven together. This book sees events leading up to the capture as well as the consequences of the Upnor seizure discussed in detail. Based on years of archival research, it tells a unique story of both sides, Irish and British. The book's fast-paced narrative is enlivened by dialogue and details obtained from interviews with participants. Ireland teetered on the verge of civil war, the IRA splitting into anti-Treaty and pro-Treaty stance, Michael Collins and the Provisional Government on the pro-Treaty side. Cork's Sean O'Hegarty, the local anti-Treaty IRA leader, prevented Collins' National Army from entering the city. As the British evacuated soldiers and equipment back to England, O'Hegarty came up with a brilliant plan to capture the munitions en route. Commandeering a tugboat from the Royal Navy base at Queenstown/Cobh, they sped out of the fortified harbour on a mission. Simultaneously, over eighty trucks and lorries were hijacked all across Cork, leaving citizens mystified as to what was going on. In a clever ruse, the IRA squad captured arms ship Upnor, bringing it into the small port of Ballycotton. The village, now under the control of IRA fighters, witnessed the unloading of weaponry onto waiting lorries then driven off to secret arms dumps throughout Cork. O'Hegarty's men seized eighty tons of arms, subsequently distributed to southern IRA divisions during the Civil War. This audacious act of piracy caused a sensation. A field day for the newspapers, The Irish Independent called it 'an amazing exploit'; The Times 'a clever and daring coup'.
Coal Combustion Products (CCPs): Their Nature, Utilization and Beneficiation is a valuable resource for engineers and scientists from the coal, cement, concrete, and construction industries seeking an in-depth guide to the characteristics, utilization, beneficiation, and environmental impacts of coal combustion by-products. Researchers in universities working in this area will also find much to expand their knowledge. The book provides a detailed overview of the different waste materials produced during power generation from coal, exploring their nature, beneficiation techniques, applications, and environmental impacts. Strong focus is placed on coal fly ash, bottom ash, and flue gas desulfurization materials, and their employment in cement, concrete, gypsum products, aggregates, road construction, geotechnics, and agriculture, among other products and industries. Part 1 focuses on the nature of coal ashes, with chapters on their origin, generation, and storage, both in ponds and landfill. The coal combustion by-products produced as a result of clean coal technologies are the focus of the final chapter in the section. The next group of chapters in Part 2 considers the utilization of different waste materials, including the key products coal fly ash, bottom ash, and flue gas desulfurization materials. This is followed by a contribution reviewing the latest research into innovative and advanced uses for coal ash. After an introduction to ash quality problems and quality monitoring, Part 3 concentrates on the essential area of by-product beneficiation techniques, in other words how to maximize the quality of materials for the end user. Topics covered include separation methods, thermal processing, and chemical passivation. The final section of the book addresses environmental issues, including the use of coal combustion by-products in green construction materials and the essential health and safety considerations associated with their use. An essential reference on the nature, reactivity, beneficiation, potential and environmental risks of coal-combustion by-products Contains an in-depth review of the origin and geochemistry of coal ash Explores the utilization of coal combustion by-products as supplementary cementitious materials to reduce the anthropomorphic greenhouse gas emissions associated with the use of ordinary Portland cement concrete Describes the essential area of the toxicology of coal combustion by-products
Originally published in 1873. Detailed early information and history on hunting in Shropshire and surrounding counties. The illustrated contents include sketches of Squire Forester and his whipper-in, Tom Moody. Many of the earliest field sports books, particularly those dating back to the 1900s and before, are now extremely scarce and increasingly expensive. Home Farm Books are republishing many of these classic works in affordable, high quality, modern editions, using the original text and artwork.
This title was first published in 2000: An investigation of Scottish art between 1928 and 1955 to bring into focus the multifaceted project that was Scottish modernism. At the core of this work lies the contention that Scottish modernism was underpinned by a desire to express a national consciousness. It was this ambition which became the defining feature of radical Scottish art, setting the parameters of its relationship with the idea of a coherent and international modern movement. With the foundation of the National Party of Scotland in 1928, Scottish intellectuals began to consider the nature of national identity and the characteristics of a national art. The "Scottish Renaissance Movement", under the voluble leadership of Hugh MacDiarmid, set out to articulate these interests, developing a vernacular poetry and literature. For Scottish artists, the way forward was harder to identify, as they fought to reconcile the demands for a Scottish national art with the stylistic revolution of international modernism. Tom Normand examines the competing claims of nationalism and modernism as they affected Scottish art. This in-depth analysis of a dynamic episode in Scottish visual culture looks at the work of, among others, William Johnstone, William McCance and John Duncan Fergusson.
The No.1 football series - over 1 million copies sold! Born and raised in Sheffield, Vardy brightens football matches with his versatility, precision and energy. His 2012 move to Leicester City allowed the striker to prove his thrilling goalscoring and hard-working personality, where he helped the team to win the Championship. Follow the exciting journey of this award-winning striker from Stocksbridge Park Steels to winning the Premier League in 2016 and shining on the international stage. Ultimate Football Heroes is a series of biographies telling the life stories of the biggest and best footballers in the world and their incredible journeys from childhood fan to superstar professional player. Written in fast-paced, action-packed style these books are perfect for all the family to collect and share.
First published in 1924, 'Which School?' brings together in one volume a wide range of information and advice, updated annually, on independent education for children up to the age of 18 years.
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