An introduction to copywriting -- Writing to get attention: The headline and subject line -- Writing to communicate -- Writing to sell -- Getting ready to write -- Writing print advertisements -- Writing direct mail -- Writing brochures, catalogs, and other printed and PDF sales material -- Writing public relations materials -- Writing TV and radio commercials -- Writing web sites -- Writing landing pages -- Writing E-mail marketing -- Writing online ads -- Writing for social media -- Writing for video -- Writing for content marketing -- Getting your copy written -- Getting your copy designed and produced

"This is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention-and sell more products. Among the tips revealed: *8 headlines that work--and how to use them *The 5-step "Motivating Sequence" for generating more sales and profits * 10 tips for boosting landing page conversion rates *15 techniques to ensure your emails get high open and click-through rates * How to create powerful "lead magnets" that double response rates *The "4 S" formula for making your copy clear, concise, and compelling This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy"--