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the Complete Guide to Strategic Advertising Copy
Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level.Introduces essential conceptual strategies and key writing techniques for result-driven copyProvides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, ...
THE COPYWRITER'S TOOLKIT: THE COMPLETE GUIDE TO STRATEGIC ADVERTISING COPY; CONTENTS; PREFACE; ACKNOWLEDGMENTS; CHAPTER ONE: THE PERSUASIVE WORD: STRATEGY ABCs: AUDIENCE, BENEFITS, AND CREATIVE BRIEFS; Thinking about strategy . rst; Examining the brief: an up-close look; Templates 1.1: The shorter creative brief; Templates 1.2: The creative brief; Gaining deeper audience insight through VALS and observational research; Useful info 1.3: VALS comparison starting with highest incomes on top; Understanding secondary audience versus primary audience; Delving into consumer insights
Realizing the importance of a benefitCreative strategy exercises; Notes; CHAPTER TWO: THE STRATEGIC WORD: STRATEGY CATEGORIES; Using strategic thinking strengthens each touchpoint; Analyzing types of strategies; Keeping a handy reference list of strategies; Evaluating strategies and needs; Applying different types of positioning; Inventing the USP: selling uniqueness; Creating the main message: campaign slogans; Deciding the tone of voice; Considering competitors; Designing tactics; Advice from the pros 2.1: Charlie Hopper's writing for speci. c media tips; Final creative direction checklist
Creative strategy exercisesNotes; CHAPTER THREE: THE CHOSEN WORD: WRITING TECHNIQUES; Developing a strong message with legs; Determining the tone of voice; Finding the point of view; Writing the way you speak; Writing to your audience; Checklist 3.1: A quick "Grammar" copywriting checklist; Writing for the medium and the senses; Writing for celebrities; Finding your own voice: some tips; Quick chapter overview; Checklist 3.2: Writing technique tips checklist; Creative writing exercises; Notes; CHAPTER FOUR: THE STICKY WORD: HEADLINE AND SLOGAN TECHNIQUES
Devising ad structure: headlines, subheads, body copy, and slogansRemembering the call to action; Thinking up catchy headlines and subheads; Reviewing different kinds of headlines; Making up sticky slogans: the backbone of campaigns; Adding power to your writing; Copywriting insights and tips; Making your copy sticky; Creative writing exercises; Notes; CHAPTER FIVE: THE WRITTEN WORD: PRINT; Writing for the printed page; Formulating one focused message; Remembering the reader; Checklist 5.1: Copy checklist; Discovering basic copy format; Templates 5.2: Basic print ad copy format
Templates 5.3: Basic brochure copy formatFocusing on strategy, audience, bene. ts, tone of voice, message, and relevance; Recognizing categories of effective messages; Exploring playful, humorous, empathetic print ads; Studying more ads that empathize with the target; Identifying ads with an insider's understanding; Shaping witty headlines that say it all; Noticing ads that don't look like ads; Copywriting: a closer look; Print writing tips; Useful info 5.4: Common qualities in featured campaigns; Creative print checklist; Checklist 5.5: Print campaign checklist of questions
Description based upon print version of record.
Includes bibliographical references and index.
Advertising copy -- Handbooks, manuals, etc
BUSINESS & ECONOMICS / Advertising & Promotion
The Copywriter's Toolkit : The Complete Guide to Strategic Advertising Copy