Priceless know-how for beginners and seasoned pros alike

"Writing Copy for Dummies is one of the best books I have ever read on copywriting -- sensible, informed, and clear. I highly recommend it."

Bob Bly

Marketing expert and author of numerous books, including The Copywriter's Handbook

“I just read Writing Copy for Dummies and loved it. Congratulations on a terrific book. I consider myself experienced and up-to-speed on most copywriting strategies, but I still learned lots of new stuff. Thanks for writing it.”

Steve Slaunwhite
Copywriter & Author

• Learn the three crucial communications rules that distinguish real selling from mere telling (see page 10)
• Apply the magic formula for transforming ho-hum features into exciting benefits (see page 21)
• Leverage the three most successful tactics for creating compelling headlines (see page 24)
• Deploy under-used and under-appreciated copy elements that increase readership, clarity, and response (see pages 30 - 36)
• Uncover the hidden motivators and emotional hot-buttons buried in your product or service (see pages 42-46)
• Use shockingly cheap, fast and easy research tactics to get the information you need for maximum copy impact (see pages 46 - 49)
• Discover four simple exercises that will jump-start your creative process (see pages 49 - 52)
• Master the two fundamental ingredients you must include in all effective direct response writing (see pages 63 - 66)
• Manipulate the four common characteristics of response-generating direct marketing letters (see pages 70 - 74)
• Integrate your letters’ headline (Johnson Box), body copy and call to action for optimum impact on your prospects (see pages 86 - 89)
• Create the virtual equivalent of a lives sales call in your direct marketing brochures (see pages 90 - 93)
• Understand why teasing, not pleasing, is the key to sustaining customer curiosity and desire (see pages 108 - 109)
• Choose among the four time-tested techniques for getting prospects to open your envelopes (see pages 110 -111)
• Transform your ordinary computer into a “quick and dirty” direct mail machine (see pages 123 -126)
• Write online auction copy that pulls bids to your products (see pages 141 - 142)
• Overcome skepticism — and get your e-mails read — by writing winning subject lines that get your messages opened, not dumped (see pages 148 - 150)
• Develop e-newsletters that maintain customer contact for greater lifetime value (see pages 154 -158)
• Exploit the four branding basics that can lift even the smallest businesses above their competitors (see pages 164 -166)
• Generate memorable ads for maximum effectiveness within a minimum of space (see pages 176 - 183)

• Compose dynamite radio spots on the cheap without relying on expensive agencies (see pages 186 - 189)
• Turn the media into an active megaphone for your messages (see pages 190 -197)
• Establish credibility through articles that promote your experience and expertise (see pages 212 -217)
• Take advantage of the one key customer behavior that you absolutely must understand in order to write effective Web copy (see page 232)
• Spin your corporate messaging from “about us” navel-gazing into “about you” copy that wins customer confidence (see pages 252 - 254)
• Produce engaging materials that win the trust of special audiences, such as healthcare patients and tech-savvy engineers (see pages 258 - 259)
• Manage the potent “funnel strategy” for turning a pool of skeptical B2B prospects into a well of eager clients (see pages 266 - 268)
• Identify the powerful emotions hidden under the pinstripe suits of B2B prospects (see pages 269 - 271)
• Raise loads of money for charities, causes and candidates by appealing to this one most important aspect of your audience (see pages 278 - 283)
• Solve the most disabling problems that can otherwise cripple good copy (see pages 295 - 307
• Launch a career in copywriting by learning the crucial marketing methods that mean the difference between success and failure (see pages 319 - 326)
• Embrace the ten things a smart copywriter must do before writing a single word (see pages 329 - 334)
• Find ten cures for the most common copywriting problems (see pages 335 - 340)
• Inspire yourself with ten sure-fire techniques to ignite your inner talent (see pages 341 - 346)