Writing Copy for Dummies

ISBN-13: 9780764569692 / Angielski / Miękka / 2004 / 362 str.

Jonathan Kranz

Opis

Tips on writing to consumers and business-to-business

Create captivating, results-oriented, sales-generating copy

Need to produce winning copy for your business? This fast, fun guide takes you through every step of a successful copywriting project, from direct mail, print ads, and radio spots to Web sites, articles, and press releases. You'll see how to gather crucial information before you write, build awareness, land sales, and keep customers coming back for more.

Discover How To:
* Write compelling headlines and body copy
* Turn your research into brilliant ideas
* Create motivational materials for worthy causes
* Fix projects when they go wrong
* Land a job as a copywriter

Spis treści

Introduction 1

Part I Understanding Copywriting Basics 7

Chapter 1: Writing Copy: Capturing Hearts, Minds, and Money 9

Chapter 2: Marching Ahead with Copywriting fundamentals 19

Chapter 3: Looking for Ideas: Finding Inspiration through Investigation 39

Part II Direct Response Writing That Makes the Sale 53

Chapter 4: Working with the Power of Direct Response 55

Chapter 5: Writing Direct Response Letters That Win Business 69

Chapter 6: Creating Direct Response Brochures That Sizzle and Sell 91

Chapter 7: Completing the Direct Response Package 107

Chapter 8: Going it Alone: Self–Mailers, Postcards, Catalogs, and More 127

Chapter 9: Blasting Away with E–Mail 143

Part III Building Awareness of Your Business 159

Chapter 10: Basic Branding 101 161

Chapter 11: Writing High–Powered Ads for Your Business 173

Chapter 12: Creating Effective Press Releases and Press Kits 191

Chapter 13: Gaining Credibility with Outstanding Articles 211

Part IV Managing the Sales Support System 229

Chapter 14: Creating Web Sites That Attract and Hold Customers 231

Chapter 15: Crafting Collateral: Using Supporting Materials 247

Chapter 16: Writing to Sell to a Business, Not a Consumer 263

Part V Looking at Special Copywriting Situations 275

Chapter 17: Raising Money, Getting Votes, and Promoting Health and Education 277

Chapter 18: Solving Problems When Good copy Goes Wrong 295

Chapter 19: So You Want to Be a Copywriter 309

Part VI: The Part of Tens 328

Chapter 20: Ten Things You Should Always Do Before Writing 329

Chapter 21: Ten cures for Common Copywriting Problems 335

Chapter 22: Ten Fast Ways to Find Copywriting Inspiration 341

Index 347

O autorze

Jonathan Kranz is the principal of Kranz Communications, an award–winning writing firm that helps leading agencies tackle their most difficult marketing, advertising, and public relations assignments in numerous consumer and B2B industries.