On the Art of Writing Copy

Table of Contents

1. Digging for Constants in a Changing Media World
2. Clarity: The Bridge Linking Art and Science
3. You, Me, and What Makes Us Respond
4. The Lean Machine: How to Use Words
5. Writing Motivational Copy
6. How to Use “If,” “Can,” and “Will”
7. The Pros and Cons of Comparative Copy
8. How to Write a Guarantee
9. Getting—and Keeping—Attention
10. Understanding and Using the Rules of Positivism
11. Getting to the Point—And Warming Up Your Copy
12. The Copywriter’s Private Short Course in Grammar and Usage
13. How to Write Direct Mail Letters
14. Direct Mail/Direct Response: 50 Profitable Rules and Tips
15. How to Write Speed Format Copy
16. Writing Television Copy
17. How and When to Use—and When Not to Use—Celebrities
18. How to Write Winning Radio Copy
19. Writing Copy for the Internet
20. Writing Copy for Social Media NEW
21. Writing Effective Fund Raising Copy
22. Writing for Special-Interest Groups
23. Specialty Ad-Writing: Lots and Lots of Media and Techniques
24. How to Write “Card Deck” Copy That Sells
25. Lots of Tips for Writing Catalog Copy
26. The Asterisk Exception
27. A Tip a Day … Write Powerhouse Copy within One Month
28. A Concise Compendium of Rules for Effective Copywriting
29. A Glossary of Communications Terms