Write to Sell
The Ultimate Guide to Great Copywriting
Published on 1. September 2010
193 pages
978-981-4312-67-7 (ISBN)
Description
Write to Sell is a concise, inspirational and practical guide to creating words and copy that will help you to sell, sell, sell! Now fully updated, this bestselling book is aimed at anyone (from small and large companies) who needs to write sales copy (emails, letters, brochures, proposals, bid documents, slogans, advertisements, websites, etc). As well as providing expert tips and advice, the book is packed with simple techniques that will yield instant improvements for the reader.
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Content
- Cover
- About the author
- Contents
- Introduction
- Section One It's notabout you
- Chapter 1 Where most people go wrong
- Chapter 2 A few thoughts on human nature
- Chapter 3 Getting to know your reader
- Chapter 4 A word about businesspeople
- Chapter 5 The B-word (and why it's somuch better than the F-word)
- Section Two What doyoumean youdon't havea plan?
- Chapter 6 Yes, but what are youtrying to say?
- Chapter 7 Setting out your goals
- Chapter 8 A simple but powerfulfast-food mnemonic forcreating perfect plans
- Chapter 9 Understanding what you'rereally selling
- Chapter 10 The killer structure forevery piece of copy you'll
- Section Three Whatworks?And whatdoesn't?
- Chapter 11 What works
- Chapter 12 And what doesn't
- Section Four OK, startwriting
- Chapter 13 The black arts(and a few magic words)
- Chapter 14 Why your sales copy should belike a bowl of Rice Krispies
- Chapter 15 Good English stylefor copywriting
- Chapter 16 Tone of voice: What isit and what to do with it
- Chapter 17 Why punctuation is a sales tool
- Chapter 18 Stuff you learnedat school you can forget
- Section Five Dressedto impress?
- Chapter 19 Editing your work
- Chapter 20 Proof-reading
- Chapter 21 Checking readability
- Chapter 22 Layout-what can youdo to help your reader
- Chapter 23 Design-what designerscan do (and what youshould never allow them to)
- Section Six What now?
- Chapter 24 My tips for action
- Chapter 25 How to brief anexternal copywriter
- Chapter 26 The last word
- Appendix 1 Writing for the web-mythsand realities
- Appendix 2 Copywriters' reference sources
- Appendix 3 A note on the readabilitystatistics for this book
- Acknowledgements
