This book will teach you how to write better: Learn how to get what you want, increase your conversion rates, and make it easier to write anything (using formulas and mind-hacks) | The Boron Letters | The Well-Fed Writer | How to Write Copy That Sells | Scientific Advertising | Words that Sell | Secrets of a Freelance Writer | Ogilvy on Advertising | The Adweek Copywriting Handbook
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 attentionâand sell more products.
Among the tips revealed are
â¢ eight headlines that workâand how to use them
â¢ eleven ways to make your copy more readable
â¢ fifteen ways to open a sales letter
â¢ the nine characteristics of successful print ads
â¢ how to build a successful freelance copywriting practice
â¢ fifteen techniques to ensure your e-mail marketing message
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." âDavid Ogilvy
About: Shows how to write effective advertising and promotional copy; looks at print ads, direct mail, brochures, catalogs, commercials, and public relations material; and offers advice on freelance and ad agency work, with all new material on copywriting in the Internet era, multimedia presentations, Web research and source documentation, and more.
This edition also contains Children and Global Conflict
About: Shows how to get attention, communicate, and sell with advertising copy, looks at print ads, direct mail, brochures, catalogs, commercials, and public relations material, and offers advice on freelance and ad agency work
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