On the Art of Writing Copy

Table of Contents

Ackowledgments
Introduction

1.	Digging for Constants in a Changing Media World	1
2.	Clarity: The Bridge Linking Art and Science	7
3.	You, Me, and What Makes Us Respond	22
4.	The Lean Machine: How to Use Words	40
5.	Writing Motivational Copy	48
6.	How to Use “If,” “Can,” and “Will”	68
7.	The Pros and Cons of Comparative Copy	75
8.	How to Write a Guarantee	93
9.	Getting—and Keeping—Attention	100
10.	Understanding and Using the Rules of Positivism	110
11.	Getting to the Point—And Warming Up Your Copy	131
12.	The Copywriter’s Private Short Course in Grammar and Usage	137
13.	How to Write Direct Mail Letters	150
14.	Direct Mail/Direct Response: 50 Profitable Rules and Tips	160
15.	How to Write Speed Format Copy	188
16.	Writing Television Copy	194
17.	How and When to Use--and When Not to Use—Celebrities	207
18.	How to Write Winning Radio Copy	218
19.	Writing Copy for the Internet	228
20.	Writing Effective Fund Raising Copy	244
21.	Who’s Message Is It, Anyway? Writing for Special-Interest Groups	258
22.	Specialty Ad-Writing: Lots and Lots of Media and Techniques	265
23.	Sometimes a Hot Medium, Sometimes Cold: How to Write “Card Deck” Copy That Sells	280
24.	Lots of Tips for Writing Catalog Copy	285
25.	The Asterisk Exception	309
26.	A Tip a Day ... So You Can Write Powerhouse Copy within One Month	316
27.	A Concise Compendium of Rules for Effective Copywriting	332
28.	A Glossary of Communications Terms	348
Appendix
	Which Watch Is Worth Watching?	355

Index