Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level. Introduces essential conceptual strategies and key writing techniques for result-driven copy Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos

Berger’s slim, user-friendly volume on academic writing is a gift to linguistically-stressed academics. Author of 60 published books, the author speaks to junior scholars and graduate students about the process and products of academic writing. He differentiates between business writing skills for memos, proposals, and reports, and the scholarly writing that occurs in journals and books. He has suggestions for getting the “turgid” out of turgid academic prose and offers suggestions on how to best structure various forms of documents for effective communication. Written in Berger’s friendly, personal style, he shows by example that academics can write good, readable prose in a variety of genres.

Have you dreamed of being a hit songwriter? You'll need the tools to do it, and in The Songwriter's Toolkit, Steven Blanton provides just what you need to get a start! What makes a strong commercial song? How do you find the best words to convey your message? How do you get an artist to take your work? These are just a few of the topics that Steven addresses inside. Before you know it, you'll have what it takes to be a great songwriter.

Business tools that make the difference. The world is a complex place and business is a complicated matter. So it’s essential that managers approach their daily challenges with a set of tools that will help them cut through clutter, make sense of what’s happening, make critical choices and trade-offs, design strategies that are likely to work – and turn their ideas into action. Every page of this book offers the common sense that managers need. Tony Manning has been an independent consultant in strategy and change management since 1987. He was formerly chairman and CEO of the McCann-Erickson advertising agency in South Africa and head of marketing for the Coca-Cola Export Corporation in Southern and Central Africa, and served as chairman of the Institute of Directors of Southern Africa from 1999 to 2001. He works with large companies in many industries, specialising in corporate turnarounds and growth strategies, and acts as a counsellor to chief executives. He features as a keynote speaker at numerous major conferences, and is the author of nine management books, including the bestselling Making Sense of Strategy, Discovering the Essence of Leadership and Competing Through Value Management.

Learn to create powerful, strategic copy for multiple channels, platforms, and storytelling templates Today, just writing strong content or catchy copy isn’t enough. You must also know how to create gripping messages and interactive engagement. Content and Copywriting: The Complete Toolkit for Strategic Marketing is your one-stop resource to sharpen your skills and explore innovative methods to reach your audience. This comprehensive real-world guide helps you create content for any device and consumer touchpoint by seamlessly integrating social media writing and advertising copywriting. As an award-winning copywriter, producer/director, and professor, Margo Berman explains conceptual strategies and writing techniques to develop dynamic copy for a wide range of traditional and emerging media. This step-by-step approach offers specific instructions for writing websites, blogs, social media, direct mail, product packaging, viral marketing, radio, television, and videos. This work also analyzes immersive, experiential, augmented, mixed, and virtual reality content, then presents tips to maximize results. This updated and expanded second edition contains dozens of new TV and radio storyboards and scripts, charts and infographics, templates and writing tips, exercises and examples, terminology lists, plus over 100 new images of innovative marketing campaigns. It also covers shareable content, digital storytelling, headline and slogan techniques, and interactive experiences. In addition, there is a valuable section with skill-building resources, references, and suggested readings. Featuring an extensive collection of innovative visual examples, content writing templates, and teaching and learning resources, Content and Copywriting: The Complete Toolkit for Strategic Marketing is the ideal textbook for undergraduate courses in advertising, communications, public relations, and integrated marketing, and an invaluable reference for graduate students and professionals alike.

Every author yearns for wealth and fame. Aspiring authors, students, writing teachers, and even established authors will be able to get the job done with the Toolkit. Updated and expanded to cover the newest developments in electronic publishing, the growth of self-publishing and print-on-demand, new online copyright registration procedures, effective use of social media for promotion and community, and more. This handy guide offers coaching for every step of the writing and publishing process. Insights are given for writing fiction and nonfiction: nurturing beginning ideas; making full use of resources for planning and research; organizing a plot; delineating characters; avoiding writer pitfalls; following proper writing and editing principles; finding the “hook” to attract publisher interest; creating a manuscript with a professional presentation; seeking literary agents; understanding contracts; publishing electronically; and promoting and marketing a finished book. Written in a concise, easy-to-follow style, this guide also offers a treasure chest of resources for writers seeking professional advice. No one intending to become a published author can afford to be without the tools offered in this volume. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Packed with income-generating ideas about creating a variety of saleable written works, this guide includes information for researching and writing effective, instructional materials and calling upon a variety of publishing channels, including magazines, traditional book publishers, self-publishing, and the Internet. The mechanics behind becoming a successful writer and information packager are presented in this resource that explores how to write and sell simple information in multiple formats, allowing writers to turn specialized knowledge into money-making books and products.

Practices, strategies, and templates for optimizing your email use. The average business employee spends more than thirteen hours a week reading and responding to email. That’s 675 or more hours—over 28 days a year—spent on email. Wouldn’t it be nice to get some of that time back? In The New Email Revolution, Robert W. Bly Bly draws from decades of experience sending millions of emails to help you take that time back. With this book in hand, you will be able to quickly and easily: •Find templates you can use to create emails for dozens of different situations. •Know the right wording and optimal word length for email communication. •Get recipients to read and respond to your email messages. •Understand when it is legal and not legal to send email to a person you do not know. •Incorporate photos, graphics, sound, and video into your email messages. •Measure the deliverability, bounce rate, open rate, and response rate to every email you send. •Write clearer, more engaging, more persuasive email copy for every occasion. Get better results in less time with The New Email Revolution.

In this essential guide, Meghan Casey outlines a step-by-step approach for successful content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like explaining clearly to your boss or client what's wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Having The Content Strategy Toolkit at your side is like hiring your own personal consulting firm. You get a complete array of instructions, tools, and templates for most challenges you'll face. In this practical and relevant guide, you'll learn how to: Identify problems with your content and persuade your bosses it's worth the time and resources to do it right Assemble a stellar team for your content project Prepare your organization for content transformation Make sense of your business environment and understand your audience Align stakeholders on business goals and user needs Set a compass for your content and decide how to measure success Create, maintain, and govern on-strategy content You'll learn how to treat content like the strategic asset that it is. "Quality content increases value. Poor-quality content destroys value. It's as simple as that. Meghan's book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content."—Gerry McGovern, CEO, Customer Carewords "This second edition goes deep into three integral topics for content leaders—assembling cross-disciplinary teams, evaluating processes, and building a content playbook. If you're looking to build a new practice or retool an existing one, this book will help you succeed.—Natalie Marie Dunbar, Author, From Solo to Scaled: Building a Sustainable Content Strategy Practice

Small business marketing made easy If you’re running a small business you have to wear many hats – and, while marketing is essential, most business owners struggle to know what to do, whether they need to do this or that and, not least, how to find the time to do it all. This is a practical handbook you can dip into. There are simple systems to follow in every chapter to make sure that your business marketing doesn’t take over your life. It gives you an overview of all the key elements that will help your business to make an impact and establish an excellent REPUTATION, become an AUTHORITY in your industry, stay highly VISIBLE and show off your EXPERTISE.