Some of the most important verbal messages we craft are also the shortest: headlines, titles, sound bites, brand names, domain names, slogans, taglines, company mantras, email signatures, bullet points. These miniature messages depend not on the elements of style but rather on the atoms of style. They require microstyle.
Branding consultant Christopher Johnson here reveals the once-secret knowledge of poets, copywriters, brand namers, political speechwriters, and other professional verbal miniaturists. Each chapter discusses one tool that helps miniature messages grab attention, communicate instantly, stick in the mind, and roll off the tongue. As he highlights examples of those tools used well, Johnson also examines messages that miss the mark, either by failing to use a tool or by using it badly.
Microstyle shows readers how to say the most with the least, while offering a lively romp through the historic transformation of mass media into the media of the personal.
| ISBN: | 9780393077407 |
| Publication date: | 23rd September 2011 |
| Author: | Christopher Johnson |
| Publisher: | W.W. Norton and Company an imprint of W. W. Norton & Company |
| Format: | Hardback |
| Pagination: | 246 pages |
| Genres: |
Creative writing and creative writing guides |
Some of the most important verbal messages we craft are also the shortest: headlines, titles, sound bites, brand names, domain names, slogans, taglines, company mantras, email signatures, bullet points. These miniature messages depend not on the elements of style but rather on the atoms of style.
Microstyle features in the following genres: Creative writing and creative writing guides
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Microstyle was written by Christopher Johnson and published by W.W. Norton and Company an imprint of W. W. Norton & Company
Microstyle has 246 pages