Ready to ditch the fluff and write copy that actually sells? This no-nonsense guide reveals the essential elements of persuasive writing. Learn how to hook your audience, tap into their desires, and position your product or service as the irresistible solution. Say goodbye to lackluster copy and hello to increased conversions.

Cracking the Copywriting Code

A concise handbook which outlines the principles and practice of writing effective advertisements, brochures, direct mail and every other type of copy intended to sell or persuade.

Chapter 5. Knowing What to Comment; What NOT to Comment; Don't Comment Just for the Sake of Commenting; Don't Comment Bad Names--Fix the Names Instead; Recording Your Thoughts; Include "Director Commentary"; Comment the Flaws in Your Code; Comment on Your Constants; Put Yourself in the Reader's Shoes; Anticipating Likely Questions; Advertising Likely Pitfalls; "Big Picture" Comments; Summary Comments; Final Thoughts--Getting Over Writer's Block; Summary; Chapter 6. Making Comments Precise and Compact; Keep Comments Compact; Avoid Ambiguous Pronouns; Polish Sloppy Sentences.

Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level. Introduces essential conceptual strategies and key writing techniques for result-driven copy Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos