The Copywriter's Toolkit (ePub)

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