Table of Contents LEGAL NOTICE.................................................................................................................. 2 ACKNOWLEDGMENTS....................................................................................................... 5 TABLE OF CONTENTS ....................................................................................................... 6 Introduction...........................................................................................................................................................................................8 Chapter 1. Gathering ...........................................................................................................................................................................9 THE BLANK SCREEN.......................................................................................................... 9 WHERE YOU ARE GATHERING FROM................................................................................. 9 INSIDE ............................................................................................................................ 14 REFERENCE EXCELLENT WORK....................................................................................... 17 CAN’T KEEP GATHERING ................................................................................................ 18 Chapter 2. Objectives...................................................... THINGS TO KNOW BEFORE EMBARKING ......................... GETTING TO THE OBJECTIVES ..................................... MAKING NOTABLE PROGRESS OVER TIME...................... SATISFYING THE CRITERIA........................... FACE IT: YOU’RE SELLING! ............................ Chapter 3. Strategy........... IT’S IT......................................................... BUILDING THE FRAMEWORK..................... NO PLANNING IS WRONG…................. THE VACUUM .................................. PRODUCT................................................... PROSPECT.............................. PROBLEM .......................................... COMPETITION............................................... APPEAL ..................................... Chapter 4. Image................................................................................................................................................................................70 INTRO TO IMAGE............................................................................................................. 70 ASPECTS OF IMAGE......................................................................................................... 70 Chapter 5. Idea...................................................................................................................................................................................72 WHAT’S THE IDEA? ........................................................................................................ 72 HOW TO CREATE IDEAS .................................................................................................. 72 ASPECTS WITH IDEA CREATION ...................................................................................... 82 Chapter 6. Campaign.........................................................................................................................................................................84 WHAT IS A CAMPAIGN? .................................................................................................. 84 WHY HAVE A CAMPAIGN? .............................................................................................. 84 LET’S BUILD A CAMPAIGN .............................................................................................. 84 STICK-TO-IT-IVE-NESS.................................................................................................... 86 Chapter 7. Selling ..............................................................................................................................................................................87 PERSUASION................................................................................................................... 87 FRAMING........................................................................................................................ 89 SUCCESS........................................................................................................................ 90 Chapter 8. Approach .........................................................................................................................................................................91 WHAT IS THE APPROACH?............................................................................................... 91 CHOOSING THE APPROACH ............................................................................................. 91 ASPECTS OF THE APPROACH ......................................................................................... 108 Chapter 9. Advertisement ...............................................................................................................................................................113 STAKING OUT TERRITORY............................................................................................. 113 WASTE SPACE IN A SHOWY WAY................................................................................... 114 WHAT MATTERS? ......................................................................................................... 114 Chapter 10. Lines.............................................................................................................................................................................115 A LINE IS THE... ............................................................................................................ 115 PRE-NOTE: AVOIDING REPEATS................................................................................... 115 LINES VS. SENTENCES................................................................................................... 115 REGARDING THE…....................................................................................................... 116 TYPES OF LINES ............................................................................................................ 120 Chapter 11. Copywriting .................................................................................................................................................................125 PRE-NOTE: HITTING THE HIGHLIGHTS ......................................................................... 125 HELPERS....................................................................................................................... 125 LATHER, RINSE, REPEAT............................................................................................... 127 MESSING WITH ENGLISH .............................................................................................. 129 ADVICE ........................................................................................................................ 129 THE PROCESS................................................................................................................ 131 Chapter 12. Urge..............................................................................................................................................................................137 PRE-NOTE: WHY IS THIS THE LAST SECTION? .............................................................. 137 ASPECTS OF URGING............................................................

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