Copywriting Basics: What Every Marketer Should Know

Overview

No matter what you write, you still have to sell. This reference material will take you through the process of developing ideas that lead to engaging copy. You will gain a better understanding of how ads are made and how they work. Our experts discuss some common traps to avoid, such as passive construction, jargon and misplaced or weak modifiers. And you will learn how to use those less common but stronger techniques: active construction, 5th-grade-speak and adjectives. You'll discover the one word in the English language that has been proven to deliver, time and time again – a word 98.7 percent of business people fail to use. You will finally be able to communicate more effectively with potential clients!

Authors

Kevin Curtis, DP + Company Sandra Eggers, Purple Eagle Marketing Les Raebel, Detroit’s College for Creative Studies