- Paperback: 384 pages
- Publisher: For Dummies; 1 edition (October 29, 2004)
- Language: English
- ISBN-10: 0764569694
- ISBN-13: 978-0764569692
- Product Dimensions: 7.5 x 0.9 x 9.2 inches
- Shipping Weight: 1.8 pounds (View shipping rates and policies)
- Average Customer Review: 4.5 out of 5 stars See all reviews (27 customer reviews)
- Amazon Best Sellers Rank: #374,667 in Books (See Top 100 in Books)
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Writing Copy?For Dummies 1st Edition
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From the Back Cover
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
About the Author
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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Top Customer Reviews
Sidebars chip in along the way, occasionally offering a true gem, like the real difference between website headlines and their printed counterparts. And Kranz tells you why you should never waste your time and effort on a MISSION STATEMENT.
Based on the number of notes in the margins of my copy, I've found the chapters on websites, collateral, problem solving and "looking for ideas" the most helpful. Kranz also gives a detailed breakdown of what goes into a direct mail package, that should be enough to get any beginning mailer off to a promising start.
There are many books written about copywriting, that are aimed at business owners or the unfortunate folks who get stuck writing copy for their company because they once correctly used "presume" in an email. The nice thing about this one-and "nice" is a good word, because Jonathan Kranz is nothing if not a nice guy-is that it's a book about copywriting that doesn't assume non-copywriters know all the copywriting jargon and secrets. It takes its "For Dummies" title seriously, and that's a good thing.
The material is comprehensive and includes many good tips. A couple things to note--
1. The focus is on style and construction of materials (e.g., how to put together a direct mail piece), not on grammar, style, and construction of words.
2. Most of the book covers B2C marketing, not B2B.
All the advice is tried-and-true. If you follow it, you can't go wrong.