Sample Book Proposal

Sample Book Proposal - Top Secret!
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boo manuscri!t" #enerates correct $eaders" footers" footnotes" !a#e layouts" !lus more" and $el!s s!eed u! t$e %ritin# and editin# !rocess" sa&in# you time" money" and bi# $eadac$es' Watch a $emo at http%&&'''.Wi(ar$s"orWor$.com

!esource% Sample )ook Proposal
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*opy'ritin+ Success Secrets

(ords) *+"+++ ,om!lete ms) t$ree mont$s' uthor,s -ame E-mail) email.address'com (orld (ide (eb) $tt!)//%%%'my%ebsiteaddress'com #vervie' Copywriting Success Secrets s$o%s %riters $o% to set u! t$eir o%n co!y%ritin# ser&ices business in se&en days' Its tar#et mar et is %riters" !rofessional or as!irin#" %$o %ant to ma e money from t$eir %ritin# s ills' 0elanie Ri#ney" editor of (riter1s Di#est ma#a2ine" estimated t$at ten !er cent of t$e US !o!ulation as!ires to %rite' From t$e boo 1s Introduction) Want to make REAL money writing? 3ou no% you can %rite' 0aybe you1re e&en ma in# money %ritin#' But are you ma in# enough money %ritin#4 Or is it 5ust a $obby" costin# you more in com!uters" !osta#e and

!a!er t$an you1re earnin#4 6ccordin# to %riters1 or#ani2ations" 78 !er cent of %riters ne&er ma e enou#$ money to 9uit t$eir day 5ob' ($at about t$e to! fi&e !er cent of %riters --t$ey1re ma in# bi# money" ri#$t4 6 small !ro!ortion of t$e to! fi&e !er cent sure are' T$ey1re t$e $eadliners --- brand name %riters li e Ste!$en Kin# and Dean Koont2' :ourneymen ;and %omen< %riters are doin# OK too' T$ey1re t$e #enre %riters" %ritin# romance" mystery and sus!ense" and non-fiction' (riters in t$is #rou! s!end a lot of time loo in# o&er t$eir s$oulder' (ill t$eir !ublis$er acce!t t$eir next boo 4 6re t$ey %ritin# enou#$4 ;=otta turn in at least t%o boo s t$is year'< ($at nasty re&ie%s of t$eir latest boo %ill t$ey find on 6ma2on'com today4 0a#a2ine %riters may do %ell too if t$ey combine ma#a2ine %ritin# %it$ %ritin# boo s' If you %ant to ma e real money from your %ritin# s ills" you can' 6nd you can do it easily and 9uic ly" in se&en days' Ho%4 Start a co!y%ritin# ser&ices business' I1&e been ma in# #ood money as a co!y%riter for o&er >8 years' It1s fun" creati&e and lucrati&e'


T$e business %ritin# mar et is in&isible to most %riters' 0ost %riters aren1t s illed at business" and don1t no% $o% business %or s' T$ey1re una%are t$at businesses $ire %riters" so t$ey !itc$ t$eir %or to o&ercro%ded mar ets' ,o!y%riters ;business %riters< %rite to meet t$e communications needs of lar#e and small businesses' T$e material t$ey %rite includes mar etin# communications" !ro!osals" !ublic relations material" and (eb site content' If co!y%ritin# does re#ister as a !otential mar et" %riters don1t $a&e any easy" !ractical #uides to $el! t$em to access t$is mar et' ($ile boo s$o! s$el&es are !ac ed %it$ $o%-to #uides to %ritin# no&els and ma#a2ine articles" t$e small number of a&ailable co!y%ritin# boo s is dry and dull" and ma e co!y%ritin# sound about as muc$ fun as doin# your o%n dentistry' Copywriting Success Secrets aims to correct t$is' It1s aimed at bot$ !rofessional and ne% %riters' 6t t$e end of se&en days" t$e ent$usiastic ne% co!y%riter %ill $a&e all t$e information and ex!erience s$e needs to set u! $er o%n co!y%ritin# ser&ices business and ma e money' Does t$e material %or 4 3es? I1&e been teac$in# t$is material in online and offline classes" and sellin# it online as an eboo ' I1ll be includin# many exercises and sam!les) sam!le exercises %ritten by my students" sam!le ads" sam!le !ress releases" tem!lates" and c$ec lists' 6nd because t$e material is based on my o%n >8 years of co!y%ritin# ex!erience" I1ll be includin# lots of anecdotes and insider information' Writers nee$ this book True to its @easy money@ title" t$e boo focuses on teac$in# t$e reader $o% to #et co!y%ritin# %or " not 5ust on co!y%ritin# tec$ni9ues' 6s far as I can tell" none of t$e ot$er co!y%ritin# boo s currently
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a&ailable teac$ co!y%riters $o% to !ros!ect for ne% business' 6nd yet" #oin# by my ex!erience %it$ students and my monitorin# of %riters1 #rou!s online" t$is information is %$at %riters need most' Ot$er co!y%ritin# boo s 5ust don1t !ro&ide t$e nitty-#ritty of self!romotion and mar etin#' (riters need details and encoura#ement to mar et t$emsel&es and t$eir ser&ices" so I1ll be ma in# t$is boo as forceful and moti&atin# ;and fun< as I can' One of my students said t$at s$e until s$e did one of my free sam!le courses" s$e %asn1t a%are t$at co!y%ritin# %as somet$in# s$e could do' Ao% s$e no%s t$at it is' T$at1s t$e ta ea%ay I %ant to #i&e readers) you can make money, easily, from your writing skills, and you can make it very quickly, no long apprenticeship needed. The book,s structure Readers %ill find it easy to %or %it$ t$is boo ' It1s set u! in t$e form of days and %ee s" %it$ tas s and exercises for eac$ c$a!ter' 6s t$e reader does t$e exercises for eac$ day" s$e1s doin# t$e %or in&ol&ed in settin# u! $er o%n co!y%ritin# ser&ices business' Ao %asted time B s$e1s %or in# on de&elo!in# $er o%n small business from t$e &ery first day? Each chapter contains: Sam!les" %ritten by my students" so t$at readers feel more comfortable %it$ t$e %or ' ,o!y%ritin# tec$ni9ues for t$e reader to refer to as s$e be#ins to %or as a co!y%riter'


Exercises' T$e reader %ill use t$e exercises to build $er co!y%riters1 !ortfolio' What,s not in the book I1&e left out material %$ic$ is %idely a&ailable else%$ere" suc$ as) Ho% to set u! a $ome businessC and Small business tec$nolo#y'
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. uthor,s -ame /,s )ack+roun$
0uick )io 6ustralian aut$or and 5ournalist D 6ut$or1s Aame E $as been %ritin# successfully for >8 years' S$e %rites about business" tec$nolo#y" %omen1s issues" and creati&ity' Her boo s include) LifeTime !etter Time "anagement in #$ %ays" &ome Sweet 'ffice (our &ome 'ffice" )mprove (our "emory in #$ %ays" and "aking the )nternet Work for (our !usiness' Her feature articles $a&e a!!eared in ma#a2ines li e Ener#y for (omen" T$e 6ustralian (omen1s (ee ly" (oman1s Day" Ae% Idea" Fo#ue" and numerous ot$er !rint and online ma#a2ines' S$e1s also a %or in# co!y%riter" %ritin# co!y for businesses ran#in# from international cor!orations to small businesses %it$ less t$an fi&e em!loyees' Gartial list of !ublication credits Feature articles for mass mar et %omen1s ma#a2ines in 6ustralia and t$e US" includin# T$e 6ustralian (omen1s (ee ly" (oman1s Day" Ae% Idea" Ener#y for (omen" (riter1s Di#est and Fo#ueC Feature articles for com!uter and tec$nolo#y ma#a2inesC ,om!uter manualsC ,ontent %or for (eb sites and Internet ne%sletters ;$er online articles number in t$e $undreds" find t$em by enterin# t$e searc$ 9uery @D 6ut$or1s Aame E Harticles@ into =oo#le'com<C


Business boo s for ma5or !ublis$ers" includin# many boo s in Grentice Hall1s (or (ise series ;translated into se&eral 6sian and Euro!ean lan#ua#es<C 6 series of romance no&els for 0acdonald Futura UK' Web site 6t $er Di#ital-e --- Info to =o (eb site) $tt!)//%%%'my%ebsite'com/ D 6ut$or1s Aame E !ublis$ers t$ree !o!ular e2ines) ,reati&e Small Bi2 and 3our E&eryDay (rite" %$ic$ are free to subscribers" and Freelance ,o!y (rite" %$ic$ $as !ayin# subscribers' S$e also teac$es %ritin# courses &ia email' Why this author 1or this book2 D 6ut$or1s Aame E is a %riter" a business !erson and a teac$er' S$e no%s co!y%ritin# bot$ from t$e %riter1s and business o%ner1s !oints of &ie%" and because s$e teac$es %ritin#" s$e no%s $o% to !ass $er s ills on to ot$ers' S$e $as %ritten !rofessionally for most of $er adult lifeC e&eryt$in# from romance no&els to com!uter manuals' S$e understands $o% %riters %or and t$in ' S$e $as also mana#ed se&eral successful small businesses' S$e first de&elo!ed $er co!y%ritin# s ills %$en s$e mana#ed a do# trainin# and boardin# business" and found ad&ertisin# so ex!ensi&e t$at it %as &ital t$at eac$ ad !ulled" and !ulled %ell' Her lo&e of %ritin# and fascination %it$ t$e creati&e !rocess also led $er to teac$ !o!ular %ritin# courses at community colle#es" and no% online' T$e material in Copywriting Success Secrets $as been tested by $er students" and it %or s'
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*ompetition T$e follo%in# t$ree boo s are Copywriting Success Secrets1 com!etition' I' T$e Elements of ,o!y%ritin#) T$e Essential =uide to ,reatin# ,o!y T$at =ets t$e Results 3ou (ant by =ary Bla e" Robert (' Bly Gublis$er) Lon#manC Ist edition ;Se!tember I" I77J< ISBA) ++>J*>*K+K T$is is a #ood #eneral reference to co!y%ritin# tec$ni9ues' It1s aimed at small business or mar etin# !eo!le %$o %ant a sim!le co!y%ritin# #uide' It1s not directed at t$e same mar et ;%riters< as Copywriting Success Secrets, and !ro&ides no instruction on $o% to set u! a co!y%ritin# ser&ices business' >' Teac$ 3ourself ,o!y%ritin# by :' :onat$an =abay Gublis$er) 0c=ra%-Hill/,ontem!orary Boo sC >nd edition ;:anuary KI" >++I< ISBA) +*8J+I>+I+ 6not$er #eneral reference to co!y%ritin# tec$ni9ues" aimed at business and mar etin# !eo!le' 6#ain" it1s not aimed at %riters" nor does it $el! in settin# u! in business as a co!y%riter' K' T$e (ell-Fed (riter) Financial Self-Sufficiency 6s a Freelance (riter in Six 0ont$s or Less by Geter Bo%erman Gublis$er) Fano&e Gublis$in#C ;Se!tember >+++< ISBA) +7*L+87JMM
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T$is boo comes closest to tar#etin# t$e same mar et as Copywriting Success Secrets' Geter Bo%erman $as %ritten a useful boo ' His bac #round as a mar etin# executi&e #i&es $im a stron# sales em!$asis' Ho%e&er" because $e $as a sales and mar etin# bac #round" and not a bac #round as a %riter" $e doesn1t co&er t$e mar etin# of a co!y%ritin# ser&ices business' ;He calls co!y%ritin# freelance commercial %ritin#'< His ex!erience %it$ mar etin# ma e mar etin# !rocesses self-e&ident to $im" and $e tends to #loss o&er t$em' Ho%e&er" mar etin# doesn1t come naturally to many %riters" as I1&e seen %it$ my students' T$ey stru##le %it$ mar etin#" and need instruction in basic mar etin# !rocesses and conce!ts'
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Who 'ill buy Copywriting Success Secrets an$ 'hy2 T$e stron#est tar#et #rou! li ely to buy t$is boo is %riters" %$et$er em!loyed or freelance" %$o %ant to di&ersify" and de&elo! anot$er income stream' 6s!irin# %riters are also li ely to buy it" seein# it as an o!!ortunity to earn %$ile t$ey learn and de&elo! t$eir %ritin# s ills' 6dditional tar#et #rou!s include) colle#es %$ic$ teac$ %ritin# coursesC !eo!le laid off from cor!orate mar etin# 5obs B t$ey %ill already $a&e an a%areness of t$e %or done by co!y%ritersC and early retirees" %$o %ant to de&elo! an income" but don1t %ant or need full em!loyment' 3y promotions plan 1or Copywriting Success Secrets 0y !rimary focus %ill be on online !romotions' For t%o reasons) I1m located in 6ustralia" %$ic$ means I can1t #o t$e usual boo store/ s!ea in# &enue route to !romote t$e boo ' I also $a&e a #reater de!t$ of ex!erience in t$e online %orld' I1&e been online since I77K" !re(orld (ide (eb" and no% $o% to !romote online' ;I %rote a boo called "aking the )nternet Work for (our !usiness" %$ic$ is about settin# u! a small business online ;I77J" 6llen N Un%in<<' I $a&e a !o!ular (eb site ;$tt!)//%%%'my%ebsite'com/< and t$ree email e2ines" and I1ll be !romotin# Copywriting Success Secrets $ea&ily in all of t$em' I no% s!end ten $ours a %ee %or in# on my
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site and my e2ines" and on !romotional acti&ities for t$em" so I1ll increase t$at to I8 $ours" so t$at I re#ularly s!end considerable time on t$e boo 1s !romotion' 3y plan outline
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I %ill create a mini-(eb site for Copywriting Success Secrets' T$is %ill be a t$ree !a#e sales site" t$e name of t$e site to be ta en from t$e boo ' Suc$ mini-sites are called @buy" boo mar or lea&e@ sites' T$e entire site is similar to a direct mail letter) its only !ur!ose is to encoura#e t$e reader to buy t$e boo ' T$e beauty of suc$ sites is t$at if t$ey1re efficiently lin ed from ot$er sites" suc$ as my business site" Di#ital-e" and ot$er sites in %$ic$ I $a&e an interest" t$ey 9uic ly ran OI in t$e searc$ to! searc$ en#ines" t$at is" in 3a$oo? and =oo#le'com'
I1ll %rite a lon# sales !a#e on Di#ital-e for Copywriting Success Secrets. ;See an exam!le) $tt!)//%%%'my%ebsite'com< I1ll de&elo! an email ne%sletter for t$e boo 1s buyers" and !ros!ecti&e buyers' T$is mont$ly ne%sletter %ill u!date t$e information in t$e boo " and %ill include a lin for readers to buy t$e boo online'
I1ll subscribe to a !ress release (eb site" so I can send out mont$ly online ne%s releases for t$e boo to t$ousands of media outlets in t$e U'S'" and if t$e boo #ets a ,ommon%ealt$ sale" in t$e UK and 6ustralia' (it$ t$e !$one" email and fax" doin# lon#-distance inter&ie%s for ne%s!a!ers and radio %ill be easy' Se&eral of my boo s $a&e attracted radio and ne%s!a!er inter&ie%s" and I1m comfortable doin# t$em'

I1ll interact in online c$at rooms" conferences" and in mailin# lists" subtly !romotin# t$e boo ' I1ll create a !ri&ate discussion #rou! for t$e boo 1s readers in t$e @Tal @ forums section of my Di#ital-e (eb site" so t$at readers can as 9uestions and interact %it$ me directly' 6s t$is forum #ro%s" I1ll a!!oint reader-moderators for t$e &arious discussions'
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*hapter #utline
4o' to +et the most out o1 this book 6 brief c$a!ter to $el! t$e reader #et t$e most out of t$e day-by-day c$a!ters' Includes: Ho% lon# it ta es to %or t$rou#$ t$e material' Ho% to #et t$e most out of eac$ day1s c$a!ter' ($at you1ll learn in (ee s T%o" T$ree and Four' @Hel!? I can1t com!lete t$e material in a %ee ?@ Ho% to !roceed if you can only %or %it$ t$e material on %ee ends' ,onfidence-builders" and encoura#ement for t$e reader to act on $er ideas' Information on $o% to obtain a !ass%ord and 5oin t$e online forum for t$e boo at t$e Di#ital-e (eb site" and interact directly %it$ t$e aut$or' Week #ne% Start 5our -e' )usiness In 6ust Seven Days7 Intro$uction 8 Day #ne% 9ettin+ Starte$ T$e Introduction and Day One are included in t$e !ro!osal" !lease see t$e Sam!le ,$a!ters' Day T'o% your port1olio, prospectin+ an$ marketin+ On Day T%o" t$e reader ta es t$e first ste!s in mar etin# $er s ills' S$e creates $er bio" and be#ins to com!ile $er !ortfolio" and %rites a direct mail letter to sell $er s ills' Includes:
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,o!y%riter1s bio' T$e reader learns $o% to le&era#e $er current ex!erience and s ills" and %rites $er first co!y%riter1s bio' Her current ex!erience and s ills also s$o% $er %$ic$ businesses s$e could be#in tar#etin# in $er mar etin#' Includes sam!le bios' (I include sample bios written by my students real-li e student samples are included right throughout the boo!"#
,o!y%riter1s !ortfolio' T$e reader be#ins creatin# $er co!y%riter1s !ortfolio by creatin# %ritin# sam!les' 6n ex!lanation of an electronic !ortfolio' 0ar et researc$' T$e reader learns $o% to find mar ets" and a !ros!ectin# routine is discussed in detail' First direct mail letter' T$e reader %rites $er first direct mail letter to send out to !ros!ectsC a sam!le letter is !ro&ided' Day T%o co!y%ritin# tec$ni9ues' Day T%o Exercises' Day Three% Writin+ :on+er *opy Day T$ree1s t$eme is @ne%s'P T$e reader learns to %rite lon#er co!y" includin# ne%s releases and ne%sletters' S$e %rites a ne%s release for $er ne% co!y%ritin# ser&ices business" and collects sam!le ne%sletters to study' S$e also learns t$e @Brain Dead@ %ritin# !rocess" so t$at s$e can 9uic ly %rite co!y" to order" and to deadline' Includes:


Ae%s releases ste!-by-ste!' T$e reader learns to %rite a ne%s release' S$e also tar#ets media outlets to %$ic$ s$e1ll send $er first ne%s release' Gublicity is better ;and c$ea!er< t$an !aid ad&ertisin#" so t$e reader %rites a ne%s release for $er ne% co!y%ritin# ser&ices business' 6 sam!le ne%s release is !ro&ided' Ae%sletters are excellent !romotional tools' T$e reader disco&ers t$e elements of a ne%sletter' 6 sam!le online ne%sletter is !ro&ided' Day T$ree co!y%ritin# tec$ni9ues' Includes $o% to follo% u! on initial contact" and turn !ros!ects into clients' Day T$ree Exercises' Day "our% Public !elations *opy'ritin+ In Day Four" t$e reader %ill become more comfortable %it$ %ritin# lon# co!y GR" and de&elo! s ill creatin# and %or in# %it$ ideas' S$e1ll !rice $er ser&ices' S$e %ill also create a ta#line ;slo#an< for $er business' Includes: ,once!ts and communications !lans' T$e reader learns $o% to de&elo! a conce!t and communications !lan for a client %it$ a ne% !roduct or ser&ice' Gricin#' T$e reader learns $o% to !rice $er co!y%ritin# ser&ices' Day Four co!y%ritin# tec$ni9ues' Ho% to use incenti&es in co!y' ,reate a Gublic Relations media it) t$e reader disco&ers $o% to create a media it for $er ne% business" and for $er clients' 0ore on %ritin# ne%s releases --- $o% to a&oid $a&in# a ne%s release !ercei&ed as an ad' Sidebar) ($at s$ould a co!y%riter no%4 6 met$od for t$e reader to become comfortable %ritin# t$e inds of co!y s$e1s ne&er %ritten before' Day Four Exercises'
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Day "ive% Specialist *opy'ritin+ In Day Fi&e" t$e reader considers $er !ast ex!erience" and $er interests" and considers buildin# a co!y%ritin# s!ecialty' T$e reader also learns to build $er co!y%ritin# !ractice one client at a time" and $o% to use eac$ client1s circle of contacts to build $er o%n contact base' Includes: ,o!y%ritin# s!eciali2ation --- yes or no4 Build a s!ecialty in t$ree easy ste!s' Aet%or in# and !artnerin# %it$ ot$ers' ,o!y%riters %$o %or com!letely alone limit t$emsel&es to small !ro5ects --- and a smaller income' T$e reader learns to become comfortable subcontractin# %or li e #ra!$ic desi#n" and also $o% to %or as a sub-contractor for ot$ers' Difficult clients' T$e reader learns to rely on $er co!y%ritin# ser&ices a#reement' Day fi&e co!y%ritin# tec$ni9ues' 6dd !unc$ to co!y' Find co!y%ritin# 5obs online' ,reate a mini-!ro!osal' Day Four Exercises' Day Si;% "ocus on 3arketin+ In Day Six" t$e reader %or s on mar etin# $er ne% business' T$e reader reali2es t$e im!ortance of mar etin# e&ery day" and t$at all t$e mar etin# s$e does is cumulati&e' T$e reader creates a mar etin# !lan' (e discuss ten easy mar etin# tools' Includes: ,reate a mar etin# !lan for your co!y%ritin# business' ($y creatin# a mar etin# !lan is im!ortant" %$at to include in t$e
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!lan' Re#ular re&ie% of t$e !lan for %$at1s %or in# and %$at isn1t' Ten mar etin# tools you can use' Includes) Internet 5ob boards" buildin# a (eb site" %ritin# !romotional articles" and 5oinin# or#ani2ations' Day Six Exercises' Day Seven% *opy'ritin+ 1or per1ormance In Day Se&en" t$e reader disco&ers !erformance co!y%ritin#) %ritin# for radio and tele&ision" and %ritin# s!eec$es and !resentations" as %ell as %ritin# for &ideo and multimedia ;,D-RO0s<' Gerformance co!y%ritin# is a $u#e field' Includes: ,on&ersational style' T$e im!ortance of de&elo!in# a natural" 5ar#on-free" con&ersational style %$en %ritin# for !erformance' Fideo scri!ts" s!eec$es and sales !resentations' ,o!y%ritin# for radio and TF' ,o!y%ritin# $o%-to) %ritin# radio s!otsC %or in# %it$ multimedia com!anies' Day Se&en Exercises' Week T'o% 5our copy'ritin+ services marketin+ plan an$ more In (ee T%o" t$e reader continues to build $er business" by creatin# a more com!re$ensi&e mar etin# !lan' S$e continues %it$ t$e %or of (ee One" mar etin# $er business' Includes: 0ore information on mar etin#' 0ar etin# usin# online resources' T$e reader learns to build an @almost instant@ (eb site" %$ic$ s$e can use as an online !ortfolio'
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T$e reader learns about !itc$in#" and $o% !resentations can build $er business' Strate#ic alliances' T$e reader learns $o% to !artner %it$ ot$er !eo!le li e #ra!$ic desi#ners so t$at s$e can tar#et lar#er businesses' Week Three% *opy'ritin+ 1or the Internet In (ee T$ree" t$e reader learns to %rite for t$e online en&ironment' Includes: ($y %ritin# for t$e (eb is different from %ritin# for !rint' Farious ty!es of (eb sites" and $o% to %rite co!y for t$em' Understandin# a (eb site1s tar#et audience' Ho% to %rite (eb !a#es ste! by ste!' Ti!s for t$e reader to mar et $er co!y%ritin# ser&ices business online' Week "our% Writin+ bios <bio+raphies= an$ creatin+ your o'n me$ia kit In (ee Four" t$e reader %ill do more %or on !romotin# $er business' S$e %ill de&elo! a media it for $er business' T$is c$a!ter includes a final section) @T$e end of t$is boo C t$e be#innin# of your ne% life as a successful co!y%riter'P T$is section is a final %ra!-u!" %it$ some reminders" and encoura#ement and moti&ation for t$e reader'
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Sample *hapters% Intro$uction an$ Day #ne
Intro$uction (ant to ma e !E : money %ritin#4 3ou no% you can %rite' 0aybe you1re e&en ma in# money %ritin#' But are you ma in# enou#$ money %ritin#4 Or is it 5ust a $obby" costin# you more in com!uters" !osta#e and !a!er t$an you1re earnin#4 6ccordin# to %riters1 or#ani2ations" 78 !er cent of %riters ne&er ma e enou#$ money to 9uit t$eir day 5ob' ($at about t$e to! fi&e !er cent of %riters --- t$ey1re ma in# bi# money" ri#$t4 6 small !ro!ortion of t$e to! fi&e !er cent sure are' T$ey1re t$e $eadliners --- brand name %riters li e Ste!$en Kin# and Dean Koont2' :ourneymen ;and %omen< %riters are doin# OK too' T$ey1re t$e #enre %riters" %ritin# romance" mystery and sus!ense" and non-fiction' (riters in t$is #rou! s!end a lot of time loo in# o&er t$eir s$oulder' (ill t$eir !ublis$er acce!t t$eir next boo 4 6re t$ey %ritin# enou#$4 ;=otta turn in at least t%o boo s t$is year'< ($at nasty re&ie%s of t$eir latest boo %ill t$ey find on 6ma2on'com today4 0a#a2ine %riters may do %ell too if t$ey combine ma#a2ine %ritin# %it$ %ritin# boo s' If you %ant to ma e real money from your %ritin# s ills" you can' 6nd you can do it easily and 9uic ly" in se&en days' Ho%4 Start a co!y%ritin# ser&ices business' I1&e been ma in# #ood money as a co!y%riter for o&er >8 years' It1s fun" lucrati&e and creati&e'
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,an 3OU ma e money freelance co!y%ritin#4 ,o!y%riters %rite for business' T$ey %rite t$e %ords t$at educate" sell and instruct--- e&eryday %ords' T$e %ords on ads" leaflets" broc$ures" !ress releases" !roduct instructions and labels" ne%sletters" direct mail" and on (eb sites' T$ese %ords are e&ery%$ere" and are in&isible to most !eo!le' To co!y%riters" all t$ese %ords indicate a mar et' ,o!y%riters can ma e excellent money) t$e most ex!erienced" enter!risin#" and !roducti&e co!y%riters scoo! in a comfortable six fi#ures annually' T$ere1s not$in# fancy or ma#ical about t$e %ords co!y%riters !roduce' In fact" if you can %rite clear instructions or a letter" you can %rite co!y' 3ou don1t $a&e to be a #reat %riter to be an excellent co!y%riter" but you do need to reco#ni2e and be able to use t$e attributes of bot$ fiction ;e&o e emotion< and non-fiction ;be clear< in your %ritin#' Of all t$e %ritin# I do" I lo&e co!y%ritin# most' It1s fun" it1s easy" it1s creati&e --- and t$e bi##est !lus of all" it1s usually s$ort' ($ate&er %ritin# you1re currently doin#" %$et$er it1s no&els" s$ort stories" or ma#a2ine articles" you1ll feel at $ome %it$ co!y%ritin#" and it %ill be an additional income stream for you' If you1re a ne% %riter" t$e s ills you learn %$ile %ritin# co!y easily transfer to ot$er inds of %ritin#' 4ere,s the success1ul 1reelance copy'riter,s min$set. 5ou% no% t$at you1re surrounded by co!y e&ery day" e&ery%$ere you loo ' Radio" TF" t$e Internet" ne%s!a!ers" food !roduct labels" si#ns) t$ey all contain %ords" and a co!y%riter %rote t$em' To most !eo!le" co!y is so ubi9uitous it1s in&isible' To you" co!y
22


si#nals a mar et' 3ou1re obser&ant and a%are" and e&ery time a messa#e catc$es your eye" e&en if it1s only a street si#n" you1re t$in in#) @HmmmQ a !otential mar et@C are interested in #ettin# your client1s messa#e acrossC are !re!ared to mar et" and t$en mar et your ser&ices some more' "irst must-$o% +et your client,s messa+e across ($en you1re %ritin# co!y" you1re %ritin# it for someone else" to do a s!ecific 5ob' T$at 5ob may be to #et someone to buy somet$in#" or to do somet$in#' In t$e case of a ne%s release" you may be tryin# disseminate information or to c$an#e someone1s o!inion' ($ate&er you1re %ritin#" t$e messa#e is t$e client1s" and your 5ob as co!y%riter is to ma e t$at messa#e crystal clear' If t$e co!y fails --- and you %on1t need to loo far to find !oor co!y --it1s because t$e co!y%riter failed to deli&er t$e messa#e' ($en I catc$ myself t$in in# about a !rint ad or a TF commercial) @(oeful %ritin#@? I as myself) @Did I #et t$e messa#e4@ If t$e ans%er is @I $a&e no idea %$at t$ey1re sellin# and I could care less"P it1s bad co!y' On t$e ot$er $and" if my ans%er is) @I $ate e&eryt$in# about it" but I no% %$at t$ey1re sellin# and %$at t$ey %ant me to do"P it1s #ood co!y' Secon$ must-$o% market your copy'ritin+ services T$ere1s a $u#e mar et for co!y%ritin# ser&ices' E&ery business uses co!y' 3ou may need to educate smaller businesses on %$at you can do for t$em" but t$e mar et is t$ere' If you1&e tried to sell ot$er inds of %ritin#" li e no&els or ma#a2ine articles" t$e o!enness of t$e co!y%ritin# mar et %ill come as a $u#e relief' It1s not $ard to find co!y%ritin# %or '
39

Ho%e&er" you do need to mar et' 6s a #rou!" %e %riters are not t$e %orld1s $ustlers' (e1re not !us$y or extro&erted' (e1d rat$er %rite t$an sell our ser&ices by telemar etin# or by a!!earin# unannounced in a !ros!ect1s office' Ta e $eart' If you1re by nature s$y" you can ma e initial contact %it$ clients &ia !ostal mail or e-mail" or by some ot$er #entle" but resourceful met$od of self-!romotion' 3ou don1t $a&e to c$an#e your !ersonality to find effecti&e and fun %ays to !romote your ser&ices' T$at1s all it ta es to ma e money freelance co!y%ritin#' Kno% t$at co!y is e&ery%$ere and t$at it1s all a mar et" #et your client1s messa#e across" and mar et yourself' 4o' much can you earn2 It1s no exa##eration to say t$at t$e s y1s t$e limit on your earnin# !otential as a co!y%riter' If you %ant to !us$ your mar etin#" %it$in a cou!le of years" you can be earnin# a six-fi#ure income %it$out brea in# muc$ of a s%eat' ($en you1re 5ust startin# out" you1ll c$ar#e some%$ere bet%een R8+ and RI++ an $our' 6s your ex!erience #ro%s" you1ll c$ar#e more' If you $a&e ex!ertise in areas li e finance" real estate" and multimedia" you can c$ar#e muc$ more ri#$t a%ay' Of course" your $ourly rate is not all #ra&y' 3ou need to fi#ure your ex!enses and o&er$eads into t$at tally before you start to calculate t$e !rofits' But you can ma e money co!y%ritin#" a lot of money" because all businesses need to communicate and you1re an ex!ert communicator' (elcome to t$e %onderful %orld of co!y? Let1s #et started'
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Day #ne% 9ettin+ Starte$ 5our Day #ne #b>ectives On Day One" you1ll learn about t$e client brief" and %ill de&elo! your o%n briefin# s$eet' 3ou1ll also learn a nifty tec$ni9ue to $el! you %rite co!y any%$ere" anytime' Sections% T$e client brief' (ritin# co!y ste! by ste!' Ho% to (rite 6 Gerfect" Sellin# 6d' Day One Exercises' The brie1, an$ your Writin+ Services +reement In co!y%ritin#" you don1t need to do it all yourself' In fact" you can1t' 3our co!y is based on %$ate&er you1re tryin# to sell' T$is is a $u#e !lus" because t$e !roduct al%ays #i&es you some%$ere to start %ritin#' 6nd t$e more you no% about t$e !roduct" t$e better' 3our client $ands you t$e !roduct" or tells you about it" or ex!lains t$e ser&ice" or #i&es you a #uided tour of t$e factory" and tells you %$at $e %ants) a sales letter" a broc$ure or a ne%s release' T$is is @t$e brief"P your instructions' 6fter $e1s ex!lained t$e brief" t$e most im!ortant 9uestion to as your client is) @($at do you %ant t$e reader to do after $e reads t$is4@ ;Or t$e &ie%er or listener to do" if you1re %ritin# broadcast co!y or for a (eb site'< 3ou1re as in# %$at t$e customer1s res!onse s$ould be' =ettin# t$e customer1s res!onse is your #oal' T$e res!onse could be) to call a !$one number" to attend a sale" or to order from t$e
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catalo#' (rite do%n t$e customers1 re9uired res!onse' ($ile I1m %or in# on a 5ob" I li e to stic a reminder note onto my com!uter monitor) @,all client number"P for exam!le" or @order !roduct'P ($en you #et into t$e excitement of %ritin# t$e co!y" your t$ou#$ts can #et tan#led' It1s easy to for#et t$e res!onse' (ritin# t$e re9uired res!onse do%n" and ee!in# it &isible" means t$at it1s al%ays at t$e forefront of your mind' 5our brie1in+ sheet If you1&e been $ired by an a#ency" you1ll be #i&en a brief' If you1re $ired by a business unused to %or in# %it$ co!y%riters" you1ll need to fill out your o%n briefin# s$eet' T$e sam!le briefin# s$eet belo% contains information t$at1s useful to $a&e' Tailor it to your o%n re9uirements' ,om!uter-format your briefin# s$eet %it$ ade9uate s!acin# so it1s easy to fill in" t$en !rint out some co!ies and ee! t$em by t$e !$one' S60GLE BRIEFIA= SHEET ;Fi#ure I< Ty!e of !roduct or ser&ice) Gromotional name of t$e !roduct or ser&ice) 6ny ot$er names4 6 s$ort descri!tion) ($at t$ree ma5or !oints do you %ant to ma e4
26


($at1s t$e !rimary reason t$e customer %ould be interested in t$is !roduct or ser&ice4 6 tec$nical descri!tion ;or as for t$e manufacturer1s s!ecification<) O!tions ;colors" material etc<) Used for" and $o%4 Tar#et audience) Benefits o&er com!etin# !roducts) ,omments) ,ustomer res!onse re9uired) 6re t$ere any disclaimers" or le#al re9uirements %$ic$ need to be mentioned in t$e co!y4
39
5our Writin+ Services
+reement
6L(63S SEAD THE ,LIEAT 3OUR (RITIA= SERFI,ES 6=REE0EAT" as soon as you acce!t t$e brief' 3es" it1s in ca!s" and I1m s$outin#" and t$e reason is t$is) all t$e $assles you1re li ely to encounter durin# your co!y%ritin# career can be countered %it$ an effecti&e a#reement" si#ned by t$e client" BEFORE you start %or ' ($ene&er I acce!t a brief" and omit t$is &ital ste!" somet$in# #oes %ron#' So do it' 6l%ays' Ao exce!tions' ($en you1re %or in# as a sub-contractor %it$ an a#ency" %$et$er t$e a#ency is for ad&ertisin#" Gublic Relations" or multimedia ser&ices"

t$e a#ency %ill usually $a&e its o%n a#reement t$at you1ll be as ed to si#n' 0ost a#ency a#reements are strai#$tfor%ard' Sometimes t$ey1re not' Stri e out anyt$in# in t$e a#ency a#reement you don1t a#ree %it$" initial your stri eouts" si#n t$e a#reement and send it bac ' Here1s t$e (ritin# Ser&ices 6#reement I use' It1s not fancy" but it does t$e 5ob' Feel free to use it" or !arts of it" to create your o%n a#reement'
28
S 3P:E W!ITI-9 SE!?I*ES <"i+ure @.= 6#reement for (ritin# Ser&ices REF) SSSS D6TE) ,lient) Gro5ect) Fee) 6d&ance retainer) Balance due on com!letion)
9!EE3E-T
Aotes) 3our si#nature belo% aut$ori2es me to %rite co!y for t$e !ro5ect abo&e" for t$e fee stated' ;3ou can return t$e a#reement &ia !ostal mail" fax" or e-mail'< T%o re&isions are included if re9uested %it$in fi&e days of your recei!t of co!y" and are not based on a c$an#e in t$e assi#nment brief


made after co!y is submitted' Balance of !ayment is due on recei!t of t$e in&oice' 3ou understand t$at t$e assi#nment is %or done for $ire" %$ic$ #i&es you t$e co!yri#$t' 3ou release me from any res!onsibility for le#al or re#ulatory !roblems t$at may arise from t$e use of any co!y I %rite for you' Gayment o!tions) ,$ec " Direct De!osit <Si$ebar= The copy'riter,s 1ormula% ID 0emori2e t$is' I don1t no% %$o to credit for t$is co!y%ritin# formula" but 6ID6 ;6ttract" Interest" Desire" 6ction< is a $andy co!y c$ec list' 6ll t$e co!y you %rite s$ould include t$ese elements' 6ttract T #et t$e reader1s attention' Interest T ee! $is attention' Desire T e&o e emotion' 6ction T #et a res!onse' Writin+ copy step by step T$e more co!y you %rite for clients eac$ day" t$e more money you ma e' T$erefore" you need a met$od to #et co!y %ritten fast" %it$out dit$erin# and %astin# time %onderin# %$at to do next' T$e follo%in# met$od %or s' I recommend t$at you use it on e&ery 5ob' 0ore !lay t$an %or " it1s fun and stress-free' Try it' Step #ne% !esearch 6fter you1&e been briefed by t$e client" your first ste! is researc$' E&en if you1re sure t$at you $a&e all t$e information you need" doin# a bit of $untin# and #at$erin# for more information lets your subconscious mind brood on t$e tas before you start %ritin#'
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0y aim %$en I researc$ is al%ays to #et %$at I call @t$e ,lic 'P T$e ,lic is !art conce!t" !art ins!iration" !art structure" and !art my subconscious mind %a&in# at me and yellin#) @3oo$oo? (e1re ready" you can #et started'@ 3our researc$ !eriod may be only a fe% minutes' ($en I %as as ed to do a fast re%rite 5ob on fi&e K+-second radio s!ots for a 5e%ellery store" out of t$e t%o $ours I $ad" I s!ent $alf an $our on researc$' 6lt$ou#$ I1d %or ed for t$e client !re&iously" and ne% %$at $e %as sellin#" I %anted to #et a ne% an#le" a uni9ue fact B somet$in# different t$at I could base t$e co!y around' I found it' I learned t$at #old is eternal) it1s older t$an our solar system' T$at nu##et of info ins!ired me" and let me bree2e t$rou#$ %ritin# t$e fi&e s!ots' Unless I1d been !re!ared to @%aste@ time on t$e researc$" I %ould $a&e $ad a muc$ $arder time %ritin# t$e co!y" and t$e co!y %ouldn1t $a&e $ad any creati&e s!ar le' Step T'o% Prepare by +ettin+ a conversation $o'n on paper or on the computer screen T$e bi##est stumblin# bloc for a %riter is t$e blan !a#e or com!uter screen' (riters #et !erformance anxiety 5ust li e actors #et sta#e fri#$t' Luc ily" t$at bloc is easy to con9uer %$en you1re %ritin# co!y' ,o!y is con&ersational' If you1re used to %ritin# no&els or non-fiction" t$is can be $ard to ac$ie&e at first' =ood co!y is sim!ly communication" rat$er t$an literary ele#ance" and you don1t $a&e to a#oni2e o&er #rammar' If you1re #ettin# your client1s messa#e across" you1re %ritin# #ood co!y'
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Here1s a $andy tric to #et %ords on t$e !a#e' ($en you start %ritin#" ima#ine you1re tal in# to someone" tellin# $er about t$e !roduct' It $el!s to ty!e somet$in# li e) @:eannie" I 5ust found t$is #reat ne% t$in#" let me tell you about itQ@ T$en describe t$e !roduct' Or" if you1re %ritin# lon#er co!y" lon#er t$an a ty!ical !a#e of >8+ %ords" tal into a ta!e recorder" and !retend to tell someone about t$e !roduct" t$en transcribe t$e ta!e' Eit$er of t$ese tec$ni9ues %ill sto! you usin# a stiff and formal &oice' 3ou1ll be usin# an informal con&ersational style and tone" %$ic$ is a!!ro!riate for co!y' 3ou1ll also notice you1&e con9uered t$e blan !a#e' Step Three% )rainstorm 'ith 'or$ associations 3ou1&e #ot a !a#e of con&ersation' Grint it out if it1s on t$e com!uter' (it$out t$in in# about it too muc$" circle any %ords %$ic$ a!!eal to you' ,ircle fi&e %ords' 6t t$is sta#e" you1re no%$ere near %ritin# t$e final co!y' 3ou1re ma in# creati&e connections' T$is met$od of brainstormin# uses your ri#$t and left brain' Startin# %it$ t$e first %ord" %rite do%n >+ %ord associations you come u! %it$' 3ou can use a cluster dia#ram" or 5ust ma e a list' T$e ey to #ettin# results %it$ t$is met$od is lac of effort on your !art' :ust do t$e !rocess mec$anically" and %rite do%n t$e first %ords %$ic$ !o! into your mind' ($en you1&e done t$is" #o and do somet$in# else for a %$ile' Ha&e a cu! of coffee" or ta e t$e do# for a %al ' Sometimes you1ll #et a rus$ 5ob" and you %on1t be able to ta e muc$ time a%ay" but no matter $o% rus$ed you are" ta e at least ten minutes'
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Step "our% "irst $ra1t% 'rite it 1ast ($en you sit do%n at your des " %rite a first draft as 9uic ly as you can' Don1t refer to any of t$e %ord lists you made' Be casual" be confident" and #et t$ose %ords do%n' 3our first draft is your first ta e on t$e 5ob' T$is #i&es you somet$in# to %or %it$" and you can t%ea it until you1re satisfied' 6s you become more ex!erienced" your first draft comes close to bein# your final draft' I usually send my second draft to t$e client as t$e @Initial Draft'P I offer t%o free re&isions of t$is draft in my %ritin# a#reement' I1&e found t$at if I1m %or in# for t$e client directly" t$en eit$er t$e client acce!ts my Initial Draft" and says @=reat? :ust %$at I %ant"P or I do one minor re&ision' ($en %or in# %it$ an a#ency" I rarely #et as ed to do re&isions' 0y feelin# is t$at because I1&e done a lot of !re!aration ;researc$" #ettin# a con&ersation do%n" and brainstormin#<" I1m !retty muc$ on tar#et %$en I send t$e Initial Draft' T$erefore" t$e !re!aration %or you do is im!ortant' Don1t try to 5um! into a final draft t$at you intend to send to t$e client %$en you sit do%n at t$e com!uter' 3ou1ll free2e u!' Ha&in# a !rocess t$at you %or t$rou#$ lea&es !lenty of room for disco&ery ---and all %ritin# is disco&ery --- and creati&ity" and t$is s$o%s in t$e final results' E&en if you don1t use any of t$e material you created in your !re!aration in t$e final draft" t$e !re!aration !rocess loosens you u! and $el!s you to %rite creati&e co!y day after day" because you1re not %or in# --- you1re !layin#" and your subconscious mind lo&es to !lay'
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*opy'riter,s 4o' ATo% "ive Easy Tips To Write Per1ect, Sellin+ $
; Eac$ c$a!ter contains ,o!y%riter1s Ho%-Tos" co!y%ritin# reference articles'< 6 !erfect" sellin# ad4 I lied' T$ere1s no suc$ animal as t$e !erfect" %or s-e&ery-time" sellin# ad' But I #ot you to read t$is far" didn1t I4 T$at %as t$e title1s !ur!ose --- see Ti! T%o) (rite an attention#rabbin# $eadline' I didn1t lie about t$ese ti!s" t$ou#$' T$ey1re easy and fun to use' Tip #ne% 'ho,s the rea$er2 <#r vie'er, or listener i1 you,re 'ritin+ 1or broa$cast.= 6lt$ou#$ you1re %ritin# for a cro%d" it1s easiest to %rite if you ima#ine you1re tal in# to one !articular !erson' 3ou can e&en start %ritin# your first draft %it$ a salutation" as if you %ere %ritin# a letter) Start %it$ @Dear Elli"P and ee! %ritin#' ($o is t$is !erson4 Is s$e old" youn#" married4 ($ere does s$e li&e4 ($at1s $er life li e4 ($at does s$e %ant most4 ($at1s s$e scared of4 ($y %ould s$e be interested in your !roduct4 ($at difference %ould it ma e in $er life4 Grofessional co!y%riters s!end a lot of time in t$is !$ase of t$e %ritin# !rocess' 3ou can1t moti&ate someone if you don1t no% %$o t$ey are' Tip T'o% Write an attention-+rabbin+ hea$line 3our $eadline is &ital' Ao one is loo in# for your ad' 3ou1&e #ot to %a&e and yell at t$em to #et t$eir attention' If you don1t #et t$eir
39

attention" no sale' (rite a trial $eadline to #et yourself started' T$is !robably %on1t be t$e $eadline you1ll use' Ho%e&er" %it$ a trial $eadline" you1&e #ot a corral for your co!y' 3ou1re %ritin# to t$at $eadline' ($en you1&e %ritten a draft of t$e ad" force yourself" %it$ a timer" to %rite anot$er t%enty $eadlines in fi&e minutes' ;Read t$e rest of t$e ti!s and %rite t$e benefits and t$e res!onse before you %rite a draft'< Don1t try too $ard' ($o cares if t$ey1re all 5un 4 3ou1re %ritin# lots of $eadlines to #et your subconscious mind to ta e you seriously" and t$ro% u! t$e GERFE,T $eadline' 3ou1ll ne&er ac$ie&e t$is !erfect $eadline %it$ conscious t$ou#$t' It1s a #ift from your subconscious" but you $a&e to #oose it into coo!eratin#' 3ou may find a $eadline you li e more t$an your initial $eadline' :ust substitute it" if it fits' If it doesn1t you can %rite anot$er &ersion of t$e ad to fit t$at $eadline1s conce!t' Tip Three% Write the 1eatures 1irst, then 'ork out 'hat the bene1its are Aobody buys a !roduct ;or a ser&ice< for its o%n sa e' T$ey buy because it benefits t$em in some %ay' T$e benefits are %$at you1re sellin#' 3ou1re not sellin# a =erman S$e!$erd !u!!y" you1re sellin# an intelli#ent" loyal com!anion and family !rotector' 3ou1re not sellin# a car" you1re sellin# tra&ellin# comfort" !resti#e" and a sure-fire babe-ma#net'
34


3ou1re not sellin# a boo " you1re sellin# t$e ad&enture of a lifetime" lo&e" romance" and sex' To #et a $andle on t$is" ta e a s$eet of !a!er and briefly list t$e features of your !roduct or ser&ice on t$e left' T$en beside t$e feature" %rite t$e corres!ondin# benefit t$at eac$ feature !ro&ides' Remember --- use t$e benefits in your ad' Tip "our% Don,t 1or+et the response7 I1&e lost count of t$e number of ads I1&e seen e&ery%$ere from t$e 3ello% Ga#es to full dis!lay ads costin# t$ousands in ma#a2ines" %$ere t$e co!y%riter and e&eryone else for#ot t$e res!onse' 3ou must tell t$e reader %$at you %ant $im to do' 3ou must as for t$e sale' 6s t$e reader to do somet$in#) call a number" come into t$e store" #o to a (eb site' T$is is so im!ortant t$at %$en I1m %ritin# an ad I al%ays %rite t$e re9uired res!onse on a stic y note and ta!e it to a corner of my monitor' I ta!e it onto t$e screen itself" so I can1t miss it' ;3es" I $a&e been #uilty of for#ettin# t$e res!onse' 6nd &ery embarrassin# it %as too'< Tip "ive% !ea$ it out lou$ 3ou1&e finis$ed t$e final draft of your ad' Before you s$o% it to anyone else" read it aloud' 3ou1ll !ic u! redundancies" a% %ard sentence construction and ot$er nasties %$en you read t$e co!y aloud'
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Day #ne E;ercises E;ercise #ne% Write a brie1 In t$is exercise" you1ll !ut yourself in t$e client1s s$oes' 3ou1re a furniture manufacturer' 3our business is ex!andin#' 3ou1re insertin# a 9uarter !a#e dis!lay ad in your local 3ello% Ga#es' 3ou !ic u! t$e !$one and call a local co!y%riter' ;3ou no% $er because s$e called you and left $er contact details'< ($at instructions do you #i&e t$e co!y%riter4 (rite I++ %ords of t$e manufacturer1s instructions to t$e co!y%riter' E;ercise T'o% 9ettin+ <conversational= 'or$s on paper% Tell me about your 1avorite pen 6 !en manufacturer $as $ired you to %rite co!y for a ne%s!a!er dis!lay ad' Gic your fa&orite !en" and do some researc$ on !ens' Aext" in I8+ %ords" tell me about t$e !en' Start %it$ @6n#ela" let me tell you about t$is !enQ@ Remember" t$at you1re tal in#" not %ritin#' (rite as you1d s!ea ' 6lso remember t$at t$is is not co!y" t$is is 5ust you" tellin# a friend about your !en' E;ercise Three% Write a$ hea$lines 1rom the brie1 you create$ In Exercise One" you %rote a brief' Ao% %rite K+ $eadlines you could use for t$e ad %$ic$ you1ll %rite from t$e brief' Remember" t$is is a 9uarter !a#e ad for t$e 3ello% Ga#es' Read t$e 3ello% Ga#es" and c$ec out some of t$e ads before you start' ;($en you1re %ritin# co!y for clients" it1s #ood !ractice to %rite at least >+ to 8+ $eadlines ;some master co!y%riters %rite I8+ $eadlines<" before t$ey set to %or on t$e ad itself'<
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E;ercise "our% *reate the a$ 1rom the brie1 an$ hea$lines you 'rote ,reate t$e ad from t$e brief' Tell me %$at #ra!$ic you1d use" t$e $eadline" and t$e body co!y'
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