Donna Baier Stein - Write on target: the direct marketers copywriting handbook
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Write on target: the direct marketers copywriting handbook
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A guide to writing a money-generating sales letter for anyone with a product to sell. Also included are tips on how to write for direct response print, radio and telemarketing with practical examples of writing in all areas.
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Write On Target : The Direct Marketer's Copywriting Handbook
author
:
Stein, Donna Baier.; Kemske, Floyd
publisher
:
NTC Contemporary
isbn10 | asin
:
0844259144
print isbn13
:
9780844259147
ebook isbn13
:
9780071393003
language
:
English
subject
Sales letters--Handbooks, manuals, etc, Advertising copy--Handbooks, manuals, etc.
publication date
:
1997
lcc
:
HF5730.S73 1997eb
ddc
:
658.8/1
subject
:
Sales letters--Handbooks, manuals, etc, Advertising copy--Handbooks, manuals, etc.
The Leaders Praise Write on Target
Donna Stein and Floyd Kemske have written a very practical how-to for newcomers and non-writers, and a powerful reminder checklist for experienced practitioners. Wish I'd had this book when I first started out!
Katharine Barr President Katharine Barr & Associates
Write on Target is not only a great introduction to copy-writing for aspiring direct marketing creatives, it's a valuable refresher course for veterans. Read it, then keep it for inspiration. You'll find yourself going back to it again and again.
Jack Crumbley Partner Holland Mark Martin
...deserves a place of honor in a DM copywriter's basic libraryright there between Bob Stone's "bible" and that well-thumbed thesaurus.
Ginny Daly Daly Direct Marketing
Here's a new book that's a jewel! You'll read with relish a sampling of the best direct marketing ever mailed. At the same time you'll enjoy a rare reminiscence of some of the medium's early stars.
Lu Corbett Daly Promotion Writer
Every chapter is "right on target." They cover all aspects of copy creatively, completely, cogently and carefully. It's also cerebral for the authors explain the strategy and thinking that made the campaigns successful.
Readers will be glad it also covers cyberspace since this will be increasingly important in DM as we move into the next millennium. The examples are particularly helpful.
John Jay Daly Chevy Chase, MD Former Senior VP, Direct Marketing Association, Washington DC
As Director of the Center for Direct Marketing at Merrimack College, I see lots of direct marketing reference and instructional materials. This clear, useful, comprehensive and well-written copywriting guide was about the best I've read to date.
Leslie Dangel, Director Center for Direct Marketing Merrimack College
Write on Target is truly a cornerstone bookone you'll read, reread, and refer to often. I suggest that this superb book be in the personal professional libraries of creative and account service people working for both direct response and general advertising agencies, plus the clients they serveparticularly those who want better results from their advertising budgets.
Earl Hogan Earl Hogan Direct Marketing
This comprehensive book on how to write for all the important direct marketing media is written by two professionals who have a track record of success. They share the inside thinking on how they go about writing those award-winning letters.
Here's a book that gives the proven principles of direct marketing writing...and most importantly Write on Target illustrates these techniques with a number of the classic letters of direct marketing plus a number of the new winners. An enjoyable read and one that will lead to greater results and profits for your direct marketing efforts...filled with the proven principles of direct marketing writingillustrated with some of the classic letters of direct marketing plus a number of new winners.
Roland Kuniholm President, Kuniholm Associates, Inc., Reston, VA
Write on Target is an excellent handbook for all who want to improve their direct marketing copywriting knowledge and skills. Donna Baier Stein and her co-author Floyd Kemske are to be commended for providing their readers with one example after another of writing to specific markets and targeting for direct response, the end goal of every word you write in a field where sheer creativity is the magic element that separates "just-average" writers from the great ones.
I recommend this valuable manual for all who write on target!
Ed McLean Ed McLean Creative Services
Donna Baler Stein and Floyd Kemske have crafted a true "how-to" manual for copywriters of tomorrow and today. For students considering a career in creative, Write on Target belongs at the top of the syllabus. Those already started in the business will discover a plethora of invaluable information, techniques and trade secrets. And for all the seasoned writers out there, this is the book we all said we were going to write. I, for one, am delighted that somebody finally did!
Erica Meyer Epsilon Creative
When you are sitting there, on a tight deadline, facing a blank computer screen that must turn into informative, motivational copy, pick up a copy of Write on Target. It's filled with examples of how to turn features into benefits and on ways to motivate prospects to action.
I especially recommend that anyone responsible for creating a home page on the Internet's World Wide Web, or those unhappy with the response to their home pages, read Write on Target. The authors discuss and provide direct marketing examples that show how good, well-chosen words were never more powerful.
Thomas D. Patrick President Windstar Wildlife Institute
Write on TargetStein and Kemske are a winning team with sound advice for everyone who writesor who longs to writewords that move and motivate. Listen to them and you'll create stronger copy whether it's direct mail, print, broadcast, or digital.
Joan Throckmorton
Well-written, clear and concise, filled with timely and timeless examples of how to craft effective direct marketing copy.
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