Master the Art of Attracting and
Convincing
New Customers and Clients
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"With Persuading on Paper, Marcia Yudkin gives her readers a ticket to entrepreneurial stardom. She breathes life into her ideas with real examples and tells the truths only an insider would know." - Jay Conrad Levinson, mastermind of the Guerrilla Marketing books
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Learn how to write copy that improves your image, attracts more business and increases profits. Filled with practical advice, invaluable examples from business owners and cost-cutting tips, Persuading on Paper is for anyone who wants to create marketing materials that sell.
Table of Contents
I. Getting Started
1. What Do You Need on Paper and Why?
2. Who are You Really, and What are You Selling?
3. Knowing Your Audience - and Your Competition
4. Choosing an Appropriate Voice
5. Culling Content for Your Materials
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A Practical
Guide That Made a Visible
Difference to My Business
"After one year of relative
success as a marketing
consultant, I read Persuading
On Paper by Marcia Yudkin
and recognized that I was trying
to sell my product instead of
'stating the problem clearly in
order to connect with my
customers' concerns and
motivating them to act right
away.' (Chapter 2) In
short, I was too busy trying to
sell them, that I wasn't just
letting my customer buy!
"I also realized that I was
telling them why they should buy
instead of helping them
specifically see why they needed
what I had to sell. By
implementing the guidelines on
page 16 and using an informal
voice (Chapter 4), my flyers
went from boring and crowded to
conveying clear, direct
information that was
entertaining to read.
Thank you, Marcia, for a
practical and applicable
book." - Jo Lembo,
Independent Marketing Consultant |
Like
all the testimonials on this site, the
customer comments on this page were
provided without compensation,
incentives or rewards.
II. Focusing on Formats
| 6. |
Informing and Influencing with Brochures, Flyers and |
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Catalogs |
7. Sales Letters and Direct Mail That Get Results
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Newsletters and Publicity Materials That Build Your |
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Reputation |
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No-Sell Selling with White Papers, Tip Sheets, Columns |
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and Articles |
10. Advertisements That Bring in Steady Business
11. Other Formats, Innovative and Traditional
III. Appraising Your Work
12. Using Trade Secrets from the Masters
13. Editing for Crisp, Clear - and Correct - Copy
14. Getting Helpful Feedback and Testing Effectiveness
15. Legal Constraints to Be Aware Of
IV. Your Image on Paper
| 16. |
What Do-It-Yourselfers Need to Know About Graphic |
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Design |
17. How to Work With Designers and Printers
18. Proofreading and Its Pitfalls
19. Saving Money Without Losing Appeal
V. Solutions for Problems
20. Articulating What's Special About Your Business
21. Collecting Compelling Testimonials
22. Finding a Creative Twist
23. Getting the Writing Done
24. Fitting Into Available Space
25. Finding Writing and Marketing Help
VI. Resources
26. Guide to Resources
27. Getting in Touch
Index
Persuading
on Paper, ISBN 0-714-0610-1, has 326
pages and is a paperback book, copyright
1995, 2001.
"I wish I'd seen this book before I spent thousands of dollars on a marketing seminar. Marcia Yudkin leaves no stone unturned.
Persuading on Paper says it all." - Hannelore Hahn, Founder and Executive Director, International Women's Writing Guild
How to Buy the Book
Buy the paperback online
Buy the Kindle version
Buy the Nook version |
