Write on Target: The Direct Marketer's Copywriting Handbook

By Donna Baier-Stein, Floyd Kemske, McGraw-Hill

Book Overview

Get the inside secrets to mastering the two most powerful tools of direct marketing -- exceptional creativity and sophisticated market segmentation techniques that produce profitable bottom-line... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844259144
• ISBN13: 9780844259147
• Release Date: January 1997
• Publisher: Glencoe/McGraw-Hill
• Length: 274 Pages
• Weight: 1.86 lbs.
• Dimensions: 9.5" x 1.0" x 7.6"

Customer Reviews

Great even for veteran writers

Donna is a fountain of copywriting and DM knowledge. I've found her to be a great resource--and I've been an advertising writer for almost 30 years. Good stuff here.

Great Book for Direct Marketing

This book covers mainly the topics direct mail (mail package, letter, response form ec.). It also covers topics like brochures, print ads and catalogs. But there are also some additional chapters on the radio ads and the internet (aka online media). The later one was highly stimulating and provoked a partial redo of the website I build as part of my work as a centermanager....

This is "must" reading for every aspiring copywriter

Write on Target is filled with sound ideas and guidelines for direct marketing creatives. Frankly, I wish I had this information when I was starting out. It definitely belongs in every marketing library and right next to the computer of every copywriter!

An excellent book for anyone who wants to learn copywriting.

Write On Target: The Direct Marketer's Copywriting Handbook by Donna Baier Stein and Floyd Kemske will give you an excellent understanding of what direct marketing copy is and isn't, how to write good copy, and how to tell good copy from bad.I really liked it because it has lots of sound, practical advice, tips, and checklists. It also has many examples of real campaigns covering all types of direct marketing copy from letters and brochures to the hot topic of writing for online media such as Web sites. Many examples are reproduced from the originals, showing parts of the package with graphics. It always gets my creative juices flowing when I read what the really greats in the industry are writing. Even though I'm an experienced copywriter, going back for a "refresher course" is always helpful. For the person just starting out or with a couple of years' experience . . . this book is a must! It's also very valuable for anyone who has to hire copywriters, teach cop! ywriting, or approve copy.