And if they do it right, we believe them. A good story is where genuine customer satisfaction comes from. It's the source of profit and it's the future of your organisation. This book shows how to discover and tell authentic stories that set you and your products or service apart from the competition.

    A memorable slogan has been the cornerstone of every great ad campaign. In the past, writing one great headline could launch a career. But today's advertising campaigns are interactive, multi-platform and ongoing, and the copywriter's canvas is vast. At any given time, a copywriter may be conceiving a video game, writing a TV show, maintaining a Twitter feed, creating a mobile app or an interactive installation or, yes, writing a headline or a TV script. While the best copywriters have always been brand storytellers, now that story can play out anywhere. The digital revolution put control in the hands of the people - the audience - now no longer just consumers, but active participants in a brand's story. The art and science of advertising has gone from creating one-way messages to engaging audiences in ongoing conversations. A new ad landscape means new opportunities for writers who now have the incredible opportunity to push brand narrative to places it's never been before and to actually create something so useful or entertaining that it generates its own audience. It also means that many of the rules of the past - while exceedingly worthy of study - are insufficient to guide the modern copywriter. Co-published with AdvertisingAge, The Idea Writers outlines the changing landscape of the advertising industry while providing useful how-to advice. Filled with interviews from top creatives including: Greg Hahn, Nick Law, Jeff Benjamin, Tim Delaney, Rei Inamoto, Lee Clow, Steve Simpson, Rick Condos, David Droga, Gerry Graf, Ty Montague, Calle and Pelle Sjonell, PJ Pereira, David Abbott and many more!

     "David Garfinkel is my friend, my mentor, and my copywriting guide. I've hired him in the past, we've coauthored projects together, and I turn to him for advice and guidance. I also send clients to him from time to time. He can make copywriting seem simple because of the way he teaches, explains, and gently awakens the slumbering copywriter inside you. If you have the opportunity to learn from him, take it — your life (and your fortune) will be changed forever for the better.” Joe Vitale, best selling author of "Attract Money Now", "Zero Limits", "The Miracles Manual" and more. "David Garfinkel has generated tens of millions of dollars in sales - and substantial profits - for his clients. To paraphrase the old Dean Witter ad, 'When David Garfinkel speaks or writes, savvy marketers listen and act.'" Alan N. Schlaifer, President, The Wharton School Club, Washington, DC "David, thank you for your copywriting help. With the information you helped me with, I was able to write a brand new website salesletter that sold over 211 CD's in less than 3 days. Because of this new salesletter, I will put a extra $60,000 of cold hard cash in my pocket this month. Your information is invaluable! Thank you, Thank you, Thank you!" Matt Bacak, The Powerful Promoter, powerfulpromoter.com Copywriting is the heart of entrepreneurship and should: (1) produce a bankable return on investment from advertising, (2) generate measurable results and (3) rely on proven direct response methods that work by formula rather than by guesswork. Try getting that from mainstream ad agencies. Good luck. Because their agenda is not to help you make a profit… but… to make a profit for themselves. However, if you want to know what works in the real world… then… "Breakthrough Copywriting" is mandatory. Because you won’t stumble across this amazing stuff anywhere else. Here is just a little of what you will discover inside: • How to apply the secret Breakthrough Copywriting Model I invented! My four-part formula lets anyone write brutally-effective copy that maximizes the response and profits of any ad or website! • What “Copywriting Junction” is… and… why it holds the key to making the most money from advertising… no matter what business you’re in! • How to write better ad copy than 99.5% of all traditional agencies! (Never be at the mercy of another ad agency, consultant or copywriter who doesn’t know what they’re talking about – most don’t - again.) • The forbidden “Eavesdrop” secret - taught to Hollywood screenwriters – guaranteed to warp speed your copywriting ability from novice to expert in no time flat! • The “C” Factor: How it forces people to read your ad, letter or website from top to bottom… whip out their wallet… and… buy on the spot! • How to write emotion-packed copy that generates immediate response! • How to get a flood of customers – in fact, more than you could handle – without the usual frustration, stress and struggle! • How to tap the deep reservoirs of the

    

    this short book is the best source on editing sales copy ever created and critical to making more money in direct marketing. All the top copywriting courses say it over and over. The power in your marketing comes from understanding your buyers but... All the professionalism comes from polishing your copy to the point buyers can’t stop reading/listening to your sales message until they have an uncontrollable urge to buy. Nobody has ever covered the subject of editing copy to the degree outlined in this book and even the most seasoned ad writers have been learning a lot from the secrets shared inside this instant classic. The Halbert Copywriting Method Part III reveals the editing formulas and patterns found in the works of history’s best copywriters and shows you how to inject hidden psychology into your promotions few people have ever heard of but make no mistake. Even when it comes to the classic techniques explained in this book, you will want to read every line because Bond puts a powerful new twist on even the most well-known editing strategies. If The Halbert Copywriting Method Part III doesn’t make you a better copywriter, nothing will. This simple to use formula is great for... • Punching up your own copy • Smoothing out copy created using templates • Cleaning up ads generated by copywriting software Once you have devoured this quick read, you can then start using the simple checklist at the back with a complete understanding of how to create the famous “greased slide” effect which will add sales to all your promotions.

    How To Write Copy That Sells is a step-by-step guide to writing fast, easy-to-read, effective copy. It's for everyone who needs to write copy that brings in cash – including copywriters, freelancers, and entrepreneurs. Inside, you'll find copywriting techniques for email marketing, web sites, social media, sales pages, ads, and direct mail. You'll also discover: The universal hidden structure behind all persuasive copy. How to avoid the most common copywriting mistakes. A simple technique for writing copy that’s easy to read. How to write powerful short copy for social media. Sample headlines, bullet points, and openings – yours to “swipe” and use as your own! Tons of templates, examples, and checklists guaranteed to improve your copy. ...And much, much more! Writing Copy That Sells is your indispensable guide to creating fresh, fast, effective copy that generates sales like magic.

    Expert Secrets helps people find their message and then create a mass movement of people who will pay them for that advice.

    Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays therePosition a follower so that it can occupy a niche not claimed by the leaderAvoid letting a second product ride on the coattails of an established one.Positioning also shows you how to:Use leading ad agency techniques to capture the biggest market share and become a household nameBuild your strategy around your competition's weaknessesReposition a strong competitor and create a weak spotUse your present position to its best advantageChoose the best name for your productDetermine when-and why-less is moreAnalyze recent trends that affect your positioning.Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

    If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers.Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary?Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are.Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring.That means you've got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That's true whether you're writing a listicle or the words on a Slideshare deck or the words you're reading right here, right now...And so being able to communicate well in writing isn't just nice; it's necessity. And it's also the oft-overlooked cornerstone of nearly all our content marketing.In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results.These lessons and rules apply across all of your online assets — like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It's designed to be the go-to guide for anyone creating or publishing any kind of online content — whether you're a big brand or you're small and solo.Sections include: How to write better. (Or, for "adult-onset writers": How to hate writing less.) Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.) Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too. Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege. "Things Marketers Write": The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting. Content Tools: The sharpest tools you need to get the job done. Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.

    Hooks, Killer Salesmanship, The Function of Seduction, and Operation Moneysuck...

    His advice is good, couched in brassy prose that is easy to read. He anticipates every conceivable question and issue, including typical charges, marketing oneself, types of available work, and dealing with deadbeats. There are great common-sense tips, too, in the psychology of handling clients who think they're writers, those with limited budgets, and others demanding creativity. Personal anecdotes make the life of the freelancer real; the author includes samples of cold-calling scripts, thank-you notes, and a story or three about starting a writers' group and partnering with other professionals. Book Description Dream of being a well-paid freelance writer? Long to carve out an enviable lifestyle with plenty of freedom, flexibility AND healthy income? But wait a minute…aren't the words "starving" and "writer" forever joined at the hip? Not anymore. How about a writing direction with plenty of work, strong and growing demand for good writers, hourly rates of $50-100+ ($60-75 average) and where all time is billed? No flat fees with vast, open-ended commitments of time. Translation? Less time working to pay bills and more time pursuing your writing passions. We're talking about freelance commercial writing - writing for business entities, large and small - the subject of The Well-Fed Writer, and quite possibly the answer for all aspiring writers who want to turn their love of writing into their living. The book was a triple-book-club-selection (Book-of-the-Month, Quality Paperback Book and Writer's Digest) and earned several prestigious awards in 2001: 1) Second place in the ForeWord magazine Book of the Year Awards (Career Category) 2) Honorable Mention in the Writer's Digest magazine National Self-Published Book Awards 3) Finalist in the Publisher's Marketing Association Ben Franklin Awards (Best First Book). Why commercial writing? In the past decade, two huge trends have sculpted the corporate American landscape: downsizing and outsourcing. Corporations are doing more with less: fewer people, less resources and smaller budgets. The workload is growing - especially with the exploding Internet - and many organizations rely heavily on freelancers to help them handle it. Why do corporations hire freelancers? For good solid economic and creative reasons. With a freelancer, corporations don't have to pay salary, benefits, and vacation time. But they will pay a freelancer $60-80 (average) for their time. In addition, they pay only what they need when they need it. And with a network of freelancers, they get a broad spectrum of fresh talent (hard to get with in-house staff writers used to writing about the same topics day after day) which they can form-fit to their specific writing needs. What's "commercial writing"? Marketing brochures, ad copy, newsletters, direct mail campaigns, video/CD-ROM scripting, speeches, sales sheets, proposals, web content, and so much more. Veteran commercial freelancer Bob Bly, known as the freelance writing "guru" for his 35+ writing titles, says of commercial freelancing: "I know of no other arena of writing so lucrative yet so easy to get started in." The Well-Fed Writer will take you step-by-detailed-step through, indeed, everything you need to know to quickly get your share of this exciting and highly lucrative arena of freelancing.

    A new generation of multibillion dollar brands have been built without spending a dime on traditional marketing techniques. No press releases, no PR firm, and no billboards in Times Square.It wasn’t luck that took them from tiny start-ups to massive success. They have a new strategy, called Growth Hacking. And it works.In this e-special, bestselling author Ryan Holiday shows how the marketing game has changed forever. He explains the growth hacker mindset and provides a new set of rules—critical information whether you’re an aspiring marketer, an entrepreneur, or a Fortune 500 senior executive.

    Though now outdated, the best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication, including works from the last 15 years. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. Looking for the clues to well-written, effective, and compelling stories that make great advertising? Look no further.

    Presents the principles of advertising and marketing that will help small businesses gain an advantage over competitors.

    Even companies committed to jabbing-patiently engaging with customers to build the relationships so crucial to successful social media campaigns-still yearn to land the powerful, bruising swing that will knock out their opponent or their customer's resistance in one tooth-spritzing, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and ROI. Except when they don't.In the same passionate, street-wise style readers have come to expect, Gary Vaynerchuk is on a mission to improve marketers' right hooks by changing the way they fight to make their customers happy, and ultimately to compete. Thanks to the massive change and proliferation in social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It's not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices-content tailor-made for Facebook, YouTube, Instagram, Pinterest, Twitter, and Tumblr. A mash-up of the best elements of Crush It! and The Thank You Economy with a 2013 spin, here is a blueprint to social media marketing strategies that really works.