Copywriting Made Simple: How to Write Powerful and Persuasive Copy that Sells
by Tom Albrighton
This is an excellent introduction to copywriting, offering general advice on the process as well as specific tips for print advertisements, audio and video scripts, sales letters, emails, brochures, and social media posts. The book is divided into three parts: plan your copy, write your copy, and improve your copy. Continue reading “Copywriting Made Simple”
How to Write Short: Word Craft for Fast Times
by Roy Peter Clark
“A time-starved culture bloated with information hungers for the lean, clean, simple, and direct… Think of how grateful you are as a listener when the graduation speaker, no matter how powerful, delivers the goods in ten minutes rather than twenty, or, even better, five minutes rather than ten.” Continue reading “How to Write Short”
How to Write an Inspired Creative Brief
by Howard Ibach
In an advertising agency, a creative brief is a set of instructions for the creative team, providing a clear understanding of the communication objectives and expected deliverables. “If you get the brief wrong, the creative work you see at the end of the process, when your team presents it, will also be wrong.” Garbage in, garbage out. Continue reading “How to Write an Inspired Creative Brief”
Making Ads Pay: Timeless Tips for Successful Copywriting
by John Caples
John Caples was a pioneer of direct-response copywriting. In Chapter 8 he presents as series of paired ads which were tested, followed by analysis of why the winning ads outperformed. The winner often outperformed the other by a wide margin—up to five times as many responses. Continue reading “Making Ads Pay: Timeless Tips for Successful Copywriting”
Words That Work: It’s not what you say, it’s what people hear
By Dr. Frank Luntz
Frank Luntz is a communication strategist for corporate and political clients. Although he’s done a lot of work for Republicans (including the Contract with America) this is not a book about political ideology. It’s about persuasive communication in political campaigns, product marketing, and labor disputes.
Words that work do not happen by chance. Luntz uses market research techniques (polls, focus groups, dial sessions) to test how audiences respond. Continue reading “Words That Work”
The Key Point 