Writing Copy For Dummies

AvJonathan Kranz

Häftad, Engelska, 2004

183 kr

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Beskrivning

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

Produktinformation

Utgivningsdatum:2004-10-29
Mått:191 x 234 x 22 mm
Vikt:581 g
Format:Häftad
Språk:Engelska
Antal sidor:384
Förlag:John Wiley & Sons Inc
ISBN:9780764569692

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Mer om författaren

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.

Innehållsförteckning

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