"This is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers ... even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention-and sell more products. Among the tips revealed: *8 headlines that work--and how to use them *The 5-step "Motivating Sequence" for generating more sales and profits * 10 tips for boosting landing page conversion rates *15 techniques to ensure your emails get high open and click-through rates * How to create powerful "lead magnets" that double response rates *The "4 S" formula for making your copy clear, concise, and compelling. This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy"

An introduction to copywriting
Writing to get attention: The headline and subject line
Writing to communicate
Writing to sell
Getting ready to write
Writing print advertisements
Writing direct mail
Writing brochures, catalogs, and other printed and PDF sales material
Writing public relations materials
Writing TV and radio commercials
Writing web sites
Writing landing pages
Writing E-mail marketing
Writing online ads
Writing for social media
Writing for video
Writing for content marketing
Getting your copy written
Getting your copy designed and produced