The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells. : 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 third 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.
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