Writing Copy}}For Dummies [Paperback]

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

Introduction 1

Part I Understanding Copywriting Basics 7

Chapter 1: Writing Copy: Capturing Hearts, Minds, and Money 9

Chapter 2: Marching Ahead with Copywriting fundamentals 19

Chapter 3: Looking for Ideas: Finding Inspiration through Investigation 39

Part II Direct Response Writing That Makes the Sale 53

Chapter 4: Working with the Power of Direct Response 55

Chapter 5: Writing Direct Response Letters That Win Business 69

Chapter 6: Creating Direct Response Brochures That Sizzle and Sell 91

Chapter 7: Completing the Direct Response Package 107

Chapter 8: Going it Alone: Self-Mailers, Postcards, Catalogs, and More 127

Chapter 9: Blasting Away with E-Mail 143

Part III Building Awareness of Your Business 159

Chapter 10: Basic Branding 101 161

Chapter 11: Writing High-Powered Ads for Your Business 173

Chapter 12: Creatil�