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