On the Art of Writing Copy The Best of Print, Broadcast, Internet, Direct Mail

The essential guide to copywriting - jam-packed with rules, tips, easy "how-to" nuggets & commandments. With more than 100 simple, time-tested rules that copy professionals use to captivate & convince readers, the book explains: General writing rules for how to be concise, take control, motivate readers, "warm up" copy, write a guarantee, & adapt copy for each medium, including the Internet; Specific rules for direct mail letters, television, radio, on-line, fund-raising, special-interest.