The Everything Guide To Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells (Everything: Language and Literature) [Paperback]

Steve Slaunwhite (Author)

Book Description

Publication Date: June 14, 2007 | Series: Everything: Language and Literature

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
• 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.

Editorial Reviews

About the Author

Steve Slaunwhite is an award-winning copywriter, author, and seminar leader. He has worked with such clients as UPS, Hewlett-Packard, Mitsubishi, AAA, and more than a hundred others. The author of several books including Start & Run a Copywriting Business and Secrets of Writing for the B2B Market, Slaunwhite also wrote the groundbreaking handbook 101 Writing Tips for Successful Email Marketing. His copywriting expertise has been featured in Inside Direct Mail, Direct Marketing News, and The Wall Street Journal. popular ezine for professional copywriters, and he lives in Brampton, Ontario.

Product Details

• Paperback: 304 pages
• Publisher: Adams Media (June 14, 2007)
• Language: English
• ISBN-10: 1598692518
• ISBN-13: 978-1598692518
• Product Dimensions: 9.3 x 8 x 0.8 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #618,138 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

15 of 17 people found the following review helpful:

4.0 out of 5 stars An exceptional choice for basics., July 12, 2007

By 

Monty Rainey (New Braunfels, TX) - See all my reviews
(TOP 1000 REVIEWER)    (VINE VOICE)    (REAL NAME)   

Amazon Verified Purchase

This review is from: The Everything Guide To Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells (Everything: Language and Literature) (Paperback)

The first book I read by Steve Slaunwhite, "Start & Run a Copywriting Business" won my deepest admiration. Slaunwhite is firmly established as one of the premier copywriters on the scene today. So of course, I had very high expectations for Slaunwhite's newest book, THE EVERYTHING GUIDE TO WRITING COPY. For the most part, I came away very pleased with what I found here.

At just under 300 pages, Slaunwhite gives in-depth coverage of basic copywriting, from many different angles. The book covers everything you would expect a basic copywriting book to cover. Planning your project, headlines, ad copy, direct market copy, Internet copy, PR copy, landing a job as a copywriter, it's
all here and covered in acceptable basic detail.

Also as expected, Slaunwhite's book flows very well, holds reader interest, follows a logical progression, etc. The format also provides a generous margin for note taking. The text is interspersed with interesting and informative facts and tips. In summary, this has all the elements of a great book on beginning copywriting.

But wait, so does Slaunwhite's "Start & Run a Copywriting Business". I'm not saying this is a rehash, at least not completely. The book is expanded to include some updated material, but why not market it as a revised edition? Of course the answer is obvious. A new title will certainly sell more copies than a revision. Don't get me wrong, there is much to learn here, but unless this is your first book on copywriting, you might be disappointed.

I would also be remiss not to mention the lack of editing. Slaunwhite is no doubt, a professional, but as such, is held to a higher standard. If he needs a good proofreader,... I'm available. There are 3 typos on page 129 alone!

Now that I've made it sound bad, let me smooth it out a bit. If you're new to copywriting and looking for a good book to start with, this would be an exceptional choice. If you're already an established copywriter and have read previous Slaunwhite, Bly, Bowerman, etc., you may be in for a disappointment here.

10 of 11 people found the following review helpful:

4.0 out of 5 stars A good overview for beginners, August 27, 2007

By 

Janice King "Author, "Copywriting That Se... (www.writinghightech.com) - See all my reviews
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This review is from: The Everything Guide To Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells (Everything: Language and Literature) (Paperback)

If you are exploring a career as a copywriter, this book will give you good sense of the projects, skills, and work activities involved. The book is well organized and the information is relevant and clearly presented. However, the broad scope of projects covered means a cursory discussion of each and may lead new writers to believe it is possible and necessary to be an "I write anything" writer. In fact, most successful copywriters focus on certain types of projects and industries in order to build a strong expertise. Readers who want to pursue copywriting as a career will want to use this book as a starting point for identifying a focus, then supplement it with other books and resources covering that focus.

3 of 3 people found the following review helpful:

2.0 out of 5 stars Not what I expected, November 25, 2010

By 

quentin mccall (birmingham, al United States) - See all my reviews

Amazon Verified Purchase

This review is from: The Everything Guide To Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells (Everything: Language and Literature) (Paperback)

I thought this book would not only instruct ,but provide useful examples of the instruction. It failed in that area...so looking for another book on copy