Writing CopyFor Dummies [NOOK Book]


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 ...
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Writing CopyFor Dummies

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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
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Product Details

  • ISBN-13: 9781118069936
  • Publisher: Wiley
  • Publication date: 5/4/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 384
  • Sales rank: 234,001
  • File size: 8 MB

Meet the Author

Jonathan Kranz is the principal of Kranz Communications, an award-winning writing firm that helps leading agencies tackle their most difficult marketing, advertising, and public relations assignments in numerous consumer and B2B industries.
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Table of Contents

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: Creating Effective Press Releases and Press Kits 191

Chapter 13: Gaining Credibility with Outstanding Articles 211

Part IV Managing the Sales Support System 229

Chapter 14: Creating Web Sites That Attract and Hold Customers 231

Chapter 15: Crafting Collateral: Using Supporting Materials 247

Chapter 16: Writing to Sell to a Business, Not a Consumer 263

Part V Looking at Special Copywriting Situations 275

Chapter 17: Raising Money, Getting Votes, and Promoting Health and Education 277

Chapter 18: Solving Problems When Good copy Goes Wrong 295

Chapter 19: So You Want to Be a Copywriter 309

Part VI: The Part of Tens 328

Chapter 20: Ten Things You Should Always Do Before Writing 329

Chapter 21: Ten cures for Common Copywriting Problems 335

Chapter 22: Ten Fast Ways to Find Copywriting Inspiration 341

Index 347

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Customer Reviews

Average Rating 4.5
( 8 )
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Sort by: Showing all of 8 Customer Reviews
  • Posted October 6, 2009

    more from this reviewer

    I Also Recommend:

    Great book for entrepreneur

    This is a highly valuable book. It has helped me to write website content, marketing letters, and postcards. Also, I refer to it for general inspiration and to get back on track. It is well written, humorous, and easy to follow. As a bootstrapping entrepreneur I appreciate the help.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted May 16, 2005

    A must-read for anyone who wants to write great copy

    There are plenty of how-to books on how to write copy, but I can¿t think of one that¿s as helpful and informative as Jonathan Kranz¿s Writing Copy for Dummies. This book is a must-read for anyone who wants to write great copy ¿ and is also an excellent refresher for experienced copywriters who wish to re-invigorate their copy by taking a little time to review the essentials. The primary advantage of this book over other copy manuals is that it¿s not written expressly for individuals who wish to make writing copy their profession. Rather, it¿s also written for business people who don¿t necessarily want to be professional writers, but who need to write copy as part of their business responsibilities. As a result, it¿s an especially invaluable resource for small business owners who don¿t have the budget or inclination to hire a pro¿and who, instead, take on copywriting responsibilities themselves. Kranz covers the full range of copywriting venues, whether it¿s direct mail, e-mail, advertising, PR, web sites and/or collateral. And in every instance, he clearly and expertly elucidates the keys to writing great copy¿with how-to tips, pointers on what to avoid, nuts and bolts technical advice, and writing exercises that enable the reader to turn thought into action. Throughout the book, Kranz displays a welcome wit that nicely complements the wealth of factual information that¿s included¿for example, he writes, ¿Telling is for journalists, teachers and stool pigeons. Copywriting is about conducting business, not distributing information.¿ Kranz also uses analogies to good effect¿at one point, comparing the emotional logic of a good direct mail letter to that of a fairy tale. I¿ll leave the full explanation of the comparison to Kranz¿but it¿s one of innumerable places in this book where you find yourself saying, ¿Yeah, that¿s an excellent point.¿ The author also references writing for different types of businesses¿and gives pithy examples for hypothetical businesses such as Sugar Daddy¿s Car Wash, Round Table Books, Empty Nest Realty Group, DataPlus Oscilloscopes, Danny¿s Donuts, and so on. All told, I give this book the highest marks. Sometimes, readers need a ¿how to¿ primer on how to select the best ¿how to¿ books. My advice: If you want to learn how to be an effective copywriter, make this the one ¿how to¿ book you absolutely read.

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  • Anonymous

    Posted April 10, 2005

    A valuable resource for all business writers

    I first came across a recommendation for this book on a business writers newsgroup, picked it up several days later, and have referred to it often over the past few months. I've always found the Dummies series useful, and this book is no exception. Mr. Kranz states right up front that the book can be used in a number of ways, and there is certainly no need to read it from the very beginning straight through to the end. Instead, readers can pick and choose from those areas where they feel they need help (i.e., press releases, catalogs), and the advice and resources offered will prove very helpful time and time again. I especially appreciated Part V: 'Looking at Special Copywriting Situations' where Mr. Kranz discusses certain situations I have not seen talked about in similar books, and to me that section in itself makes the book worthwhile. Dave Rakowski Allentown, PA

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  • Anonymous

    Posted March 1, 2005

    An Invaluable Resource

    I was thrilled to discover this amazing book! As a small business owner I have to write a lot of advertising and promotional copy. Copywriting isn't my only responsibility and it's not something I was trained to do. Like a lot of business people I've learned to do my best. An advertising agency executive recently recommended Mr. Kranz's book to me. I found it to be brilliantly organized and insightful. Getting started on a writing assignment is often the hardest part of the process. After having read this book and absorbed the lessons and advice my writing has vastly improved. I use the book as a spark to get started and refer to it when I get stuck or need specific pointers. Not only has my writing improved but my new ad and promotional copy has generated better response from my customers and prospects. I recommend this book to anyone that writes advertising and promotional copy. Keep it on your desk along with your dictionary and thesaurus. I guarantee that it's worth the investment.

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  • Anonymous

    Posted December 7, 2004

    You won't need osmosis

    This is not a book that you'll want to put under your pillow hoping to absorb the wisdom between its pages-- you will actually read and love every page of it. This is not a book for your bookshelf--it won't make it that far. It is a book that you're going to keep open on your desk, probably eventually with coffee stains and dog- earred pages. Yes, it's that good. It's takes the mystery out of copywriting and helps anyone (especially time- crunched entrepreneurs) craft effective, smart copy. Jonathan covers it all, from copy purpose and structure to the frequently not discussed reasons why copy (and the people writing it) often miss the target. I picked up this book thinking that it would simply help me improve my writing--it changed the way I viewed my marketing. A fully comprehensive marketing book that should be the foundation of any marketing effort. No matter your level of marketing confidence, you'll find excellent information, plenty of a-ha moments, and a chuckle (more like a few) as Jonathan covers just about any topic related to copywriting. A must-have for any marketer or entrepreneur!

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  • Anonymous

    Posted November 22, 2004

    Outstanding, comprehensive overview of copywriting

    Jonathan Kranz's book is an absolute delight to read. It's as comprehensive as any book on copywriting I've come across, and I've read quite a few. What really compelled me to buy it was that the author covers so many different kinds of copywriting assignments, gives incredible details into how to write each kind, and touched on the political/nonprofit/educational sectors that interest me. When I saw the book in the bookstore and scanned through it, I couldn't believe it. It was like it had been written just for me! I especially enjoy Kranz's lighthearted, conversational and engaging style. I'll keep the book close by my side as an indispensable reference while I pursue my own copywriting business. Kranz has written the bible on copywriting.

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  • Anonymous

    Posted July 26, 2011

    No text was provided for this review.

  • Anonymous

    Posted May 24, 2009

    No text was provided for this review.

Sort by: Showing all of 8 Customer Reviews

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