If screaming headlines and over-the-top phrasing make you want to hide your head in a bushel, get this guide to writing attention-getting yet honest and helpful sales copy.
Whether you're a coach, author, financial advisor, B-to-B product manager or simply a professional who values trust, dignity and respect for clients, you'll find a framework for setting down a solid first draft and tweaking it into an effective selling tool. This concise handbook from a copywriting expert known for creative marketing leads beginning and intermediate writers through a three-step process of collecting the needed information, jazzing it up responsibly and then polishing it so it appeals to ideal customers.
The five inescapable components of a complete marketing presentation and another element that adds oomph whenever it's appropriate.
Why it's essential to provide more information for shoppers, rather than less - and how to identify the facts customers need.
10 ways to make yourself and what you're selling more credible.
21 no-hype writing techniques that make dull items much more desirable.
Dozens of illuminating examples (many structured as "before" and "after").
11 kinds of unethical or disreputable marketing tactics to avoid so you maintain self-respect and buyers' trust.
12 methods of fine-tuning your headline for greater reader intrigue and curiosity.
How and why to tinker with your tone.
8 techniques for making whatever you wrote more direct, clear and powerful.
This is a resource you'll want to consult again and again to transform a boring, weak promotion into one that sings you honorably into the profit column.
Marcia Yudkin is the author of Meatier Marketing Copy, Persuading on Paper, 6 Steps to Free Publicity, and 13 other traditionally published books, including a Book of the Month Club selection and another featured on "Oprah." She has delivered commentaries on National Public Radio and landed publicity on page 1 of the Wall Street Journal.
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