Sallyann Sheridan - Writing Great Copy: Dramatically Increase Your Response Rate - Sell More of Your Products and Services - Watch Profits Soar! (Essentials Series)
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Writing Great Copy: Dramatically Increase Your Response Rate - Sell More of Your Products and Services - Watch Profits Soar! (Essentials Series)
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Writing Great Copy aims to show the reader how to transform sales material and provides techniques that should work for any subject matter. Topics include, before you write, words - the copywriters tools, reassuring the reader, avoiding copywriting blunders, editing and improving copy.
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Time-saving books that teach specific skills to busy people, focusing on what really matters; the things that make a difference the essentials.
Other books in the series include:
Making Great Presentations
Speaking in Public
Responding to Stress
Succeeding at Interviews
Solving Problems
Hiring People
Getting Started on the Internet
Writing Good Reports
Feeling Good for No Good Reason
For full details please send for a free copy of the latest catalogue. See back cover for address.
Page 3
The things that really matter about
Writing Great Copy
Sallyann Sheridan
Page 4
For Christopher, my son, friend and greatest teacher, with unending love.
Published in 1999 by How To Books Ltd, 3 Newtec Place, Magdalen Road, Oxford OX4 1RE, United Kingdom Te: (01865) 793806 Fax: (01865) 248780 email: info@howtobooks.co.uk www.howtobooks.co.uk
All rights reserved. No part of this work may be reproduced or stored in an information retrieval system (other than for purposes of review), without the express permission of the publisher in writing.
Copyright 1999 How To Books Ltd
British Library Cataloguing in Publication Data. A catalogue record for this book is available from the British Library.
Edited by Diana Brueton Cover design by Shireen Nathoo Design Cover copy by Sallyann Sheridan Produced for How To Books by Deer Park Productions Typeset by Anneset, Weston-super-Mare, Somerset Printed and bound in the United Kingdom
NOTE: The material contained in this book is set out in good faith for general guidance and no liability can be accepted for loss or expense incurred as a result of relying in particular circumstances on statements made in the book. Laws and regulations are complex and liable to change, and readers should check the current position with the relevant authorities before making personal arrangements.
ESSENTIALS is an imprint of How To Books
Page 5
Contents
Preface
7
1 Before Your Write
8
Assess Your Copywriting Skills
9
Check What You're Selling
10
Decide Who You're Selling To
12
Consider How You're Going to Sell
13
Use Tried and Tested Formulas
15
2 Words A Copywriter's Tools
18
Choose Words that Sell
19
Ensure Readability
21
Make it Personal
23
Write Attention-grabbing Headlines and Subheadings
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