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Content and Copywriting

Author: Margo Berman

Publisher: Wiley-Blackwell

Published: 2024-04-01

Total Pages: 0

ISBN-13: 9781119866503

Provides what every writer needs to create powerful, strategic copy for multiple channels and platforms Content and Copywriting: The Complete Toolkit for Strategic Marketing is a one-stop resource for writers in all communications fields who want to hone their skills and learn new ways to reach their audiences. Written by an award-winning copywriter, producer, and director, this comprehensive guide supplies the concepts, strategies, and techniques needed to consistently produce result-driven copy for everything from social media and interactive marketing to television, radio, transit, print and experiential campaigns. With a real-world approach, author Margo Berman clearly explains successful strategies and effective writing techniques while offering invaluable tips from industry professionals. Extensively updated throughout, Content and Copywriting contains dozens of new references: (1) TV and radio storyboards and scripts, (2) charts and infographics, (3) social media templates, (4) writing tips, (5) relevant exercises, and (6) 100 images of innovative marketing campaigns. There is also expanded coverage of shareable content, digital storytelling, headline and slogan techniques, and interactive engagement. All of this is accompanied by four entirely new chapters, plus a section with a curated list of skill-building resources, references, and suggested readings. Today, more than ever, communicators need to master myriad formats and storytelling templates. The second edition of Content and Copywriting: Combines the depth of a standard textbook with the ease of use and applicability of a trade book, integrating social media content writing and advertising copywriting in one comprehensive resource. Guides readers through the entire Seven-step Content Writing Process, including content/message development, audience analytics, social media implementation and scheduling. Provides step-by-step advice on writing for a wide range of specific applications, such as: websites, blogs, social media, direct mail, out-of-home, product packaging, virtual, and immersive marketing. Features an extensive collection of innovative visual examples from exciting cross-platform campaigns, versatile content-writing templates, and applicable checklists. Includes access to these beneficial teaching tools: a practical instructor’s manual, relevant PowerPoint files, and a useful test bank. Covering all areas of copy development, Content and Copywriting: The Complete Toolkit for Strategic Marketing, Second Edition, is the perfect textbook for undergraduate courses in advertising, communications, public relations, and integrated marketing, as well as an invaluable reference for graduate students and early-stage professionals in related fields.

The Brains Behind Great Ad Campaigns

Author: Margo Berman

Publisher: Rowman & Littlefield

Published: 2009

Total Pages: 256

ISBN-13: 9780742555518

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Catch an inside look at the advertising creative process. Discover how teams collaborate to create unforgettable promotions like the Budweiser "Clydesdale," PEDIGREE "Adoption Drive," or UPS "Whiteboard" campaigns.

How to Write Copy That Sells

Author: Ray Edwards

Publisher: Morgan James Publishing

Published: 2016-02-16

Total Pages: 186

ISBN-13: 1630475025

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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

White Papers For Dummies

Author: Gordon Graham

Publisher: John Wiley & Sons

Published: 2013-03-20

Total Pages: 384

ISBN-13: 1118497058

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A fast and easy way to write winning white papers! Whether you’re a marketing manager seeking to use white papers to promote your business, or a copywriter keen to break into this well-paying field, White Papers For Dummies gives you a wealth of practical, hands-on advice from one of the world’s leading experts in the field. The fact-based documents known as white papers have been called the “king of content.” No other B2B marketing piece can do more to generate leads, nurture prospects, and build mindshare. Where white papers were once used only by technology firms, they are becoming “must-have” items in the marketing toolkit for almost any B2B firm. Practically every startup must produce a white paper as part of its business planning. But writing effective white papers is a big challenge. Now you can benefit from the experience of a white paper specialist who’s done more than 200 projects for clients from Silicon Valley to Finland, from mighty Google to tiny startups. Author Gordon Graham—also known as That White Paper Guy—provides dozens of tips and tricks to help your project come together faster and easier. White Papers For Dummies will help you to: Quickly determine if your B2B firm could benefit from a white paper Master the three phases of every white paper project: planning, production, and promotion Understand when and how to use the three main types of white paper Decide which elements to include and which to leave out Learn the best practices of seasoned white paper researchers and writers Choose from 40 different promotional tactics to get the word out Avoid common mistakes that many beginners make

The Copywriter's Handbook

Author: Robert W. Bly

Publisher: Holt Paperbacks

Published: 2007-04-01

Total Pages: 431

ISBN-13: 1429900156

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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

Write to Sell : The Ultimate Guide to Copywriting

Author: Andy Maslen

Publisher: Marshall Cavendish International Asia Pte Ltd

Published: 2019-07-15

Total Pages: 179

ISBN-13: 9814868434

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How do you persuade someone to buy from you just by writing to them? What does effective copywriting look like – and sound like? Write to Sell has the answers! Read this book and you’ll learn: The confidence and skills to write better copy New ways to gain readers’ attention, respect and trust Hints and tips on turning selling skills into copywriting skills Simple techniques to improve the readability of your copy The impact of design and layout on copywriting The meaning of good written English – the rules you must follow, the rules you can safely ignore

Breakthrough Copywriting

Author: David Garfinkel

Publisher:

Published: 2017-07-07

Total Pages: 154

ISBN-13: 9781548706951

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In this book, you'll learn how direct marketers shatter sales records with the written word. Many people find copywriting confusing. But Breakthrough Copywriting makes it simple-by breaking everything down into a clear, step-by-step process. There's something for everyone. New copywriters will get a complete toolkit. Experienced marketers will benefit from new strategies and tactics. You'll discover: * How to build a powerful sales message that makes money * Secrets of headlines that all but force prospects to read your message * Easy shortcuts to creating profitable bullet points * Negative optism: a revolutionary new way to create empathy with prospects * Stories that boost sales-how to write them, step-by-step * Insider secrets for "amping up" the emotional power of your copy * How to put it all together to build trust in prospects and close the sale Whether you are a freelance copywriter, an entrepreneur, or a marketing professional, you'll get tips, tools and templates to easily make the written word produce a lot more sales for you.

The Well-Fed Writer (Third Edition)

Author: Peter Bowerman

Publisher:

Published: 2021-04

Total Pages: 294

ISBN-13: 9780967059891

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Third edition of a detailed how-to guide to starting and growing your own lucrative "commercial" writing practice-writing for corporations and creative agencies, and for hourly rates of $50-125+.

Street-Smart Advertising

Author: Margo Berman

Publisher: Rowman & Littlefield Publishers

Published: 2010-09-16

Total Pages: 258

ISBN-13: 1442203366

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Even the most creative minds need stimulation. Inspiration can come from examples of exceptional work, exercises designed to motivate, or time to reflect. The more inventive pieces the mind takes in, the more resources it has to draw from. Street Smart Advertising: How to Win the Battle of the Buzz contains countless examples designed to jump-start the right side of the brain. Margo Berman's book is packed with memorable uses of new media, exciting on-strategy marketing, creative online work, and insightful quotes by giants in the advertising industry. She offers innovative techniques to generate 'sticky' slogans and headlines, easy-to-apply copywriting tips, and practical revision strategies. Berman has updated the book to reflect how online media has changed its approach from 'pushing' information to the audience to 'pulling' - i.e., engaging the audience in a brand. By using social networking groups like Facebook and Twitter, the author points out, even small companies can have a giant digital footprint by leveraging their online presence, offering relevant insights, and stimulating consumer-created content. In tough economic times, Berman says, savvy advertisers don't need huge budgets to engage the audience and create forums for them to share ideas. The biggest change in marketing is reaching people through new touch points: through audience intersection, viral marketing, and online dialogues. As Street Smart Advertising makes clear, those who become victorious in this new marketing arena will win the battle of the buzz.