Allison’s Get It In Writing website and Copywriting Blog are two great resources I have tapped into recently, but her new book Copywriting 101 has turned out to be an indispensable tool already. I received an advance copy and have had time to read it and my first reaction was WOW! I had a pre-conception (mistaken and naive) that copywriters focused mainly on advertising copy, but as I read through the book I realized how pervasive copywriting is in every aspect of marketing. I write marketing pieces every day for my clients, but had not really thought about the process..until I read Copywriting 101.
The other insight was that copywriting, unlike other more creative aspects of marketing can be learned and almost any business person can benefit from investing the time to read this book.
The book is full of useful information on a wide range of copywriting topics and covers everything from Ads to Websites including:
- Brochures, sales sheets and other print marketing
- Blog entries
- Newsletters and e-newsletters
- E-mail blasts
- Ads, headlines and themes
- TV and radio commercials and programs
- Direct-mail letters
- Mission Statements
- Taglines and slogans
- Websites and web pages
Allison goes through the complete process of writing and provides simple exercises to reinforce what you have learned. There are also great case studies and real-life examples of her work. Following is an example of a Case study for the section on:
Offers and promises…
“I like to make a distinction between what you are offering and what you are promising, even though on the surface they may seem like one and the same. The difference between the two is very significant.”
He may be offering his knowledge and expertise in all things plumbing. He knows all here is to know about pipes, toilets, sinks and drains. He has been in the business for 25 years. He offers competitive prices. He has hundreds of happy customers who can attest to his great skills.
What is he promising? Specifically, it may be emergency turnaround time. It may be a guarantee that he only needs to come to your home or place of business once to get the job done. He may be able to unclog a drain that has been chronically clogged. What he is promising is convenience, peace of mind, avoiding that total panic when you have some sort of plumbing explosion.
I can see using many parts of the book when working with clients to help them organize what they need to make my job easier. Highlights of the book for me were the sections on:
- What’s copywriting & why does your business’ success depend on it
- Making key determinations and decisions before you write even a single word
- Structure, mechanics & grammar and a lot more on this topic
- Recipe for a well-written marketing piece
- Writing for the web vs writing for print
The appendix is also a valuable resource of information such as:
- Before You Even Get Started Questionnaire
- Action Verbs
- Fillers, Non-Words, Phrases & Words To Think Twice About Using In Marketing
- Building Blocks for a Brochure
As a Marketing Guy I like the book as it is written from a holistic marketing perspective rather than a more specific advertising perspective so it is full of common sense that you can apply throughout your business. You can order your copy for only $ 39.00 by clicking here. Or contact Allison Nazarian directly:
Get It In Writing, Inc.
Copywriting & Marketing Services, Consulting & Instruction for DIY (Do-It-Yourself)