Kranz - Writing copy for dummies

by Jonathan Kranz

Writing Copy For Dummies

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Copyright 2005 by Wiley Publishing, Inc., Indianapolis, Indiana

Published simultaneously in Canada

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Its the real thing is a trademark of The Coca-Cola Company.

Just do it. is a registered trademark of Nike, Inc.

When it absolutely, positively has to be there overnight is a registered trademark of Federal Express Corporation.

When it rains it pours is a registered trademark of Morton International, Inc.

Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book.

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Library of Congress Control Number: 2004112318

ISBN: 0-7645-6969-4

Manufactured in the United States of America

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Jonathan Kranz is an award-winning copywriter and principal of Kranz Communications (www.kranzcom.com ), a marketing communications firm serving consumer and business-to-business clients in high-tech, healthcare, banking, insurance, education, financial services, and other industries. His client list includes 3Com, American Express, Aon Insurance, Blue Cross Blue Shield, Boston University School of Medicine, Candela, Dell, Home Service Store, IBM, iparty.com, Lesley University, Liberty Mutual, Matchmaker.com, NCR, Publishers Clearing House, Readers Digest, Reed Elsevier, Spaulding & Slye Colliers, Surebridge, Terra Lycos, Time Warner, and USTrust, among many others.

In addition, Jonathan is a published author of short fiction (Missouri Review and Green Mountains Review , among others) and has been a repeated guest essayist on National Public Radios All Things Considered. He has taught writing courses at Harvard University Extension School, Emerson College, and Northeastern University.

Jonathan lives in Melrose, Massachusetts, with his wife, Eileen; two daughters, Rebecca and Anastasia; and a vast collection of LP records.