Matches in Harvard for { ?s ?p What Kind of Copy? We Have Lots of Choices -- Who Hired This Guy, Anyway? Why Doesn't He Use the Good Words? -- It's Force-Communication, Baby! -- I'm Awfully Tired Today, So Please Don't Challenge Me -- The Clarity Commandment Revisited -- What's on Top of the Copy Block? -- Let Me Make This Absolutely Clear -- Should Catalog Writers Have to Take Literacy Tests? -- Catalog Copy for the Web -- Why Not Tell 'Em What It's For? -- Give Them a Reason to Buy -- Lovely? Useful? Unique? Prove It! -- The Ultimate Explosive ... and Other Overused Oddities -- Why Should I Pay You That Much? -- Positioning: A Key to Higher Response -- Turning on the Reader's Toggle Switch: Building Rapport with Copy and Guarantees -- Describing the Complicated Item ... Explaining the Deception Perception ... and Other Matters -- The More You Know ... the More You Can Say -- The Law of Absolute Confusion -- A Little Enthusiasm ... and a Little More Clarity ... Please! -- The Negative Rule of Partial Disclosure: Don't Leave Them Hanging There! -- OVERfamiliarity: Is It the Cause of Your UNDERdescribed "Shadow Copy"? -- "Hit-and-Run" Copy: Why Not Use Words That Turn the Reader ON? -- At Last! A "Can't-Miss" Copywriting Instrument: The Benefit-Benefit-Benefit Principle -- Conclusion: And in the Year 2010 ... -- The Catalog Copywriter's Profitable Game of Twenty Questions -- Compendium: The Rules This Book Has Explained.. }
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- catalog description "What Kind of Copy? We Have Lots of Choices -- Who Hired This Guy, Anyway? Why Doesn't He Use the Good Words? -- It's Force-Communication, Baby! -- I'm Awfully Tired Today, So Please Don't Challenge Me -- The Clarity Commandment Revisited -- What's on Top of the Copy Block? -- Let Me Make This Absolutely Clear -- Should Catalog Writers Have to Take Literacy Tests? -- Catalog Copy for the Web -- Why Not Tell 'Em What It's For? -- Give Them a Reason to Buy -- Lovely? Useful? Unique? Prove It! -- The Ultimate Explosive ... and Other Overused Oddities -- Why Should I Pay You That Much? -- Positioning: A Key to Higher Response -- Turning on the Reader's Toggle Switch: Building Rapport with Copy and Guarantees -- Describing the Complicated Item ... Explaining the Deception Perception ... and Other Matters -- The More You Know ... the More You Can Say -- The Law of Absolute Confusion -- A Little Enthusiasm ... and a Little More Clarity ... Please! -- The Negative Rule of Partial Disclosure: Don't Leave Them Hanging There! -- OVERfamiliarity: Is It the Cause of Your UNDERdescribed "Shadow Copy"? -- "Hit-and-Run" Copy: Why Not Use Words That Turn the Reader ON? -- At Last! A "Can't-Miss" Copywriting Instrument: The Benefit-Benefit-Benefit Principle -- Conclusion: And in the Year 2010 ... -- The Catalog Copywriter's Profitable Game of Twenty Questions -- Compendium: The Rules This Book Has Explained.".
- catalog tableOfContents "What Kind of Copy? We Have Lots of Choices -- Who Hired This Guy, Anyway? Why Doesn't He Use the Good Words? -- It's Force-Communication, Baby! -- I'm Awfully Tired Today, So Please Don't Challenge Me -- The Clarity Commandment Revisited -- What's on Top of the Copy Block? -- Let Me Make This Absolutely Clear -- Should Catalog Writers Have to Take Literacy Tests? -- Catalog Copy for the Web -- Why Not Tell 'Em What It's For? -- Give Them a Reason to Buy -- Lovely? Useful? Unique? Prove It! -- The Ultimate Explosive ... and Other Overused Oddities -- Why Should I Pay You That Much? -- Positioning: A Key to Higher Response -- Turning on the Reader's Toggle Switch: Building Rapport with Copy and Guarantees -- Describing the Complicated Item ... Explaining the Deception Perception ... and Other Matters -- The More You Know ... the More You Can Say -- The Law of Absolute Confusion -- A Little Enthusiasm ... and a Little More Clarity ... Please! -- The Negative Rule of Partial Disclosure: Don't Leave Them Hanging There! -- OVERfamiliarity: Is It the Cause of Your UNDERdescribed "Shadow Copy"? -- "Hit-and-Run" Copy: Why Not Use Words That Turn the Reader ON? -- At Last! A "Can't-Miss" Copywriting Instrument: The Benefit-Benefit-Benefit Principle -- Conclusion: And in the Year 2010 ... -- The Catalog Copywriter's Profitable Game of Twenty Questions -- Compendium: The Rules This Book Has Explained.".