Phrases That Sell
By Werz, Edward W. and Germain, Sally
"An excellent 'ready reference' both for copywriters and for those entering the field." -- Robert Goldsborough, Special Projects Director Advertising Age "Holy smoke! This is amazing! A thesaurus for advertising copywriters. Where has it been all my life?" -- Denny Hatch, Editor Target Marketing Six seconds. That's all you have to grab your prospect's attention and make a sale. Use the right phrase or slogan, however, and you've made your sale. Use the wrong one, and you've lost your opportunity . . . maybe forever. Choosing the right phrase or slogan is vital to your success. And so is Phrases That Sell. It's the ultimate resource for anyone needing hands-on, instant access to the key phrases, slogans, and attention grabbers that will gain more attention and sell more product. Organized by category . . . indexed and cross-referenced for ease of use . . . loaded with expert advice on how to write copy that sells, Phrases That Sell covers everything, including those hard-to-describe product and service qualities and those product/service attributes that are subtle or abstract. It has 143 selling phrases to describe service, 153 for fun, 341 covering style and design, 180 phrases related to price, and much more! In this book you'll find:
  • 5,000+ sales phrases for consumer and business-to-business products and services
  • a copywriter's primer called "10 Basic Rules of Copywriting," with insider's tips on usage
  • a special section on the seven steps to writing winning slogans
  • Expert advice on how to target your message to specific audiences
Whether you sell products, ideas, or services . . . whether you are a novice or an old pro . . . this creative toolbox will give you fresh ideas, new perspectives, and renewed confidence. With Phrases That Sell at your side you'll be able to enthusiastically tackle the most challenging copywriting tasks and eliminate that dreaded "writer's block."


DOI: 10.1036/0809229773

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Author Biography

Edward Werz is the author of the very successful Letters That Sell and former executive vice president of Ascher-Gallant Publishing.

Sally Germain is editorial director for the Bureau for At-Risk Youth.


Phrases That Sell
Author(s): Werz, Edward W. and Germain, Sally
ISBN: 0809229773
DOI: 10.1036/0809229773

Format: paperback, 160 pages.
Pub date: 11 Jun 1998
Copyright: 1998
$14.95 US
Product Line: McGraw-Hill

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