You are previewing The Everything Guide To Writing Copy.
O'Reilly logo
The Everything Guide To Writing Copy

Book Description

The Everything Guide to Writing Copy is a step-by-step guide to writing effective copy for a variety of media including print, Web, radio, trade journals, and much more. Packed with tips and tricks used by the pros, this valuable resource teaches you to promote products and services, build brands, and write copy that boosts your company's bottom line. Features expert strategies for you to: Write compelling headlines, tag lines, and leads; Avoid common copywriting mistakes; Strengthen brand development; Start a freelance copywriting business; and Write copy for all media-print, radio, TV, and Web sites. Whether you're a professional copywriter or just starting out, The Everything Guide to Writing Copy will inspire you to create innovative, sales-generating advertising and marketing pieces.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. The Top Ten Traits of Killer Copy
  7. Introduction
  8. 1 What Every Copywriter Needs to Know
    1. What Is Copywriting?
    2. Are Copywriting and Business Writing the Same?
    3. You Might Be a Copywriter if…
    4. Skills You Will Need
    5. Where Do You Learn This Stuff?
    6. Traits of Successful Copywriters
  9. 2 A Sales, Marketing, and Public Relations Primer
    1. What Is Sales Communications?
    2. What Is Marketing Communications?
    3. What Is Mass Advertising?
    4. What Is Public Relations?
    5. What Is Customer Communications?
    6. What Is Direct Marketing?
    7. What Is a Campaign?
    8. How a Promotional Piece Is Created
  10. 3 Planning a Copywriting Project
    1. How Copywriting Projects Are Initiated
    2. Digging for the Facts
    3. Becoming the Product Expert
    4. Get the Background Materials
    5. Understand the Audience
    6. Project Chitchats
    7. What Is a Creative Brief?
  11. 4 Get Writing
    1. Determine the Writing Style
    2. Long Copy or Short?
    3. Organize the Key Messages
    4. How to Generate Great Ideas
    5. Outline
    6. Proven Copywriting Formulas
  12. 5 Ingredients of Highly Successful Copy
    1. Gain Attention
    2. Focus on the Customer
    3. Bring the Benefits to Life
    4. Differentiate from the Competition
    5. Build Belief
    6. Put Price in Perspective
    7. Inspire Action
  13. 6 The Copywriter’s Bag of Tricks
    1. Create a Multisensory Experience
    2. Tell a Story
    3. Flash Facts and Stats
    4. Tout the Advantages
    5. Pile on the Reasons Why
    6. Push the “Ouch” Button
    7. Make It Urgent—Even When It Isn’t
    8. Stand Up to the Competition
    9. Sweeten the Deal
    10. Put It in Quotes
    11. Lay on the Kudos
  14. 7 Headlines, Body Copy, and More
    1. Headlines
    2. Lead the Way with Great Leads
    3. The 3 Cs of Effective Body Copy
    4. Sentences That Sell
    5. Powerful Paragraphs
    6. Other Useful Text Devices
    7. The Call to Action
  15. 8 Copywriting Mechanics
    1. The Last Mile
    2. Proof Your Copy
    3. Getting Down to the Nitty-Gritty
    4. Formatting
    5. Brand Guides and Style Guides
    6. Fact Checking
    7. Presenting Your Copy
    8. Permissions and Approvals
  16. 9 Writing Advertising Copy
    1. Ad Writing Basics
    2. Print Ads
    3. Advertorials
    4. Classifieds
    5. Billboards
    6. Radio Spots
    7. Audio-Visual Advertisements
  17. 10 Writing Direct Marketing Copy
    1. Sales Letters That Sizzle
    2. The Classic Direct-Mail Package
    3. Dimensional Mailers
    4. Catalogs
    5. Telemarketing Scripts
  18. 11 Writing Internet Copy
    1. Web Sites
    2. Microsites
    3. Sell Pages
    4. Banner Advertising
    5. E-zine Advertisements
    6. Search Engine Advertising
    7. SEO Copywriting
    8. E-mail Campaigns
  19. 12 Writing Sales Communications Copy
    1. Helping Salespeople Sell More
    2. Product Brochures
    3. Sell Sheets
    4. Case Studies
    5. Presentations
    6. Model Letters
    7. Sales Proposals
  20. 13 Writing PR Copy
    1. Romancing the Press
    2. Traditional Press Releases
    3. Media Advisories
    4. Media Kits
    5. Articles
    6. Speeches
  21. 14 Writing Customer Communications Copy
    1. Customers for Life
    2. Cross-selling and Up-selling
    3. Newsletters
    4. Customer Letters and E-mails
    5. Product Information
    6. Online Customer Communities
  22. 15 Writing Marketing Communications Copy
    1. The Busy Marcom Department
    2. Get to the Point with POS Copy
    3. Corporate Brochures
    4. Annual Reports
    5. Trade Show Exhibits
    6. White Papers
  23. 16 Writing Branding Copy
    1. What Copywriters Need to Know about Branding
    2. Build the Brand Identity
    3. How Branding Affects Writing Style
    4. Taglines and Slogans
    5. Copywriting Projects Most Affected by the Brand
    6. When the Brand Gets in the Way
  24. 17 Special Copywriting Situations
    1. Business-to-Business
    2. Complex Products
    3. Fundraising Letters
    4. Selling to Resellers
    5. Long-Copy Sales Letters
    6. Preparing a Copywriter’s Rough
  25. 18 Conquering Common Copywriting Problems
    1. What to Do if Your Copy Doesn’t Sell
    2. Dealing with Conflicting Feedback
    3. My Client (or Boss) Hates My Copy!
    4. Writer’s Block
    5. Too Much Information, Not Enough Space
    6. Making It Happen Under Impossible Deadlines
  26. 19 Getting a Job as a Copywriter
    1. Breaking in
    2. Building Your Book
    3. Agency Jobs
    4. Corporate Jobs
    5. Nonprofit Jobs
    6. Climbing the Ladder
  27. 20 Hanging Out Your Own Shingle
    1. Going Freelance
    2. Services You Can Offer
    3. Where to Find Clients
    4. Getting the Word Out
    5. Pricing Your Services
    6. Get It in Writing
  28. Appendix A: Glossary
  29. Appendix B: The Copy Review Checklist
  30. Appendix C: Resources