Preface | p. xii |
Acknowledgments | p. xv |
The Persuasive Word; Strategy ABCs: Audience, Benefits, And Creative Briefs | p. 1 |
Thinking about strategy first | p. 2 |
Examining the brief: an up-close look | p. 4 |
Templates 1.1: The shorter creative brief | p. 4 |
Templates 1.2: The creative brief | p. 5 |
Gaining deeper audience insight through VALS and observational research | p. 6 |
Useful info 1.3: VALS comparison starting with highest incomes on top | p. 10 |
Understanding secondary audience versus primary audience | p. 10 |
Delving into consumer insights | p. 11 |
Realizing the importance of a benefit | p. 12 |
Creative strategy exercises | p. 13 |
Notes | p. 14 |
The Strategic Word: Strategy Categories | p. 15 |
Using strategic thinking strengthens each touchpoint | p. 16 |
Analyzing types of strategies | p. 17 |
Keeping a handy reference list of strategies | p. 18 |
Evaluating strategies and needs | p. 23 |
Applying different types of positioning | p. 27 |
Inventing the USP: selling uniqueness | p. 28 |
Creating the main message: campaign slogans | p. 28 |
Deciding the tone of voice | p. 29 |
Considering competitors | p. 29 |
Designing tactics | p. 29 |
Advice from the pros 2.1: Charlie Hopper's writing for specific media tips | p. 29 |
Final creative direction checklist | p. 30 |
Creative strategy exercises | p. 30 |
Notes | p. 31 |
The Chosen Word: Writing Techniques | p. 32 |
Developing a strong message with legs | p. 33 |
Determining the tone of voice | p. 34 |
Finding the point of view | p. 34 |
Writing the way you speak | p. 35 |
Writing to your audience | p. 37 |
Checklist 3.1: A quick "Grammar" copywriting checklist | p. 38 |
Writing for the medium and the senses | p. 39 |
Writing for celebrities | p. 40 |
Finding your own voice: some tips | p. 41 |
Quick chapter overview | p. 41 |
Checklist 3.2: Writing technique tips checklist | p. 42 |
Creative writing exercises | p. 42 |
Notes | p. 43 |
The Sticky Word: Headline and Slogan Techniques | p. 44 |
Devising ad structure: headlines, subheads, body copy, and slogans | p. 45 |
Remembering the call to action | p. 46 |
Thinking up catchy headlines and subheads | p. 46 |
Reviewing different kinds of headlines | p. 47 |
Making up sticky slogans: the backbone of campaigns | p. 50 |
Adding power to your writing | p. 55 |
Copywriting insights and tips | p. 55 |
Making your copy sticky | p. 56 |
Creative writing exercises | p. 57 |
Notes | p. 57 |
The Written Word; Print | p. 59 |
Writing for the printed page | p. 60 |
Formulating one focused message | p. 61 |
Remembering the reader | p. 61 |
Checklist 5.1: Copy checklist | p. 62 |
Discovering basic copy format | p. 64 |
Templates 5.2: Basic print ad copy format | p. 64 |
Templates 5.3: Basic brochure copy format | p. 65 |
Focusing on strategy, audience, benefits, tone of voice, message, and relevance | p. 65 |
Recognizing categories of effective messages | p. 66 |
Exploring playful, humorous, empathetic print ads | p. 67 |
Studying more ads that empathize with the target | p. 69 |
Identifying ads with an insider's understanding | p. 71 |
Shaping witty headlines that say it all | p. 74 |
Noticing ads that don't look like ads | p. 77 |
Copywriting: a closer look | p. 80 |
Print writing tips | p. 80 |
Useful info 5.4: Common qualities in featured campaigns | p. 80 |
Creative print checklist | p. 81 |
Checklist 5.5: Print campaign checklist of questions | p. 82 |
Creative print ad exercises | p. 83 |
Notes | p. 84 |
The Spoken Word; Radio | p. 85 |
Becoming a radio aficionado | p. 86 |
Tips and rules 6.1: How to write for the ear | p. 87 |
Learning some radio tips from the masters | p. 87 |
Tips and rules 6.2: Basic radio writing rules | p. 90 |
Observing a few more radio writing "rules" | p. 91 |
Applying basic radio copy format | p. 91 |
Finding out more about radio format | p. 91 |
Templates 6.3: Standard radio format | p. 92 |
Useful info 6.4: Common radio terms | p. 93 |
Thinking about production from the start | p. 96 |
Using union and nonunion talent, music, and sound effects | p. 97 |
Working with and directing the talent | p. 98 |
Understanding radio dayparts | p. 99 |
Exploring examples of great radio scripts | p. 101 |
Script 1: Silver in the City :60 radio, "lead lining" | p. 101 |
Script 2: Silver in the City, :60 radio, "seasons/vortex" | p. 102 |
Script 3: Goodwill, :60 radio, "his, hers and ours" | p. 102 |
Script 4: Pop Weaver Popcorn, :60 radio, "tv spot on the radio" | p. 103 |
Script 5: Pop Weaver Popcorn, :30 radio, "arlene" | p. 104 |
Script 6: Motel 6, :60 radio, "comparison" | p. 104 |
Script 7: The Laughing Cow "Valley Girl" and "Enid" radio campaign | p. 105 |
Advice from the pros 6.5: Joy Golden's 10 secrets for creating successful comedy radio commercials | p. 110 |
Writing, radio tips | p. 111 |
Advice from the pros 6.6: Charlie Hopper's tips for writing for radio | p. 111 |
Reviewing radio: the wrap up | p. 113 |
Creative radio exercises | p. 113 |
Notes | p. 114 |
The Animated Word: Television | p. 115 |
Scrutinizing television writing: what's the secret? | p. 116 |
Analyzing TV writing: where to begin | p. 116 |
Tips and rules 7.1: The three Rs | p. 116 |
Reviewing universal truths | p. 120 |
Scripts and examples 7.2: Bridgestone TV script: "taters" | p. 123 |
Discovering more about universal truths | p. 125 |
Scripts and examples 7.3: Bridgestone TV script: "scream" | p. 129 |
Scripts and examples 7.4: Bridgestone TV script: "hot item" | p. 131 |
Portraying common goals | p. 132 |
Scripts and examples 7.5: Angie's List TV script: "pay per view" | p. 133 |
Scripts and examples 7.6: Angie's List TV script: "red paint" | p. 136 |
Seeing how exaggeration, humor, and strong copy drive home benefits | p. 137 |
Realizing a great tip for TV spot length | p. 145 |
Investigating ways to present TV ideas | p. 145 |
Scripts and examples 7.7: Story script example | |
Hewlett-Packard, :30 TV, "Live Wirelessly. Print Wirelessly." | p. 147 |
Learning from beloved Super Bowl spots | p. 148 |
Identifying types of TV commercials | p. 148 |
Useful info 7.8: Some popular types of TV spots | p. 149 |
Writing TV scripts | p. 151 |
Tips and rules 7.9: Basic TV writing rules for scripts | p. 152 |
Absorbing key copywriting tips | p. 154 |
Tom Amico's tips (Kaplan Thaler Group) | p. 154 |
Sara Rose's tips (Goodby Silverstein & Partners) | p. 154 |
Vinny Warren's tips just on screenwriting (The Escape Pod) | p. 155 |
Casting TV talent | p. 156 |
Becoming familiar with TV terminology | p. 156 |
Useful info 7.10: Common TV terms | p. 157 |
Templates 7.11: Basic TV copy format | p. 160 |
Scripts and examples 7.12: Weight Watchers "momentum" campaign examples | p. 160 |
Creative TV exercises | p. 161 |
Notes | p. 165 |
The Delivered and Abridged Word: Direct Mail, Mobile, and Small-Space Writing | p. 167 |
Exploring direct mail | p. 168 |
Grasping why direct mail? | p. 168 |
Checklist 8.1: Direct mail handy checklist | p. 169 |
Learning a few pointers about writing self-promotion letters | p. 172 |
Advice from the pros 8.2: Drayton Bird's letter writing principles | p. 173 |
Creating messages for mobile e-mail marketing | p. 174 |
Writing copy for product packaging | p. 174 |
Examining examples of creative package copy | p. 174 |
Advice from the pros 8.3: Five tips for better results with mobile e-mail marketing from Shane Ketterman | p. 175 |
Checklist 8.4: Small-space writing checklist | p. 178 |
Scripts and examples 8.5: Headlines for Ugly Mug Coffee bags | p. 179 |
Learning some tips for small-space writing from Charlie Hopper | p. 183 |
Advice from the pros 8.6: Basic writing tips from Curt Mueller | p. 189 |
Creating coupon copy | p. 190 |
Examining online banner ad copy | p. 190 |
Understanding catalog copywriting | p. 191 |
Scripts and examples 8.7: Ovation Guitars copy | p. 192 |
Checklist 8.8: Catalog copywriting checklist | p. 193 |
Creative abridged writing exercises | p. 193 |
Notes | p. 194 |
The Ambient and Moving Word: Out-Of-Home and Transit | p. 196 |
Starting from the medium | p. 197 |
Useful info 9.1: Kinds of ambient media | p. 199 |
Noticing messages wherever you are | p. 201 |
Looking closely at out-of-home messages | p. 201 |
Tips and rules 9.2: Tips for writing ambient copy | p. 202 |
Thinking about surprising the audience | p. 202 |
Understanding your audience's frame of reference | p. 207 |
Being irreverent and still effective | p. 212 |
Taking a once touchy subject into a humorous campaign | p. 217 |
Finding new places to advertise | p. 220 |
Checklist 9.3: Creative ambient checklist | p. 222 |
Creative ambient exercises | p. 222 |
Notes | p. 223 |
The Online Communal Word: Digital Dialogue, Virtual Community, Slogging | p. 224 |
Interacting with your online audience | p. 225 |
Writing for the Web | p. 225 |
Surfing the Web | p. 225 |
Talking to the reader | p. 226 |
Evaluating the copy's tone of voice | p. 226 |
Including clever headlines | p. 227 |
Scripts and examples 10.1: Fun website headlines | p. 227 |
Advice from the pros 10.2: Warning: use these five headline formulas at your own risk | p. 228 |
Analyzing the message | p. 229 |
Tips and rules 10.3: The 10 basic rules of copywriting | p. 229 |
Creating a successful blog | p. 229 |
Tips and rules 10.4:10 steps for a successful blog series | p. 230 |
Reading blogs for digital writing tips | p. 230 |
Editing: Charlie Hopper's tips to cut copy | p. 231 |
Advice from the pros 10.5: Andy Beal's top blogging tips | p. 232 |
Useful info 10.6: Top copy-specific blogs from "top copywriting sites" | p. 233 |
Looking into blogs for ad agencies | p. 234 |
Learning blogging tips | p. 234 |
Learning the rules of guest blogging | p. 235 |
Revealing more bloggers' observations | p. 235 |
Looking at online versus print articles | p. 237 |
Useful info 10.7: Social media ethical issue terms | p. 239 |
Reviewing digital writing | p. 240 |
Checklist 10.8: Blogging checklist | p. 240 |
Creative blogging exercises | p. 240 |
Notes | p. 241 |
The Online Word: Websites | p. 242 |
Considering different types of digital directions | p. 244 |
Examining a site with straightforward copy | p. 244 |
Scripts and examples 11.1: Where we come from | p. 244 |
Looking at copy on two digital agency sites | p. 245 |
Examining a humorous site | p. 249 |
Understanding SEO as a writer | p. 249 |
Advice from the pros 11.2: Derek Cromwell's website copywriting tips | p. 250 |
Staying current about SEO | p. 251 |
Useful info 11.3:24 awesome SEO blogs everyone should read | p. 251 |
Learning digital media from online experts | p. 253 |
Advice from the pros 11.4: Alessandra Lariu's digital writing tips | p. 254 |
Useful info 11.5: Common Internet terms | p. 257 |
Checklist 11.6: Online writing checklist | p. 262 |
Creative online writing exercises | p. 262 |
Notes | p. 263 |
The Buzz Word: Interactive Engagement, Social Media, Viral Marketing | p. 265 |
Understanding interactivity | p. 266 |
Asking: what's the point of interaction? | p. 266 |
Considering sendable campaigns | p. 267 |
Asking consumers to share their stories | p. 267 |
Thinking about interactivity | p. 268 |
Creating other ways to use interactivity | p. 270 |
Discovering how to create buzz | p. 274 |
Creating buzz with viral marketing/word of mouth | p. 276 |
Asking why you responded | p. 279 |
Understanding when buzz goes wrong | p. 280 |
Looking at social networking: Facebook, Twitter, and more | p. 281 |
Communicating online is similar to other media | p. 283 |
Advice from the pros 12.1: Three digital writing tips from Peter Sena II | p. 284 |
Watching new media | p. 284 |
Using new media for marketing messages | p. 285 |
Using social media to create viral reactions | p. 286 |
Designing games to recruit staff | p. 286 |
Final interactive media checklist | p. 286 |
Creative interactive exercises | p. 287 |
Notes | p. 287 |
The Multimedia Word: Integrated Campaigns | p. 289 |
Developing ideas that spin out | p. 290 |
Thinking about how small-space writing differs from other media | p. 293 |
Creating messages that move from one medium into another | p. 294 |
Thinking about multimedia from the beginning | p. 297 |
Checking that you're writing for the eye, ear, and imagination | p. 297 |
Reminding consumers of the benefits in all media | p. 298 |
Including target-specific ambient and interactive advertising | p. 299 |
Being irreverent can create unforgettable messages | p. 300 |
Creating a new approach to a normally stuffy category | p. 301 |
Learning Charlie Hopper's media-focused writing tips | p. 302 |
Advice from the pros 13.1: Hopper's top writing tips | p. 303 |
Gaining some insights into how Crispin Porter + Bogusky think | p. 304 |
Looking at more multimedia campaigns | p. 304 |
Scripts and examples 13.2: Mount Sinai, :60 radio, "Two-Year-Old" | p. 307 |
Single medium campaigns | p. 307 |
Checklist 13.3: Multimedia writing tips checklist | p. 310 |
Multimedia messaging exercises | p. 311 |
Notes | p. 312 |
The Global Word: Multicultural and International Campaigns | p. 314 |
Revisiting universal truths as a core message | p. 315 |
Writing for hispanic markets | p. 316 |
Using global truths for today's diverse market | p. 318 |
Advice from the pros 14.1: Five writing tips from George L. San Jose | p. 346 |
Creating international campaigns | p. 347 |
Seeing how concepts move into other markets | p. 347 |
Taking a tagline into other countries | p. 347 |
Changing consumer behavior with fun | p. 357 |
Reaching out with on-the-go solutions | p. 358 |
Using the digital world to go global | p. 359 |
Observing international campaigns | p. 360 |
Advice from the pros 14.2: Three tips for writing to biculturals from Carlos Meneridez | p. 361 |
Checklist 14.3: Multilingual and multicultural writing tips checklist | p. 361 |
Multilingual and international messaging exercises | p. 362 |
Notes | p. 364 |
Suggested Reading | p. 365 |
Index | p. 368 |
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