Paul Lima - Copywriting that Works, copywriting advertising book

E-books & paperback books for writers & business owners

Copywriting that Works:
Bright ideas to help you inform, persuade, motivate and sell!
Second Edition

If you want to master the craft of writing advertising and promotional copy that informs, persuades, motivates and sells, then this book is for you. Designed for a University of Toronto continuing studies course, this book will guide you through the process of producing copy that works -- no matter your objective or target market.

From branding to hard sell, from newspaper and magazine ads to direct response marketing, Copywriting That Works... works! In addition, the book includes bonus chapters on how to write Google Ads and writing copy to optimize websites for the best Search Engine results.

"I recently took a marketing writing course, and I've learned more in the first 10 pages of Paul's book than I learned in 8 weeks, twice a week, on the course."
- Lisa MacColl, freelance writer

In a step-by-step approach, this practical, easy-to-follow book shows you the importance of:

Determining your purpose, defining your target market and knowing your unique selling proposition before you write
Differentiating between brand awareness and hard sell, as well as between features and benefits
(re)Discovering your inner creativity

This book will show you how to:

Develop concepts that command your target market's attention
Write headlines, body copy and calls to action that hit your mark and meet your objectives
Apply creative and linear copywriting concepts to newspaper and magazine ads, direct response brochures and to Google ads for the Web

Also includes bonus chapters on pay-per-click ads and Search Engine Optimization, as well as on questions to ask your client (or sales and marketing director) before you begin a new copywriting project.

Copywriting That Works chapters include:

Chapter 1: Introduction
Chapter 2: Getting Started
Chapter 3: How the Advertising Industry Works
Chapter 4: The Importance of Creativity
Chapter 5: Copywriting and W5
Chapter 6: The Writing Process
Chapter 7: Target Market & Deconstructing Headlines
Chapter 8: The Tip of the Iceberg
Chapter 9: The Base of the Iceberg
Chapter 10: Headlines and Copy Blocks
Chapter 11: The Poetry of Copywriting
Chapter 12: Advertising’s Environment
Chapter 13: From Branding to Hard Sell
Chapter 14: Writing Copy
Chapter 15: The Communications Process
Chapter 16: Direct Response Marketing (DRM)
Chapter 17: Direct Response Marketing in Action
Chapter 18: Brochure Writing Process
Chapter 19: Web-Based DRM
Chapter 20: Search Engine Optimization
Chapter 21: Search Engine Pay Options
Chapter 22: Questions to Ask a Client
Chapter 23: Ad Bloopers
Chapter 24: Case Studies
Chapter 25: Appendixes
Chapter 26: About the Author

"Paul Lima's Copywriting information was like getting new lead in my pencil! The book is engaging and informative, as Paul shares his writing process and techniques for tapping into the creative juices. Writing's fun again! And effective."
- Stephanie Miller, MillersCraft

This book is now required reading in the University of Toronto and the George Brown College continuing education copywriting courses.

If you want to master the craft of writing advertising and promotional copy, then this book - Copywriting That Works - is is the place to start!

Copywriting That Works: Bright Ideas to Help you Inform, Motivate and Sell - 26 chapters; 45,200 words; 146 pages. Available online from Lulu.com:

Spiral-bound (print) paperback:
$29.95 (US) + shipping. Note: Lulu's shipping and handling is about $8 (standard); however, the book's retail price of $29.95 has been discounted to defray shipping and handling.
Electronic (download) book:
$19.95 (US;PDF download; no shipping)
Ask how to pay by cheque or PayPal and/or in Canadian funds. Send name(s) of book(s) and quantity, type (print or PDF), and your city/state or city/province to info@paullima.com. Paul will send you a price and ordering information.

For pricing for educational institutions or writers' organization, email info@paullima.com

Other books by Paul Lima