"We're wordsmiths. Words are our weapons. A difference of a fraction of I percent in our ability to generate or intensify reader involvement is worthwhile. Knowing how and when to plumb for power verbs and imperatives is just one more indication of our professionalism. Enough said." Packed with valuable tips and informative examples and illustrations, Catalog Copy That Sizzles is the ultimate compendium of catalog copywriting know-how. Herschell Gordon Lewis, known worldwide for his copywriting expertise, reveals all the hints, tips, and tricks of the trade you'll ever need to know in order to write effective catalog copy for any kind of productfrom gardening tools to surveillance devices. In his personable and engaging style, Herschell clearly defines and presents examples of the fourteen types of catalog copy, including "Minimalist" copy, "All the Facts" copy, and "I Am the Greatest" copy. Plus, more than one hundred illustrations are interspersed throughout the text along with valuable critiques of copy that works and copy that fails to make the grade in print and on-line catalogs. Interactive exercises like "First, You Try It!" will alert you to areas that require improvement and will keep you entertained and engaged through each and every chapter. Whether you're a copywriter, a freelance writer, an advertising and marketing professional, or someone who simply wants to craft copy that sells for a print or on-line catalog, Catalog Copy That Sizzles will arm you with the tools you need to craft copy that will sell any product, to any demographic, and in any format.
From the Publisher A successful copywriter can create response-pulling copy for anything that can be sold through a catalog - from computer hardware to fruit baskets - and Catalog Copy that Sizzles will provide you with all the information you need to improve your current copy writing skills and develop new, effective techniques that are guaranteed to sell any product or service. Sizzling interactive features include an in-depth look at 14 different kinds of catalog copy. Can you tell the difference between "Jes folk" copy, "Shout" copy, "Plain vanilla" copy, and "Snob appeal" copy?' "The Catalog Copywriter's Profitable Game of 20 Questions," the 20 questions to ask yourself as you begin to write copy like #1:Do you know who reads your catalog? and #13:Have you cleansed your copy of egomania and megalomania? Play this game and you're sure to see improved copy that's cleaner, clearer, and grabs attention; 30 second assignments. At the start of each chapter, your copy writing prowess will be challenged. Can you draft a headline that will stop the reader and generate a buying impulse? Rewrite a headline using less than 10 words? Through these mini-exercises, even the most experienced copywriters will glean insight into ways to improve their skills.
With its tight deadlines, narrow space limitations, unlimited online competition, and strict demands on the writer's prior product knowledge, writing catalog copy is a challenge unlike any other facet of professional copy writing. Whether you're a copywriter, a freelance writer, an advertising and marketing professional, or just someone who wants to craft copy that sells for a print or online catalog, Catalog Copy that Sizzles will arm you with the tools you need to craft copy that will sell any product, to any demographic, and in any format (Danielle Egan-Miller, Editor, NTC Business Books).
From the Back Cover "Each catalog fights for its life in one of the most brutally competitive marketplaces the wily brain of man could invent. An endless fight makes clarity a victim, like a pedestrian crossing an expressway which has no stoplights, no speed limit, no lane markers, no direction signs. Our job: preserve the victim." Packed with helpful, hands-on advice and exercises for writing effective copy for either print or on-line catalogs, Catalog Copy That Sizzles is the ultimate copywriting how-to guide for catalogers of any type. Featuring hundreds of real-life examples drawn from actual catalogs and websites, world-renowned copywriter Herschell Gordon Lewis reveals every tip, gimmick, and trick of the copywriting trade for crafting compelling, effective catalog descriptions for any type of product or service-from tulip bulbs to farm equipment, from consulting services to mailorder grapefruit. A successful copywriter can create response-pulling copy for anything that can be sold through a catalog--from computer hardware to fruit baskets. Catalog Copy That Sizzles will provide you with all the information you need to improve your current copywriting skills and develop new, effective techniques that are guaranteed to sell any product or service. Sizzling interactive features include:
An in-depth look at fourteen different types of catalog copy. Can you tell the differences among "Jes' folks" copy, "Shout" copy, "Plain Vanilla" copy, and "Snob Appeal" copy? "The Catalog Copywriter's Profitable Game of Twenty Questions." The twenty questions to ask yourself as you begin to write copy include #1: "Do you know who reads your catalog?" and #13: "Have you cleansed your copy of egomania and megalomania?" Play this game and you're sure to write copy that's clean, clear, and attention grabbing. Thirty-second assignments. At the start of each chapter, your copywriting prowess will be challenged. Can you draft a headline that will stop the reader and generate a buying impulse? Rewrite a headline using fewer than ten words? From these mini-exercises, even the most experienced copywriters will glean insight into ways to improve their skills. Tight deadlines, narrow space limitations, unlimited on-line competition, and strict demands on the writer's prior product knowledge make writing catalog copy a challenge unlike any other facet of professional copywriting. Whether you're a copywriter, a freelance writer, an advertising and marketing professional, or someone who simply wants to craft copy that sells for a print or on-line catalog, Catalog Copy That Sizzles will arm you with the tools you need to craft copy that will sell any product, to any demographic, and in any format.

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Lewis, Herschell Gordon

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McGraw-Hill/Contemporary

Contemporary Books

NTC Contemporary

Jamestown

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NTC Contemporary, Lincolnwood, Ill, 2000

United States, United States of America

Lincolnwood, Ill, Illinois, 2000

--Sizzles, Lincolnwood, IL, 1999

до 2011-08

lg679295

{"edition":"2","isbns":["0844224472","9780844224473"],"publisher":"NTC Business Books"}

Memory of the World Librarian: Quintus

Packed With Helpful, Hands-on Advice And Exercises For Writing Effective Copy For Either Print Or On-line Catalogs, Catalog Copy That Sizzles Is The Ultimate Copyrighting How-to-guide For Catalogers Of Any Type. Featuring Hundreds Of Real-life Examples Drawn From Actual Catalogs And Websites, Copywriter Herschell Gordon Lewis Reveals Every Tip, Gimmick, And Trick Of The Copywriting Trade For Crafting Compelling, Effective Catalog Descriptions For Any Type Of Product Or Service - From Tulip Bulbs To Farm Equipment, From Consulting Services To Mailorder Grapefruit.--jacket. What Kind Of Copy? We Have Lots Of Choices -- Who Hired This Guy, Anyway? Why Doesn't He Use The Good Words? -- It's Force-communication, Baby! -- I'm Awfully Tired Today, So Please Don't Challenge Me -- The Clarity Commandment Revisited -- What's On Top Of The Copy Block? -- Let Me Make This Absolutely Clear -- Should Catalog Writers Have To Take Literacy Tests? -- Catalog Copy For The Web -- Why Not Tell 'em What It's For? -- Give Them A Reason To Buy -- Lovely? Useful? Unique? Prove It! -- The Ultimate Explosive ... And Other Overused Oddities -- Why Should I Pay You That Much? -- Positioning: A Key To Higher Response -- Turning On The Reader's Toggle Switch: Building Rapport With Copy And Guarantees -- Describing The Complicated Item ... Explaining The Deception Perception ... And Other Matters -- The More You Know ... The More You Can Say -- The Law Of Absolute Confusion -- A Little Enthusiasm ... And A Little More Clarity ... Please! -- The Negative Rule Of Partial Disclosure: Don't Leave Them Hanging There! -- Overfamiliarity: Is It The Cause Of Your Underdescribed Shadow Copy? -- Hit-and-run Copy: Why Not Use Words That Turn The Reader On? -- At Last! A Can't-miss Copywriting Instrument: The Benefit-benefit-benefit Principle -- Conclusion: And In The Year 2010 ... -- The Catalog Copywriter's Profitable Game Of Twenty Questions -- Compendium: The Rules This Book Has Explained. Herschell Gordon Lewis.

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2011-08-31