. . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention--and sell more products. Among the tips revealed are• eight headlines that work--and how to use them• eleven ways to make your copy more readable• fifteen ways to open a sales letter• the nine characteristics of successful print ads• how to build a successful freelance copywriting practice• fifteen techniques to ensure your e-mail marketing message is openedThis thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy."I don't know a single copywriter whose work would not be improved by reading this book." --David Ogilvy

    They aren’t engaged in class. Getting them to talk is like pulling teeth. Whatever the situation, your reality is not meeting your expectations. Change is needed. But who’s got the time? Or maybe you’re just starting out, and you want to get it right the first time. If so, Teaching College: The Ultimate Guide to Lecturing, Presenting, and Engaging Students is the blueprint. Written for early career instructors, this easy-to-implement guide teaches you to: • Think like advertisers to understand your target audience—your students • Adopt the active learning approach of the best K-12 teachers • Write a syllabus that gets noticed and read • Develop lessons that stimulate deep engagement • Create slide presentations that students can digest • Get students to do the readings, participate more, and care about your course Secrets like “focusing on students, not content” and building a “customer” profile of the class will change the way you teach. The author, Dr. Norman Eng, argues that much of these approaches and techniques have been effectively used in marketing and K-12 education, two industries that could greatly improve how college instructors teach. Find out how to hack the world of college classrooms and have your course become the standard by which all other courses will be measured against. Whether you are an adjunct, a lecturer, an assistant professor, or even a graduate assistant, pedagogical success is within your grasp.

    Instructional video/workbook for learning American Sign Language.

    In Preparing Instructional Objectives, you'll learn the characteristics of well-stated objectives, how to derive suitable objectives, and how to write objectives to match the instructional results you are seeking to achieve.

    Rodenburg calls this "a simple manual to start the journey into the heart of Shakespeare," and that is what she gives us. With the same insight she displayed in The Actor Speaks, Rodenburg tackles the playing of all Shakespeare's characters. She uses dramatic resonance, breathing, and placement to show how an actor can bring Hamlet, Rosalind, Puck and other characters to life. This is one book every working actor must have.

    Concepts illustrate how writers use image grammar to develop their art, while strategies provide classroom-tested lessons, as offered on the CD-ROM.

    But it's not cool to talk like a geek. Even a Geek Can Speak shows anyone how to express complex ideas in ways that are simple, that connect with listeners, and that persuade. Focusing Your Message: One internet security executive won over non-technical business owners by focusing on the importance of internet security to the business world. Result: Listeners said - I'm buying that stock.Keeping it Simple: A software consultant steered clear of the technical details when pitching to a CEO and focused on three key points: saving money, security and competitiveness. Result: He won the business.Telling Stories: A telecommunications saleswoman spoke to a users' group and illustrated her points with stories, rather than dwelling too much in detail. Result: A jump in new orders.Not Looking Like a Geek: An internet executive learned to connect with his audience merely by energizing his voice. Result: He received praise unlike any he'd received before.

    Extensive editorial material makes it an essential text for the beginning student as well as the professional scholar.

    The suggested strategies are supported by research and are grounded in enough theory to enable teachers to adapt them to their own situations. The author does not suggest a "set of recipes" to be followed mechanically, but gives teachers the tools they need to deal with the ever changing dynamics of teaching and learning.

    Providing a unique combination of well-written, up-to-date background information and intriguing selections from primary documents, The Bedford Companion to Shakespeare introduces students to the topics most important to the study of Shakespeare in their full historical and cultural context.

    This anthology of classic and cutting-edge statements in literary theory has now been updated to include recent influential texts in the areas of Ethnic Studies, Postcolonialism and International StudiesA definitive collection of classic statements in criticism and new theoretical work from the past few decades All the major schools and methods that make up the dynamic field of literary theory are represented, from Formalism to Postcolonialism Enables students to familiarise themselves with the most recent developments in literary theory and with the traditions from which these new theories derive

    She said she had two rules she followed absolutely: to tell the truth, and not to do anything she didn't want to do. Her integrity shines throughout If You Want to Write, her best-selling classic on the process of writing that has already inspired thousands to find their own creative center. Carl Sandburg called this book "The best book ever written about how to write." Yet Ueland reminds us that "Whenever I say 'writing' in this book, I also mean anything that you love and want to do or to make." Ueland's writing and her teaching are made compelling by her feisty spirit of independence and joy.

    The field's leading authorities present accessible recommendations for best practices that can be tailored to fit specific classroom circumstances and student populations. Provided are strategies for helping all students succeed—including struggling readers and English language learners—and for teaching each of the major components of literacy. The book also addresses ways to organize instruction and innovative uses of technology. Chapters include concrete examples, Engagement Activities, and resources for further learning. New to This Edition*Incorporates the latest research findings and instructional practices.*Chapters on motivation, content-area teaching, new literacies, and family literacy.*Addresses timely topics such as response to intervention, the new common core standards, English language learning, and policy issues.

    From granular concerns, such as sentence structure and grammar, to big-picture issues, such as adhering to genre patterns for successful research and publishing and developing productive and rewarding writing habits, Hayot helps ambitious students, newly minted Ph.D.'s, and established professors shape their work and develop their voices.Hayot does more than explain the techniques of academic writing. He aims to adjust the writer's perspective, encouraging scholars to think of themselves as makers and doers of important work. Scholarly writing can be frustrating and exhausting, yet also satisfying and crucial, and Hayot weaves these experiences, including his own trials and tribulations, into an ethos for scholars to draw on as they write. Combining psychological support with practical suggestions for composing introductions and conclusions, developing a schedule for writing, using notes and citations, and structuring paragraphs and essays, this guide to the elements of academic style does its part to rejuvenate scholarship and writing in the humanities.

    Grounded in the latest knowledge and filled with illustrative examples from diverse institutions, as well as helpful reflection questions, the book's guidance can be put to immediate use. In addition, the authors suggest ways of avoiding common pitfalls and address what to do when faced with budget fluctuations and changing fiscal environments."This book is vitally important for understanding the complex financial underpinnings of higher education. Could there be a more critical time for administrators to add to their knowledge in this area? I don't think so." --EUGENE S. SUNSHINE, senior vice president for business and finance, Northwestern University"The authors have produced an easily readable and valuable resource for board members, administrators, students, faculty, or anyone interested in knowing about budgeting and the budgeting process. Their treatment of the subject is thorough and complete." --LARRY H. DIETZ, vice chancellor for student affairs, Southern Illinois University, Carbondale"This is the best 'nitty-gritty-how-to' book on university budgeting that I have found. My graduate students at both the master's and doctoral levels have found it to be a comprehensive, insightful, and useful tool in their graduate studies." --LINDA KUK, program chair, Higher Education Graduate Programs, and associate professor of education, Colorado State University