Details

<p>Introduction 1</p> <p><b>Part I: Understanding Copywriting Basics 7</b></p> <p>Chapter 1: Writing Copy: Capturing Hearts, Minds, and Money 9</p> <p>Chapter 2: Marching Ahead with Copywriting Fundamentals 19</p> <p>Chapter 3: Looking for Ideas: Finding Inspiration through Investigation 39</p> <p><b>Part II: Direct Response Writing That Makes the Sale 53</b></p> <p>Chapter 4: Working with the Power of Direct Response 55</p> <p>Chapter 5: Writing Direct Response Letters That Win Business 69</p> <p>Chapter 6: Creating Direct Response Brochures That Sizzle and Sell 91</p> <p>Chapter 7: Completing the Direct Response Package 107</p> <p>Chapter 8: Going It Alone: Self-Mailers, Postcards, Catalogs, and More 127</p> <p>Chapter 9: Blasting Away with E-Mail 143</p> <p><b>Part III: Building Awareness of Your Business 159</b></p> <p>Chapter 10: Basic Branding 101 161</p> <p>Chapter 11: Writing High-Powered Ads for Your Business 173</p> <p>Chapter 12: Creating Effective Press Releases and Press Kits 191</p> <p>Chapter 13: Gaining Credibility with Outstanding Articles 211</p> <p><b>Part IV: Managing the Sales Support System 229</b></p> <p>Chapter 14: Creating Web Sites That Attract and Hold Customers 231</p> <p>Chapter 15: Crafting Collateral: Using Supporting Materials 247</p> <p>Chapter 16: Writing to Sell to a Business, Not a Consumer 263</p> <p><b>Part V: Looking at Special Copywriting Situations 275</b></p> <p>Chapter 17: Raising Money, Getting Votes, and Promoting Health and Education 277</p> <p>Chapter 18: Solving Problems When Good Copy Goes Wrong 295</p> <p>Chapter 19: So You Want to Be a Copywriter 309</p> <p><b>Part VI: The Part of Tens 328</b></p> <p>Chapter 20: Ten Things You Should Always Do Before Writing 329</p> <p>Chapter 21: Ten Cures for Common Copywriting Problems 335</p> <p>Chapter 22: Ten Fast Ways to Find Copywriting Inspiration 341</p> <p>Index 347</p>

<b>Jonathan Kranz</b> 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.

Tips on writing to consumers and business-to-business <p>Create captivating, results-oriented, sales-generating copy</p> <p>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.</p> <p>Discover How To:</p> <ul> <li>Write compelling headlines and body copy</li> <li>Turn your research into brilliant ideas</li> <li>Create motivational materials for worthy causes</li> <li>Fix projects when they go wrong</li> <li>Land a job as a copywriter</li> </ul>

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