Content and Copywriting

MARGO BERMAN is Professor of Communication and Kauffman Faculty Scholar at Florida International University. Margo is the author of 16 books, including Street-Smart Advertising, The Brains Behind Great Ad Campaigns, The Copywriter’s Toolkit, and The Blueprint for Strategic Advertising, and is the inventor of tactikPAK, a patented 10-part, digital learning system. She has created three apps, three MP3s, and two 6-CD award-winning webinar sets, Street-Smart Advertising and More Street-Smart Advertising. She has written academic articles and delivered workshops on creative thinking, strategic branding, and powerful writing, and just completed Mental Peanut Butter to share inspiring, life lessons.

• Part One Content Writing: Content Versus Copywriting 11 The Shareable Word: Content Creation Process 32 The Digital Storytelling Word: Audience Engagement 403 The Template Word: Visual Engagement for Cross- platform Use 894 The Experiential Word: Immersive, MR (Mixed Reality), and Interactive Engagement 115Part Two Copywriting for Three Platforms: 1) Video, 2) Audio, 3) Print, plus Cross-platform Campaigns 1515 The Persuasive Word: Strategy ABCs: Audience, Benefits, and Creative Briefs 1536 The Strategic Word: Strategy Categories 1717 The Animated Word: TV, Interactive Spots, and Video Scripts 1928 The Spoken Word: Radio Script Writing and Formats 2379 The Chosen Word: Copywriting Techniques 27410 The Sticky Word: Headline and Slogan Techniques 28911 The Written Word: Print Ads, Posters, Brochures, and More 30812 The Ambient and Moving Word: Out- of- home and Transit 34713 The Abridged Word: Small- space Writing:Direct Mail, Package Copy, Coupons, Freebies, etc 38114 The Cross- platform Word: Integrated Campaigns: Traditional, Social Media, and Interactive 413Part Three Resources 467A Short, Handy List of Resource Links 469Terminology 475Suggested Reading 487Index 489

“Her practical advice and real-world examples make this an invaluable resource for marketers, copywriters, and content creators. You’ll discover the tools and develop the mindset needed to succeed as a content creator and copywriter.” - IEEE Professional Communication Society