Shop the Money & Markets Store
Are you a finance, investing, economics or accounting professional? Find books, read blog posts, and discover new authors and thought-leaders in Money & Markets, a new home for finance industry professionals on Amazon.com. > Shop now
Publication Date: July 1, 2008 | Series: Entrepreneur Magazine
Showing you that you don’t need a professional ad agency or copywriter to write kick-ass copy, this hands-on guide shows you how to write compelling copy that does more than capture attention—it boosts profits.
Introducing her invaluable Copywriter’s Outline, Gunelius spares you from the long-winded explanations and irrelevant details found in other copywriting books and teaches you the secrets behind effective, results-driving copy—in ten easy steps. With real-world and fictitious advertising and marketing examples, learn the do’s and don’ts of effective copywriting and quickly develop an eye for good and bad copy as well as the nuances of marketing messages for various businesses, industries and media. Discover the true simplicity of writing copy that sells!
{"itemData":[{"priceBreaksMAP":null,"buyingPrice":19.45,"ASIN":"159918253X","isPreorder":0},{"priceBreaksMAP":null,"buyingPrice":14.72,"ASIN":"0805078045","isPreorder":0},{"priceBreaksMAP":null,"buyingPrice":11.86,"ASIN":"0071467858","isPreorder":0}],"shippingId":"159918253X::XakTZj9KT%2Fd6Ge9Eq2Sstht%2FzJxrKyA%2F%2BaEjioVGuKoUExw0oUM5%2BL408iyK%2BUGYo4QC%2BVZJ9OcNtnWdw6mP%2Fc3D1Ba1qLwmCyu1VLqd%2Bxg%3D,0805078045::Q9NSzXm9qkW6JVrqcsyz8sEIwLp%2FtpCii8D5h3GgYsbLp8A3KPtfLqku9dYCDBpH8bY19mvcMVSNPnC238P70BzFJIf8c0KQss6z4O49SxPanVVK8QUqQQ%3D%3D,0071467858::RPmn%2FzuGpcdTvoHLSfnDBzqVAKjwUSkaIKHWAIQfXVJgYlVOYu70cUH48UgY91DV%2FSOY5UwurnFhTs7h8gKEgSBaqOfWW2sIkL4XXlLaeJedwh9h858ezw%3D%3D","sprites":{"addToWishlist":["wl_one","wl_two","wl_three"],"addToCart":["s_addToCart","s_addBothToCart","s_add3ToCart"],"preorder":["s_preorderThis","s_preorderBoth","s_preorderAll3"]},"currenyCode":"USD","shippingDetails":{"xz":"availability","yz":"same","xy":"availability","xyz":"availability"},"tags":["x","y","z"],"strings":{"showDetails":"Show details","differentAvailabilityAll":"Some of these items ship sooner than the others.","addToWishlist":["add to wishlist","Add both to Wish List","Add all three to Wish List"],"shippingError":"An error occurred, please try again","differentAvailability":"One of these items ships sooner than the other.","preorder":["Pre-order this item","Pre-order both items","Pre-order all three items"],"addToCart":["Add to Cart","Add both to Cart","Add all three to Cart"],"showDetailsDefault":"Show availability and shipping details","priceLabel":["Price:","Price for both:","Price for all three:"],"hideDetailsDefault":"Hide availability and shipping details","hideDetails":"Hide details"}}
You don’t need a professional ad agency or copywriter to create kick-ass marketing copy. This hands-on guide takes you step by step and shows you how to create marketing messages that capture attention and boost profits.
"Kick-ass Copywriting in 10 Easy Steps is a must-read for any small to midsized business owner. It translates difficult writing ideas into everyday language and empowers the average business owner to write more persuasively in a simple, step-by-step process. My advice? Buy this book–and read it twice!" —Dean Reick, direct marketing copywriter, DirectCreative.com
" ...Susan’s warm, engaging style and emphasis on real-world specifics will make even the most writing-phobic business owners feel more confident in their advertising efforts. Susan packs plenty of useful copywriting tools, illustrations, and checklists between the covers, too. Her full-featured 'Copywriting Outline' is surely worth the entire price of admission. Kick-ass Copywriting in 10 Easy Steps is a superb addition to any small-business owner's ready-reference shelf." —Roberta Rosenberg, "The Copywriting Maven" and President, MGP Direct Inc.
“Susan Gunelius has created a simple-to- understand guide to writing effective and hard working copy for nonprofessionals such as small-business owners and others who recognize they need to develop this essential skill to promote their business. Kick-ass Copywriting in 10 Easy Steps covers virtually every topic the aspiring copywriter needs to know, from the crafting of impactful copy, to where best to run it. Ms. Gunelius’ book should be on every small business owner’s bookshelf.” —George Parker, creative consultant, author of MadScam, and advertising blogger at Adscam and Adhurl
About the Author
Susan Gunelius has spent more than a decade developing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. She is a freelance writer, copywriter and professional blogger on the topics of business, branding and marketing.
Susan Gunelius is President and CEO of KeySplash Creative, Inc., a marketing communications provider offering content marketing, branding, copywriting, social media marketing services. Her clients include Citibank, Cox Communications, About.com (a New York Times company), and a variety of large and small organizations around the world.
Several of Susan's books are used in university classrooms. As a professional speaker, Susan lectures professionals and students across the globe about marketing, social media, branding and more. She has also been interviewed by a wide variety of television, radio, print, and online media organizations about marketing-related topics.
Susan is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, FoxBusiness.com, WashingtonPost.com, BusinessWeek.com, and many more.
With 20 years of marketing, branding, and copywriting experience, Susan is a seasoned corporate professional having spent much or her career developing and executing marketing programs for global and national organizations, including divisions of AT&T and HSBC.
SUSAN GUNELIUS' WEBSITES, BLOGS AND PROFILES: www.KeySplashCreative.com www.WomenOnBusiness.com www.SusanGunelius.com Follow me on Twitter: www.twitter.com/susangunelius Friend me on Facebook: www.facebook.com/susangunelius Connect with me on LinkedIn: www.linkedin.com/in/susangunelius
This is a very useful book. First she provides you with a Copywriting Outline which immediately helps the small business person identify the holes in their approaches to copy. She shows how and why writing copy is different from all other writing. (At Rocket Builders we run into this issue all the time with clients who get off on the wrong foot with their copy) By reading this book you will obtain much better clarity about copy and an increased appreciation for how hard it is to write clear useful, consistent copy. She has taken a small business B2B focus - which makes this book useful to a vary broad audience since the examples are simple, believable and in small enough chunks that you can learn from them. A long way back I learned that it takes a real expert to translate a complex process into simple steps. She has made one of the clearest statements about why too much information slows your sales process, " Extra words can confuse and slow down customers. Write for those who have little time to read." This is one book every marketing manager should have on his desk, it will be well used.
My husband and I owned a small business for over 20 years, and I wish this book was published earlier! It's presented in an easy-to-read format, and the concepts can be applied to any marketing communications project. I wish there were more business primers like Gunelius' available. I love the simple 10-step approach that excludes all the extra stuff that clutters other business books. I call for a sequel!
What's great about this book is that while its focus seems to be on writing copy for print ads and mailings, most of the techniques are a perfect fit for website content.
One thing that the book outlines that other marketing books don't is exactly how to focus on emotional triggers that will improve the chances of making a sale. Real-world examples are also used sparingly but effectively to demonstrate the impact that a particular copyriting technique can have.
Other useful techniques oulined in the book include competitive differentiator copywriting and emphasis on writing in the second person. To the contrary, techniques covered such as benefit emphasis and creating a sense of urgency are common marketing knowledge, and only in that respect does the book not stand out from others.
This is a terrific book that anyone involved in internet marketing should immediately add to their arsenal.
