Kickass Copywriting in 10 Easy Steps

Build the Buzz and Sell the Sizzle

Susan M. Gunelius

• Publisher: Entrepreneur Press
• Year: 2012
• Print ISBN: 9781599182537
• eBook ISBN: 9781613081907
• Topic: Business
• Subtopic: Marketing
• Index: Business

Don’t Just Say It – Sell it!You don’t need a professional ad agency or copywriter to create kick-ass marketing copy. This hands-on guide takes you step by step and shows you how to create marketing messages that capture attention and boost profits."Kick-ass Copywriting in 10 Easy Steps is a must-read for any small to midsized business owner. It translates difficult writing ideas into everyday language and empowers the average business owner to write more persuasively in a simple, step-by-step process. My advice? Buy this book–and read it twice!"
—Dean Reick, direct marketing copywriter, DirectCreative.com
"...Susan’s warm, engaging style and emphasis on real-world specifics will make even the most writing-phobic business owners feel more confident in their advertising efforts. Susan packs plenty of useful copywriting tools, illustrations, and checklists between the covers, too. Her full-featured 'Copywriting Outline' is surely worth the entire price of admission. Kick-ass Copywriting in 10 Easy Steps is a superb addition to any small-business owner's ready-reference shelf."
—Roberta Rosenberg, "The Copywriting Maven" and President, MGP Direct Inc.
"Susan Gunelius has created a simple-to- understand guide to writing effective and hard working copy for nonprofessionals such as small-business owners and others who recognize they need to develop this essential skill to promote their business. Kick-ass Copywriting in 10 Easy Steps covers virtually every topic the aspiring copywriter needs to know, from the crafting of impactful copy, to where best to run it. Ms. Gunelius’ book should be on every small business owner’s bookshelf.”
—George Parker, creative consultant, author of MadScam,
and advertising blogger at Adscam and Adhurl

Table of contents

• Cover
• Title Page
• Copyright
• Dedication
• Contents
• Foreword
• Preface
• Acknowledgments
• Introduction
• CHAPTER ONE: Don’t Be Intimidated by Copywriting—Be Inspired!
• CHAPTER TWO: Get Organized with the Copywriting Outline
• CHAPTER THREE: Exploit Your Product’s Benefits
• CHAPTER FOUR: Exploit Your Competition’s Weaknesses
• CHAPTER FIVE: Know Your Audience
• CHAPTER SIX: Communicate W.I.I.F.M. (What’s In It For Me?)
• CHAPTER SEVEN: Focus on “You,” Not “We”
• CHAPTER EIGHT: Understand Your Medium
• CHAPTER NINE: Avoid T.M.I. (Too Much Information)
• CHAPTER TEN: Include a Call to Action
• CHAPTER ELEVEN: C.Y.A. (Cover Your Ass)
• CHAPTER TWELVE: Proofread
• CHAPTER THIRTEEN: Common Forms of Copywriting
• CHAPTER FOURTEEN: Copywriting, Blogging, and the Social Web
• CHAPTER FIFTEEN: Branding and Design
• CHAPTER SIXTEEN: A Collection of Real-World Small and Medium-Size Business Examples
• CHAPTER SEVENTEEN: Samples and Practical Examples
• CHAPTER EIGHTEEN: Be Confident, and Go for It
• Layman’s Glossary
• Appendix A: Copywriting Outline
• Appendix B: Additional Copywriting and Marketing Resources
• Index