The Everything Guide to Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells

As someone relatively new to advanced techniques in writing copy, I thought the book was an excellent all-in-one guide. You can find a number of books on copywriting techniques, but this one offers detailed explanations of the different mediums you can write for. More importantly, the final chapters were dedicated to the variety of copywriting jobs available, and how to pursue such a career. It was refreshing to find a book on sales copy that didn't seem to assume you were already a veteran. That's not to say that the book is filled with originality from cover to cover. Many of the techniques described are basic, such as identifying your audience, and how to determine your product benefits. Where the book pays for itself are Chapters 6 and 7, with tips such as how to appeal to the human senses, and improved methods of weaving client testimonials into your copy. The list of techniques used for crafting an effective headline is right on the money, and will inspire you to come up with countless ideas to grab a potential customer's attention. Through a variety of questions and checklists, the author also helps you determine just how effective your copy will be. While the book outlines techniques used for specific advertising mediums (print, radio, fundraising, press releases), I found that many of the tips could easily be applied to web marketing. As equally useful were Slaunwhite's tips on how to work with a client that is unhappy with your copy. This book doesn't delve too much into specific chapters, so in that respect, it's not a complete replacement of other copywriting books available. But what it does offer is both useful and inspiring, without the slightest bit of fluff or filler.

If you've never read any book on copywriting, this is a fantastic book to get you started. It is very well written, well organized and very easy to read. Perhaps the best choice for beginners. Everything Guide to Writing Copy covers a wide-range of topics, and it's only natural that it can show you the very essentials, but it does it really well. You can be sure not to get lost, intimidated or overwhelmed and yet get solid information to help you to begin developing the skills of a copywriter. Some of the topics that this book covers are: * Different forms of copywriting * How to plan your project * Where to get the ideas and the information you need * How to write headlines, leads and body copy * Tips and tricks that copywriters use * How to write copy for different media - direct mail, web, radio, banners, etc. * and much more. You will get a wonderful overview of copywriting, whether you desire to write copy for your own business or to continue your training and become a professional copywriter.

If you are looking to learn the business of copywriting you can't go wrong with this book or any book by Steve Slaunwhite. His books are well organized, thorough and very helpful!

If you're looking for a comprehensive book on copywriting, stop right here. The "Everything" in the title tells no lies. Steve Slaunwhite covers it all, from the mechanics of writing copy to the many niches available to copywriters to tips on getting hired or starting your own freelance copywriting business. Steve's often humorous and always delightful writing style will encourage the budding copywriter as well as give fresh tips to the copywriter who has been around a while. From this book I learned aspects of copy and copywriting that I never knew existed. Replete with examples--oops, I mean full of examples (Steve says not to use impressive words)--the book reveals specific secrets of writing for specific markets and specific publications within those markets. Steve covers brochures, newsletters, white papers, direct marketing packages, and catalogs. He addresses the business-to-business and Internet markets, too, and explains the different techniques for different markets and different types of media, including print, television, and radio. Perhaps most encouraging of all, Steve tells you which markets are desperate for copywriters. In this fun, reader-friendly book, Steve assumes the roles of coach, cheerleader, teacher, mentor, advisor, even therapist. Steve tells you in Chapter 18 what to do if your boss or client absolutely hates your copy. He tells you what to add to or take away from your copy to make it more convincing. He walks you through a "copywriting post-mortem." He gives you all the ingredients of highly effective copy. And Steve even tells you, on page 254, why you can't sell penguin traps to an Eskimo! I'm not kidding, this is THE book to own if you want to learn, at the very least, to write effective copy, and then to go on to turn your skills in to a lucrative business. (Oh, and by the way, if you really want to have some fun, take Steve's online class, "Secrets of Strategic Copywriting," for which he uses The Everything Guide to Writing Copy as a text.)