Book description
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
Margo Berman
is a professor of advertising at Florida International University. She
has more than twenty years of experience as an award-winning creative
director and copywriter. She is the author of Street-Smart
Advertising: How to Win the Battle of the Buzz
(2010) and co-author (with Robyn Blakeman) of The Brains Behind
Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors
(2009).
