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

Margo Berman
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

Aug. 20 2012 1405199520 978-1405199520
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 Copywriter’s 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 instructor’s 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

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“From strategy fundamentals to executional tips from some of the industry’s best, beginning writers and veterans alike will appreciate using The Copywriter’s Toolkit to help them get started—or 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

From the Back Cover

It doesn’t matter whether you’re 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. You’ll 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.

Inside This Book (Learn More)
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Customer Reviews

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Most helpful customer reviews
5.0 out of 5 stars Well organized and Comprehensive Oct. 23 2012
Format:Paperback|Verified Purchase
The Copywriter's Toolkit is a well organized and comprehensive reference manual. It includes bottom line concepts,
strategies, techniques, formulas, checklists, and solid, practical advice. Many examples are explained through the use
of familiar ads. The format, while a wealth of information, is structured in a very clean and easy to use format.
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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  12 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Great Read!!!! Dec 19 2012
By ayxav - Published on
I was privileged to use this book during a class taught by Margo Berman. She really brought the book to life! Even if I had not been in her classroom, the book is tailored for easy learning! It is simple to understand, uses great examples and provides you with the tools you need to succeed. I would recommend this book to anyone who is interested in advertising, marketing and PR. It is very well-rounded and offers incredible insight in a manner that is easy to digest. The colorful graphics and the plethora of examples make this a wonderful read! Must have!
1 of 1 people found the following review helpful
5.0 out of 5 stars One College Textbook You'll Want To Keep. May 21 2013
By Alex M. - Published on
As an Advertising major, this was one book that I didn't want to bring back to the bookstore at the end of the semester. It's packed with loads of useful information that I know I'm going to turn to once I start my career as a copywriter. There are endless examples of creative strategies and terminologies that are used for media outlets such as radio and television, allowing endless possibilities for creative direction. On top of that, there is a lot of valuable information on executing creative strategies, which can aid in avoiding common pitfalls. Even with its educational aspects, the highlights of this book are the success stories of certain campaigns such as the Aflac duck.

All in all, this book is worth more than just a semester. I highly recommend it to anyone in the field of creative advertising, student or otherwise.
1 of 1 people found the following review helpful
5.0 out of 5 stars Would make a great textbook for a copywriting course Dec 9 2012
By Steve S. - Published on
Format:Paperback|Verified Purchase
This book covers all aspects of copywriting. What's great about it is the exercises at the end of each chapter. They're easy to follow and are a great review of each chapter. I would definitely use it in a class if I were teaching a copywriting class.
5.0 out of 5 stars Spectraodinary! June 30 2014
By Juan Satizabal - Published on
(Spectacular + Extraordinary)

Berman does an amazing job at explaining different techniques and aspects related to the copywriting field. Written in a friendly, casual tone, you almost feel Berman's presence. The book provides professional and innovative advice that are sure to help and influence your career.
5.0 out of 5 stars If you're interested in Advertising Copy than this is the book for you! June 27 2014
By oscar del rio - Published on
Format:Kindle Edition
This book is exactly what it claims to be, a complete guide to strategic advertising copy. The book is filled with professional examples and you'll never want to put it down. Everything step in the book is strategically placed to make you an excellent copywriter.
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