chapter NINE
The Summary, Titles, and Headings
Preparing Your Marketing Copy
Imagine you’re about to go on a well-deserved weeklong sojourn to a tropical beach. There you are at the airport, when suddenly you remember that you forgot to pack something to read for those seven blissful days lying in a lounge chair. You scurry over to the airport bookstore, which is stacked floor to ceiling with the latest paperbacks. The only trouble is that you’ve been working so hard that you have no idea which of the books is a literary masterpiece and which is trash. How do you decide among the thousand or more titles?
If you’re like most of us, you’ll first narrow the selection down to a particular topic or genre, or perhaps look for a new release by ...