The Copywriter's Toolkit

Written from a real-world perspective by an award-winningcopywriter/producer/director, this comprehensive guide is whatevery writer needs to create powerful, strategic ad copy. Focusingon strategy, technique, and the skills needed to write fordifferent media, The Copywriter's Toolkit book willsharpen your copywriting skills whatever your level. * Introduces essential conceptual strategies and key writingtechniques for result-driven copy * Provides practical advice on writing for specific mediaincluding: print, radio, TV, websites, blogs, social media,ambient, digital, direct mail, product packaging, and viralmarketing * Covers all areas of copy development: on-strategy andon-target messaging; headline and slogan creation; brandpersonality and tone of voice; broadcast productionconceptualization and print / digital typesettingconsideration * Presents innovative visual examples from exciting multimediacampaigns, comments from copywriters at world-renowned agencies,inspiring radio scripts, TV scripts and storyboards, effective blogposts, imaginative package copy, and more * Shares invaluable writing tips and insights from award-winningcopywriters currently at global agencies * Includes supplementary website an instructor's manual,sample syllabus, PowerPoint presentations, and creativeassignments, as well as student study aids, flashcards, podcastsand/or webinars by the author, and links to sample and featuredcampaigns, agencies, and related videos