完美市场营销关键词 Perfect Phrases for Sales and Marketing mobi 下载 网盘 caj lrf pdf txt 阿里云

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 *, 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 *s, and much more. It's your ultimate resource and one-stop reference for phrases that provoke, phrases that inspire, phrases that sell.

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

　　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.

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书籍介绍

The Right Phrase for Every Situation!Every Time 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.