Susan Gunelius’ Kick-ass Copywriting in 10 Easy Steps: Build the Buzz and Sell the Sizzle (Entrepreneur Magazine)
is a practical, step-by-step guide to writing more effective advertising copy. The book begins by introducing the copywriting outline – a powerful tool for recording and organizing the background work essential to creating good copy.
The bulk of the book is organized around the 10 Steps of the Copywriting Outline:
- Exploit You Product’s Benefits
- Exploit Your Competition's Weaknesses
- Know Your Audience
- Communicate W.I.I.F.M.
- Focus on “You",” Not “We”
- Know Your Medium
- Avoid T.M.I.
- Include a Call to Action
- C.Y.A.
- Proofread
Each chapter ends with specific examples, real world samples, and a case study using a fictitious company that demonstrate that chapter's lesson. There are even more examples – Chapter 16 covers various real-world examples and Chapter 17 covers samples and practical examples.
As a small business owner, this book will help you produce more effective sales and marketing copy in no time. Even if you don’t write your own copy, this book will help you evaluate and work with copywriters you hire.
