The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, 3rd EditionHenry Holt and Company, 2007 M04 1 - 432 pages The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products. Among the tips revealed are This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy. "I don't know a single copywriter whose work would not be improved by reading this book." —David Ogilvy |
From inside the book
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... Catalogs, and Other Sales Materials Writing Public Relations Materials Writing Commercials and Multimedia Presentations Writing for the Web Writing E-Mail Marketing How to Get a Job as a Copywriter How to Hire and Work with Copywriters ...
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Contents
An Introduction to Copywriting | 1 |
Writing to Get Attention The Headline | 12 |
Writing to Communicate | 37 |
Writing to Sell | 63 |
Getting Ready to Write | 98 |
Writing Print Advertisements | 121 |
Writing Direct Mail | 149 |
Writing Brochures Catalogs and Other Sales Materials | 173 |
Writing Commercials and Multimedia Presentations | 229 |
Writing for the Web | 260 |
Writing EMail Marketing | 286 |
How to Get a Job as a Copywriter | 313 |
How to Hire and Work with Copywriters | 341 |
Graphic Design for Copywriters | 363 |
Sources | 393 |
399 | |
Other editions - View all
The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells Robert W. Bly No preview available - 2006 |