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Copywriting Tutorials + Guides

Here are some advertising and copywriting courses and guides:

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From Amazon.com

Here are some books from Amazon:

Disclosure: Products details and descriptions provided by Amazon.com. Our company may receive a payment if you purchase products from them after following a link from this website.

The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells

By Robert W. Bly

Holt Paperbacks
Released: 2006-04-04
Paperback (432 pages)

The Copywriter s Handbook: A Step-By-Step Guide To Writing Copy That Sells
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  • Holt Paperbacks
Product Description:

The classic guide to copywriting, now in an entirely updated third edition

This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . 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 opened

This 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

The Copywriting Bible: 100+ Viral Outlines to Build Your Brand

By Josh Fechter

Peach Elephant Press
Hardcover (478 pages)

The Copywriting Bible: 100+ Viral Outlines to Build Your Brand
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Product Description:

There's a movement happening.

Content marketing through storytelling.

And not in the way you're used to it, with blog articles detailing case studies. Instead, these are deep, vulnerable stories about who we are.

Through the stories and outlines inside The Copywriting Bible, you'll see just how anyone can push through the noise of online marketing to stand out.

Best yet, you will see how you can do it too. The most important part each piece inside this book?

It's the tangibility. You can feel the emotion of the story.

In these hundred outlines, you'll realize just how you can transfer that emotion to the reader, all while genuinely telling the story of your company in almost every piece.

If you're ready to understand storytelling copy, then let's break the internet.

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

By Joseph Sugarman

John Wiley Sons
Released: 2006-12-11
Paperback (360 pages)

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America s Top Copywriters
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  • John Wiley Sons
Product Description:
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

By Ann Handley

Wiley
Hardcover (320 pages)

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
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  • Wiley
Product Description:
Finally a go-to guide to creating and publishing the kind of content that will make your business thrive.

Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer.

If you have a web site, you are a publisher. 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.

Contagious: Why Things Catch On

By Jonah Berger

Berger Jonah
Released: 2016-05-03
Paperback (256 pages)

Contagious: Why Things Catch On
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  • Contagious Why Things Catch on
Product Description:
The New York Times bestseller that explains why certain products and ideas become popular. “Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world” (Daniel Gilbert, author of the bestseller Stumbling on Happiness).

What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.

In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most seemingly boring products there is: a blender.

Contagious provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.

COPYWRITING 2019: The Most Updated Guide to Creating the Best Copy in the Market and Taking any Business to the Next Level

By James Stone

Released: 2019-02-25
Kindle Edition (51 pages)

COPYWRITING 2019: The Most Updated Guide to Creating the Best Copy in the Market and Taking any Business to the Next Level
 
Product Description:

Are you feeling overwhelmed by your pursuit of a successful copywriting career?


Don’t worry, this book is here to help you learn exactly that and more. Are you asking yourself how? It’s simpler than you think. It just takes a little bit of patience and planning. This book will show you and explain to you ways in which you can achieve your dream of breaking into the copywriting world and start working on your portfolio. You will learn about the different tactics and strategies you should be aware of to make it to the top, including the use of different copywriting styles, how to build a powerful copywriting message that sells, and much, MUCH more.


Throughout the chapters, the tips that were given were to help you to see copywriting isn’t just writing a flowery description about a product. It’s about convincing a target audience they can’t live without having a certain product. It’s about belief in the product. It’s also about being able to express all of this in such a way that your message targets the audience most likely to buy the product you are selling.


Does this sound a bit overwhelming to you? It might, but that’s okay.


Look into the competition and find their weaknesses. The iPad advertisers did this perfectly, in that they knew the public still suspiciously views the innovative and complicated systems produced by iPad competitors. Instead of describing their system in a complex way, they demonstrated it as totally suitable to everyone’s lifestyle in a stylish way. That’s clever, honest copywriting, and it hit the target audience in a way no one could have anticipated. The new iPad Air has equally taken the imagination of the public by storm by offering lightness the old iPad didn’t offer. However, you’d be hard pressed to make an iPad user part with the technology once you made the sale.


We told a similar story about cut-price airlines and how luxury airlines exploited the fact that "no frills" may not be what a discerning traveler is looking for.


A good copywriter knows the following:


  • The benefits of the product to the target population

  • The competition and what it offers in comparison with your product

  • The medium by which advertising will be spread

  • The time limits or constraints the copywriter must work within

  • The public sector at which the adverts are aimed

  • Once you add having a great vocabulary coming up with brief but imaginative copy people automatically associate with the product, you will have sufficient information to persuade the public to buy. Look back at the catchphrases we shared with you, as some of these are so typical of what is being used to lure the public these days. Some of these will last for generations because consumers believe in what they are investing.


    Aside from the eventual monetary aspect of being a successful copywriter, this book will teach you many other invaluable secondary skills related to the industry. You will get to find out what every beginner copywriter needs to know, what qualities a copywriter should have, how to utilize different copywriting styles, and you will learn how to apply your learned knowledge in a real-life situation, which is what matters ultimately.


    I hope my book will help aspiring copywriters, enthusiasts and anyone interested in the industry who are looking for that perfect break-through in their career, while also providing you with an awesome, fun way to improve your skills. So, convince yourself with your own eyes about what I am talking about and start reading the only book you will ever need to become a successful copywriter!

    Breakthrough Copywriting: How to Generate Quick Cash with the Written Word

    By David Garfinkel

    CreateSpace Independent Publishing Platform
    Paperback (154 pages)

    Breakthrough Copywriting: How to Generate Quick Cash with the Written Word
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    Product Description:

    In this book, you’ll learn how direct marketers shatter sales records with the written word.

    Many people find copywriting confusing. But Breakthrough Copywriting makes it simple—by breaking everything down into a clear, step-by-step process.

    There’s something for everyone. New copywriters will get a complete toolkit. Experienced marketers will benefit from new strategies and tactics.

    You’ll discover:

    • How to build a powerful sales message that makes money
    • Secrets of headlines that all but force prospects to read your message
    • Easy shortcuts to creating profitable bullet points
    • Negative optism: a revolutionary new way to create empathy with prospects
    • Stories that boost sales—how to write them, step-by-step
    • Insider secrets for “amping up” the emotional power of your copy
    • How to put it all together to build trust in prospects and close the sale

    Whether you are a freelance copywriter, an entrepreneur, or a marketing professional, you’ll get tips, tools and templates to easily make the written word produce a lot more sales for you.

    Copywriting: Successful Writing for Design, Advertising and Marketing

    By Mark Shaw

    imusti
    Paperback (240 pages)

    Copywriting: Successful Writing for Design, Advertising and Marketing
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    • Laurence King
    Product Description:
    Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. With insightful interviews from leading copywriters, as well as illustrated case studies of major brands, this new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogs, company magazines, and internal communications.

    Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas

    By Richard Bayan

    imusti
    Paperback (160 pages)

    Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas
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    • McGraw-Hill
    Product Description:

    More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells

    Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person.

    • More than 75 lists of powerful and persuasive words and phrases, including 21 new lists for this edition
    • Cross-referencing of categories to jump-start creative thinking
    • A crash course in basic copywriting techniques
    • Helpful lists of commonly misspelled words, confusing words, pretentious phrases to avoid, and more

    Roget's is fine for writing term papers and letters to the editor, but when it comes to the business of writing copy that translates into sales, there is no substitute for Words That Sell.

    Find the perfect words and phrases to win over customers

    Grabbers that get attention:
    No-risk offer * One day only! * No strings attached! * What have you got to lose? * All the right ingredients * Inside information * Do you enjoy...? * Leap into...

    Descriptions and benefits that create appeal:
    Irresistible * winning * zesty * huggable * satisfying * You'll fall in love with...* Your ticket to... * king-size * Gives you the power * baby-soft *

    Clinchers to win over your customer:
    Reap the benefits today * Don't miss out! * No risk now, no risk later! * You can do it!* You be the judge * Send for our free catalog * 100% satisfaction guarantee

    Special strategies that seal the deal:
    Five-star quality * You're worth it * Don't fall for... * We make life easier * You're one of a select few... * discriminating * Your thoughtful gift

    May I Have Your Attention, Please? Your Guide to Business Writing That Charms, Captivates and Converts

    By Mish Slade

    Team Incredible Publishing
    Released: 2016-01-07
    Kindle Edition (129 pages)

    May I Have Your Attention, Please? Your Guide to Business Writing That Charms, Captivates and Converts
     
    Product Description:

    Let’s not mince words here: most business writing is tedious, pompous and bereft of the tiniest sliver of personality.


    It’s near impossible for customers to cut through the “innovative solutions” and “passion for customer service,” and find out who can actually give them what they need.


    For the business owner who’s willing to do something different, though, it represents a major – and inexpensive – competitive advantage.


    May I Have Your Attention, Please? lays out 12 simple principles that allow business owners – even those with no writing experience – to attract and enchant their dream customers. With clear and concise explanations of what works and why, and examples of the best and worst text out there, you’ll have all the tools you need to turn readers into buyers into raving fans.


    Give your writing skills an instant upgrade


    In this short book, you’ll learn:



    • Simple techniques to turn your dull-as-dishwater business marketing into “can’t resist” copy – even if you don’t think of yourself as a “good writer.”

    • How to make price irrelevant and be the only choice for your ideal customer – by changing nothing except your copywriting.

    • The business writing “rules” you should revel in breaking.

    • Why copying your competitors is a dangerous waste of time... and what to do instead (without spending hours searching for ideas).

    • The easily avoidable mistakes that are turning your customers off – even if they don’t know it.

    • A simple framework to help you blast through writer’s block and know exactly what to say in any piece of writing.

    • How to “read your customers’ minds,” and get them looking for reasons to buy from you.


    Who is this book for?



    • Business owners looking to breathe more life into their website, content marketing or sales materials.

    • Employees who want to gain a new skill and have more impact in their work.

    • Anyone who has something great to offer – but is struggling to get the message across.



     
     

     

     
       
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