Writing Copy for Dummies

I've been a copywriter for 14 years, most of the time as a freelancer. I've also been a senior copywriter for an advertising agency and worked in the creative department for a major newspaper. This is the first book on copywriting I've bought in several years, and I'm now the newest fan of Jonathan Kranz's "Writing Copy for Dummies." Mr. Kranz has written an excellent book for the novice or pro, providing a complete, common-sense guide that covers the full range of marketing communications (including PR). Whether business-to-consumer or business-to-business, direct-response or branding, print or online, for-profit or non-profit, it's all there in an engaging writing style and easy-to-digest format. After being in the freelance trenches for many years, I know how far-flung assignments can be. It's invaluable to have an all-encompassing reference to reach for when I need knowledge in non-specialty areas. In fact, just last Friday I reviewed parts of Chapter 17 in preparation for a fundraising project with a major university. Some of the material might be a refresher for veteran marketers. As for me, I'm glad to benefit from a fellow pro's perspective on marketing and copywriting topics. As I told Jonathan via email, "I'm glad you took the time to write this book."

I bought this book for a good friend of mine, a skilled creative writer, but with little experience in writing professional copy. Like most creative types, he was looking for a job to support his writing and other artistic habits. With the help of Kranz's book, he was able to land a well-paying job that makes use of his talents, suitably focused by the advice in Writing Copy for Dummies. If proof of the pudding is in the paycheck, I can vouch for the effectiveness of this author's approach and suggestions for aspiring professional writers.

There are plenty of how-to books on how to write copy, but I can't think of one that's as helpful and informative as Jonathan Kranz's Writing Copy for Dummies. This book is a must-read for anyone who wants to write great copy - and is also an excellent refresher for experienced copywriters who wish to re-invigorate their copy by taking a little time to review the essentials. The primary advantage of this book over other copy manuals is that it's not written expressly for individuals who wish to make writing copy their profession. Rather, it's also written for business people who don't necessarily want to be professional writers, but who need to write copy as part of their business responsibilities. As a result, it's an especially invaluable resource for small business owners who don't have the budget or inclination to hire a pro-and who, instead, take on copywriting responsibilities themselves. Kranz covers the full range of copywriting venues, whether it's direct mail, e-mail, advertising, PR, web sites and/or collateral. And in every instance, he clearly and expertly elucidates the keys to writing great copy-with how-to tips, pointers on what to avoid, nuts and bolts technical advice, and writing exercises that enable the reader to turn thought into action. Throughout the book, Kranz displays a welcome wit that nicely complements the wealth of factual information that's included-for example, he writes, "Telling is for journalists, teachers and stool pigeons. Copywriting is about conducting business, not distributing information." Kranz also uses analogies to good effect-at one point, comparing the emotional logic of a good direct mail letter to that of a fairy tale. I'll leave the full explanation of the comparison to Kranz-but it's one of innumerable places in this book where you find yourself saying, "Yeah, that's an excellent point." The author also references writing for different types of businesses-and gives pithy examples for hypothetical businesses such as Sugar Daddy's Car Wash, Round Table Books, Empty Nest Realty Group, DataPlus Oscilloscopes, Danny's Donuts, and so on. All told, I give this book the highest marks. Sometimes, readers need a "how to" primer on how to select the best "how to" books. My advice: If you want to learn how to be an effective copywriter, make this the one "how to" book you absolutely read.

As a marketing consultant, I frequently write and review copy. Until I started referring to Jonathan Kranz' excellent book while scribbling away, I had always been writing in a vacuum (although I didn't know it). Sure, I have a decent working sense of what to do and generally got good results, but I had never based my work on practical and proven best-practices. Now I find that I write with more confidence. I turn to chapters in the book as I work and it feels like I have a friend looking over my shoulder, giving me snappy pointers and wise advice. If you're a writing pro, you will make use of this book. If you're an entrepreneur who wants to write your own copy, the book is essential.

Kranz's Writing Copy for Dummies is an excellent resource for current and aspiring copywriters and those who have to do copywriting on the job. From front to cover, it's full of valuable information and examples of most every kind of copywriting assignment imaginable. When I picked it up, I couldn't believe how thorough it was. It was as if it was written for me. The author not only touches on writing for business, but also for the political, nonprofit, and educational sectors. Kranz's personal, humorous and engaging style make the book all the more enjoyable. Overall, this is the most comprehensive book on copywriting I've come across, and I've read quite a few. Kranz has written a bible on copywriting.