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The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy

Год выпуска: 2012
Автор: Margo Berman

Synopses & Reviews

Publisher Comments

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 Copywriters 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 instructors 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


From strategy fundamentals to executional tips from some of the industrys best, beginning writers and veterans alike will appreciate using The Copywriters Toolkit to help them get startedor even clear away the cobwebs.Tom Denari, President, Young & Laramore

The Copywriter's Toolkit is one of the few books I have read that applies to the meeting room as much as the classroom. I found the relationship between strategy and execution to be right on. I highly recommend it.Joe Zubizarreta, CEA, Zubi Advertising Services

Berman has succeeded in explaining the entire, global, advertising ecosystem in one comprehensive, easy-to-read book.Pippa Seichrist, President, Cofounder, Miami Ad School


It doesnt matter whether youre a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media.

Writing examples are shown using industry standard formats. Youll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting.

Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference.

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.

About the Author

Margo Berman is a professor of advertising at Florida International University. She has more than twenty years of experience as an award-winning creative director and copywriter. She is the author of Street-Smart Advertising: How to Win the Battle of the Buzz (2010) and co-author (with Robyn Blakeman) of The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors (2009).

Table of Contents

1 THE PERSUASIVE WORD: strategy ABCs: audience, benefits, and creative briefs 1

2 THE STRATEGIC WORD: strategy categories 15

3 THE CHOSEN WORD: writing techniques 32

4 THE STICKY WORD: headline and slogan techniques 44

5 THE WRITTEN WORD: print 59

6 THE SPOKEN WORD: radio 85

7 THE ANIMATED WORD: television 115

8 THE DELIVERED AND ABRIDGED WORD: direct mail, mobile, and small-space writing 167

9 THE AMBIENT AND MOVING WORD: out-of-home and transit 196

10 THE ONLINE COMMUNAL WORD: digital dialogue, virtual community, blogging 224

11 THE ONLINE WORD: websites 242

12 THE BUZZ WORD: interactive engagement, social media, viral marketing 265

13 THE MULTIMEDIA WORD: integrated campaigns 289

14 THE GLOBAL WORD: multicultural and international campaigns 314

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