Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.
In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.
Communicate with potential customers—and persuade them to buy: “The best copywriting teacher I know.” —Michael Hyatt, New York Times–bestselling author of Your Best Year Ever This book is for everyone who needs to write copy that sells—including copywriters, freelancers, and entrepreneurs. Writing copy that sells without seeming “salesy” can be tough, but is an essential skill. How to Write Copy That Sells offers tips for crafting powerful, effective headlines and bullet points, reveals the secrets of product launch copy, and supplies specific copywriting techniques for: email marketing websites social media direct mail traditional media ads, and more “Ray invites you into his inner sanctum where he opens his real-life copywriting toolkit . . . Get this book!” —Judith Sherven, PhD, and Jim Sniechowski, PhD, bestselling authors of The Heart of Marketing
'A brilliant advertising copywriter and a great team leader. His ideas are equally applicable to writing a novel, making a film, launching a product, managing a football team, instituting life changes and any activity you can imagine. Genius' - Sunday Times Life is a zero-sum game. Drawing on Eastern and Western philosophy, and colourful characters from Picasso and Socrates to Warren Beatty, this book represents a lifetime of wisdom learned at the creative cutting edge. Predatory Thinking is a masterclass in how to outwit the competition, in ordinary life as well as in business. It is the philosophy that has underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies.
Five-year-old Ava Boone has been missing for six months. There have been no leads, no arrests. The only suspect was Leland Ernest. And mother-of-two Grace Wright has just bought the house next door. With whispered neighbourhood gossip and increasingly sleepless nights, Grace develops a fierce obsession with Leland. Could she really be living next door to a child-kidnapper? Or worse a murderer?
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 attention—and sell more products. Among the tips revealed are • eight headlines that work—and how to use them • eleven ways to make your copy more readable • fifteen ways to open a sales letter • the nine characteristics of successful print ads • how to build a successful freelance copywriting practice • fifteen techniques to ensure your e-mail marketing message is opened 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." —David Ogilvy
Copywriting is easy. Copywriting is hard. It’s frustrating, rewarding, draining, thrilling and, in almost every way, a lot of fun. It’s also the job Andrew Boulton has been doing, writing about, and teaching others to do, for more than 10 years. Now, he’s gathered up all the experiences, observations, lessons, fleeting successes and crushing failures he’s accumulated in that time to help copywriters, new and old, come to terms with the baffling life of an alphabet wrangler.
Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level. Introduces essential conceptual strategies and key writing techniques for result-driven copy Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos
You deserve a life you love. A Beautiful Morning can help you create it by revealing how a morning ritual can transform your day¿and your life. Ashley Ellington Brown made that discovery when she began a morning practice, inspiring her to write about this powerful tool so others can benefit. Brown interviewed more than twenty women who are living their dreams, including best-selling author and life coach Martha Beck; wellness advocate, entrepreneur, producer, author, and wife of Spike Lee Tonya Lewis Lee; master healer Sonia Sommer; painter, author, and creativity coach Tracy Verdugo; great-great-granddaughter of Frances Hodgson Burnett and writer Keri Wilt; painter, author, and creativity coach Tracy Verdugo; and horse whisperer and Equus Coach Koelle Simpson. They share how a personally meaningful morning ritual can provide space for clarity and inspiration, refresh and restore you, enhance your relationships, empower you to be your best self, and enable you to steer your life with purpose toward a clear vision of what you want. A Beautiful Morning features an abundance of wisdom and resources to support you in crafting the daily practice that will lead to your most joyful and fulfilling life.
From the best-selling author of The Wind-Up Bird Chronicle and After Dark, a rich and revelatory memoir about writing and running, and the integral impact both have made on his life. In 1982, having sold his jazz bar to devote himself to writing, Haruki Murakami began running to keep fit. A year later, he’d completed a solo course from Athens to Marathon, and now, after dozens of such races, not to mention triathlons and a slew of critically acclaimed books, he reflects upon the influence the sport has had on his life and—even more important—on his writing. Equal parts training log, travelogue, and reminiscence, this revealing memoir covers his four-month preparation for the 2005 New York City Marathon and includes settings ranging from Tokyo’s Jingu Gaien gardens, where he once shared the course with an Olympian, to the Charles River in Boston among young women who outpace him. Through this marvellous lens of sport emerges a cornucopia of memories and insights: the eureka moment when he decided to become a writer, his greatest triumphs and disappointments, his passion for vintage LPs and the experience, after the age of fifty, of seeing his race times improve and then fall back. By turns funny and sobering, playful and philosophical, What I Talk About When I Talk About Running is both for fans of this masterful yet guardedly private writer and for the exploding population of athletes who find similar satisfaction in distance running.
