Advertising Secret at Written Word

Posted: maestro on Oct 11 | Business E-Book

Product Details

Hardcover: 312 pages
Publisher: Delstar Pub (June 1, 1998)
Language: English
ISBN-10: 1891686003
ISBN-13: 978-1891686009
Format: PDF

Content

Introduction

Section One: Understanding the Process
Preview
l. General Knowledse
2. Specific Knowledge
3. Practice, Practice, Practice
4. The Purpose of All the Graphic Elements of an Ad
5. The First Sentence
6. Creating the Perfect Buying Environment
7. Resonatins with the Reader
8. The Slippery Slide
9. Assumed Constraints
10. Seeds of Curiosity
I 1. Copy as Emotion
12. Selling the Concept, Not the Product
13. The Incubation Process
14. How Much Copy Should You Write?
I 5. The Art of Personal Communication
16. The Copy Sequence
17 . The Editing Process

Section Two: Understanding What Works
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18. Powerful Copy Elements Explained
19. The PsychologicaTl riggers
20. Getting the Mind to Work
2I. Selling a Cure, Not Prevention
22. Telling a Story
23. Rating Your Writing Level

Section Three: Proving the Points-Ad Examples
Preview
24. TheLazy Man’s Way to Riches
25. A Fluke of Nature
26. Lingerie for Men
21 . The More You Learn
28. A More Stimulating Way
29. Magic Baloney
30. Pet Plane
31. Mail Order Mansion
32. Hungarian Conspiracy
33. Vision Breakthrough
34. Gold Space Chains
35. Consumers Hero
36. Nautilus Spelling Sale

A Note: The Power of Your Pen
Epilogue Some trinal Thoushts
Appendix A AssumedC onstraintsC, ontinued
Appendix B Seeds of Curiositv, Continued
Appendix C Summary of Axioms and Major points
Appendix D RecommendedR eading
Appendix E Classic JS&A Ads

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