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| Preface | |
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| Acknowledgments | |
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| The Persuasive Word; Strategy ABCs: Audience, Benefits, And Creative Briefs | |
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| Thinking about strategy first | |
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| Examining the brief: an up-close look | |
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| Templates 1.1: The shorter creative brief | |
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| Templates 1.2: The creative brief | |
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| Gaining deeper audience insight through VALS and observational research | |
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| Useful info 1.3: VALS comparison starting with highest incomes on top | |
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| Understanding secondary audience versus primary audience | |
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| Delving into consumer insights | |
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| Realizing the importance of a benefit | |
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| Creative strategy exercises | |
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| Notes | |
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| The Strategic Word: Strategy Categories | |
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| Using strategic thinking strengthens each touchpoint | |
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| Analyzing types of strategies | |
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| Keeping a handy reference list of strategies | |
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| Evaluating strategies and needs | |
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| Applying different types of positioning | |
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| Inventing the USP: selling uniqueness | |
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| Creating the main message: campaign slogans | |
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| Deciding the tone of voice | |
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| Considering competitors | |
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| Designing tactics | |
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| Advice from the pros 2.1: Charlie Hopper's writing for specific media tips | |
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| Final creative direction checklist | |
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| Creative strategy exercises | |
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| Notes | |
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| The Chosen Word: Writing Techniques | |
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| Developing a strong message with legs | |
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| Determining the tone of voice | |
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| Finding the point of view | |
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| Writing the way you speak | |
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| Writing to your audience | |
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| Checklist 3.1: A quick "Grammar" copywriting checklist | |
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| Writing for the medium and the senses | |
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| Writing for celebrities | |
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| Finding your own voice: some tips | |
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| Quick chapter overview | |
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| Checklist 3.2: Writing technique tips checklist | |
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| Creative writing exercises | |
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| Notes | |
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| The Sticky Word: Headline and Slogan Techniques | |
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| Devising ad structure: headlines, subheads, body copy, and slogans | |
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| Remembering the call to action | |
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| Thinking up catchy headlines and subheads | |
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| Reviewing different kinds of headlines | |
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| Making up sticky slogans: the backbone of campaigns | |
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| Adding power to your writing | |
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| Copywriting insights and tips | |
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| Making your copy sticky | |
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| Creative writing exercises | |
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| Notes | |
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| The Written Word; Print | |
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| Writing for the printed page | |
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| Formulating one focused message | |
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| Remembering the reader | |
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| Checklist 5.1: Copy checklist | |
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| Discovering basic copy format | |
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| Templates 5.2: Basic print ad copy format | |
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| Templates 5.3: Basic brochure copy format | |
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| Focusing on strategy, audience, benefits, tone of voice, message, and relevance | |
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| Recognizing categories of effective messages | |
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| Exploring playful, humorous, empathetic print ads | |
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| Studying more ads that empathize with the target | |
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| Identifying ads with an insider's understanding | |
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| Shaping witty headlines that say it all | |
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| Noticing ads that don't look like ads | |
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| Copywriting: a closer look | |
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| Print writing tips | |
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| Useful info 5.4: Common qualities in featured campaigns | |
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| Creative print checklist | |
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| Checklist 5.5: Print campaign checklist of questions | |
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| Creative print ad exercises | |
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| Notes | |
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| The Spoken Word; Radio | |
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| Becoming a radio aficionado | |
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| Tips and rules 6.1: How to write for the ear | |
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| Learning some radio tips from the masters | |
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| Tips and rules 6.2: Basic radio writing rules | |
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| Observing a few more radio writing "rules" | |
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| Applying basic radio copy format | |
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| Finding out more about radio format | |
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| Templates 6.3: Standard radio format | |
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| Useful info 6.4: Common radio terms | |
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| Thinking about production from the start | |
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| Using union and nonunion talent, music, and sound effects | |
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| Working with and directing the talent | |
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| Understanding radio dayparts | |
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| Exploring examples of great radio scripts | |
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| Script 1: Silver in the City :60 radio, "lead lining" | |
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| Script 2: Silver in the City, :60 radio, "seasons/vortex" | |
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| Script 3: Goodwill, :60 radio, "his, hers and ours" | |
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| Script 4: Pop Weaver Popcorn, :60 radio, "tv spot on the radio" | |
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| Script 5: Pop Weaver Popcorn, :30 radio, "arlene" | |
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| Script 6: Motel 6, :60 radio, "comparison" | |
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| Script 7: The Laughing Cow "Valley Girl" and "Enid" radio campaign | |
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| Advice from the pros 6.5: Joy Golden's 10 secrets for creating successful comedy radio commercials | |
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| Writing, radio tips | |
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| Advice from the pros 6.6: Charlie Hopper's tips for writing for radio | |
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| Reviewing radio: the wrap up | |
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| Creative radio exercises | |
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| Notes | |
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| The Animated Word: Television | |
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| Scrutinizing television writing: what's the secret? | |
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| Analyzing TV writing: where to begin | |
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| Tips and rules 7.1: The three Rs | |
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| Reviewing universal truths | |
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| Scripts and examples 7.2: Bridgestone TV script: "taters" | |
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| Discovering more about universal truths | |
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| Scripts and examples 7.3: Bridgestone TV script: "scream" | |
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| Scripts and examples 7.4: Bridgestone TV script: "hot item" | |
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| Portraying common goals | |
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| Scripts and examples 7.5: Angie's List TV script: "pay per view" | |
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| Scripts and examples 7.6: Angie's List TV script: "red paint" | |
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| Seeing how exaggeration, humor, and strong copy drive home benefits | |
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| Realizing a great tip for TV spot length | |
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| Investigating ways to present TV ideas | |
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| Scripts and examples 7.7: Story script example | |
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| Hewlett-Packard, :30 TV, "Live Wirelessly. Print Wirelessly." | |
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| Learning from beloved Super Bowl spots | |
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| Identifying types of TV commercials | |
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| Useful info 7.8: Some popular types of TV spots | |
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| Writing TV scripts | |
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| Tips and rules 7.9: Basic TV writing rules for scripts | |
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| Absorbing key copywriting tips | |
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| Tom Amico's tips (Kaplan Thaler Group) | |
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| Sara Rose's tips (Goodby Silverstein & Partners) | |
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| Vinny Warren's tips just on screenwriting (The Escape Pod) | |
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| Casting TV talent | |
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| Becoming familiar with TV terminology | |
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| Useful info 7.10: Common TV terms | |
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| Templates 7.11: Basic TV copy format | |
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| Scripts and examples 7.12: Weight Watchers "momentum" campaign examples | |
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| Creative TV exercises | |
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| Notes | |
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| The Delivered and Abridged Word: Direct Mail, Mobile, and Small-Space Writing | |
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| Exploring direct mail | |
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| Grasping why direct mail? | |
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| Checklist 8.1: Direct mail handy checklist | |
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| Learning a few pointers about writing self-promotion letters | |
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| Advice from the pros 8.2: Drayton Bird's letter writing principles | |
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| Creating messages for mobile e-mail marketing | |
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| Writing copy for product packaging | |
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| Examining examples of creative package copy | |
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| Advice from the pros 8.3: Five tips for better results with mobile e-mail marketing from Shane Ketterman | |
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| Checklist 8.4: Small-space writing checklist | |
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| Scripts and examples 8.5: Headlines for Ugly Mug Coffee bags | |
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| Learning some tips for small-space writing from Charlie Hopper | |
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| Advice from the pros 8.6: Basic writing tips from Curt Mueller | |
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| Creating coupon copy | |
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| Examining online banner ad copy | |
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| Understanding catalog copywriting | |
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| Scripts and examples 8.7: Ovation Guitars copy | |
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| Checklist 8.8: Catalog copywriting checklist | |
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| Creative abridged writing exercises | |
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| Notes | |
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| The Ambient and Moving Word: Out-Of-Home and Transit | |
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| Starting from the medium | |
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| Useful info 9.1: Kinds of ambient media | |
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| Noticing messages wherever you are | |
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| Looking closely at out-of-home messages | |
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| Tips and rules 9.2: Tips for writing ambient copy | |
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| Thinking about surprising the audience | |
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| Understanding your audience's frame of reference | |
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| Being irreverent and still effective | |
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| Taking a once touchy subject into a humorous campaign | |
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| Finding new places to advertise | |
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| Checklist 9.3: Creative ambient checklist | |
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| Creative ambient exercises | |
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| Notes | |
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| The Online Communal Word: Digital Dialogue, Virtual Community, Slogging | |
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| Interacting with your online audience | |
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| Writing for the Web | |
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| Surfing the Web | |
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| Talking to the reader | |
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| Evaluating the copy's tone of voice | |
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| Including clever headlines | |
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| Scripts and examples 10.1: Fun website headlines | |
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| Advice from the pros 10.2: Warning: use these five headline formulas at your own risk | |
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| Analyzing the message | |
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| Tips and rules 10.3: The 10 basic rules of copywriting | |
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| Creating a successful blog | |
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| Tips and rules 10.4:10 steps for a successful blog series | |
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| Reading blogs for digital writing tips | |
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| Editing: Charlie Hopper's tips to cut copy | |
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| Advice from the pros 10.5: Andy Beal's top blogging tips | |
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| Useful info 10.6: Top copy-specific blogs from "top copywriting sites" | |
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| Looking into blogs for ad agencies | |
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| Learning blogging tips | |
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| Learning the rules of guest blogging | |
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| Revealing more bloggers' observations | |
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| Looking at online versus print articles | |
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| Useful info 10.7: Social media ethical issue terms | |
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| Reviewing digital writing | |
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| Checklist 10.8: Blogging checklist | |
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| Creative blogging exercises | |
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| Notes | |
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| The Online Word: Websites | |
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| Considering different types of digital directions | |
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| Examining a site with straightforward copy | |
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| Scripts and examples 11.1: Where we come from | |
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| Looking at copy on two digital agency sites | |
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| Examining a humorous site | |
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| Understanding SEO as a writer | |
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| Advice from the pros 11.2: Derek Cromwell's website copywriting tips | |
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| Staying current about SEO | |
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| Useful info 11.3:24 awesome SEO blogs everyone should read | |
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| Learning digital media from online experts | |
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| Advice from the pros 11.4: Alessandra Lariu's digital writing tips | |
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| Useful info 11.5: Common Internet terms | |
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| Checklist 11.6: Online writing checklist | |
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| Creative online writing exercises | |
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| Notes | |
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| The Buzz Word: Interactive Engagement, Social Media, Viral Marketing | |
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| Understanding interactivity | |
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| Asking: what's the point of interaction? | |
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| Considering sendable campaigns | |
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| Asking consumers to share their stories | |
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| Thinking about interactivity | |
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| Creating other ways to use interactivity | |
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| Discovering how to create buzz | |
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| Creating buzz with viral marketing/word of mouth | |
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| Asking why you responded | |
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| Understanding when buzz goes wrong | |
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| Looking at social networking: Facebook, Twitter, and more | |
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| Communicating online is similar to other media | |
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| Advice from the pros 12.1: Three digital writing tips from Peter Sena II | |
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| Watching new media | |
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| Using new media for marketing messages | |
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| Using social media to create viral reactions | |
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| Designing games to recruit staff | |
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| Final interactive media checklist | |
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| Creative interactive exercises | |
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| Notes | |
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| The Multimedia Word: Integrated Campaigns | |
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| Developing ideas that spin out | |
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| Thinking about how small-space writing differs from other media | |
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| Creating messages that move from one medium into another | |
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| Thinking about multimedia from the beginning | |
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| Checking that you're writing for the eye, ear, and imagination | |
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| Reminding consumers of the benefits in all media | |
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| Including target-specific ambient and interactive advertising | |
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| Being irreverent can create unforgettable messages | |
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| Creating a new approach to a normally stuffy category | |
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| Learning Charlie Hopper's media-focused writing tips | |
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| Advice from the pros 13.1: Hopper's top writing tips | |
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| Gaining some insights into how Crispin Porter + Bogusky think | |
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| Looking at more multimedia campaigns | |
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| Scripts and examples 13.2: Mount Sinai, :60 radio, "Two-Year-Old" | |
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| Single medium campaigns | |
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| Checklist 13.3: Multimedia writing tips checklist | |
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| Multimedia messaging exercises | |
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| Notes | |
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| The Global Word: Multicultural and International Campaigns | |
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| Revisiting universal truths as a core message | |
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| Writing for hispanic markets | |
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| Using global truths for today's diverse market | |
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| Advice from the pros 14.1: Five writing tips from George L. San Jose | |
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| Creating international campaigns | |
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| Seeing how concepts move into other markets | |
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| Taking a tagline into other countries | |
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| Changing consumer behavior with fun | |
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| Reaching out with on-the-go solutions | |
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| Using the digital world to go global | |
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| Observing international campaigns | |
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| Advice from the pros 14.2: Three tips for writing to biculturals from Carlos Meneridez | |
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| Checklist 14.3: Multilingual and multicultural writing tips checklist | |
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| Multilingual and international messaging exercises | |
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| Notes | |
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| Suggested Reading | |
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| Index | |