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Informationen zum Autor HERMAN HOLTZ is one of America's leading authorities on consulting and the author of numerous bestselling books on consulting, sales, and marketing, including How to Succeed as an Independent Consultant and The Consultant's Guide to Winning Clients, both published by Wiley. He has been a consultant to IBM, GE, Dun & Bradstreet, and Chrysler, as well as numerous government agencies and nonprofits, including the EPA, OSHA, and the U.S. Postal Service. Klappentext This guide shows how to develop sales and promotional pieces in-house, when the cost of producing outside may be prohibitive. The author discusses several types of copy writing, explaining the role of each type, and includes instructive exercises. Coverage includes advertising, direct-mail, and newsletters--with samples of successful copy writing in each area. Holtz also shows how to create persuasive marketing publications and covers the new technology of desktop publishing. Appendixes review available desktop publishing hardware and software, and there is a reference listing of periodicals and other books on desktop publishing. Zusammenfassung This guide shows how to develop sales and promotional pieces in--house! when the cost of producing outside may be prohibitive. The author discusses several types of copy writing! explaining the role of each type! and includes instructive exercises. Inhaltsverzeichnis Everyone Markets. Writing is the Common Denominator. The Typical Sales and Promotional Pieces. The Essentials of Persuasive Writing. Examples and Exercises: Advertising Copy. Examples and Exercises: Direct-mail Copy. Examples and Exercises: Newsletters. Illustrations. Editorial and Production Functions. Modern Technological Methods. Appendix. List of Figures.
