This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors,
freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting
techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention--and
sell more products.
Among the tips revealed are
eight headlines that work--and how to use them
eleven ways to make your copy more readable
fifteen ways to open a sales letter
the nine characteristics of successful print ads
how to build a successful freelance copywriting practice
fifteen techniques to ensure your e-mail marketing message
is opened
This thoroughly revised edition includes all new essential information for mastering copywriting in the Internet
era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and
source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook
remains the ultimate guide for people who write or work with copy.