Write Great Ads : A Step-by-Step Approach

by Klein, Eric A.

• ISBN13: 9780471507031
• ISBN10: 0471507032
• Edition: 1st
• Format: Paperback
• Copyright: 1990-02-21
• Publisher: Wiley

Summary

You don't have to be especially "creative." And you can forget about writer's block. Because now, even if you've never written advertising before, there's a simple proven way to Write *ADS* Great copywriters aren't born. They're made! That's because writing isn't a talent you're born with--it's a skill as learnable as driving a car or typing. Write Great Ads takes the mystery out of copywriting and shows how to write effective advertising copy for print ads, direct mail packages, radio spots, and television commercials. Write Great Ads takes you, step-by-step, through every aspect of the process. You'll learn: * How to zero in on the key features and benefits of your ad * How to write a headline that really sells * How to come up with an original, effective selling concept * How to put all the facts together and craft an irresistible call to action--guaranteed to pull in sales! This one-of-a-kind workbook breaks advertising down into simple steps that anyone--no matter what your level of experience--can master and enjoy. Write Great Ads is also packed with fill-in exercises and self-tests so you can practice each step immediately. "This is a practical, straightforward, and instructive book with heavy emphasis on fundamentals--all in good, clear, no-nonsense English--and an overall good reference for anyone interested in better communications."

Author Biography

ERICA LEVY KLEIN is President of Klein & Kroll, Inc., a St. Louis marketing agency, an instructor at the Washington University Department of Journalism and Communications, and a nationally syndicated newspaper columnist.

Table of Contents

Take Advertising One Step at a Time.

Beat the ``Maybe I'm Not Creative Enough'' Blues.

Homework, Legwork, and Research: How to Avoid Copy That Doesn't Sell.

I've Got this Ad to Write--Now What?.

Develop a Concept.

Feature Creature Versus Benefits Champ.

The Anatomy of an Ad.

Create the Headline.

Billbroad Writing: Copywriting at 55 Miles per Hour.

Subheads--The Underrated Secondary Headline.

Sexy Body Copy.

Accentuate the Positive.

Closing Arguments/Call to Action.

Showtime!.

Putting It All Together and Write Your First Ad.

Gear Up to Write a Longer Ad.

Now, Tackle a Brochure.

Take the Direct Approach with Direct Mail.

Lights!

Camera!

TV!.

Tuning in for Radio.

Clear Your ``Voice.'' Some Great Consumer Advertising.

Some Great Business-to-Business Advertising.

Some Great Fund-Raising Advertising.

Some Great Financial Advertising.

Some Great Health Care Advertising.

Some Great Retail Advertising.

Some Great Subscription Advertising.

If You Want to Write Advertising All Day...And Sometimes All Night: Thoughts on Becoming an Advertising Copywriter.

Glossary of Advertising Terms.

Bibliography.

Index.