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The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy By Margo Berman

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Amazon Sales Rank: #657238 in Books
Published on: 2012-08-20
Format: Abridged
Original language: English
Number of items: 1
Dimensions: 9.60" h x .80" w x 7.40" l, 1.90 pounds
Binding: Paperback
396 pages

Amazon.com Review Top Mistakes Copywriters Make and How to Fix Them by Margo Berman, author of The Copywriter’s Toolkit: The Complete Guide to Strategic Advertising Copy

The biggest general writing mistake beginners make is not thinking strategically, but only creatively. Decide on the campaign’s point of view and choose who’s speaking. Is it the brand, the consumer, the conscience, the brand’s unique personality?

The biggest overall campaign mistake is not creating a big idea that can easily spin out cohesively across all media. Make the campaign interactive and share a universal truth with an on-target and on-strategy message.

The biggest print mistake is writing a headline that doesn’t show a benefit, solve a problem or answer a need. Instead check to see if the headline entertains, informs, surprises or engages the reader, while answering: “Why buy?”

The biggest radio mistake is not writing to the ear by failing to help the listener “see” the message and omitting sound effects to help create a picture. Make sure to write in the vernacular, so it sounds like everyday speech: be natural, not stuffy.

The biggest TV writing mistake is forgetting to think about production while writing, such as adding visual effects to punctuate the spot. Picture the finished spot as you’re writing so that you can tell a complete story.

The biggest mistake when working with a small space is not being motivated to stretch creatively and write great copy. Just because it’s a small space, does not mean it’s an insignificant message. Skip the intro and instantly interest the reader.

The biggest ambient mistake is not picturing the touchpoint where consumers receive the message. Develop traffic-stopping concepts that are intrusive. For example, at airport carousels in gambling cities, paint luggage carousel panels with red and black numbers to resemble roulette wheels.

The biggest blogging mistake is not asking a question to engage followers and create participation. Another good way to get readers interested is to create a multi-series blog with one main theme and post them all together at the end. For instance, if you write a gardening blog and post a series on growing roses, be sure to ask for best tips and collect all the rose-related posts and suggestions in a group at the end of the series.

The biggest mistake when writing for digital formats is not editing down the content. Consider the size of the screen and the audience’s attention span. Then edit your copy to say more in fewer words.

The biggest mistake when writing a multicultural & multilingual campaign is writing a hard-to-grasp or vague message. Be sure to transcreate, not just translate your message, so that you present an idea that makes sense in the country or culture for which you are writing.

Review “From strategy fundamentals to executional tips from some of the industry’s best, beginning writers and veterans alike will appreciate using The Copywriter’s Toolkit to help them get started—or even clear away the cobwebs.”—Tom Denari, President, Young & Laramore

“The Copywriter's Toolkit is one of the few books I have read that applies to the meeting room as much as the classroom. I found the relationship between strategy and execution to be right on. I highly recommend it.”—Joe Zubizarreta, CEA, Zubi Advertising Services

“Berman has succeeded in explaining the entire, global, advertising ecosystem in one comprehensive, easy-to-read book.”—Pippa Seichrist, President, Cofounder, Miami Ad School

From the Back Cover It doesn’t matter whether you’re a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media.

Writing examples are shown using industry standard formats. You’ll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting.

Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference.

Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy.

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