- Paperback: 224 pages
- Publisher: McGraw-Hill; 1 edition (Nov 5 2007)
- Language: English
- ISBN-10: 0071495908
- ISBN-13: 978-0071495905
- Product Dimensions: 20.3 x 12.7 x 1.8 cm
- Shipping Weight: 295 g
- Amazon Bestsellers Rank: #353,704 in Books (See Top 100 in Books)
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Product Details |
Product Description
Product Description
The Right Phrase for Every Situation…Every Time
Whether you're trying to come up with a terrific headline for a newspaper ad, a snappy brochure for sales reps, or a slick radio script, every word counts. That's why you need Perfect Phrases for Marketing and Sales Copy. Filled with specific methods for writing the kind of headlines, body copy, taglines, and calls to action that will capture customer attention and move people to buy, this book gives you the how-tos and examples you need to make every ad or marketing piece succeed.
Find out the
- 23 creative approaches to naming a product, service, or business
- 18 ways to write a great headline
- 6 steps to creating memorable radio and TV ads
A must for writers, sales pros, and marketing people, this user-friendly guide tackles every style and format, providing winning phrases for powerful print ads, press releases, radio and television scripts, and much more. It's your ultimate resource and one-stop reference for phrases that provoke, phrases that inspire, phrases that sell.
About the Author
Barry Callen is a marketing and advertising consultant, lecturer, and teacher with more than 30 years experience in all forms of media, from TV to direct mail to the Internet.
Inside This Book
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
5.0 out of 5 stars (3 customer reviews)
5 of 6 people found the following review helpful
5.0 out of 5 stars
Sales Copy TNT, Dec 24 2009
By Compay - Published on Amazon.com
This review is from: Perfect Phrases for Sales and Marketing Copy (Paperback)
If you have ever wanted a marketing "how-to" book that was heavy on techniques and light on filler, pick up a copy of Perfect Phrases. Many of the marketing or sales copy books I've read offer useful concepts, but generally provide only anecdotes of how the techniques played out with various companies. What I appreciate most about this book is that the author provides hundreds of different phrases to clearly demonstrate how every technique can be applied to your sales copy.What's also interesting is that even though the book is broken down into chapters for advertising in specific mediums (TV, radio, print ads, internet), it's easy to cross-use techniques as you see fit. So even if you're writing copy to market products or services on the web, you'll find a variety of useful copywriting methods in chapters dedicated to other forms of traditional advertising.
What distinguishes Perfect Phrases from many other sales copy books is that some of the concepts aren't new (appealing to emotions, creating a sense of urgency), but the phrase examples will inspire you to brainstorm ideas previously unconsidered. This book should be required reading for any business owner interested in improving their sales revenue.
9 of 12 people found the following review helpful
5.0 out of 5 stars
STUNNINGLY GOOD!! In One Little Book, Everything You Need to Know, Aug 19 2008
By Happy Helper : ) - Published on Amazon.com
This review is from: Perfect Phrases for Sales and Marketing Copy (Paperback)
Why We LOVE This BookYou can join 100 guru marketing groups. You can buy 100 Get Rich books. You can attend 100 marketing seminars.
Add them all up, and you may have a condensed version in this little book for under $10. It's craziness. For under 10, Barry Callen gives you ALL the tools you need to sell and promote successfully.
The price is priceless... the brevity is key, the knowledge is prodigious, the presention simple, the direction straight forward, no nonsense and to the point.
It's more than just phases. It's a super comprehensive Cliff's Notes of steps to take to sell your product. Just do every chapter, and that will be that - Success City! Wow... I bet some people will think I'm a bit over the top on that one... but, oh no! : )
Each chapter is clear and concise, brief yet detailed. He writes in a very conversational style - easy-easy to read. Chock FULL of info in every nicely worded sentence.
Some goodies:
8 Principles for More Effective Communication
"Look through your customer's eyes, not your own..."
23 Creative Approaches to Naming a Business
"Your single most important word and phrase is your name."
18 Approaches to Writing a Headline
"What's your most important point?"
Tactics for Print and Display Media
9 Steps to Creating a Print Ad - the best photo to choose
And a whole plethora more. Like, Tactics for Website Advertising. Very condensed - yikees, add effort (Do-ism), stir and serve! Fabulous!
I don't know about you, but when someone condenses (crams) a lifetime of incredible marketing "secrets" into one little extremely readable (he follows his own advice - "Write to express, not impress") how-to manual, you got to have it. And the author, Barry Callen, is TRULY an industry great having worked with Ogilvy & Mather, Nabisco, Coca Cola, United Way, etc.
I wish Barry Callen was my Dad. Oh, but then I'd be really rich and successful, and I'd be on some wonderful tropical island, or the top of Mt. Everest, or going to an Ivy League school thinking about running the world. And then, I wouldn't have written this little review to you from my humble little heart! : )
This book is more than a book. It is a TREASURE.
5 of 8 people found the following review helpful
5.0 out of 5 stars
Cut-to-the-chase and USEFUL, April 8 2008
By Nell Weatherwax - Published on Amazon.com
This review is from: Perfect Phrases for Sales and Marketing Copy (Paperback)
I flipped open this book in the bookstore and easily found pithy, direct, clear ideas about how to approach creating postcards, flyers, website, radio and more. What a life saver for promoting my business this book has been to me! I found it to be a cut-to-the-chase, instantly useful guide full of great examples as well and easily understood reasoning behind the ideas. This book feels like a life preserver in the sea of choices of marketing options - I will keep it within reach of my desk from now on!
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