Kickass Copywriting in 10 Easy Steps: Build the Buzz and Sell the Sizzle

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Overview

Don't Just Say It - Sell it!

You don't need a professional ad agency or copywriter to create kick-ass marketing copy. This hands-on guide takes you step by step and shows you how to create marketing messages that capture attention and boost profits.

"Kick-ass Copywriting in 10 Easy Steps is a must-read for any small to midsized business owner. It translates difficult writing ideas into everyday language and empowers the average business owner to write more persuasively in a simple, step-by-step process. My advice? Buy this book-and read it twice!"

-Dean Reick, direct marketing copywriter, DirectCreative.com

" ...Susan's warm, engaging style and emphasis ...

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More About This Book

Overview

Don't Just Say It - Sell it!

You don't need a professional ad agency or copywriter to create kick-ass marketing copy. This hands-on guide takes you step by step and shows you how to create marketing messages that capture attention and boost profits.

"Kick-ass Copywriting in 10 Easy Steps is a must-read for any small to midsized business owner. It translates difficult writing ideas into everyday language and empowers the average business owner to write more persuasively in a simple, step-by-step process. My advice? Buy this book-and read it twice!"

-Dean Reick, direct marketing copywriter, DirectCreative.com

" ...Susan's warm, engaging style and emphasis on real-world specifics will make even the most writing-phobic business owners feel more confident in their advertising efforts. Susan packs plenty of useful copywriting tools, illustrations, and checklists between the covers, too. Her full-featured 'Copywriting Outline' is surely worth the entire price of admission. Kick-ass Copywriting in 10 Easy Steps is a superb addition to any small-business owner's ready-reference shelf."

-Roberta Rosenberg, "The Copywriting Maven" and President, MGP Direct Inc.

“Susan Gunelius has created a simple-to- understand guide to writing effective and hard working copy for nonprofessionals such as small-business owners and others who recognize they need to develop this essential skill to promote their business. Kick-ass Copywriting in 10 Easy Steps covers virtually every topic the aspiring copywriter needs to know, from the crafting of impactful copy, to where best to run it. Ms. Gunelius' book should be on every small business owner's bookshelf.”

-George Parker, creative consultant, author of MadScam,

and advertising blogger at Adscam and Adhurl

Susan Gunelius has spent more than a decade developing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. She is a freelance writer, copywriter and professional blogger on the topics of business, branding and marketing.

Product Details

  • ISBN-13: 9781599182537
  • Publisher: Entrepreneur Press
  • Publication date: 8/5/2008
  • Edition number: 1
  • Pages: 304
  • Sales rank: 372,717
  • Product dimensions: 7.00 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

Susan Gunelius has spent more than a decade developing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. She is a freelance writer, copywriter and professional blogger on the topics of business, branding and marketing.

Table of Contents

Introduction 1

Ch. 1 Don't Be Intimidated by Copywriting - Be Inspired! 5

Ch. 2 Get Organized with the Copywriting Outline 15

Ch. 3 Exploit Your Product's Benefits 23

Ch. 4 Exploit Your Competition's Weaknesses 37

Ch. 5 Know Your Audience 49

Ch. 6 Communicate W.I.I.F.M. (What's In It For Me?) 61

Ch. 7 Focus on "You," Not "We" 73

Ch. 8 Understand Your Medium 83

Ch. 9 Avoid T.M.I. (Too Much Information) 93

Ch. 10 Include a Call to Action 107

Ch. 11 C.Y.A. (Cover Your Ass) 117

Ch. 12 Proofread 127

Ch. 13 Common Forms of Copywriting 135

Ch. 14 Copywriting, Blogging, and the Social Web 147

Ch. 15 Branding and Design 155

Ch. 16 A Collection of Real-World Small and Medium-Size Business Examples 165

Ch. 17 Samples and Practical Examples 185

Ch. 18 Be Confident, and Go for It 223

Layman's Glossary 229

Appendix A Copywriting Outline 235

Appendix B Additional Copywriting and Marketing Resources 247

Index 249

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