Part I: Understanding Copywriting Basics.

Chapter 1: Writing Copy: Capturing Hears, Minds, and Money.

Chapter 2: Marching Ahead with Copywriting Fundamentals.

Chapter 3: Looking for Ideas: Finding Inspiration through Investigation.

Part II: Direct Response Writing That Makes the Sale….

Chapter 4: Working with the Power of Direct Response.

Chapter 5: Writing Direct Response Letters That Win Business.

Chapter 6: Creating Direct Response Brochures That Sizzle and Sell.

Chapter 7: Completing the Direst Response Package.

Chapter 8: Going It Alone: Self-Mailers, Postcards, Catalogs, and More.

Chapter 9: Blasting Away with E-Mail.

Part III: Building Awareness of Your Business.

Chapter 10: Basic Branding 101.

Chapter 11: Writing High-Powered Ads for Your Business.

Chapter 12: Creating Effective Press Releases and Press Kits.

Chapter 13: Gaining Credibility with Outstanding Articles.

Part IV: Managing the Sales Support System.

Chapter 14: Creating Web Sites That Attract and Hold Customers.

Chapter 15: Crafting Collateral: Using Supporting Materials.

Chapter 16: Writing to Sell a Business, Not a Consumer.

Part V: Looking at Special Copywriting Situations.

Chapter 17: Raising Money, Getting Votes, and Promoting Health and Education.

Chapter 18: Solving Problems When Good Copy Goes Wrong.

Chapter 19: So You Want to Be a Copywriter.

Part VI: The Parts of Tens.

Chapter 20: Ten Things You Should Always Do Before Writing.

Chapter 21: Ten Cures for Common Copywriting Problems.

Chapter 22: Ten Fast Ways to Find Copywriting Inspiration.

Index.