{"product_id":"writing-copy-for-dummies-isbn-9780764569692","title":"Writing Copy For Dummies","description":"\u003cb\u003eTips on writing to consumers and business-to-business\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e Create captivating, results-oriented, sales-generating copy\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Discover How To:\u003cbr\u003e * Write compelling headlines and body copy\u003cbr\u003e * Turn your research into brilliant ideas\u003cbr\u003e * Create motivational materials for worthy causes\u003cbr\u003e * Fix projects when they go wrong\u003cbr\u003e * Land a job as a copywriter \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Understanding Copywriting Basics 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Writing Copy: Capturing Hearts, Minds, and Money 9\u003c\/p\u003e \u003cp\u003eChapter 2: Marching Ahead with Copywriting Fundamentals 19\u003c\/p\u003e \u003cp\u003eChapter 3: Looking for Ideas: Finding Inspiration through Investigation 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Direct Response Writing That Makes the Sale 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4: Working with the Power of Direct Response 55\u003c\/p\u003e \u003cp\u003eChapter 5: Writing Direct Response Letters That Win Business 69\u003c\/p\u003e \u003cp\u003eChapter 6: Creating Direct Response Brochures That Sizzle and Sell 91\u003c\/p\u003e \u003cp\u003eChapter 7: Completing the Direct Response Package 107\u003c\/p\u003e \u003cp\u003eChapter 8: Going It Alone: Self-Mailers, Postcards, Catalogs, and More 127\u003c\/p\u003e \u003cp\u003eChapter 9: Blasting Away with E-Mail 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Building Awareness of Your Business 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 10: Basic Branding 101 161\u003c\/p\u003e \u003cp\u003eChapter 11: Writing High-Powered Ads for Your Business 173\u003c\/p\u003e \u003cp\u003eChapter 12: Creating Effective Press Releases and Press Kits 191\u003c\/p\u003e \u003cp\u003eChapter 13: Gaining Credibility with Outstanding Articles 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Managing the Sales Support System 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: Creating Web Sites That Attract and Hold Customers 231\u003c\/p\u003e \u003cp\u003eChapter 15: Crafting Collateral: Using Supporting Materials 247\u003c\/p\u003e \u003cp\u003eChapter 16: Writing to Sell to a Business, Not a Consumer 263\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Looking at Special Copywriting Situations 275\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 17: Raising Money, Getting Votes, and Promoting Health and Education 277\u003c\/p\u003e \u003cp\u003eChapter 18: Solving Problems When Good Copy Goes Wrong 295\u003c\/p\u003e \u003cp\u003eChapter 19: So You Want to Be a Copywriter 309\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: The Part of Tens 328\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 20: Ten Things You Should Always Do Before Writing 329\u003c\/p\u003e \u003cp\u003eChapter 21: Ten Cures for Common Copywriting Problems 335\u003c\/p\u003e \u003cp\u003eChapter 22: Ten Fast Ways to Find Copywriting Inspiration 341\u003c\/p\u003e \u003cp\u003eIndex 347\u003c\/p\u003e \u003cb\u003eJonathan Kranz\u003c\/b\u003e 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  \u003cp\u003eCreate captivating, results-oriented, sales-generating copy\u003c\/p\u003e \u003cp\u003eNeed 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.\u003c\/p\u003e \u003cp\u003eDiscover How To:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWrite compelling headlines and body copy\u003c\/li\u003e \u003cli\u003eTurn your research into brilliant ideas\u003c\/li\u003e \u003cli\u003eCreate motivational materials for worthy causes\u003c\/li\u003e \u003cli\u003eFix projects when they go wrong\u003c\/li\u003e \u003cli\u003eLand a job as a copywriter\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47990510682341,"sku":"NP9780764569692","price":22.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780764569692.jpg?v=1761788119","url":"https:\/\/k12savings.com\/products\/writing-copy-for-dummies-isbn-9780764569692","provider":"K12savings","version":"1.0","type":"link"}