The business of persuasion : copywriting skills and techniques that get results! / Stuart McKibbin.

Enhanced descriptions from Syndetics:

This volume should be of interest to anyone who needs to acquire or develop copy-writing skills. It explains how to approach the challenge of writing copy that should coax orders, payments and donations from the reader. The book contains simple, proven, effective techniques for coming up with ideas - and developing them into fluent persuasive messages.

Table of contents provided by Syndetics

• Preface (p. ix)
• Chapter 1 Understanding Motivations (p. 1)
• Overcoming Obstacles (p. 9)
• Chapter 2 Creative Processes: How to Find Ideas that Work (p. 13)
• Chapter 3 Creative Levers (p. 27)
• Promise (p. 27)
• Benefits (p. 28)
• Empowerment (p. 31)
• Change (p. 32)
• Challenge (p. 34)
• Novelty (p. 36)
• Exclusivity (p. 37)
• Topicality (p. 37)
• Comparison (p. 38)
• Opposites (p. 38)
• Anecdotes (p. 39)
• Evocation (p. 41)
• Lift Words (p. 43)
• Flattery (p. 43)
• Frights and Rights (p. 44)
• Finding a Framework (p. 46)
• Chapter 4 Creative Tools (1): Writing Effective Letters (p. 47)
• Structuring Letters (p. 50)
• Readability Devices (p. 54)
• Tricks of the Trade (p. 56)
• Tips on Writing Letters (p. 70)
• Chapter 5 Creative Tools (2): Brochures and Press Ads (p. 73)
• Building Blocks (p. 76)
• Storyboards (p. 79)
• Headlines (p. 85)
• Call-Outs (p. 86)
• Tips on Creating Brochures (p. 89)
• Press Ads (p. 90)
• Chapter 6 Creative Tools (3): The Internet, TV, Radio and Telephone (p. 97)
• Immediacy (p. 99)
• Scope for Personalisation (p. 102)
• Using Incentives on the Net (p. 102)
• Sweepstakes (p. 104)
• Tips on Writing for the Internet (p. 105)
• TV, Radio and the Telephone (p. 106)
• Telephone Selling (p. 109)
• Chapter 7 Sweepstakes, Contests, Gifts and Other Incentives (p. 111)
• Sweepstakes and Contests (p. 112)
• Types of Sweepstakes (p. 114)
• Contests (p. 117)
• Legal Considerations (p. 121)
• Prompt-Reply Incentives (p. 124)
• Sweepstakes Entry Forms (p. 124)
• Sweepstakes Copy Themes (p. 127)
• Bonuses (p. 129)
• The Downside of Sweepstakes (p. 129)
• Premiums (Free Gifts) (p. 133)
• Mystery Gifts (p. 137)
• "Gambles" (p. 138)
• Discounts and Savings (p. 140)
• Chapter 8 Business-to-Business Selling (p. 143)
• Chapter 9 Handling Complaints and Getting Bills Paid (p. 153)
• How to Apologise and Handle Complaints (p. 153)
• Letters of Complaint (p. 154)
• Getting Bills Paid (p. 158)
• Chapter 10 Retention, Renewal and Regeneration (p. 165)
• Acknowledge and Confirm and Order Swiftly (p. 165)
• Say When Delivery Can Be Expected (p. 166)
• Make Them Feel Good About Doing Business with You (p. 166)
• Add Value (p. 167)
• Chapter 11 How to Raise Funds for Charities (p. 173)
• Establish a Need (p. 174)
• Focus on People (p. 174)
• Set a Target (p. 177)
• Establish Your Credentials (p. 177)
• Say "Thank You" (p. 178)
• Convince Them that Their Gift Will Make a Difference (p. 179)
• Show that a Goal is Within Reach (p. 179)
• Arouse Emotion (p. 179)
• Ask for "Action this Day" (p. 180)
• Chapter 12 Political Persuasion (p. 191)
• Chapter 13 Virtues and Vices (p. 197)
• The Seven Copywriting Graces (p. 197)
• The Seven Deadly Copywriting Sins (p. 205)
• Appendix 1 Traps for the Unwary (p. 215)
• Appendix 2 Practice Exercises (p. 217)
• Appendix 3 Creative Checklist (p. 223)
• Index (p. 227)