Table of contents for Writing copy for dummies / Jonathan Kranz.

Bibliographic record and links to related information available from the Library of Congress catalog

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Introduction. Part I: Understanding Copywriting Basics. Chapter 1: Writing Copy: Capturing Hears, Minds, and Money. Chapter 2: Marching Ahead with Copywriting Fundamentals. Chapter 3: Looking for Ideas: Finding Inspiration through Investigation. Part II: Direct Response Writing That Makes the Sale…. Chapter 4: Working with the Power of Direct Response. Chapter 5: Writing Direct Response Letters That Win Business. Chapter 6: Creating Direct Response Brochures That Sizzle and Sell. Chapter 7: Completing the Direst Response Package. Chapter 8: Going It Alone: Self-Mailers, Postcards, Catalogs, and More. Chapter 9: Blasting Away with E-Mail. Part III: Building Awareness of Your Business. Chapter 10: Basic Branding 101. Chapter 11: Writing High-Powered Ads for Your Business. Chapter 12: Creating Effective Press Releases and Press Kits. Chapter 13: Gaining Credibility with Outstanding Articles. Part IV: Managing the Sales Support System. Chapter 14: Creating Web Sites That Attract and Hold Customers. Chapter 15: Crafting Collateral: Using Supporting Materials. Chapter 16: Writing to Sell a Business, Not a Consumer. Part V: Looking at Special Copywriting Situations. Chapter 17: Raising Money, Getting Votes, and Promoting Health and Education. Chapter 18: Solving Problems When Good Copy Goes Wrong. Chapter 19: So You Want to Be a Copywriter. Part VI: The Parts of Tens. Chapter 20: Ten Things You Should Always Do Before Writing. Chapter 21: Ten Cures for Common Copywriting Problems. Chapter 22: Ten Fast Ways to Find Copywriting Inspiration. Index.

Library of Congress subject headings for this publication:
Advertising copy.