GRASPED Copywriting Understanding the Psychology of Persuasion dives deep into the art and science of copywriting, focusing on the critical role of persuasion in crafting messages that resonate with audiences and drive action. This comprehensive guide offers a detailed exploration of the psychological principles behind effective communication, providing readers with the tools and insights needed to create compelling marketing materials. From the basics of persuasive language to advanced techniques in digital copywriting, including SEO and content optimization, this book covers a wide range of topics essential for anyone looking to enhance their copywriting skills. Through real-world examples, case studies, and practical exercises, readers are guided on a journey to master the craft of persuasive writing, making it an indispensable resource for marketers, content creators, and anyone interested in the power of words to influence and motivate. Psychological Depth: Delving into the psychological principles that make copy persuasive, offering readers a deeper understanding of how to connect with their audience on an emotional and cognitive level. Comprehensive Coverage: From traditional advertising copy to modern digital content strategies, including SEO and social media marketing, providing a one-stop resource for all aspects of persuasive copywriting. Practical Exercises and Real-World Examples: Includes interactive workshops, exercises, and analysis of successful and unsuccessful marketing campaigns, enabling readers to apply their learning in practical scenarios. Ethical Considerations: Emphasizes the importance of ethical persuasion, helping readers navigate the fine line between influence and manipulation while maintaining trust and integrity in their communications.

Explore the pivotal roles in copywriting that transform strategy into persuasive narratives. This book offers a deep dive into the art of crafting compelling content that resonates with audiences, driving engagement and conversion through strategic communication. Unveils the collaborative essence of copywriting, spotlighting the diverse expertise that contributes to successful marketing campaigns. It emphasizes the blend of creativity, strategy, and data analysis in crafting messages that not only inform but also persuade and inspire action. Embarks on an exploration of the art and science of copywriting, introducing the key personas that bring marketing messages to life. It sets the stage for understanding the strategic, creative, and analytical roles that underpin successful content. List of Personas The Copywriter The Content Strategist The SEO Specialist The Marketing Manager The Analytics Specialist The Legal Advisor These personas represent the heart of copywriting efforts, each contributing their unique skills to the creation of content that engages, persuades, and achieves marketing objectives.

50 years of DNA double helix; what was before, and afterwards The present book, although written mainly for science students and research scientists, is also aimed at those readers who look at science, not for its own sake, but in search of a better understanding of our world in general. What were the fundamental questions asked by the early pioneers of molecular biology? What made them tick for decades, trying to elucidate the basic mechanisms of heredity and life itself? In each chapter, the development of a particular aspect of modern biology is described in a historical and logical context, not missing to take into account human aspects of the protagonists of the story. At the end of each chapter, there are some excursus with additional information, technical and otherwise, which can be read separately. The book is enriched with many illustrations, including facsimile reproductions from the original descriptions of key experiments.

How do we learn? And how can we learn better? In this groundbreaking look at the science of learning, Sanjay Sarma, head of Open Learning at MIT, shows how we can harness this knowledge to discover our true potential. Drawing from his own experience as an educator as well as the work of researchers and innovators at MIT and beyond, in Grasp, Sarma explores the history of modern education, tracing the way in which traditional classroom methods—lecture, homework, test, repeat—became the norm and showing why things needs to change. The book takes readers across multiple frontiers, from fundamental neuroscience to cognitive psychology and beyond, as it considers the future of learning. It introduces scientists who study forgetting, exposing it not as a simple failure of memory but as a critical weapon in our learning arsenal. It examines the role curiosity plays in promoting a state of “readiness to learn” in the brain (and its troublesome twin, “unreadiness to learn”). And it reveals how such ideas are being put into practice in the real world, such as at unorthodox new programs like Ad Astra, located on the SpaceX campus. Along the way, Grasp debunks long-held views such as the noxious idea of “learning styles,” equipping readers with practical tools for absorbing and retaining information across a lifetime of learning.

This is the first book to cover GRASP (Greedy Randomized Adaptive Search Procedures), a metaheuristic that has enjoyed wide success in practice with a broad range of applications to real-world combinatorial optimization problems. The state-of-the-art coverage and carefully crafted pedagogical style lends this book highly accessible as an introductory text not only to GRASP, but also to combinatorial optimization, greedy algorithms, local search, and path-relinking, as well as to heuristics and metaheuristics, in general. The focus is on algorithmic and computational aspects of applied optimization with GRASP with emphasis given to the end-user, providing sufficient information on the broad spectrum of advances in applied optimization with GRASP. For the more advanced reader, chapters on hybridization with path-relinking and parallel and continuous GRASP present these topics in a clear and concise fashion. Additionally, the book offers a very complete annotated bibliography of GRASP and combinatorial optimization. For the practitioner who needs to solve combinatorial optimization problems, the book provides a chapter with four case studies and implementable templates for all algorithms covered in the text. This book, with its excellent overview of GRASP, will appeal to researchers and practitioners of combinatorial optimization who have a need to find optimal or near optimal solutions to hard combinatorial optimization problems.

Grasp China is a comprehensive guidebook for business professionals and company executives to become “China Experts” in a very short period of time. When working or conducting business in China, there are so many critical but untold cultural and business secrets that are never written down even by local Chinese. For instance, do you know that you should not accept business dinner invitation easily because it signals a commitment? Are you curious why your local partner refuses to hire people from certain provinces in China? The four sections in the book cover all the critical aspects business travellers and expats must know before they land in the country. The first section focuses on the key notion of “China is not one China” through the lens of geography, city tier classification, and income disparity. Section two covers common and up-to-date social topics popular amongst the locals, and can be used as an ice breaker. Some of the topics are real estate prices, common regional stereotypes, China mobile internet, etc. Section three goes deeper into the nuances of the Chinese business world: unspoken business rules, dining and drinking etiquette, gifting, etc. Section four is a survival guide providing tips on traveling and living in China. To make the book more interesting as an engaging read on your flight to China, and at the same time avoid the common mistakes in other China books of being too abstract and non-practical, the author used many real-life case studies from her years of professional experience and networking on the ground to illustrate the different aspects of today’s business world and people’s daily lives in China. These real-life examples help explain the different aspects of Chinese culture in a straightforward way, making the book really easy and fun to read, allowing the readers to quickly “internalize” the materials. “China is a big country with a lot of complexities in culture, customs, traditions, and habits. Most people found it very challenging to learn how to do business or develop a professional relationship. It is admirable that Christine was able to crystallize the crucial insights and lessons in simple and yet penetrating forms. The personal experiences and stories added so much color. The book is a must-read for people without much exposure to China, but even for veterans, I think you will learn a lot of new perspectives and gain new insights from reading the book.” - Professor Hau Lee, Stanford Graduate School of Business "Christine has provided simple but useful information for anyone involved in China. A good primer." - Achal Agarwal, President, Kimberly-Clark Asia Pacific “Chinese mobile internet is in many ways leadings the world trend, and affecting the daily lives of over a billion people, especially the younger generations. In Grasp China, Christine articulated this unique landscape through vivid examples to give perspective visitors a practical guide of this exciting digital world.” - Rui Yu, CEO of Yihaodian (Largest online grocer in China)

The incredible achievements of modern scientific theories lead most of us to embrace scientific realism: the view that our best theories offer us at least roughly accurate descriptions of otherwise inaccessible parts of the world like genes, atoms, and the big bang. In Exceeding Our Grasp, Stanford argues that careful attention to the history of scientific investigation invites a challenge to this view that is not well represented in contemporary debates about the nature of the scientific enterprise. The historical record of scientific inquiry, Stanford suggests, is characterized by what he calls the problem of unconceived alternatives. Past scientists have routinely failed even to conceive of alternatives to their own theories and lines of theoretical investigation, alternatives that were both well-confirmed by the evidence available at the time and sufficiently serious as to be ultimately accepted by later scientific communities. Stanford supports this claim with a detailed investigation of the mid-to-late 19th century theories of inheritance and generation proposed in turn by Charles Darwin, Francis Galton, and August Weismann. He goes on to argue that this historical pattern strongly suggests that there are equally well-confirmed and scientifically serious alternatives to our own best theories that remain currently unconceived. Moreover, this challenge is more serious than those rooted in either the so-called pessimistic induction or the underdetermination of theories by evidence, in part because existing realist responses to these latter challenges offer no relief from the problem of unconceived alternatives itself. Stanford concludes by investigating what positive account of the spectacularly successful edifice of modern theoretical science remains open to us if we accept that our best scientific theories are powerful conceptual tools for accomplishing our practical goals, but abandon the view that the descriptions of the world around us that they offer are therefore even probably or approximately true.

Originally published in English in 1976, the book draws on and extends our knowledge of the process of learning. The subject of the study is the general stage in a child’s development that comes between his successful performance of an activity without knowing how he did it – that is, what he had to do in order to succeed – and the times when he becomes aware of what went into that action. The book reports the results of experiments conducted at the Centre of Genetic Epistemology. Children, ranging in age between four and adolescence, were asked to perform such tasks as walking on all fours, playing tiddlywinks, building a ramp for a toy car. They were then asked to explain how they had performed the task, and in some cases, to instruct the interviewer. Their answers show a number of surprising inaccuracies in the child’s ability to grasp the nature of what he has done. Taking a broad view of his results, Piaget shows that they reveal several stages in the gradual development of the child’s conceptualization of his actions. In analysing each stage, Piaget argues that the child’s concept of his own action cannot be considered a simple matter of ‘enlightenment’, but must actively be reconstructed from his experience. This view has always been at the core of Piaget’s work, and a new area of the child’s mental world is here given definitive treatment.

This text aims to assist in the understanding of the way in which children's language and literacy develops . It outlines all the key issues in the area and explains the nature of language, the theories and sequences of language development and the development of reading, writing, listening and speaking skills. The book also includes chapters on bilingualism, communication problems and working with the child who is deaf.