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Write On Target

I am the co-author of the premier book on writing direct marketing, Write On Target, published by NTC/Contemporary Books.

My co-author on this book, Donna Baier Stein, is widely recognized as one of the nation's top copy writers, and she taught me a lot of what I know about writing marketing copy.

Whether you write direct marketing copy or hire and manage those who do, Write On Target will be the most important volume Write On Target dust jacketon your professional bookshelf.

Write On Target discusses all the parts of direct marketing packages, including the brochure, the letter, "lift letters," and the carrier (envelope). It offers guidance on how to write these items, and it offers as examples real mailing pieces, both good and not-so-good. There are chapters on broadcast and the web as well.

Table of Contents:

  • Copy: What It Is and What It Can Do
  • Writing to a Market
  • Anatomy of a Package
  • The Envelope, Please
  • The Response Form
  • The Letter
  • Brochures
  • Catalog Copy
  • Direct Response Print Ads
  • Copy That's Said, Not Read: TV, Radio, and Telephone Marketing
  • Copywriting for Online Media
  • The Ethics of Advertising
  • The Copywriter's Toolbox
  • Clubs and Associations

Write On Target has been praised by dozens of top copy writers. Bob Stone (Successful Direct Marketing Methods), for example, called it "a most remarkable book." He also wrote the book's foreword.

Joan Throckmorton (Winning Direct Response Advertising) said "Stein and Kemske are a winning team with sound advice for everyone who writes words that move and motivate. Listen to them and you'll create stronger copy whether it's direct mail, print, broadcast or digital."

Visit Donna Baier Stein's Website

Read My Article on Benefit-Oriented Copy

Order Write On Target from

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