Title: Advertising secrets of the written word
First published: 1998
Description: Explains how to write advertising copy for a mail order advertisement. The opening section covers the principles of copywriting including the graphic elements of an ad, the first sentence, and creating the perfect buying environment. Section two explains copy elements such as typeface, paragraph headings, and anticipating buyer objections, and psychological triggers such as honesty, credibility, value, and the desire to belong.
Subjects: Advertising copy, Business writing
LC classification: HF5825 .S877 1998