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Overview
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
Synopsis
From defining "copywriting" to creating great letters and Websites, the head of a marketing communications firm covers this cost- effective yet powerful way to appeal to customers. Kranz also covers special copywriting situations: e.g., fund-raising, explaining healthcare issues, targeting students. He addresses those who must write/review copy as part of their jobs as well as wannabe copywriters. The book includes the tips, lists, and cartoons typical of the series. Annotation ©2006 Book News, Inc., Portland, OR