“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
THE COPYWRITER’S TOOLKIT
THE COMPLETE GUIDE TO STRATEGIC ADVERTISING COPY
“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, COO, 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 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.
From the Back Cover
THE COPYWRITER’S TOOLKIT
THE COMPLETE GUIDE TO STRATEGIC ADVERTISING COPY
“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, COO, 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 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.
About the Author
Margo Berman is Professor of Advertising at Florida International University and has more than 20 years’ experience as a 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).
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