The Copywriter’s Handbook
For everyone who writes or approves copy. Learn dozens of copywriting techniques that can help you write ads, commercials, direct mail pitches, and e-mails that are clear and persuasive, get more attention—and sell more products.
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, and Internet research and source documentation, as well as updated resources.
It reveals dozens of techniques including:
> 8 headlines that workâand how to use them
> 11 ways to make your copy more readable
> 15 ways to open a sales letter
> 9 characteristics of successful print ads
> How to build a successful copywriting practice
> 15 techniques to ensure e-mail is opened
FROM CHUCK This is a favorite of mine—a truly valuable tool for anyone who wants to write compelling, informative copy. What I particularly like is the specific insights on such topics as determining objectives for your copy, writing for the Web, brochures, and direct mail, conducting interviews for gathering facts, and so much more.
The Copywriter's Handbook $16.95432 pages; ISBN 0805078045
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