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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
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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
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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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