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Write Everything Right!

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Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!

Does your writing bore readers? Write Everything Right! will introduce you to the tested and proven attention-getting (and attention-holding) secrets of an elite, anonymous cadre of writers. They earn six and seven figures a year. These are advertising copywriters who have been mobilizing the English language and sending it out to sell for the past 800 years. Their unique skill: copy so powerful and smooth, it's easier to read than to skip.

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What readers are saying...

Once again, Denny Hatch provides us with sage and proven advice from the trenches. The book is chock full of examples, takeaways, and strategies for making every word more compelling and persuasive. This is easily one of those "top shelf" books you’ll reference time and time again. —Charles Gaudet

I read the book in two days...I couldn't put it down! It is fun reading filled with resources, anecdotes, and although I have an MBA in Marketing, I learned much more from your book than many of my classes. —Basia Christ

This book is guaranteed to help you fine-tune your writing skills whatever you write. Denny's wit and craftsmanship as an experienced writer/author shine through on every page. —Pat Friesen
Price: $29.95

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Description

Whether creating a letter, memo, e-mail, special report, proposal, press release, advertisement, or a full-blown book, you, too, are selling. You are selling the reader on continuing on to the next word, next sentence, next paragraph and next page, all the way to the end.
 
To put it another way: write one or two boring paragraphs and your reader is gone. This is especially true in the digital world where we are all one mouse-click away from oblivion.
 
Always Be a Readable Writer!
• Never start with an outline. Never start with a title. Chapter 5
• Don't write. Telegraph! Chapter 13
• Why your headline must be for readers and robots. Chapter 12
• How to find your best lead line and lead paragraph. Chapter 13
• Getting free off the Internet what others pay for. Chapter 3
• This word guarantees your press release will be read. Chapter 29
• The maximum number of words in a readable sentence. Chapter 15
• 50 most looked-up words by New York Times readers. Chapter 19
• How long should a letter be? Chapter 26
• 8 techniques to avoid writer's block. Chapter 9
• 10 boilerplate phrases that can kill your résumé. Chapter 25
• The art of being a superb interviewer. Chapter 36
• Organizing prose: the inverted pyramid. Chapter 19

Table of Contents

Two Quickies................................................................................vi

Prologue.......................................................................................vii

 1.  We Are All Authors — and We Are All Selling…….....................1

 2.  Four Horrifying Roadblocks………………….............................7

 3.  Your Private Archive Can Make You Rich…………................13

 4.  Don’t Get Hung Up on QWERTY. Learn It! ………………....19

 5.  Never Start With an Outline or a Title…………....................... 21

 6.  Research Has Never Been Easier or Quicker………..................25

 7.  What You Own and What You Can Lose…………..................37

 8.  The Perils of Plagiarism………………….................................43

 9.  Start Right or Suffer Writer’s Block………..............................47

10. Conceptualizing and Using the USP……………......................51

11. Takeaways: Don’t Leave Your Reader Without Them………. 59

12. Headlines, Titles and Teasers, Oh My!……………………......63

13. Your All-Important Lede and Your First 10 Words……….......79

14. How to Keep Your Reader’s Eyes Moving: Part 1………........89

15. How to Keep Your Reader’s Eyes Moving: Part 2…………….97

16. Why Johnny Can’t Read and the Evils of Sans Serif Type…...103

17. In Search of the Best Online Reading Experience……….........107

18. Prose: Organize It and Write It Right………………...............109

19. Words, Words, Words: All About ’em ……………................123

20. Gunning for Readability……………………...........................133

21. Masters of Obfuscation……………………...........................139

22. Your Résumé and Chartres Cathedral…………………..........143

23. Your Résumé: “Can You Add Value?” ………………….......147

24. Your Résumé: Importance of the Envelope…………….........153

25. Your Résumé and Francine’s Résumé………………………..163

26. Your Résumé and the Almighty Cover Letter………………..175

27. The Raw Power of a Letter……………………....................185

28. The E-mail Conundrum — Receiving and Sending It……......189

29. Public Relations, Publicity and Press Releases……….............195

30. The Secret of a PR Blitzkrieg Campaign……………………...205

31. When You’re Asked for a Review…………………...............211

32. Don’t Hide Your Emotions……………………………...........219

33. Books: It’s So Easy to Get Published These Days……………227

34. Speeches: Write and Deliver Them With Power……………...233

35. Words and Phrases That Irritate People…….........................243

36. The Art of Being a Superb Interviewer……………………….251

37. Are Footnotes (or Endnotes) Necessary? Nah.……………….257

38. Good Design: Why It Died and How to Resuscitate It….........259

39. Danger! Safeguard Your Work! …………………..................267

40. Three of the Greatest Letters Ever Written……………….......269

About the Author

Since 1976, Denny Hatch has been a consultant, copywriter and designer in the field of direct marketing.

In 1984, with his wife Peggy, he launched the newsletter, Who’s Mailing What!, which was based on a library of over 200,000 direct mail samples.

In 1992, his company was acquired by North American Publishing Co., in Philadelphia, where he is a regular columnist for Target Marketing magazine and editor of the e-newsletter, Denny Hatch’s Business Common Sense, published by the Target Marketing Group.

He is the author of:

Business Books
Million Dollar Mailings • Method Marketing • 2,239 Tested Secrets for Direct Marketing Success • priceline.com – A Layman’s Guide to Manipulating the Media

NovelsCedarhurst Alley • The Fingered City • The Stork Memoir Jack Corbett, Mariner

Other Resources