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Imperial Library
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Index
Cover
Title Page
Copyright
Dedication
Contents
Foreword
Preface
Acknowledgments
Introduction
CHAPTER ONE: Don’t Be Intimidated by Copywriting—Be Inspired!
CHAPTER TWO: Get Organized with the Copywriting Outline
CHAPTER THREE: Exploit Your Product’s Benefits
CHAPTER FOUR: Exploit Your Competition’s Weaknesses
CHAPTER FIVE: Know Your Audience
CHAPTER SIX: Communicate W.I.I.F.M. (What’s In It For Me?)
CHAPTER SEVEN: Focus on “You,” Not “We”
CHAPTER EIGHT: Understand Your Medium
CHAPTER NINE: Avoid T.M.I. (Too Much Information)
CHAPTER TEN: Include a Call to Action
CHAPTER ELEVEN: C.Y.A. (Cover Your Ass)
CHAPTER TWELVE: Proofread
CHAPTER THIRTEEN: Common Forms of Copywriting
CHAPTER FOURTEEN: Copywriting, Blogging, and the Social Web
CHAPTER FIFTEEN: Branding and Design
CHAPTER SIXTEEN: A Collection of Real-World Small and Medium-Size Business Examples
CHAPTER SEVENTEEN: Samples and Practical Examples
CHAPTER EIGHTEEN: Be Confident, and Go for It
Layman’s Glossary
Appendix A: Copywriting Outline
Appendix B: Additional Copywriting and Marketing Resources
Index
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