完美市场营销关键词 Perfect Phrases for Sales and Marketing
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作者： Barry Callen著
出 版 社： Oversea Publishing House
出版时间： 2007-12-1字数：版次： 1页数： 265印刷时间： 2007/12/01开本： 32开印次： 1纸张： 胶版纸I S B N ： 9780071495905包装： 平装内容简介
Whether you're trying to come up with a terrific headline for a newspaper ad, a snappy brochure for sales reps, or a slick radio script, every word counts. That's why you need Perfect Phrases for Marketing and Sales Copy. Filled with specific methods for writing the kind of headlines, body copy, taglines, and calls to action that will capture customer attention and move people to buy, this book gives you the how-tos and examples you need to make every ad or marketing piece succeed.
Find out the
23 creative approaches to naming a product, service, or business
18 ways to write a great headline
6 steps to creating memorable radio and TV ads
A must for writers, sales pros, and marketing people, this user-friendly guide tackles every style and format, providing winning phrases for powerful print ads, press releases, radio and television scripts, and much more. It's your ultimate resource and one-stop reference for phrases that provoke, phrases that inspire, phrases that sell.
作者简介
Barry Callen is a marketing and advertising consultant, lecturer, and teacher with more than 30 years experience in all forms of media, from TV to direct mail to the Internet.
目录
Acknowledgments
Chapter 1. Basic Principles for Writing Better Sales and Marketing Copy
Eight Principles for More Effective Communication
Look Through Your Customers'Eyes, Not Your Own
Follow the Path of Least Resistance
Don't Be Logical, Be Psychological
Organize Information Around a Single Power Idea or Theme
Be Conversational:Write to Express, Not to Impress
Shorter Is Better
Concrete, Specific, and Visual Language Is Always Better
Don't Brag About It--Prove It
Chapter 2. Fundamental Components of Effective Sales and Marketing Copy
Business and Product or Service Names: Who Are You?
23 Creative Approaches to Naming a Business, a Product, or a Service
Slogans, Theme Lines, and Taglines: What's Your Hook?
23 Creative Approaches to Writing a Theme Line,a Tagfine, or a Slogan
Headline: What's Your Most Important Point?
18 Creative Approaches to Writing a Headline
Subheads: What Point Comes Second?
Call to Action:What Do You Want Them to Do?
Three Creative Approaches to Writing a Call to Action
Chapter 3.Tactics for Print and Display Media
Magazine and Newspaper Ads
Dos and Don'ts
Nine Steps to Creating a Print Ad
11 Creative Approaches to Writing a First Paragraph of a Print Ad
Four Creative Approaches to Writing Body Copy for a Print Ad
Brochures
Dos and Don'ts
Ten Steps to Creating a Brochure
11 Creative Approaches to Writing a First Paragraph for a Brochure
Four Creative Approaches to Writing Body Copy for Brochures
Posters and Flyers
Dos and Don'ts
Nine Steps to Creating a Poster or Flyer
Billboards
Dos and Don'ts
Five Steps to Creating a Billboard
Yellow Pages Ads
Dos and Don'ts
……
Chapter 4:Tactics for Radio and Television Sales and Marketing Copy
Chapter 5:Tactics for Postcards,Letters,and Sell Sheets
Chapter 6:Tactics for Catalog Copy,Invitations,Coupons,and Promotions
Chapter 7:Tactics for Web Site Advertising
Chapter 8:Tactics for Press Releases
Appendix.Useful Guides to Better Writing and Marketiing
About the Author