CHAPTER 4

Working with Words

Few things ignite imagination like the words in marketing materials. They can evoke emotion, provide explanations, establish desire, connect with values, and provoke action. This chapter highlights the techniques that copywriters use to convey a company’s message. Specifically, this chapter focuses on three Bs of copywriting:

     •  Big ideas (that shape marketing creatives)

     •  Beginnings and endings (that get results)

     •  Body copy basics (that every writer needs to know).

Big Ideas

Unique Selling Propositions

Consumers want to know what makes a product or service unique and why they should spend their money on it. To answer these questions, technical marketers need to establish a unique selling proposition ...

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