Writing Copy For Dummies

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 1Part I: Understanding Copywriting Basics 7Chapter 1: Writing Copy: Capturing Hearts, Minds, and Money 9Chapter 2: Marching Ahead with Copywriting Fundamentals 19Chapter 3: Looking for Ideas: Finding Inspiration through Investigation 39Part II: Direct Response Writing That Makes the Sale 53Chapter 4: Working with the Power of Direct Response 55Chapter 5: Writing Direct Response Letters That Win Business 69Chapter 6: Creating Direct Response Brochures That Sizzle and Sell 91Chapter 7: Completing the Direct Response Package 107Chapter 8: Going It Alone: Self-Mailers, Postcards, Catalogs, and More 127Chapter 9: Blasting Away with E-Mail 143Part III: Building Awareness of Your Business 159Chapter 10: Basic Branding 101 161Chapter 11: Writing High-Powered Ads for Your Business 173Chapter 12: Creating Effective Press Releases and Press Kits 191Chapter 13: Gaining Credibility with Outstanding Articles 211Part IV: Managing the Sales Support System 229Chapter 14: Creating Web Sites That Attract and Hold Customers 231Chapter 15: Crafting Collateral: Using Supporting Materials 247Chapter 16: Writing to Sell to a Business, Not a Consumer 263Part V: Looking at Special Copywriting Situations 275Chapter 17: Raising Money, Getting Votes, and Promoting Health and Education 277Chapter 18: Solving Problems When Good Copy Goes Wrong 295Chapter 19: So You Want to Be a Copywriter 309Part VI: The Part of Tens 328Chapter 20: Ten Things You Should Always Do Before Writing 329Chapter 21: Ten Cures for Common Copywriting Problems 335Chapter 22: Ten Fast Ways to Find Copywriting Inspiration 341Index 347