Overview

Max Multi-Channel Messaging introduces budding copywriters, entrepreneurs, and marketers in every category to the ins and outs of creating strategic and compelling copy across a variety of marketing channels. The text features 12 chapters with each addressing a specific element of or approach toward the creation of effective copy. The opening chapter identifies the differences between traditional and multi-channel copywriting, defines the skillsets that are essential for a copywriter to possess, and pinpoints the basic differences between traditional media and today's digital media world. Additional chapters help readers understand how to construct a creative strategy, adapt copy for audio, leverage pitch and situation to increase a product's appeal, and incorporate music or create a song to drive and support sales. Readers learn how to create engaging videos, demonstrations, and imagery. Closing chapters explore creating content for the internet, broadcasting and podcasting, maximizing the efficacy and impact of copy across marketing channels, and keeping the creative spark alive. Each chapter includes exercises and assignments to increase student engagement and encourage practical application of the material. The revised first edition features a new chapter on content as a delivery for advertisers, as well as fresh image captions throughout the text. Max Multi-Channel Marketing is a concise, approachable guide to effective copywriting that is ideal for courses and programs in marketing.

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Neil Brownlee is a multi-channel copywriter, creative director, and an associate professor of marketing at the Fashion Institute of Technology in New York City. He holds a master's degree in creative writing from the City University of New York. Professor Brownlee's expertise includes branding new businesses, rebranding existing products and services, driving new revenues through direct marketing, building new customer bases through digital marketing and online messaging, creative direction, and video production.

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