Perfect Phrases for Sales and Marketing Copy

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ISBN: 9780071495905 | 0071495908
Cover: Paperback
Copyright: 11/26/2007

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The Right Phrase for Every Situation...Every Time Whether you're trying to come up with a terrific headline for a newspaper ad, a snappy brochure for sales reps, or a slick radio script, every word counts. That's why you needPerfect Phrases for Marketing and Sales Copy. Filled with specific methods for writing the kind of headlines, body copy, taglines, and calls to action that will capture customer attention and move people to buy, this book gives you the how-tos and examples you need to make every ad or marketing piece succeed. Find out the 23 creative approaches to naming a product, service, or business 18 ways to write a great headline 6 steps to creating memorable radio and TV ads A must for writers, sales pros, and marketing people, this user-friendly guide tackles every style and format, providing winning phrases for powerful print ads, press releases, radio and television scripts, and much more. It's your ultimate resource and one-stop reference for phrases that provoke, phrases that inspire,phrases that sell.

Preface	p. xi
Acknowledgments	p. xix
Basic Principles for Writing Better Sales and Marketing Copy	p. 1
Eight Principles for More Effective Communication	p. 1
Look Through Your Customers' Eyes, Not Your Own	p. 1
Follow the Path of Least Resistance	p. 2
Don't Be Logical, Be Psychological	p. 2
Organize Information Around a Single Power Idea or Theme	p. 2
Be Conversational: Write to Express, Not to Impress	p. 3
Shorter Is Better	p. 3
Concrete, Specific, and Visual Language Is Always Better	p. 3
Don't Brag About It-Prove It	p. 4
Fundamental Components of Effective Sales and Marketing Copy	p. 5
Business and Product or Service Names: Who Are You?	p. 6
23 Creative Approaches to Naming a Business, a Product, or a Service	p. 7
Slogans, Theme Lines, and Taglines: What's Your Hook?	p. 12
23 Creative Approaches to Writing a Theme Line, a Tagline, or a Slogan	p. 13
Headline: What's Your Most Important Point?	p. 20
18 Creative Approaches to Writing a Headline	p. 21
Subheads: What Point Comes Second?	p. 28
Call to Action: What Do You Want Them to Do?	p. 29
Three Creative Approaches to Writing a Call to Action	p. 30
Tactics for Print and Display Media	p. 32
Magazine and Newspaper Ads	p. 32
Dos and Don'ts	p. 33
Nine Steps to Creating a Print Ad	p. 34
11 Creative Approaches to Writing a First Paragraph of a Print Ad	p. 37
Four Creative Approaches to Writing Body Copy for a Print Ad	p. 43
Brochures	p. 45
Dos and Don'ts	p. 46
Ten Steps to Creating a Brochure	p. 47
11 Creative Approaches to Writing a First Paragraph for a Brochure	p. 52
Four Creative Approaches to Writing Body Copy for Brochures	p. 58
Posters and Flyers	p. 61
Dos and Don'ts	p. 62
Nine Steps to Creating a Poster or Flyer	p. 63
Billboards	p. 66
Dos and Don'ts	p. 66
Five Steps to Creating a Billboard	p. 68
Yellow Pages Ads	p. 71
Dos and Don'ts	p. 71
Eight Steps to Creating a Yellow Pages Ad	p. 73
17 Creative Approaches to Writing a Yellow Pages Headline	p. 77
Classified Ads	p. 83
Dos and Don'ts	p. 83
Classified Ad Examples	p. 86
Tactics for Radio and Television Sales and Marketing Copy	p. 88
Live-Read Announcer Radio Ad	p. 88
Six Steps to Creating a Live-Read Radio Announcer Ad	p. 89
Dos and Don'ts	p. 90
Get Attention: 16 Ways to Create a Provocative Live-Read Opening	p. 93
Increase Involvement: Eight Ways to Emotionally Hook Listeners	p. 97
Prove Belief: 13 Ways to Prove That Listeners Can Believe You	p. 104
Call to Action: 19 Ways to Ask Listeners to Do Something	p. 112
Remember the Name: Eight Ways to Help Listeners Remember Your Name	p. 116
Write the Final Script	p. 118
Station-Produced Television Ad	p. 119
The Five Steps in a Station-Produced TV Ad	p. 120
Dos and Don'ts	p. 121
Get Attention: 16 Ways to Create a Provocative Opening	p. 124
Increase Involvement: Eight Ways to Emotionally Hook Viewers	p. 128
Prove Belief: 13 Ways to Prove That Viewers Can Believe You	p. 132
Call to Action: 18 Ways to Ask Viewers to Do Something	p. 138
Remember the Name: Five Ways to Help Viewers Remember Your Name	p. 141
Write the Script	p. 142
Tactics for Postcards, Letters, and Sell Sheets	p. 146
Postcards	p. 146
Dos and Don'ts	p. 147
Nine Steps to Creating a Postcard	p. 149
Three Creative Approaches to Writing Postcard Body Copy	p. 153
Letter	p. 155
Dos and Don'ts	p. 157
Three Steps to Creating an Envelope	p. 158
Four Creative Approaches to Writing an Envelope Headline	p. 160
Seven Steps to Creating a Letter	p. 161
Four Creative Approaches to Writing Letter Body Copy	p. 164
Seven Creative Approaches to Writing a Postscript	p. 166
Sell Sheet/Product Sheet/Specification Sheet	p. 170
Dos and Don'ts	p. 171
11 Steps to Creating a Sell Sheet	p. 172
Four Creative Approaches to Writing the Product Name and Code	p. 177
Two Creative Approaches to Writing a Highlights Paragraph	p. 180
Seven Creative Approaches to Writing Key Features and Benefits	p. 181
Tactics for Catalog Copy, Invitations, Coupons, and Promotions	p. 184
Catalog Product Description	p. 184
Catalog Cover	p. 185
Dos and Don'ts	p. 187
Six Steps to Creating a Catalog Product Description	p. 189
Three Creative Approaches to Highlighting Special Promotional Offers	p. 192
Three Examples of Catalog Elements Put into a Single Paragraph	p. 194
Invitations	p. 196
Dos and Don'ts	p. 199
Six Steps to Creating an Invitation	p. 199
Request Attendance	p. 200
Name/Describe the Event	p. 201
Highlight a Key Feature	p. 203
Briefly List the Date, Time, and Place of the Event	p. 204
Call the Potential Guests to Action	p. 205
Combine the Five Steps into an Invitation on a Single Page	p. 206
Coupons	p. 208
Dos and Don'ts	p. 210
Six Steps to Creating a Coupon	p. 211
Write a Promotional Headline	p. 212
Seven Creative Approaches to Writing a Promotional Headline for a Coupon	p. 213
Write Description or Selling Line	p. 218
Show Where or How the Customers Can Redeem the Coupon	p. 219
Limit Your Offer to Encourage Immediate Action	p. 220
Make Sure to Include Legal Disclaimers	p. 221
Assemble the Parts into a Single Coupon	p. 223
Promotional Offer	p. 226
17 Creative Approaches to Writing a Promotional Offer	p. 228
Tactics for Web Site Advertising	p. 234
Dos and Don'ts	p. 236
Home Page	p. 237
Name	p. 237
Tagline or Summary	p. 238
Category Buttons	p. 239
Six Creative Approaches to Writing Category Buttons	p. 241
What's New/Features: Three Creative Approaches to Writing a What's New/Features Section	p. 244
Promotions: Use the 17 Creative Approaches to Promotion to Encourage Action	p. 247
Seven Creative Approaches to Writing a Summary of What You Can Do Here	p. 248
Tactics for Press Releases	p. 253
Dos and Don'ts	p. 254
The Six Parts of a Press Release	p. 255
Five Creative Approaches to Writing Press Release Headlines	p. 258
Useful Guides to Better Writing and Marketing	p. 261
About the Author	p. 265
Table of Contents provided by Ingram. All Rights Reserved.

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Perfect Phrases for Sales and Marketing Copy

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