This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers...even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention - and sell more products. Among the tips revealed are:Eight headlines that work-and how to use them11 ways to make your copy more readable15 ways to open a sales letterThe nine characteristics of successful print adsHow to build a successful freelance copywriting practice15 techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and email-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy. 1. Language: English. Narrator: Barry Abrams. Audio sample: http://samples.audible.de/bk/tant/014201/bk_tant_014201_sample.mp3. Digital audiobook in aax.
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: The usage of E-Mails as a rather new means of communication has increased steadily since its inception in 1971. Whether for private or business matters, the increasing im-portance and coherently high amount of E-Mail communication can be problematic: Important information gets lost in too much communication. Especially for project management, due to limited time and resources as well as having the right information at the right time shared with the right persons, it has become vital to use E-Mails efficiently. Therefore the inherent question is, what efficient E-Mail communication is and how it can be increased in project management? Most of the recent literature about project management does not provide an integrated guide considering communicational aspects in project management and classic commu-nication theories. Furthermore none of the project management literature is focusing on e-mail communication in particular. This paper has the objective to provide a guideline to increase efficiency of E-Mail communication in projects by integrating communicational aspects of the project man-agement theory and of the general communications theory. The objective is therefore not to create a handbook for a universally applicable E-Mail. Due to the length restrictions of this paper intercultural influences are not considered. To allow a better understanding of the guideline it is necessary to reach a common un-derstanding of the theories underlying. Therefore the paper is separated into a theoreti-cal and a practical part: The objective of the theoretical part is to create a common understanding of the theories used for the creation of the guideline: As two different areas of theory are used, the theoretical part is carried out in two parts as well: The first one explains the 'communi-cation square' by Schulz von Thun. The communication model by Schulz von Thun delivers an explanation on how different layers of communication generally influence the communication itself. The second one is a consolidation of selected literature on project management: The project management theories provide a framework for communication within pro-jects with special regard to the objectives and key aspects of communication in projects. The objective of the practical part is to conclude both theories into an integrated guide-line: The claim of this guideline is to create an understanding of how the different elements of an E-Mail can affect its efficiency.
Breakthrough ideas that won't break the bank-the super-selling secrets behind Chicken Soup and other success stories! 'To be leading edge, you must be shameless. This book will show you how.'-Mark Victor Hansen, cocreator of theChicken Soup for the Soul series How did Mark Victor Hansen build his ChickenSoup series into a multimillion-dollar empire? How did Jim Cathcart grow a successful business out of The Acorn Principle? This practical handbook offers a wealth of low-cost, step-by-step strategies for Internet marketing, direct mail, networking, services, products, and much more. Filled with personal success stories and specific hands-on advice, it gives you all the tools you need to take your business to the next level of success.
The Microsoft CRM 4.0 User Handbook is for people using and evaluating Microsoft CRM. A lot of ground is covered with an emphasis on providing a full and concise summary of all the features of CRM rather than a step-by-step guide. You will understand the sales cycle, how to run a marketing campaign, and how to schedule appointments and service activities. The user interface is explored in full detail, both from a web browser and from the Outlook client for CRM, and you will learn how to run a mail merge to Word and export to Excel. Customisation and workflow features are covered from a user point of view and we do not discuss installation or programming issues (although the author is a programmer). Readers will want to have this book nearby as they explore Microsoft CRM and will keep it handy on their bookshelf as they begin to use CRM to it's full potential.
Kerry Thompson and Coco Park, the writers behind the influential beauty blogs, Skin & Tonics and The Beauty Wolf, come together to bring you Korean Beauty Secrets: A Practical Guide to Cutting-Edge Skincare and Makeup. With advice on how to assess your skin, build a routine, and apply and shop for a wide variety of makeup products, this guide shows you how to achieve the look of flawless, radiant skin&#8212;with makeup&#8212;and without! This guide is your gateway into the alluring and sophisticated world of Korean beauty&#8212;for all skin types and ethnicities. From the multi-step Korean skincare routine to chic Seoul-inspired makeup looks, this full-color handbook offers product explanations, advice, tutorials, and insider information that will have you immersed in the trendsetting beauty culture of South Korea in no time. Kerry&#8217;s blog, Skin & Tonics, has a loyal cult-following thanks to her in-depth, scientifically-informed reviews and skincare tips, with a particular focus on Korean beauty products and Asian skincare philosophies. Kerry&#8217;s enthusiasm for skincare began at a very young age and eventually grew into a passion for documenting her skincare adventures and sharing them with the world. Her mission is simple: try emerging skincare products from all over the globe, and distinguish between marketing hype and legitimately effective solutions. Kerry can often be found perusing peer-reviewed clinical research, or speaking with cosmetic chemists and industry insiders. As an early U.S. adopter of the Korean beauty philosophy, her relationships in the Korean beauty industry and continuing quest for knowledge make her an ideal guide to the unique and seductive world of Korean skincare. Coco Park is a digital journalist, artist, and the beloved beauty writer behind the heavily followed blog, The Beauty Wolf, which features art and reviews dedicated to Korean makeup and skincare products. Coco also works as a freelance K-beauty correspondent, and is a repeat guest beauty author at XOJane. She&#8217;s been featured in numerous Korean beauty articles in a number of publications, including Fast Company and The Daily Mail. Coco, a certified esthetician and makeup artist, has lived and worked in Dallas, NYC, Toronto, and Montreal. Her lifelong immersion in the beauty industry and specific, in-depth knowledge of Korean beauty trends make her the perfect adviser to lead you through the exciting, ever-changing world of Korean beauty. .
The classic guide to copywriting, now in an entirely updated third editionThis is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention--and sell more products. Among the tips revealed are- eight headlines that work--and how to use them- eleven ways to make your copy more readable- fifteen ways to open a sales letter- the nine characteristics of successful print ads- how to build a successful freelance copywriting practice- fifteen techniques to ensure your e-mail marketing message is openedThis thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, 'The Copywriter's Handbook' remains the ultimate guide for people who write or work with copy. 'I don't know a single copywriter whose work would not be improved by reading this book.' --David Ogilvy
Packed with practical advice from experts, and based on the editor's many years of organizing career seminars for psychiatric residents, Entering Private Practice: A Handbook for Psychiatrists offers a comprehensive curricular approach -- highlighted throughout by user-friendly forms, samples, and checklists -- to setting out on a career in private practice. Entering Private Practice: A Handbook for Psychiatrists details the advantages and disadvantages of private practice and emphasizes that practitioners must love their work and balance it with a successful personal life. Following a systematic, no-nonsense approach to private practice, these distinguished contributors discuss the nuts and bolts of how to, ¿ Find and set up a private practice, including the use of technology and the web to minimize administrative overhead and enhance clinical services -- A self-administered form to get started; advice on finance, Internet searches, networking, and interviewing; pros and cons of solo practice, small and large psychiatric groups, and multidisciplinary and multispecialty groups; and step-by step instructions on everything from choosing a location and handling finances and billing to hiring staff and selecting décor¿ Market a practice -- Top 10 tips for both internal marketing (advice for communicating with patients and sample patient and physician surveys), and external marketing (effective outlets, including directory listings, brochures and sample content, direct mail, and the media; includes sample press release and media pitch)¿ Navigate the ins and outs of insurance billing and relationships -- Basic principles and procedures to help practitioners do good work for reasonable pay and help patients get what they most need despite limited resources (including Medicare forms and checklists for understanding insurance benefits and notifying patients about the costs of ancillary services)¿ Relate to primary care physicians -- Integration of care (referral, consultation, and collaboration) to achieve better patient outcomes, including basic principles and skills for effective communication¿ Steer clear of legal pitfalls -- The top 10 legal and risk management areas of concern for psychiatrists, including practice rules, confidentiality, record-keeping, compliance, managed care, and malpractice insurance, among others¿ Avoid or deal with common ethical problems -- Confidentiality, informed consent, boundaries, dealing with industry, continuing education responsibilities, general health care ethics, collaboration, and money issues illustrated by case vignettes Joining the ranks of essential guides, Entering Private Practice: A Handbook for Psychiatrists is a must-read for any psychiatrist planning a career in or a career change to private practice.
The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention&#8212;and sell more products. Among the tips revealed are &#8226; eight headlines that work&#8212;and how to use them &#8226; eleven ways to make your copy more readable &#8226; fifteen ways to open a sales letter &#8226; the nine characteristics of successful print ads &#8226; how to build a successful freelance copywriting practice &#8226; fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter&#8217;s Handbook remains the ultimate guide for people who write or work with copy. &#8220;I don&#8217;t know a single copywriter whose work would not be improved by reading this book.&#8221; &#8212;David Ogilvy
Make the most of your online business resources The growing acceptance and use of the Internet as an increasingly valuable travel tool has tourism and hospitality businesses taking a critical look at their business-to-customer online environments while pondering such questions as, How do I get people to visit my Web site Is my Web site attracting the 'right' kind of e-consumers and How do I turn browsers into buyers The Handbook of Consumer Behavior, Tourism, and the Internet analyzes the latest strategies involving Internet business applications that will help you attractand keeponline travel customers. Researchers from the United States, Europe, and Asia present the latest findings you need to make the right decisions regarding long-term e-commerce development and planning.The Handbook of Consumer Behavior, Tourism, and the Internet examines vital issues affecting the travel and tourism industry from an online perspective. This book analyzes the latest theory and research on general online buyer characteristics, the differences between online and offline consumer behavior, the differences between broadband and narrowband users, the online search process, quality and perception of lodging brands, and Web site design, maintenance, and development. Each section of the book includes a model/diagram that serves as an overview of the topic, followed by a thorough discussion on the topic from several sources. Each section ends with commentary on the areas where future research is needed. The book's contributors use a variety of research methodologies ranging from qualitative data analyses using artificial neutral network analysis, to experimental design, non-parametric statistical tests, and structural equation modeling. Topics examined in the Handbook of Consumer Behavior, Tourism, and the Internet include: the need for businesses to use internal examinations to determine and meet online consumer needs the emerging field of e-complaint behaviorconsumers taking to the Web to voice complaints about travel services how to use e-tools to measure guest satisfaction how to measure consumer reaction to Web-based technology the Internet's impact on decision making for travel products and how to use e-mail marketing, electronic customer relationship management (eCRM), Web positioning, and search engine placementThe Handbook of Consumer Behavior, Tourism, and the Internet is equally valuable as a classroom resource or professional reference, providing up-to-date material on Internet applications and their impact on consumers and e-commerce.