Creating a
catchy slogan or tagline can be a challenge. In fact, writing any type of sales
copy can be difficult. Turning bland writing into something compelling, unique,
and effective is big business and takes quite a bit of perseverance to get right.
There are many guides and tips for creating a catchy slogan or tagline; Your Elite
Writer focuses a significant amount of its content on that very topic. While
the internet provides an endless amount of content and examples for
copywriters, there is a great decades old source out there that has assisted countless
of writers around the world.
Disclaimer:
below is a review of a book that I use daily. There are affiliate links in the
article, and I will receive a commission from any purchase. I only promote items
that I use personally and endorse.
As you look for inspiration and sources used by the pros, you may find yourself guided to the book Words That Sell. Written by Richard Bayan and first published in 1984, the book has been expanded in subsequent editions. It is available in print and digital format and is lauded by copywriters around the globe.
Surprisingly
simple
Simply put,
the book is a thesaurus for copywriters. At first, I was skeptical on how much I
would use a book in my work as most everything these days is referenced from web
sites. I find myself using the book daily. When looking for inspiration to
spruce up content or revise slogans that are not quite meeting the mark, I will
turn to the book its thousands of entries.
The words are in alphabetical order and at the end of each selection are several suggested synonyms to look up (which are in the book as well) for more inspiration. It is broken down into 4 chapters that are easy to navigate and has both a detailed table of contents, appendix and very useful key word index.
Perfect
for the beginner and advanced copywriter
The book is perfect for those just starting out or those who intend on taking an active role in writing copy for their business. Words That Sell delivers much more that just words. It gives a “crash course in copy writing,” allowing for effective copy relying on words that are as timeless as the profession.
For the pros,
it is always nice to have reference material that will reignite the creative
juices. Even when I don’t use the words in the book, the material takes me in a
different direction and my clients are rarely disappointed with the results.
Final
thought
It is so refreshing to flip through pages and actively engage with the content I am consuming. This book was bought for me as a gift, one that I never thought would prove so useful. I am always happy with what I find in the book the remains next to my keyboard. It is the single most used item in my office (not including the coffee maker). Even though I’ve looked at each page countless times over the years, it continues to be reference material that is invaluable to my daily work.
