Kranz begins this how-to book with a story of how he struggles to answer the question of what he does for a living. Indeed, copywriting is such a broad topic that it can be a daunting task to fully explain exactly what it encompasses - and how to make a c
The book is perfect for its intended audience - newcomers - as it features step-by-step explanations of how to write for these different situations. Kranz's approach is painstakingly specific. He takes the time to explain and reiterate such intricacies as the best length, tone, and voice for direct-response letters.
The most useful chapters for PR pros are the two on writing press releases and crafting articles for placement in trade titles and journals. Kranz includes formulaic explanations and guidelines that cover almost every aspect of each topic, so it's doubtful that it will leave anyone wanting, or needing, more.
Title Writing Copy for Dummies
Author Jonathan Kranz
Publisher Wiley Publishing (October 2004), 362 pages
Reviewed by Erica Iacono