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Writing Copy for Dummies

ISBN-10: 0764569694
ISBN-13: 9780764569692
Edition: 2005
Authors: Jonathan Kranz
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Description: Presenting practical insights and step-by-step instructions, 'Writing Copy For Dummies' helps readers write compelling, results-oriented, and sales-generating direct mail, print ads, radio spots, websites, e-mail, articles, and press releases.

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Book details

List price: $19.99
Copyright year: 2005
Publisher: John Wiley & Sons, Incorporated
Publication date: 10/29/2004
Binding: Paperback
Pages: 384
Size: 7.50" wide x 9.25" long x 1.00" tall
Weight: 1.540
Language: English

Presenting practical insights and step-by-step instructions, 'Writing Copy For Dummies' helps readers write compelling, results-oriented, and sales-generating direct mail, print ads, radio spots, websites, e-mail, articles, and press releases.

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.

Introduction
About This Book
Conventions Used in This Book
What You're Not to Read
Foolish Assumptions
How This Book Is Organized
Icons Used in This Book
Where to Go from Here
Understanding Copywriting Basics
Writing Copy: Capturing Hearts, Minds, and Money
What Copywriting Is (and Isn't)
Recognizing Copy's Different Uses
Looking at People Who Produce Copy
Selecting the Right Tool: When and Why to Use What
Marching Ahead with Copywriting Fundamentals
Writing Copy 101: The Building Blocks
Adding the Finishing Touches to Your Foundation
Editing Your Work: The Grammar You Need to Know
Looking for Ideas: Finding Inspiration through Investigation
Gaining Insights about Products and Services through Questioning
Understanding Whom You're Talking To
Researching on the Prowl, on the Cheap, and Often on the Mark
Coming Up with Brilliant Ideas
Direct Response Writing That Makes the Sale
Working with the Power of Direct Response
Ready, Aim, Sell: The Important Traits of Direct Response
Scanning the Methods: A Brief Survey of Direct Response Options
Cooking Up the Crucial Ingredients to Direct Response Writing
Is It Working? Testing Direct Response Writing
Writing Direct Response Letters That Win Business
Looking at the Common Characteristics of Successful Letters
Tinkering with the Nuts and Bolts of Your Letter
Writing Great Letters, Step by Step
Putting the Pieces Together: A Sample Letter Shows You How
Creating Direct Response Brochures That Sizzle and Sell
Putting Brochures to Work
Planning Your Brochure's Layout, Panel by Panel
Organizing Your Brochure's Interior Content
Adding Supporting Elements to Your Brochure
Completing the Direct Response Package
Come-Hither Copy: Writing the Teaser
Answer Me! Creating the Reply Device
Writing Lift Notes: Another Way to Tell Your Story
Sending Presents: Big Dimensional Mail
Quick and Dirty: Direct Mail in a Day
Going It Alone: Self-Mailers, Postcards, Catalogs, and More
Creating the Self-Mailer
Producing Postcards
Making the Sale with Catalog Descriptions
Bid on This: Writing Descriptions for Online Auctions
Blasting Away with E-Mail
Determining Whether E-Mail Is Right for You
Asking Permission to Send E-Mail
Writing Your E-Mail Message (and Not Getting Deleted)
Using E-Newsletters to Maintain Contact
Building Awareness of Your Business
Basic Branding 101
Creating a Sense of Unique Value with Branding
Building a Brand Message from the Ground Up
Writing High-Powered Ads for Your Business
Putting Your Message in Print
Advertising on the Web
Tuning In: Advertising on the Radio
Creating Effective Press Releases and Press Kits
Leveraging the Media to Your Advantage
Writing a Press Release That Reels Them In
Presenting Your Business in Press Kits
Gaining Credibility with Outstanding Articles
Understanding When Writing Articles Can Be Right for You
Making Plans for Publication
Writing a Winning Article
Publishing Successful Newsletters
Managing the Sales Support System
Creating Web Sites That Attract and Hold Customers
Planning a Must-See Destination
Writing in Bits and Bytes
Developing Different Types of Online Content
Crafting Collateral: Using Supporting Materials
Examining the Role of Collateral
Tackling the Corporate Capabilities Brochure
Writing Sales Sheets and Pamphlets
Producing Other Types of Sales Literature
Writing to Sell to a Business, Not a Consumer
Managing a Different Kind of Sales Process
Talking the Talk: Connecting to Businesspeople
Promoting Seminars, Webinars, and Other Events
Looking at Special Copywriting Situations
Raising Money, Getting Votes, and Promoting Health and Education
Raising Money with Letters
Vote for Me! Generating Political Support
Getting to the Heart of Healthcare
Back to School: Communicating to Students and Prospective Students
Solving Problems When Good Copy Goes Wrong
Putting Processes in Place to Prevent Problems
Bandaging the Wound: First Aid for Hurting Writers
Fixing Your Copy in Special Situations
So You Want to Be a Copywriter
Considering Your Career Options
Preparing for Your Career
Marketing Yourself as a Freelancer
The Part of Tens
Ten Things You Should Always Do Before Writing
Creating the Team
Clarifying the Purpose
Setting the Benchmarks
Gathering the Facts
Resolving the Format
Establishing the Copy Points
Turning Features into Benefits
Profiling the Customer
Identifying the Marketing Challenges
Setting the Tone
Ten Cures for Common Copywriting Problems
Establishing Focus When Your Message Is Diffuse
Getting Specific When Your Writing Is Vague
Getting Real When Your Copy Is Jargon Filled
Speaking the Customer's Language When the Tone Is Wrong
Talking about the Customer When Your Copy Is Self-Flattering
Using Active Words to Fight the "Flat"
Being Bold When Your Pitch Is Too Soft
Trimming Text When Your Copy Is Wordy
Making an Offer When Your Conclusion Is Wilting
Going Back to the Source When You Have Writer's Block
Ten Fast Ways to Find Copywriting Inspiration
Reviewing Customer Letters or Testimonials
Talking to Salespeople
Running a Web Search
Getting Support Beyond Your Desk
Reading the Copywriting Classics
Experiencing the Product or Service
Pretending You're the Prospect
Playing a Free-Association Game
Immersing Yourself-Then Taking a Break
Opening Your Mind
Index

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