Wordpower - What's in The Book?

Word Power III, The Sales Writers Thesaurus

INTRODUCTION

HOW TO USE THIS BOOK

WRITING TO SELL
This chapter covers the principles of writing good sales copy, how to structure an ad, create eye-smackingly good headlines, sort out a products' features and benefits and define its USP.
    A Fine Art
    The Nuts And Bolts Of Writing Copy
    The Headline

KNOW-HOW FOR WRITING SELLING COPY
Pat Quinn takes us through the differences between mediocre ads and great ads, shows you how to set about creating the latter and finishes with 10 things you absolutely have to know about advertising.
    What's It All About?
    The Unique Selling Proposition
    Business To Business
    Copy Proper
    Keep Irrelevance Relevant!
    Copy Summary
    10 Things Everyone Should Know About Advertising

OPENING GAMBITS
This chapter starts with nearly 200 headlines for you to use and adapt in practically any situation. We then give hundreds of examples how to start your copy, drawing your audience in, compelling them to read on....
    Selling Headlines
    The Declaration
    The Challenge
    The Question
    The Identifier / Salutations

STRATEGIES
There are many ways of structuring your ad, whether you're trading on a premium quality reputation or in a cut-price market, you need a strategy to suit.
    Image Builders
    Link Lines
    Guarantees
    Sale & Cut-Price Offers
    Defending Price
    Freebies & Giveaways
    Free Trial Offers / No Obligation
    Blandishments
    Knocking Copy

CLOSING GAMBITS
You need a final persuader to make your reader do something about your offer and this chapter tells you how.
    Hidden Persuaders
    Clinchers
    Calls to Action / Coupon Headers
    Tag-Lines

DIRECT MAIL
Direct Mail, done properly, is an important and effective marketing tool which can bring you many new customers. Done poorly, it's just junk mail and becomes landfill. This chapter tells you how to do it right, and, therefore, helps you save the environment too!
Writing Direct Mail
Tips for Writing Sales Letters

PRESS RELEASES
The majority of press releases are amazingly bad. Editors are actually crying out for newsworthy press releases, and this chapter tells you how to promote yourself / your company / your product for free by doing it right.
Writing Press Releases

THEME FINDER
You know the theme of your advert, but you can't think of the right words to describe it. Just look it up in the Word Power Theme Finder. Is your product exciting? Then we'd suggest it's "Heady" or "Sensational". If your product is reliable, the how about describing it as "Dependable" or "Precision engineered". Hundreds of suggestions for 39 qualities.
    Best Seller
    Classic & Traditional
    Colour & Colourful
    Comfortable
    Comprehensive
    Convenient
    Customer Appeal
    Easy to Use and Understand
    Educational & Informative
    Effects & Results
    Exciting
    Experienced
    Fantastic!
    Fresh
    Fun & Games
    Honest-to-Goodness
    Intimate & Romantic
    Improved
    Indispensable
    Large & Lots
    Look & Feel
    Low Cost
    Luxurious
    New & High-tech
    Opportunity Knocks
    Peace of Mind
    Powerful & Compelling
    Profitable
    Rank & Standing
    Reliable & Durable
    Respected
    Satisfaction Guaranteed
    Service & Assistance
    Small & Light
    Superlative
    Timely Arrival
    Tries & Tested
    Unique
    Vogue

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WORD PLAY
Not just appendices, Word Play gives inspiration as well as a handy reference for information you won't find in your dictionary.
    Epigrams, Maxims & Laugh Lines
    Forming the Plural in "Alien" Words
    Useful Similes
    Tautological Expressions
    English Meanings of Latin Words and Phrases
    Useful Market Research Phrases (Just for Fun)
    Phrases to Spark Ideas
    Commonly Confused "Soundalike" Words
    Use & Abuse
    A to Z of Phobias

FINDING THE USP
The USP is fundamental to the success of your ad, so just in case you didn't quite understand how to find it from earlier in the book, we've rephrased and rewritten a chapter just to make absolutely sure, that is, 100% certain, that you understand it!
So You're Still Confused About The USP?

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What Readers Say...

"When it comes to promotional writing, Pat Quinn is the master. What he doesn't know about 'writing to sell' isn't worth knowing. Over the years he has been there, done that and written the T-shirt. He is prepared to take liberties with the rules of grammar as they are taught in school, but always knowingly and always with good reason. Before breaking the rules you have to know them thoroughly. He does. The important thing to know about Pat's promotional material is that it works.

In Wordpower III he sets out clearly everything needed to produce killer sales messages that do the job they are intended to do - sell. What you get is the know-how he has accumulated and developed plus an insight into the Pat Quinn mind. Wordpower III is an invaluable tool for anyone - experienced practitioner or beginner - who wants to produce effective sales copy. What you don't get is the 'let's use the latest buzzword that is currently doing the rounds' approach that is far too evident in much of today's promotional material.

As a bonus he makes it all enjoyable. Which means you can now have fun doing the jobs that other people find a chore, as Pat himself has always done.

One word of warning however. Don't leave this book where your clients can see it. They might just decide to try to manage without you."

Trevor Gray (Copywriter)
Norfolk, UK.

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