[R551.Ebook] PDF Ebook The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy, by Margo Berman

PDF Ebook The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy, by Margo Berman

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

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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. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level.

• Introduces essential conceptual strategies and key writing techniques for result-driven copy
• Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing
• Covers all areas of copy� development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration
• Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more�
• Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies�
• Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos

• Sales Rank: #102141 in Books
• Brand: Berman, Margo
• Published on: 2012-08-20
• Original language: English
• Number of items: 1
• Dimensions: 9.70" h x .80" w x 7.50" 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.

Most helpful customer reviews

2 of 2 people found the following review helpful.
Great Read!!!!
By ayxav
I was privileged to use this book during a class taught by Margo Berman. She really brought the book to life! Even if I had not been in her classroom, the book is tailored for easy learning! It is simple to understand, uses great examples and provides you with the tools you need to succeed. I would recommend this book to anyone who is interested in advertising, marketing and PR. It is very well-rounded and offers incredible insight in a manner that is easy to digest. The colorful graphics and the plethora of examples make this a wonderful read! Must have!

2 of 2 people found the following review helpful.
Would make a great textbook for a copywriting course
By Steve S.
This book covers all aspects of copywriting. What's great about it is the exercises at the end of each chapter. They're easy to follow and are a great review of each chapter. I would definitely use it in a class if I were teaching a copywriting class.

1 of 1 people found the following review helpful.
One College Textbook You'll Want To Keep.
By Alex M.
As an Advertising major, this was one book that I didn't want to bring back to the bookstore at the end of the semester. It's packed with loads of useful information that I know I'm going to turn to once I start my career as a copywriter. There are endless examples of creative strategies and terminologies that are used for media outlets such as radio and television, allowing endless possibilities for creative direction. On top of that, there is a lot of valuable information on executing creative strategies, which can aid in avoiding common pitfalls. Even with its educational aspects, the highlights of this book are the success stories of certain campaigns such as the Aflac duck.

All in all, this book is worth more than just a semester. I highly recommend it to anyone in the field of creative advertising, student or otherwise.

See all 17 customer reviews...

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The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy, by Margo Berman PDF