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