The Everything Guide To Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells (Everything: Language and Literature)
Author(s):
Steve Slaunwhite
Label: Adams Media
Publisher(s):
Adams Media
Studio: Adams Media
Manufacturer: Adams Media
Binding: Paperback
List Price: $14.95
Our Price: $10.17
Availability: Usually ships in 24 hours
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Editorial Reviews
Product Description
The Everything Guide to Writing Copy is a step-by-step guide to writing effective copy for a variety of media including print, Web, radio, trade journals, and much more. Packed with tips and tricks used by the pros, this valuable resource teaches you to promote products and services, build brands, and write copy that boosts your company's bottom line.
Features expert strategies for you to:
- Write compelling headlines, tag lines, and leads
- Avoid common copywriting mistakes
- Strengthen brand development
- Start a freelance copywriting business
- Write copy for all media--print, radio, TV, and Web sites
Customer Reviews
Fantastic book to get you started
If you've never read any book on copywriting, this is a fantastic book to get you started. It is very well written, well organized and very easy to read. Perhaps the best choice for beginners.
Everything Guide to Writing Copy covers a wide-range of topics, and it's only natural that it can show you the very essentials, but it does it really well. You can be sure not to get lost, intimidated or overwhelmed and yet get solid information to help you to begin developing the skills of a copywriter.
Some of the topics that this book covers are:
* Different forms of copywriting
* How to plan your project
* Where to get the ideas and the information you need
* How to write headlines, leads and body copy
* Tips and tricks that copywriters use
* How to write copy for different media - direct mail, web, radio, banners, etc.
* and much more.
You will get a wonderful overview of copywriting, whether you desire to write copy for your own business or to continue your training and become a professional copywriter.
Good book!
If you are looking to learn the business of copywriting you can't go wrong with this book or any book by Steve Slaunwhite. His books are well organized, thorough and very helpful!
The Best Book on Copywriting I've Ever Read
If you're looking for a comprehensive book on copywriting, stop right here. The "Everything" in the title tells no lies. Steve Slaunwhite covers it all, from the mechanics of writing copy to the many niches available to copywriters to tips on getting hired or starting your own freelance copywriting business. Steve's often humorous and always delightful writing style will encourage the budding copywriter as well as give fresh tips to the copywriter who has been around a while.
From this book I learned aspects of copy and copywriting that I never knew existed. Replete with examples--oops, I mean full of examples (Steve says not to use impressive words)--the book reveals specific secrets of writing for specific markets and specific publications within those markets. Steve covers brochures, newsletters, white papers, direct marketing packages, and catalogs. He addresses the business-to-business and Internet markets, too, and explains the different techniques for different markets and different types of media, including print, television, and radio. Perhaps most encouraging of all, Steve tells you which markets are desperate for copywriters.
In this fun, reader-friendly book, Steve assumes the roles of coach, cheerleader, teacher, mentor, advisor, even therapist. Steve tells you in Chapter 18 what to do if your boss or client absolutely hates your copy. He tells you what to add to or take away from your copy to make it more convincing. He walks you through a "copywriting post-mortem." He gives you all the ingredients of highly effective copy. And Steve even tells you, on page 254, why you can't sell penguin traps to an Eskimo!
I'm not kidding, this is THE book to own if you want to learn, at the very least, to write effective copy, and then to go on to turn your skills in to a lucrative business.
(Oh, and by the way, if you really want to have some fun, take Steve's online class, "Secrets of Strategic Copywriting," for which he uses The Everything Guide to Writing Copy as a text.)
Wondering if the title to this book is just another over the top headline? It's not!
It's a terrific book jammed full of expert advice just waiting to go to work for you!
But, before I go on, I need to tell you something. I have a confession to make...
I'm a fan of Steve's. And I think he does great work! Should you be concerned? I don't think so. And I have a very good reason to back it up. Stay tuned. I'll let you in on it a bit later, I promise!
Let's get down to what you really want to know, like...
Why should you consider buying this book? What's in it for you?
The answer is pretty straight forward. You'll have instant access to tactics and techniques that took Steve years of hard work to discover. Employ them and your copy is almost guaranteed to benefit. Think more clients, better clients, and higher fees. How much that's worth to you, I don't know. But when you do the math it adds up to...
Lots more dollars for your piggy bank!
You'll get a book full of proven strategies, tips, and tricks. You'll have a front row seat as Steve shows you how to write copy to crank up sales and turn prospects into customers.
You'll discover easy to use guidelines and formulas that anyone can use to ramp-up their copywriting skills.
You'll get expert advice on just about everything having anything to do with copywriting. Learn what really works. And what doesn't work. It's all here! And the amazing thing is, you can get your copy for about the same price as a couple of Big Macs with fries! That, my friend, is a very good deal!
You want specifics? Why didn't you say so? Pull-up a chair! What you'll find are pages packed with insights like...
How to get inside the head of your prospect.
How saying what the competition isn't saying can give you an advantage.
The biggest blunder many beginning copywriters make and how to avoid it.
How to determine your ideal writing style.
The most important selling skill you can cultivate.
The coffee shop technique.
How to write attention grabbing copy for the Internet.
Three key ways to build belief.
How to create urgency.
The 3 Cs of effective body copy.
How to write sales generating product brochures, case studies, and white papers.
I could go on, there's much, much more! You're looking at 291 pages of solid content. Fortunately, both the index and the table of contents are thorough and easy to use. Finding specific information is a breeze.
All in all, it's a great book and an excellent resource for anyone wishing to improve their copywriting skills. And for a mere $10 bucks and change, it's a steal. My advice... skip the Big Macs and get your copy today. You'll be a lot better off for it!
What's that, you're still on the fence? And I thought we were done here! Did I miss something? Hmmn, give me a second. Let me think. Is there anything else? Ah ha! That's it! How could I forget?
Way back at the start I made you a promise. I told you I was a fan of Steve's, but you shouldn't be concerned. I even told you I had a good reason to back it up. Remember?
Well, you deserve an answer. And you'll get it, I swear! I'll nail everything down for you in just a second. But before I do, let me ask you a question. Would you like to know the number one reason people choose not to buy? Would that be of benefit to you? Good, then listen up.
It's trust!
They may want what you have to sell. They may have the money. And they may be ready to buy. But if they don't trust you, it won't make any difference! They'll choose not to!
Did you write that down? Good! It's money in the bank!
Ok, so where am I going with this? And what happened to that so- called "good reason" not to be concerned?
Glad you asked. It's simple really. I'm a good guy and all, but the reality is you don't know me from Adam. So, when I suggest that this book would be an excellent resource for anyone wishing to improve their copywriting skills, your answer may very well be, "So what! Who cares!" There's not a lot of trust.
But imagine how you would feel, if you learned that Steve has tackled copywriting projects from major companies from around the world? That his clients include many Fortune 500 companies? And that he has been writing winning copy for them for years? That would make a difference, wouldn't it? It puts a different spin on things. Suddenly you're feeling better about this. A lot better in fact.
What's happened?
You've discovered a "higher authority"! Someone, you already "know" and as a result, trust.
Ok, you've waited long enough. I made a promise to you and I'm going to deliver on it. I told you not to be concerned and that I had a good reason to back it up. Well, here it is...
Everything I asked you to imagine...
Is true!!! It's all true!!! Every bit of it!!!
It's exactly what Steve's been doing! For years! Writing winning copy! Winning copy for Hewlett-Packard, UPS, Symantec, Mitsubishi, and many, many others! For years! Not much to be concerned about, is there?
You may even be thinking, "Steve must be really good. Fortune 500 companies don't hire just anybody who shows up. No, they want the cream of the crop and they chose him. Maybe he does have a few tricks up his sleeve that I could use. It's not like I'm betting the farm. Maybe I should just bite the bullet and buy his book!"
Hey, who am I to argue? To tell you the truth, you leave me with little choice. I'm trapped. My only way out is to acknowledge that...
"Your thinking is impeccable!"
Why wait? Isn't it time to off the fence? Who knows, maybe you'll find that nugget that helps you knock one out of the park! Robert Ringer says, "Nothing happens until something moves." It's your turn. Take action! Get moving! It won't happen for you unless you do. Order your copy today. It could be your winning ticket!
An excellent reference book for any writer
I have a few books on copywriting that I refer to repeatedly: Bob Bly's The Elements of Copywriting, John Caples' Tested Advertising Methods, and David Ogilvy's Ogilvy on Advertising. These are books I'll never resell on Amazon. One, because they're that good and two, because they're filled with underlinings, notes, and dog-eared pages.
Steve Slaunwhite's new book, The Everything Guide to Writing Copy, is also destined to become one of my top reference books.
(Full disclosure: Steve and I are very good friends -- but I'd write the following even if I didn't know him.)
In this approximately 300 page guide, Steve explains how to write -- well basically everything and anything that needs to be written in order to sell something.
What I like about this book is that the information includes writing for the Internet as well as "lingo" and writing strategies that many of us might not know.
Although the copywriting strategies are brief, given the nature of the book, what you do get is factual and useful.
For example, I don't write video scripts. But, should I need to write one (especially with online video becoming more mainstream), Steve includes an entire section that covers this topic as well as writing radio spots and even billboards.
A book of this type can easily overwhelm the reader, but not in this case. The content is broken down by subject matter and type. Short paragraphs, bullets, and sub-heads make it easy to find what you need.
I especially like the smartly placed call-out graphics which draw the eye to important information, and that these tips are placed within the body of the main text versus the margin. (I hate when my eye is dragged from the middle of the page to something hanging out in left field.)
More important, Steve's prose is clean and smooth as silk, making this book, like everything Steve writes, a true pleasure to read.
In short, this is a great reference book for the pro or someone just starting out. In fact, I plan on giving a copy to my friend who recently started a copywriting business.
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