Ⅰ 前言
第1章 写好市场营销文案的基本法则与要领
Chapter Basic Principles for Writing Better Sales and
Marketing Copy
有效沟通的八大法则
Eight Principles for More Effective Communication
第2章 完美市场营销文案的基本要素
Chapter Fundamental Components of Effective Sales and
Marketing Copy
业务、产品或者服务的名称:你是谁?
Business and Product or Service Names: Who Are You?
业务、产品或服务命名的23条创意设计方法
23 Creative Approaches to Naming a Business, a Product, or a
Service
口号、主题和广告标语:哪个是你的利器?
Slogans, Theme Lines, and Taglines: What’s Your Hook?
标语、主题或口号的23种撰写方法
23 Creative Approaches to Writing a Tagline, a Theme Line, or
a Slogan
主标题:你要表达的核心是什么?
Headline: What’s Your Most Important Point?
主标题的18种创意和撰写方法
18 Creative Approaches to Writing a Headline
副标题:阐述次重点
Subheads: What Point Comes Second?
客户行为召唤:你期望客户做什么?
Call to Action: What Do You Want Them to Do?
客户行为召唤的3种创意方法
Three Creative Approaches to Writing a Call to Action
第3章 印刷以及展示媒体广告文案的撰写策略
Chapter 3 Tactics for Print and Display Media
杂志和报纸广告
Magazine and Newspaper Ads
宣传手册
Brochures
海报和传单
Posters and Flyers
广告牌
Billboards
黄页广告
Yellow Pages Ads
分类广告
Classified Ads
第4章 广播和电视的广告文案策划
Chapter Tactics for Radio and Television Sales and Marketing
Copy
广播广告
Live-Read Announcer Radio Ad
电视广告
Station-Produced Television Ad
第5章 明信片、信函和销售单的广告策划
Chapter 5 Tactics for Postcards,Letters, and Sell Sheets
明信片
Postcards
信函
Letter
销售单 产品卡 规格单
Sell Sheet Product Sheet Specification Sheet
第7章 网站广告的创意方法
Chapter Tactics for Web Site Advertising
主页
Home Page
名称
Name
标语或简介
Tagline or Summary
产品分类链接
Category Buttons
产品分类链接按钮的6种创意方法
Six Creative Approaches to Writing Category Buttons
最新发展动态 产品特点:3种设计方法
What’s New Features: Three Creative Approaches to Writing a
What’s New Features Section
促销活动:鼓励购买行为的17种方法
Promotions: Use the 17 Creative Approaches to Promotion to
Encourage Action
概括描述“顾客权限”的7种创意方法
Seven Creative Approaches to Writing a Summary of What You
Can Do Here
第8章 新闻稿的创作和运用策略
Chapter 8 Tactics for Press Releases
新闻稿的6个部分:
The Six Parts of a Press Release
新闻稿主标题的5种创作方法
Five Creative Approaches to Writing Press Release
Headlines