The Eugene Schwartz Headline Swipe File
This 19-page, 1.4 MB PDF contains 127 advertising headlines from one of the most successful ad writers in history...someone who's sold over a BILLION dollars worth of products, books and newsletters in dozens of different markets.
Very few direct marketers today even know of their existence...let alone have seen them.
This compilation has taken over a dozen hours of research and hundreds of dollars to put together. A corporate records researcher was also hired to ensure the 'provenance' of the ad copy as Gene Schwartz's...through verifying his name in corporate registrations.
Invest 20 minutes synthesizing these masterpieces. By the time you've finished, you'll know:
• How to structure the perfect "Try Before You Buy" headline offer
• How to push the HOT BUTTONS of a prospect in almost any market
• How to create a promise so large...it borders on the unbelievable...yet stays firmly on the ground of reality
• How to claim a MILLION dollar testing tool to use in your idea labJust follow this link to download
http://www.ultimate-online-swipe-file.com/download098cgi.htm
Sunday, 30 August 2009
Thursday, 27 August 2009
What is an Advertising Creative Brief?
What is an Advertising Creative Brief ?
The advertising campaign can be split into two main stages:
1. The brand-positioning stage (carried out, normally, by the account planning department)
2. The creative-concept stage (carried out, normally by the creative team - copywriter and art director).
There are other parts to the campaign (the background marketing work of the client, the initial meeting with client, production, perhaps research carried out by a specialist research company, and so on) but it is really the work of the account planner and the copywriter and art director that will determine the overall success of the campaign (from a purely advertising perspective) with the campaign’s audience.
The importance of the creative brief
The creative brief is essential because it is the main method of interwieving the brand-positioning stage, with the creative-concept stage, of the campaign. It is about ensuring that the final creative concept is rooted in branding-positioning thinking.
The account planner is in charge at this point. The creative brief outlines to the creative team the parameters in which they must work (from a brand-positioning perspective). But what the creative team do within these parameters is more-a-less up to them (the only real obstruction to total freedom being any possible concerns of the client). Although the account planner must be strict about laying down the parameters within the creative brief, at the same time the creative brief is, also, designed to get the best out of the creative team. Firstly, the account planner must provide useful and interesting background information to help the creative team along the way. And, secondly, and much harder to do (and more difficult to pin down - depending very much on the personality and the creative/intuitive skills of the account planner) the account planner must be able to add some really creative-inspiring ingredient that sparks off ideas within the creative team - right from the beginning (ensuring first, though, that the creative time understand, perfectly clearly, the brand-positioning goal of the ad).
So the creative brief should be:
First and foremost: very clear and succinct in the brand-positioning goal
Secondly, and importantly: provide useful and interesting background information
Thirdly (and the thing that can help to make the difference, at times, between a good and a great campaign): contain some really creative-inspiring ingredient.
The Creative Brief will be set out (more-a-less the same from one advertising agency to another) like this:
Background (to campaign)Here the account planner will give an overview of what is going on in the market; who the competition are; any useful information about the client; and so on.
Two important words here are Who and What. ‘Who is the audience?’. ‘What is our main message?’
Goal of Ad
How should the audience respond? What do you want them to do / think / feel?
Who is the audience?Expand upon this
What is our main message ?
Expand upon this
Rational and Emotional Reasons why the audience should act or believe in a certain way in their response to the campaign
Useful Information and Insights
In order to flesh things out
ScheduleWhat is needed from the creative team and when they need to do it by?
Client Service Checklist
Has everything being covered?
The advertising campaign can be split into two main stages:
1. The brand-positioning stage (carried out, normally, by the account planning department)
2. The creative-concept stage (carried out, normally by the creative team - copywriter and art director).
There are other parts to the campaign (the background marketing work of the client, the initial meeting with client, production, perhaps research carried out by a specialist research company, and so on) but it is really the work of the account planner and the copywriter and art director that will determine the overall success of the campaign (from a purely advertising perspective) with the campaign’s audience.
The importance of the creative brief
The creative brief is essential because it is the main method of interwieving the brand-positioning stage, with the creative-concept stage, of the campaign. It is about ensuring that the final creative concept is rooted in branding-positioning thinking.
The account planner is in charge at this point. The creative brief outlines to the creative team the parameters in which they must work (from a brand-positioning perspective). But what the creative team do within these parameters is more-a-less up to them (the only real obstruction to total freedom being any possible concerns of the client). Although the account planner must be strict about laying down the parameters within the creative brief, at the same time the creative brief is, also, designed to get the best out of the creative team. Firstly, the account planner must provide useful and interesting background information to help the creative team along the way. And, secondly, and much harder to do (and more difficult to pin down - depending very much on the personality and the creative/intuitive skills of the account planner) the account planner must be able to add some really creative-inspiring ingredient that sparks off ideas within the creative team - right from the beginning (ensuring first, though, that the creative time understand, perfectly clearly, the brand-positioning goal of the ad).
So the creative brief should be:
First and foremost: very clear and succinct in the brand-positioning goal
Secondly, and importantly: provide useful and interesting background information
Thirdly (and the thing that can help to make the difference, at times, between a good and a great campaign): contain some really creative-inspiring ingredient.
The Creative Brief will be set out (more-a-less the same from one advertising agency to another) like this:
Background (to campaign)Here the account planner will give an overview of what is going on in the market; who the competition are; any useful information about the client; and so on.
Two important words here are Who and What. ‘Who is the audience?’. ‘What is our main message?’
Goal of Ad
How should the audience respond? What do you want them to do / think / feel?
Who is the audience?Expand upon this
What is our main message ?
Expand upon this
Rational and Emotional Reasons why the audience should act or believe in a certain way in their response to the campaign
Useful Information and Insights
In order to flesh things out
ScheduleWhat is needed from the creative team and when they need to do it by?
Client Service Checklist
Has everything being covered?
Writing Persuasively
http://www%2eadslap%2ecom/podcasts/lousywriter/lousywriterrss%2exml
FREE E-BOOK: THE LOUSY WRITER'S GUIDE TO WRITING PERSUASIVELY
The secrets to writing persuasive copy to boost sales is revealed in The Lousy Writer's Guide to Writing Persuasively. Author Janice Jacobs reveals her time-tested strategies to write persuasive promotional copy to convert browsers into buyers.
FREE E-BOOK: THE LOUSY WRITER'S GUIDE TO WRITING PERSUASIVELY
The secrets to writing persuasive copy to boost sales is revealed in The Lousy Writer's Guide to Writing Persuasively. Author Janice Jacobs reveals her time-tested strategies to write persuasive promotional copy to convert browsers into buyers.
Sunday, 23 August 2009
Principles of Copywriting
Principles of Copywriting
Use Attention Getting Headlines
BPL - Powerful performance, Incredible looks
Keep body copy to the point
If your headline and illustration has attracted the reader, he may decide to look at the small print – the body copy. This is where you explain the headline, confirm the facts and add extra selling points. If one can make people read the body copy, you have a better chance of selling your product. Be positive. Some ad starts with negative statements, which could be easily converted into positive statements.
Indiatimes Astrospeak - A wrong move and your career might not move at all.
Include the minor details. At the bottom of the ad goes your company name, the address and telephone number. If you leave it out you aren’t really trying to get sales. If you are selling packaged goods, you will need to include a pack shot – a photo of your product. If you can’t use a pack shot, your logo will provide a visual reminder for the reader. A list of stockists is important if your product has limited selective distribution. Other options include a money – off coupon, or a coupon to be mailed back to you for more information.
Case: Enchanting Tamil Nadu
An ad. Promoting Tamil Nadu, which includes all the contact details.
Expand Headline with Lead Paragraph
Follow up the headline immediately with the first paragraph. If you ask a question, answer it. If you propose a thought, explain it. Don't leave them hanging too long; you may end up hanging yourself.
BioAsia
Introduces an industrial area with a saying by a newspaper regarding that land.
Draw the Reader In
Avoid page and advertising layouts that are confusing or hard to read. Reading your message should be a pleasure to read. Keep your copy simple, clear and concise. Talk to your reader as you would a friend or family member. Be straight and sincere with them. Spell it out and explain points that need explaining. Don't leave your reader second-guessing your copy.
Focus on the Reader, not the Product
Of course your copy must contain information and facts about your product or service, but that is not your focal point. You must focus the reader. Use their needs, wants, desires, fears, weaknesses, concerns, and even fantasies to sell your product or service.
Case: Lakme
The ad for Lakme Deep Pore Cleansing begins with the headline “There's a lot that shows on your face”.
The body copy includes - Now, one-and-a-half minutes is all it takes to uncover the real you. Presenting the complete Deep Pore Cleansing Regimen from Lakme. Simply because your face says it all.
Thus, not only does the ad talk about the product, it also focuses equally on the reader. Using words like “you” would make the reader feel good, rather than an ad that boasts about the product but says nothing about how to use it, how it could make your life better, etc.
Use the "That's Right!" Principle
Get your prospect to agree with you. Tell them something they know already. Get them to say to themselves, "That's Right!"
Case: JW Marriott
The print ad for JW Marriott starts with the headline -: Your mom knows exactly how you like your bed, your toast, and your coffee….
This headline will indeed make the target exclaim – that’s right!
Ask Provocative Questions:
Leading into your copy or headline with thought provoking questions will grab the reader's interest and move them to read more for the answer.
ads. Usually ask a question such as “Planning to buy a new Car”?
Move Quickly from Intro to the Pitch:
Don't waste your reader's time trying to "warm them up". If they got that far, there's blood flowing already. People are busy creatures. If you lose their interest, you neither sell nor profit. Get on with it!
Be Sincere:
What's the number one fallback for sales on the web? Fear! Fear of being scammed or ripped-off. The more sincere you are the better your chance of building a "selling" relationship.
Case: Air Sahara
The sincerity and genuineness of Air Sahara comes across in its ad where the body copy says – as hard as we may try at this time of the year (winter), there are chances of flight delays due to weather conditions. Every step is taken to help passengers get to their destinations on time. To make this process easier, we need your help too.
Don't Contradict Yourself:
Double-check your copy. You would be surprised to know that many copywriters unknowingly contradict themselves leaving the reader suspicious, thus destroying your credibility with them.
Keep Your Focus Aligned
The more focused your target group, the better your chance of meeting their needs. Don't try to sell everyone!
Make Your Product Irresistible
Dress it up. Your product should sound like the cream of the crop. Focus on your selling point (price, quality, etc) and make it impossible for the reader to imagine another in comparison.
The FedEx ad which shows a company employee carrying a baby in his arms.
Use Fear as Motivation:
Fear is both a weakness and strength, but also a powerful selling tool. Fear of injury, death or missed opportunity. If you sell a safety product you would use this fear to your advantage. If you're offering an opportunity, the fear of missing their chance is a strong seller.
Saffola oil talks about the heart problems among the high risk Indians
Flattery will get you everywhere
Yes, everyone likes to hear a little flattery. Keyword here is "little". Don't overdo it!
Be Personable
Let them know that there is a kind, honest and real person behind the page. People would rather deal with people, not companies, corporations or conglomerates. Add the "Human Touch" to your copy.
Case: Eureka Forbes
The institutional ad for Eureka Forbes which shows model Aditi Gowatrikar with her child has a human touch to it, what with the body copy saying – “…times have changed. Yet your dreams remain the same. So open up. Say ‘yes’ to life…”
It's Guaranteed
A guarantee reassures the reader that you are reputable and will live up to your promises.
Case: Vim Bar
In the Vim Bar TVC, the anchor promises that if “your” detergent is better than Vim Bar, you will get a year’s supply of your detergent free. This guarantee lends credibility to the offering and induces the viewer to act.
Share a Secret
People want to get the inside track. If you can convince your prospect that you have an exclusive message for them, you're one step closer to a sale.
Use "Power"ful Words:
"Power" words are words that move a buyer by enhancing and reinforcing your presented idea. Certain words have proven to be movers and shakers in the advertising world.
Examples of persuasive and attention-grabbing words
Easy convenient exclusive Indulge
genuine advantages comfortable dependable
immediate instant WANTED WARNING
more biggest oldest Original
Keep It Lively:
There are many ways to keep your copy lively. Telling a (brief) story is a strong technique for getting your message across. Separating and highlighting key information or facts is another. Using personal pronouns like "you", we and us will add a sense of warmth to your copy.
Go with the Flow
Writing copy requires the ability to make a smooth transition from one point to another. Rather than laying them out like a list, learn to use transitional words. Transitional words are used to go from one point to another.
Check Your Spelling
Take the time and spell-check your work. Finding misspelled words in copy leaves the reader wondering how competent your product or service could be, if you cannot take the time to be sure you spelled the words in your web copy correctly.
Use Photo's to Demonstrate:
Use photos to demonstrate your product or service. If used correctly a picture really is worth a thousand words.
The VLCC ‘Before’ & ‘After’ Ads.
Use Graphics to get Attention:
Using buttons, icons and arrows can help direct the reader's attention to important details. If organized correctly they can also help sort facts or messages into categories.
The Fila ad. shows how similar is a design of a Fila shoe and a F1 car.
Offer Testimonials
Offer short, reputable testimonials. People want to hear what others have to say about your product or service.
Loreal - Diana Hayden – Miss World 1996 offers testimonial for Loreal Hair color.
Create a Memorable Logo
Create a simple, but memorable logo or custom graphic that your visitor can easily relate to your product or service
Nike swoosh, BMW, Mercedes
Create an Unforgettable Slogan
Use a short, easy to remember slogan that a reader will walk away with on his or her lips.
Nike – Just Do It.
Visa – Go get it
Pepsi – Yeh Dil Maange More
Asian Paints – Merawalla….
Get a response
There are many techniques for getting a prospect to respond. Spell it out for them. Tell them to respond. Tell them why they should respond. Give them a reason they should respond now. Offer a bonus or freebie if they respond.
This can be done by using words like – order now, order today, for a short time only, last chance, etc.
Service – ICICI Bank – Two Wheeler Loans
“Take Home Passion (Hero Honda Passion) by just paying Rs. 3999 only"
Use Attention Getting Headlines
BPL - Powerful performance, Incredible looks
Keep body copy to the point
If your headline and illustration has attracted the reader, he may decide to look at the small print – the body copy. This is where you explain the headline, confirm the facts and add extra selling points. If one can make people read the body copy, you have a better chance of selling your product. Be positive. Some ad starts with negative statements, which could be easily converted into positive statements.
Indiatimes Astrospeak - A wrong move and your career might not move at all.
Include the minor details. At the bottom of the ad goes your company name, the address and telephone number. If you leave it out you aren’t really trying to get sales. If you are selling packaged goods, you will need to include a pack shot – a photo of your product. If you can’t use a pack shot, your logo will provide a visual reminder for the reader. A list of stockists is important if your product has limited selective distribution. Other options include a money – off coupon, or a coupon to be mailed back to you for more information.
Case: Enchanting Tamil Nadu
An ad. Promoting Tamil Nadu, which includes all the contact details.
Expand Headline with Lead Paragraph
Follow up the headline immediately with the first paragraph. If you ask a question, answer it. If you propose a thought, explain it. Don't leave them hanging too long; you may end up hanging yourself.
BioAsia
Introduces an industrial area with a saying by a newspaper regarding that land.
Draw the Reader In
Avoid page and advertising layouts that are confusing or hard to read. Reading your message should be a pleasure to read. Keep your copy simple, clear and concise. Talk to your reader as you would a friend or family member. Be straight and sincere with them. Spell it out and explain points that need explaining. Don't leave your reader second-guessing your copy.
Focus on the Reader, not the Product
Of course your copy must contain information and facts about your product or service, but that is not your focal point. You must focus the reader. Use their needs, wants, desires, fears, weaknesses, concerns, and even fantasies to sell your product or service.
Case: Lakme
The ad for Lakme Deep Pore Cleansing begins with the headline “There's a lot that shows on your face”.
The body copy includes - Now, one-and-a-half minutes is all it takes to uncover the real you. Presenting the complete Deep Pore Cleansing Regimen from Lakme. Simply because your face says it all.
Thus, not only does the ad talk about the product, it also focuses equally on the reader. Using words like “you” would make the reader feel good, rather than an ad that boasts about the product but says nothing about how to use it, how it could make your life better, etc.
Use the "That's Right!" Principle
Get your prospect to agree with you. Tell them something they know already. Get them to say to themselves, "That's Right!"
Case: JW Marriott
The print ad for JW Marriott starts with the headline -: Your mom knows exactly how you like your bed, your toast, and your coffee….
This headline will indeed make the target exclaim – that’s right!
Ask Provocative Questions:
Leading into your copy or headline with thought provoking questions will grab the reader's interest and move them to read more for the answer.
ads. Usually ask a question such as “Planning to buy a new Car”?
Move Quickly from Intro to the Pitch:
Don't waste your reader's time trying to "warm them up". If they got that far, there's blood flowing already. People are busy creatures. If you lose their interest, you neither sell nor profit. Get on with it!
Be Sincere:
What's the number one fallback for sales on the web? Fear! Fear of being scammed or ripped-off. The more sincere you are the better your chance of building a "selling" relationship.
Case: Air Sahara
The sincerity and genuineness of Air Sahara comes across in its ad where the body copy says – as hard as we may try at this time of the year (winter), there are chances of flight delays due to weather conditions. Every step is taken to help passengers get to their destinations on time. To make this process easier, we need your help too.
Don't Contradict Yourself:
Double-check your copy. You would be surprised to know that many copywriters unknowingly contradict themselves leaving the reader suspicious, thus destroying your credibility with them.
Keep Your Focus Aligned
The more focused your target group, the better your chance of meeting their needs. Don't try to sell everyone!
Make Your Product Irresistible
Dress it up. Your product should sound like the cream of the crop. Focus on your selling point (price, quality, etc) and make it impossible for the reader to imagine another in comparison.
The FedEx ad which shows a company employee carrying a baby in his arms.
Use Fear as Motivation:
Fear is both a weakness and strength, but also a powerful selling tool. Fear of injury, death or missed opportunity. If you sell a safety product you would use this fear to your advantage. If you're offering an opportunity, the fear of missing their chance is a strong seller.
Saffola oil talks about the heart problems among the high risk Indians
Flattery will get you everywhere
Yes, everyone likes to hear a little flattery. Keyword here is "little". Don't overdo it!
Be Personable
Let them know that there is a kind, honest and real person behind the page. People would rather deal with people, not companies, corporations or conglomerates. Add the "Human Touch" to your copy.
Case: Eureka Forbes
The institutional ad for Eureka Forbes which shows model Aditi Gowatrikar with her child has a human touch to it, what with the body copy saying – “…times have changed. Yet your dreams remain the same. So open up. Say ‘yes’ to life…”
It's Guaranteed
A guarantee reassures the reader that you are reputable and will live up to your promises.
Case: Vim Bar
In the Vim Bar TVC, the anchor promises that if “your” detergent is better than Vim Bar, you will get a year’s supply of your detergent free. This guarantee lends credibility to the offering and induces the viewer to act.
Share a Secret
People want to get the inside track. If you can convince your prospect that you have an exclusive message for them, you're one step closer to a sale.
Use "Power"ful Words:
"Power" words are words that move a buyer by enhancing and reinforcing your presented idea. Certain words have proven to be movers and shakers in the advertising world.
Examples of persuasive and attention-grabbing words
Easy convenient exclusive Indulge
genuine advantages comfortable dependable
immediate instant WANTED WARNING
more biggest oldest Original
Keep It Lively:
There are many ways to keep your copy lively. Telling a (brief) story is a strong technique for getting your message across. Separating and highlighting key information or facts is another. Using personal pronouns like "you", we and us will add a sense of warmth to your copy.
Go with the Flow
Writing copy requires the ability to make a smooth transition from one point to another. Rather than laying them out like a list, learn to use transitional words. Transitional words are used to go from one point to another.
Check Your Spelling
Take the time and spell-check your work. Finding misspelled words in copy leaves the reader wondering how competent your product or service could be, if you cannot take the time to be sure you spelled the words in your web copy correctly.
Use Photo's to Demonstrate:
Use photos to demonstrate your product or service. If used correctly a picture really is worth a thousand words.
The VLCC ‘Before’ & ‘After’ Ads.
Use Graphics to get Attention:
Using buttons, icons and arrows can help direct the reader's attention to important details. If organized correctly they can also help sort facts or messages into categories.
The Fila ad. shows how similar is a design of a Fila shoe and a F1 car.
Offer Testimonials
Offer short, reputable testimonials. People want to hear what others have to say about your product or service.
Loreal - Diana Hayden – Miss World 1996 offers testimonial for Loreal Hair color.
Create a Memorable Logo
Create a simple, but memorable logo or custom graphic that your visitor can easily relate to your product or service
Nike swoosh, BMW, Mercedes
Create an Unforgettable Slogan
Use a short, easy to remember slogan that a reader will walk away with on his or her lips.
Nike – Just Do It.
Visa – Go get it
Pepsi – Yeh Dil Maange More
Asian Paints – Merawalla….
Get a response
There are many techniques for getting a prospect to respond. Spell it out for them. Tell them to respond. Tell them why they should respond. Give them a reason they should respond now. Offer a bonus or freebie if they respond.
This can be done by using words like – order now, order today, for a short time only, last chance, etc.
Service – ICICI Bank – Two Wheeler Loans
“Take Home Passion (Hero Honda Passion) by just paying Rs. 3999 only"
Tuesday, 18 August 2009
Some Books & EBooks on CopyWriting
Copywriting Ebooks and Books
THE CRAFT OF COPYWRITING
JUNE A VALLADARES Creative Consultant, Pune
Published : June 2000
Pages : 288 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 475
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 12
ISBN 9780761994244
Add to cart
About the Book
Written by a professional copywriter and trainer who rose to become the creative director of one of India`s leading advertising agency, this unique book provides provides an insider`s insight into the nuances of copywriting. Using a direct and anecdotal style, June Valladares shares her experience and `secrets` that made her an acclaimed copywriting professional. This book is designed as a step-by-step guide to writing advertising copy that sells with each chapter serving as a building block for the next. A unique feature of the book is the inclusion of `guest` pieces by some of India`s advertising `greats`, such as Gerson da Cunha, Alyque Padamsee, Roda Mehta and Frank Simoes.
EFFECTIVE ADVERTISING
Understanding When, How, and Why Advertising Works
GERARD J TELLIS University of Southern California
A South Asian Reprint!
Save!
Published : March 2004
Pages : 214 Size : Demy: 5.5" x 8.5"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9788178293707
Originally priced at $ 97.95 (cloth) and $ 50.95 (paper)!. Sales rights restricted to South Asia only!
Add to cart
About the Book
Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.
PLANNING FOR POWER ADVERTISING
A User`s Manual for Students and Practitioners
ANAND BHASKAR HALVE Chlorophyll Brand and Communications Consultancy, Mumbai
Published : September 2005
Pages : 264 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 450
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 11
ISBN 9780761933540
Add to cart
About the Book
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters—an approach that brings alive the concepts within, and helps readers discover the theory in practice.
For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising—such as media, event management and PR—this book provides an insight into how the strategic underpinning of advertising is built
ADVERTISING BASICS!
A Resource Guide for Beginners
J V VILANILAM Professor Emeritus in Communication and Retired Vice-Chancellor, University of Kerala
A K VARGHESE Executive Creative Director, Percept Advertising, New Delhi
Published : January 2004
Pages : 216 Size : Royal: 6" x 9"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9780761998105
Add to cart
About the Book
Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
The book begins with a brief history which gives the reader an understanding of how advertising has evolved from the way it was practiced earlier in the teeming bazaars to its sophisticated and technologically advanced avatar today. The authors then discuss each aspect of the advertising industry in detail, giving pointers, suggestions and in-depth analysis of how things work in each department.
Some of the highlights of this text are:
- A holistic introduction which gives the reader a pan-industry perspective of advertising.
- The nitty-gritties of copywriting for the main media-newspapers, magazines, radio, film, television and the Internet.
- Detailed chapters on advertising agencies, client servicing and the creative aspects of advertising.
- Pointers on how to conduct an advertising campaign.
- Numerous advertisements which illustrate the theory and examples used in the book.
- Tips on how to select an advertising agency and in what circumstances the agency should be changed.
- A simple, approachable and anecdotal style of writing which the reader will enjoy.
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
$69.95
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
This ebook contains some exceptional commentary plus “before and after” versions of press releases. Each of the 24 releases featured has its own flaws. Publicity pro Marcia Yudkin shows you the all-to-common mistakes made in each release, plus how to fix them. This ebook is practical, immediately useful, easy-to-read, and quick to implement. Considering the enormous amount of sales you can generate from free publicity after reading this book, the price is a steal!
________________________________________
The Unwritten Rules of Copywriting
by Dominic GettinsCopywriting is not taught in marketing departments or ad agencies, yet millions of dollars hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In The Unwritten Rules of Copywriting he divides the process of writing copy into eight practical steps:
1. Know your target
2. Do your research
3. Answer the brief
4. Be relevant
5. Be objective
6. Keep it simple
7. Know your medium
8. Be ambitious
And they work. They are a proven success when used on courses and workshops, as well as in many successful advertising campaigns. Now you can apply them to your own work. If you`re a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you`re netirely new to the skill, you`ll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and you`ll be amazed at the improvement.
________________________________________
Words That Work
The Brooks Group$29-$877
Words That Work
by The Brooks Group
Even if your presentations, ads and sales letters are doing okay, it will be impossible not to lift your sales and communication effectiveness to new heights when you start using the exact words and phrases revealed within these special reports. This revolutionary personalized information on sales and marketing persuasion takes into account the psychological profiling of specific professions, and produces such extraordinarily effective results.
Tested sales dialogue, power words, copywriting formulas and motivational techniques that have been psychologically tailored to each of 38 separate occupations - and proven to work! Because what's important to a doctor is different from what's important to an architect or accountant, their psychological buying processes are not the same. They have entirely different sets of "hot buttons" and "emotional triggers."
Get specific reports for each of over 38 different industries. Pick and choose the reports that work best for you.
________________________________________
Power Copywriting: Dynamic New Communications Techniques to Help You Sell More Products and Servicesby Herschell Gordon Lewis
Pages and pages of sophisticated tips, secrets, and wisdom served to you in bite size chunks. A book not really meant for the novice because it presumes the reader can really tell the difference between a feature and a benefit and already understands all the basics. This book builds upon the basics.
This advanced copywriting book has professionals and wannabees singing its praises.
________________________________________
The Craft of Copywriting: How to Write Great Copy That Sells
by Alastair Crompton
From a true legend in the copywriting industry comes this masterpiece by Alastair Crompton. As a former copywriter for Ogilvy & Mather, Crompton created copy for popular products like Volkswagen and Heinz.
In this book, he teaches you the techniques he used to create phenomenal copywriting that catapulted some of today's largest corporations into the limelight.
________________________________________
The Copywriter's Handbook
by Robert W. Bly
An incredibly useful resource for budding, and even experienced, copywriters. Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters).
________________________________________
The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want
by Gary Blake and Robert BlyA straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, website material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, website address, toll-free number, etc.). If you have to choose between being clever and obscure or simple and straightforward be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (PLEASE NOTE: If you own Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.)
________________________________________
Advertising Copywriting
by Philip Ward Burton
From what copywriting actually is to where the copywriter fits on the marketing team to working with the art director to actually developing award-winning copywriting pieces - you'll get a complete education about advertising copywriting from this book of the same name.
Headlines, body copy, local ads, fashion copywriting, direct response and more. This is an exceptionally complete copywriting manual.
________________________________________
Teach Yourself Copywriting
by J. Jonathan Gabay
Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, "Teach Yourself Copywriting" reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.
________________________________________
Words That Sell
by Richard Bayan
Listing more than 2,500 high-powered words, phrases, and slogans, "Words That Sell" is the ultimate reference for anyone who needs instant access to the key words that make the difference in selling. Arranged by category for handy reference, it covers everything from "snappy transitions" to "knocking the competition," from "grabbers" to "clinchers." There are 62 ways to say "exciting" alone; 57 variations on "reliable"! Whether you are selling ideas or widgets, Words That Sell guarantees the expert sales professional an expanded, rejuvenated repertoire and the novice a feeling of confidence.
________________________________________
More Words That Sell
by Richard Bayan
"More Words That Sell" is packed with 3,500 high-powered, idea-generating words, phrases, and slogans, arranged by category and purpose (example categories include Power Words, Sounds, Technology, Youth Market, and dozens more). Containing checklists and other helpful features like its best selling predecessor "Words That Sell"--but with literally no overlapping words--it will be valuable for devotees of that classic book and new fans.
THE CRAFT OF COPYWRITING
JUNE A VALLADARES Creative Consultant, Pune
Published : June 2000
Pages : 288 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 475
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 12
ISBN 9780761994244
Add to cart
About the Book
Written by a professional copywriter and trainer who rose to become the creative director of one of India`s leading advertising agency, this unique book provides provides an insider`s insight into the nuances of copywriting. Using a direct and anecdotal style, June Valladares shares her experience and `secrets` that made her an acclaimed copywriting professional. This book is designed as a step-by-step guide to writing advertising copy that sells with each chapter serving as a building block for the next. A unique feature of the book is the inclusion of `guest` pieces by some of India`s advertising `greats`, such as Gerson da Cunha, Alyque Padamsee, Roda Mehta and Frank Simoes.
EFFECTIVE ADVERTISING
Understanding When, How, and Why Advertising Works
GERARD J TELLIS University of Southern California
A South Asian Reprint!
Save!
Published : March 2004
Pages : 214 Size : Demy: 5.5" x 8.5"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9788178293707
Originally priced at $ 97.95 (cloth) and $ 50.95 (paper)!. Sales rights restricted to South Asia only!
Add to cart
About the Book
Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.
PLANNING FOR POWER ADVERTISING
A User`s Manual for Students and Practitioners
ANAND BHASKAR HALVE Chlorophyll Brand and Communications Consultancy, Mumbai
Published : September 2005
Pages : 264 Size : Crown: 7" x 10"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 450
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 11
ISBN 9780761933540
Add to cart
About the Book
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters—an approach that brings alive the concepts within, and helps readers discover the theory in practice.
For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising—such as media, event management and PR—this book provides an insight into how the strategic underpinning of advertising is built
ADVERTISING BASICS!
A Resource Guide for Beginners
J V VILANILAM Professor Emeritus in Communication and Retired Vice-Chancellor, University of Kerala
A K VARGHESE Executive Creative Director, Percept Advertising, New Delhi
Published : January 2004
Pages : 216 Size : Royal: 6" x 9"
Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9780761998105
Add to cart
About the Book
Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
The book begins with a brief history which gives the reader an understanding of how advertising has evolved from the way it was practiced earlier in the teeming bazaars to its sophisticated and technologically advanced avatar today. The authors then discuss each aspect of the advertising industry in detail, giving pointers, suggestions and in-depth analysis of how things work in each department.
Some of the highlights of this text are:
- A holistic introduction which gives the reader a pan-industry perspective of advertising.
- The nitty-gritties of copywriting for the main media-newspapers, magazines, radio, film, television and the Internet.
- Detailed chapters on advertising agencies, client servicing and the creative aspects of advertising.
- Pointers on how to conduct an advertising campaign.
- Numerous advertisements which illustrate the theory and examples used in the book.
- Tips on how to select an advertising agency and in what circumstances the agency should be changed.
- A simple, approachable and anecdotal style of writing which the reader will enjoy.
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
$69.95
Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
This ebook contains some exceptional commentary plus “before and after” versions of press releases. Each of the 24 releases featured has its own flaws. Publicity pro Marcia Yudkin shows you the all-to-common mistakes made in each release, plus how to fix them. This ebook is practical, immediately useful, easy-to-read, and quick to implement. Considering the enormous amount of sales you can generate from free publicity after reading this book, the price is a steal!
________________________________________
The Unwritten Rules of Copywriting
by Dominic GettinsCopywriting is not taught in marketing departments or ad agencies, yet millions of dollars hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In The Unwritten Rules of Copywriting he divides the process of writing copy into eight practical steps:
1. Know your target
2. Do your research
3. Answer the brief
4. Be relevant
5. Be objective
6. Keep it simple
7. Know your medium
8. Be ambitious
And they work. They are a proven success when used on courses and workshops, as well as in many successful advertising campaigns. Now you can apply them to your own work. If you`re a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you`re netirely new to the skill, you`ll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and you`ll be amazed at the improvement.
________________________________________
Words That Work
The Brooks Group$29-$877
Words That Work
by The Brooks Group
Even if your presentations, ads and sales letters are doing okay, it will be impossible not to lift your sales and communication effectiveness to new heights when you start using the exact words and phrases revealed within these special reports. This revolutionary personalized information on sales and marketing persuasion takes into account the psychological profiling of specific professions, and produces such extraordinarily effective results.
Tested sales dialogue, power words, copywriting formulas and motivational techniques that have been psychologically tailored to each of 38 separate occupations - and proven to work! Because what's important to a doctor is different from what's important to an architect or accountant, their psychological buying processes are not the same. They have entirely different sets of "hot buttons" and "emotional triggers."
Get specific reports for each of over 38 different industries. Pick and choose the reports that work best for you.
________________________________________
Power Copywriting: Dynamic New Communications Techniques to Help You Sell More Products and Servicesby Herschell Gordon Lewis
Pages and pages of sophisticated tips, secrets, and wisdom served to you in bite size chunks. A book not really meant for the novice because it presumes the reader can really tell the difference between a feature and a benefit and already understands all the basics. This book builds upon the basics.
This advanced copywriting book has professionals and wannabees singing its praises.
________________________________________
The Craft of Copywriting: How to Write Great Copy That Sells
by Alastair Crompton
From a true legend in the copywriting industry comes this masterpiece by Alastair Crompton. As a former copywriter for Ogilvy & Mather, Crompton created copy for popular products like Volkswagen and Heinz.
In this book, he teaches you the techniques he used to create phenomenal copywriting that catapulted some of today's largest corporations into the limelight.
________________________________________
The Copywriter's Handbook
by Robert W. Bly
An incredibly useful resource for budding, and even experienced, copywriters. Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters).
________________________________________
The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want
by Gary Blake and Robert BlyA straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, website material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, website address, toll-free number, etc.). If you have to choose between being clever and obscure or simple and straightforward be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (PLEASE NOTE: If you own Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.)
________________________________________
Advertising Copywriting
by Philip Ward Burton
From what copywriting actually is to where the copywriter fits on the marketing team to working with the art director to actually developing award-winning copywriting pieces - you'll get a complete education about advertising copywriting from this book of the same name.
Headlines, body copy, local ads, fashion copywriting, direct response and more. This is an exceptionally complete copywriting manual.
________________________________________
Teach Yourself Copywriting
by J. Jonathan Gabay
Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, "Teach Yourself Copywriting" reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.
________________________________________
Words That Sell
by Richard Bayan
Listing more than 2,500 high-powered words, phrases, and slogans, "Words That Sell" is the ultimate reference for anyone who needs instant access to the key words that make the difference in selling. Arranged by category for handy reference, it covers everything from "snappy transitions" to "knocking the competition," from "grabbers" to "clinchers." There are 62 ways to say "exciting" alone; 57 variations on "reliable"! Whether you are selling ideas or widgets, Words That Sell guarantees the expert sales professional an expanded, rejuvenated repertoire and the novice a feeling of confidence.
________________________________________
More Words That Sell
by Richard Bayan
"More Words That Sell" is packed with 3,500 high-powered, idea-generating words, phrases, and slogans, arranged by category and purpose (example categories include Power Words, Sounds, Technology, Youth Market, and dozens more). Containing checklists and other helpful features like its best selling predecessor "Words That Sell"--but with literally no overlapping words--it will be valuable for devotees of that classic book and new fans.
Some Great Ad-men (names) some great ad-campaigns
The 1960’s and early 70’s came to be known as the Age of Persuasion in the history of advertising. Some of the other great names belonging to this age are :
John Noble
Phyllis Robinson
Julian Koenig,
Helmut Krone
David Abbott
Ed McCabe and many others….
Some of the creative triumphs of this period were the
Avis
Polaroid and
Chivas Regal
Ads
You have to know a little about each of the above great and writers and collect and study the ad campaigns of Avis Polaroid and Chivas Regal alongwith all possible related information on them.
John Noble
Phyllis Robinson
Julian Koenig,
Helmut Krone
David Abbott
Ed McCabe and many others….
Some of the creative triumphs of this period were the
Avis
Polaroid and
Chivas Regal
Ads
You have to know a little about each of the above great and writers and collect and study the ad campaigns of Avis Polaroid and Chivas Regal alongwith all possible related information on them.
Subscribe to:
Comments (Atom)
