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resume options Upon several occasions throughout your career you will need to provide your potential employer with important information about your background and your qualifications. The most common method to An American, provide information to potential employers is to create a resume. Essay Of Makeup. A resume can create a vivid word picture of War Essay, yourself. The World Wide Web (WWW) has recently became more popular, and is often considered the newest form of popular media by many people. In fact, making your resume available on the World Wide Web is Essay Impact on Hollywood, comparable to broadcasting it on national television during prime time hours. The most obvious benefit you will immediately receive by making your resume available on the Web is that you will reach an An American War Essay unlimited number of people and have opened new doors to audiences you would otherwise probably have never reached before. Many companies will visit college resume lists searching for potential employees. If you have your resume on paper but not on the Web, they will undoubtedly never see it. Another benefit of quotes on responsibility, creating an electronic resume is cost. Many colleges provide space on their web server for their students' resumes free of War Essay, charge.

Using college web servers, students can practically eliminate paper and printing costs. Rather than performing mass mailings of your resume, you can reduce the number of printed copies you will need and reserve these for companies you are particularly interested in. Other benefits you will receive by creating an HTML resume include: the ability to provide electronic links to Essay History, your reference and previous employers as well as providing links to previous jobs or projects you have been involved with the ability to make updates immediately available ease of maintainability the ability to show that you can adapt to, and An American use new technology as it becomes available (a plus to karenina ending, many employers) simply making your resume look more professional. By creating your resume using HTML and making it available on the World Wide Web, you will improve your chances of War Essay, getting a job that best suits your interests as well as your employer's interests. Writing Your Resume in HTML Format. CREATE YOUR RESUME ON A WORD PROCESSOR AND PRINT IT. When writing your resume, consult English books, writing guides, or take advantage of career services provided by many universities. An Inspector Quotes. Be sure to have someone proofread and review your resume. An American War Essay. Many instructors in the English department of a University will gladly proofread your resume, but be sure to give it to him/her enough in advance to provide enough time to review it and so that it will not be an an inspector quotes inconvenience to him/her.

Remember to be courteous and An American thank them; after all, they are doing you a big favor. Example. It is An American, much better to have a professor see your mistakes while you have the chance to correct them than for a potential employer to see them. It is important that your resume be grammatically correct as well as in the correct format. Your resume is often the first impression an employer will receive. It will be easier to htmlify your resume if you have already created it. The Great. By creating your resume first you can focus on formatting it rather than trying to create it and format it at the same time. SAVE YOUR WORD-PROCESSED RESUME IN TEXT (.txt) FORMAT. This can usually be done by using the save as option found under the file utilities of your favorite word processor. An American. If you are unable to locate a save as feature for your word processor consult your user's manual or contact customer support. After selecting save as choose text or Ascii text from the available list of formats. On The History. By saving your resume in text form, you will be able to War Essay, add HTML formatting tags more easily.

Although you could save your file in other formats, saving in text format will make it easier to edit because text file format does not save any formatting information. Other file formats embed formatting information like boldface, italics, and indentations as part of the file. Essay The Great On Hollywood. When you view or edit word processor formatted files you will see formatting information that is unreadable by HTML browsers, thus you will need to An American, delete it before you will be able to example, proceed. Editors allow you to An American War Essay, change files without embedding formatting options such as boldface, italics and underscoring into the file. Many editors are available to use. Quotes. Some of the most common are: edit on An American DOS machines and PCs; emacs and vi on calls quotes on responsibility UNIX workstations; and edit on VAX/VMS machines. You can also use your favorite word processor to War Essay, open a text file. For more information on the editor you will use, consult your system administrator or read your user's manual.

Which editor you should use depends upon the type of Depression's Impact, system you are using and War Essay your preference between the Rock the Ages Essay editors on your system. Make sure you use an editor that you are familiar with. By using an unfamiliar editor you will find yourself spending most of your time trying to learn to use the editor rather than actually creating your resume. Throughout the remainder of this document I will base the steps on the DOS editor and a generic word processor. To open your resume, first open the editor by typing edit at a DOS prompt, or the appropriate command for War Essay the editor you intend to use. New Deal. Next, choose the Open File option from the FILE menu. Fill in the filename you choose earlier or use the browse feature to locate the file. Elements of an HTML document are denoted using HTML tags.

An HTML tag usually consists of An American War Essay, a left angle bracket ( ). Tags are also usually paired (e.g. ltP and lt/P), the karenina first is used to identify the beginning of the element and the second (usually lt/tagname) identifies the end of the element. Some tags may also contain additional information. This information should be placed inside the angle brackets. For example, to War Essay, display a paragraph using full justification use ltP ALIGN=justifygt. HTML documents have a minimum requirement of tags. Karenina Ending. These tags are required by An American HTML browsers in order to Planned Parenthood Vs. Caey (1992), recognize a file as a HTML file. The following is a summary of the An American required HTML tags: The required HTML tags must be placed in the appropriate order inside and HTML file. The following HTML is a simple example of the minimum HTML document. Using indentation can greatly improve the looks of Essay History of Makeup, your HTML, make it easier to read, and make it much easier to maintain. An American. Although indentation is not required, you should always use it to Vs. Caey example, improve your HTML.

The benefits greatly outweigh the An American War Essay extra time it takes to write your HTML. HTML browsers ignore extra white-space therefore the indentation will not be visible when the new deal document is viewed using a HTML browser. Here is the previous example written using indentation to make it easier to read. ADD ADDITIONAL HTML FORMATTING TAGS AS NECESSARY. The use of additional HTML tags will greatly enhance the appearance of your resume. HTML contains numerous tags to An American, use, in an inspector on responsibility, addition many new tags will be added in the future. I could not possibly cover every tag here. However, I will briefly describe some of the commonly used and most useful tags.

For advanced options, or a more detailed list you should obtain a copy of the latest HTML reference manual. This manual can be found on the world wide web at http://www.sandia.gov/sci_compute/html_ref.html. The following table contains many of the most common and most useful HTML tags. You can use any of these tags by simply placing the An American War Essay begin tag, the text to format, and the end tag directly in your HTML document. Planned Parenthood Vs. Caey. You will find it useful to view your document as you make changes. War Essay. See step 9 for instructions on how to view your current HTML document. By doing this, you will become familiar with the Impact on Hollywood effects of the tags. In order to ensure no word processor formatting options are saved into your file you should save your resume as a text file. However, when you choose your filename you should give it the .html or .htm extension. To do this choose save as from the file menu.

Next you should choose the War Essay text or ASCII text format from the available format list. Finally, type your filename in the filename input box as filename.html or filename.htm where filename is the name you wish to call your file (e.g. resume.html). CREATE AND/OR ACQUIRE ANY IMAGES YOU WANT TO USE IN YOUR RESUME. While creating images can be very fun and exciting, it is also very time consuming. There are many tools available to on The History of Makeup, help you create your custom images such as Paint Shop Pro, Photoshop, Corel Draw, and MsPaint. For information on how to use these tools you should consult your user's manual. An alternative to creating custom images is to An American, find a non-copyrighted image on Essay The Great on Hollywood the world wide web and copy it. One method of locating useful and free images is to War Essay, view clipart collections available on the web such as Caboodles of Clipart.

Another method of locating useful images is to use the Yahoo search engine and search for the image. Quotes On Responsibility. To do this simply type image:keyword in the Yahoo's search box and click on the search button. This type of searching is very time consuming and often does not result in any useful images. If you are unable to create or locate the image you desire and feel that your resume would be incomplete without it, you should consider hiring a Graphics Artist to create the image for you. Although images can improve the appearance of your resume, you should use them sparingly. Often the quality of your resume decreases proportionally with an increase in the number of images you add.

Any graphics you use (except for a background) should be relatively small in size. Most web developers agree that large images take longer to load and will in turn drive impatient viewers away from An American, your page. In addition, you should keep the content of Essay on The of Makeup, your images on An American War Essay a professional level unless the image directly relates to your job qualification. Rock Through The Ages Essay. For example it is acceptable to have cartoons you've created on War Essay your resume if you're applying as a cartoonist. However, you should consider placing any such images on a second page and creating a link to it. ADD HTML IMAGE TAGS AS NECESSARY FOR EACH OF THE IMAGES YOU PLAN TO USE IN YOUR RESUME, AND SAVE YOUR RESUME (SEE STEP 6).

To insert an image into your HTML resume open your resume in your editor, then use the karenina ltIMG SRCgt tag to specify the An American War Essay location and filename of ending, your image. For example, to display an image called computer.gif that is An American, 32x45 in size, use the following tag: ltIMG SRC=directory/computer.gif ALT=Computer WIDTH=32 HEIGHT=45 BORDER=0gt. All images should be in the .GIF or .JPG file format. If you see a gray box with three small dots in it rather than your image, then the browser was unable to load your image. Possible causes of this problem are: you used an incompatible file format, the image does not exist, you did not specify the correct filename or had a typographical error in the directory/filename, or the file permissions were set incorrectly (UNIX workstations require that you set the file permissions of an Planned Parenthood (1992) Essay example image to 770. See your system administrator or consult a UNIX reference manual for War Essay help with setting file permissions). Be sure to save your resume after you make any changes. OPEN YOUR HTML RESUME IN A HTML BROWSER. Open your HTML browser by clicking on its Windows Icon, or by typing its execution command at on responsibility, the command prompt. There are many browsers available for use such as Netscape, Microsoft Explorer, and An American ICOMM. Essay On The. Consult your user's manual for help with using your HTML browser.

Open your resume by An American clicking on the Open File option on the File menu. Next, type the Music Essay filename you choose earlier in the filename input box or using the browse feature to locate the file, then click on An American the ok button. Your resume should be displayed in the browser window. Viewing your resume in an HTML browser is an excellent way to ensure the content of your resume. REPEAT STEPS 5 THROUGH 9 UNTIL YOU ARE SATISFIED WITH THE APPEARANCE OF YOUR RESUME.

After reviewing your resume in an HTML browser, you should revisit steps 5 through 9 above and make any necessary changes. Planned Parenthood Vs. Caey Essay. Once you are familiar with the process of creating a HTML document, most of these steps can be performed as necessary in any order. You should get your resume to a point that you are satisfied with before preceding. In order to ensure that you have not made any mistakes in the uniform resource locator (URL) addresses, you should click on each of the links you've created using your HTML browser. Links that do not work are nicknamed broken links. War Essay. Broken links are highly unprofessional and will affect the impression a potential employer has on your resume. Broken links are usually the result of a typographical error or a link to a web site that no longer exists. Because the web is constantly changing, you should only create hypertext links to The Great Depression's on Hollywood, sites that are relatively stable. In order for your resume to be visible to the rest of the An American world, you must have current internet provider. Many universities provide the resources for students to install their resumes.

Contact your University Webmaster to obtain information. Vs. Caey (1992) Essay Example. You can often locate the An American Webmaster through an Vs. Caey (1992) Essay example email address on the universities main web page. An American War Essay. After you have completed your HTML resume, copy it and an inspector calls quotes on responsibility all of the images you have used to the directory your web provider specifies. An American War Essay. After installing your HTML resume you should always test it. Visit the URL your web provider supplies to insure it was installed properly. You should always respond to potential employers that contact you as soon as possible. Essay. In addition you should always mail a paper copy of An American, your resume to any potential employers. By showing sincere interest, you will increase an employer's impression.

The Source For Java Development. Java Report . March/April 1996. Java Report is a relatively new magazine for software developers using the Java environment. Java is a relatively new software developing environment that allows software developers to implement more complex features such as Net-based electronic transactions and delivering interactive content across the Web. Java Report combines programming tips, new technology, application trends and corporate issues to bring the reader a broader range of information. In one of the articles Philip David Meese does an excellent job of explaining to the reader how to anna karenina, create his/her first Java application.

His article was well written and was equivalent in War Essay, content to a small course. The article The Java Tutor provides clear and concise information as well as easy to Essay History, understand example code. I strongly agree with Mr. Meese's confidant statement by An American the time you finish reading this article, you'll be able to develop a Java application. An entire section of Java Report is devoted to Product Review. Essay History Of Makeup. In this section the authors review Java related products and provide information to the reader. This information was the equivalent of a Consumer Reports article. This section is a great source of information about individual products. In general, Java Report is a great source of information relating to An American War Essay, the use and development of Java applications for any software developer. However, some of the technical articles may be beyond the Rock Music through the Ages scope of the An American War Essay average reader.

Rampe, David. Cyberspace Resumes Fit the Modern Job Hunt. The New York Times . 3 February 1997, sec. C6. In his article Cyberspace Resumes Fit the Modern Job Hunt David Rampe discusses the an inspector quotes on responsibility advantages and disadvantages of an HTML resume. An American. The article, which appeared in new deal, The New York Times' Taking In the Sites section provides some very useful information regarding resumes.

Some of the topics Mr. An American War Essay. Rampe discusses includes the Vs. Caey (1992) example searchability of HTML resumes, electronic filling, industry jargon, and the dehumanization of the process. Mr. An American. Rampe also discusses the importance of The Great Impact on Hollywood, writing your HTML resume in the proper fashion, to the computer. He states that you must resolve mentally to address your resume to 'Dear Computer. ' and just ignore the dehumanization of it all. In addition, the article provides the URLs for An American eleven electronic sources to help the reader get started. Each of the Impact sources listed are excellent sources of information and should be reviewed by An American War Essay anyone who decides to create and Essay History HTML resume.

Rampe also discusses cookie-cutter forms available on the World Wide Web to help the least experienced computer user create his/her HTML resume. In general, Mr. An American War Essay. Rampe provides an ample amount of information and resources necessary to create an HTML resume. Rampe provides both the pros and the cons of an HTML resume in an unbiased fashion, leaving the reader to decide the necessity of an HTML resume. Sandia National Laboratories. HTML Reference Manual , 2 January 1996. Sandia National Laboratories' HTML Reference Manual is, in my opinion, the fdr second new deal most complete and useful source of HTML information. Although the manual is currently over An American War Essay, a year old, the new deal information it contains is accurate, precise and very helpful.

The HTML Reference Manual begins with and introduction to HTML in general, then lists important terms and definitions. Next the authors validate the document's content by An American discussing the conformance guideline RFC 1866, commonly referred to as HTML Version 2. The authors also discuss the importance of Sandia requirements for specific HTML elements. Next the Essay The Great Depression's Impact on Hollywood authors discuss the general breakdown of War Essay, HTML into: General HTML syntax, HTML Comments, HTML Elements, Uniform Resource Locators (URL), Special Characters, and Internal Icons. Finally, the authors break down over one hundred HTML elements into a description, minimum attributes, all possible attributes, elements allowed within, allowed in content of, and variations. In addition the document contains an easy to use index which allows the reader to jump directly to any element of interest. The HTML Reference Manual provides the most complete reference manual available.

In addition it is well written, well organized and very easy to use. This document is an excellent source of information for Planned Vs. Caey both the An American novice and expert HTML programmers. Authors Note: Windows, DOS, Paint Shop Pro, MsPaint, Yahoo, Café, Netscape, ICOMM and Microsoft Internet Explorer are copyrighted by their respective owners.

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Americans should pay more attention to the way their clothes and shoes are made in order to help prevent child labor abuses. We can eliminate poverty if everyone takes steps to give more in their local community. War Essay. College students need to be activists in social justice issues like human trafficking. Racism is Rock through still an important part of the experience of many people in America in spite of laws and social action. Animal experimentation for any reason is wrong. Boycotting a company is an effective way to bring about change.

Children should be supervised when using the Internet. Interracial marriages are more fulfilling because they require a greater commitment. An American War Essay. Every couple ought to consider the possibility of adopting a child. Children of alcoholics are more prone to have problems with alcohol and drug abuse. Domestic violence is on the increase. Parents of gang members should be held responsible for the violence and property damage their children commit. Hunting is a great way for families to spend time in the outdoors, get to experience nature, and bond together. Children of divorced parents should have the quotes on responsibility, right to An American War Essay divorce their parents.

Non-competitive athletic teams are better for children under 10. Injuries from organized athletic activities for children and teens are on the rise and will be a health care crisis in the future. Child abuse has become more of a problem as divorce increases in America. Reproductive technologies such as in-vitro transplants should be banned. Anna Ending. The legacy of a parent's divorce lasts throughout a person's life. While the An American War Essay, feminist movement certainly opened up the jobs and opportunities available to women, it ultimately harmed women, children, and the family because it devalued motherhood. Women who find they are carrying Down's Syndrome children should be encouraged to give those children up for adoption rather than having an abortion. On The History. Advocating birth control as part of sex education is wrong and should not be supported by An American the state. Educating Teen Drivers Better Can Prevent Accidents. Violence in the media is fdr second responsible for An American, an increase in violence among young people.

Movies today are better than they were in The Great Impact our parent's generation. An American War Essay. Parents should not allow teens to fdr second new deal be a part of social networking so that they do not experience or participate in cyber bullying. The idea of censorship or regulation of advertising is impractical, un-American, and against free enterprise and capitalism. Parents should limit the exposure of War Essay their children to media. Violence in the media releases aggression and does not cause violence in real life. Freedom of speech is something Americans need to support more strongly not only here, but also around the world. Urban Wilderness Spaces Can Save Species.

Outsourcing to India is costing American's employment opportunities. Japanese car companies are no longer creating the best cars in the world. Cybercrime is on the increase and governments need to of Makeup do more to prevent it. An American War Essay. Population growth in the world is an overlooked issue which will become more important as global warming changes the food production around the world. Bioterrorism is still an important issue for Essay Depression's on Hollywood, all of us to be aware of when thinking about National Security and An American global security. Depression's Impact On Hollywood. America should continue to support Israel, no matter what.

Americans should not get involved in global conflicts which don't concern their own national interest. By opposing GMO (genetically modified organisms) crops, European nations are causing 3rd World people to starve or be malnourished. Global Warming is real and we need to get prepared. Video games can help people solve real world problems. Identity theft is a greater problem than you think.

Private University Education is Worth the Cost. Online education is just as good as learning in the classroom. College athletes, especially football players, are an economic asset to Universities and should be paid accordingly. Sports are given too high a priority in American High Schools and An American this hurts the The Great Impact on Hollywood, education of children. The increase in standardized testing in America has improved the educational achievements of War Essay graduates. Bilingual education is important and should be supported by educators, parents and the public.

Creationism is anna believed by 75% of Americans and should be a part of science education in schools. College students need to be on guard against piling up consumer debt. American colleges should increase the number of students from foreign countries in order to help cover costs. Schools need to offer Mandarin as a foreign language because China is going to be an An American War Essay increasingly important country. The European educational system is superior to the American system. Since buying and eating local food saves energy and Essay The Great Depression's Impact promotes the local economy, everyone should support the Local Food movement.

Although vegetarianism is often mocked and misunderstood, college students should consider this lifestyle as a way to be ecologically thoughtful and An American physically healthy. Rock The Ages Essay. Childhood obesity in America is An American War Essay reaching crisis proportions and parents, the media and school lunches are the cause. The food and drug administration budget should increase in order to an inspector make sure our food supply is safe. Families should store up 6 months of food in case of an War Essay economic collapse. History. Schools should teach more about nutrition and healthy diets. What is the perfect diet for health? Organic food is better and worth a higher price than non-organic produce and meat. There is a national crisis of vitamin D deficiency.

Everyone should take a multi-vitamin every day. The only healthy way to An American War Essay lose weight is to eat less and exercise. The best diet plan to lose weight is _________. Food competition shows are causing the average cook to be more creative in the kitchen. College students should take the time to cook healthy foods. You can eat a good diet without learning how to cook. American politics is becoming too divisive. The American president is the most important world leader. Domestic terrorism is more of a problem than terrorism from people in other countries.

Juvenile offenders who commit serious crimes should be tried as adults. Welfare reform failed to Essay on The History of Makeup help people get back to work. All illegal immigrants who have a job should be given a work visa to stay legally in the United States as long as they do not commit a crime, remain employed and pay taxes. Churches do a better job of helping people overcome poverty than government agencies. National laws should be made to prevent texting and calling from cell phones while driving. The Federal Budget Deficit needs to be reduced in order to save the United States from an economic disaster. An American War Essay. We should prohibit all off-shore drilling until oil companies can prove that drilling disasters won't happen again.

Prisons should not be a place of punishment, but a place to rehabilitate people so that they can be productive members of society. Gun control is an fdr second important part of controlling violence in our society. Environmentalism and War Essay use of the land for new deal, farming and logging can go hand in hand. Legalizing Marijana will decrease drug use, provide a new avenue for An American War Essay, tax revenues and prevent crime. Donald Trump's candidacy has changed American politics forever. Voters should have to show ID in order to vote.

Don't have an easy answer. Have two or more sides. Interest other people and involve them in your argument. Are something you really care about. Calls Quotes On Responsibility. Can Room Color Alter Productivity? Mental disorders are often wrongly diagnosed and treated. Binge drinking on college campuses is a serious health issue that students can help control by War Essay using peer pressure to make it unacceptable. Drinking alcoholic beverages in moderation can be healthful and karenina ending prevent Alzheimer's. Shamefully, many children in poor nations die from diseases which are easily preventable with inexpensive vaccines which are widespread in An American richer nations. Essay Depression's Impact. Rather than allowing large malpractice suits against doctors, medical ethics boards should be set up which would evaluate all patient complaints. Every person should be tested for genetic disorders but this information should not be shared with insurance companies in order to prevent discrimination on policies.

Genetic engineering of humans is a good thing. Hospice care for the terminally ill is an underused resource. More families could benefit from War Essay, hospice care services for terminally ill loved ones if they knew more about these health services. All of the calls quotes, concern about obesity in the news has caused more problems with body image among teenage girls. Organ transplantation can make good out of tragedy, so everyone should sign up to be a donor, urge others to sign up, and be sure their family knows their wishes. We should not get complacent about watching out for global pandemics because a flu pandemic is coming, it is just a matter of time. As an English professor, I have taught persuasive writing to many college students. Although college students are often passionate in what they believe, they sometimes have a hard coming up with topics to write about. An American War Essay. An excellent persuasive essay idea for your paper: Doesn't have an easy answer. Has two or more sides. Interests other people and Rock Music involves them in your argument.

Is an An American essay topic you really care about. Karenina Ending. Is an essay topic you can research. Since academic persuasive essays require you to research, you don't have to start your essay knowing what your position is on the topic. An American. You may not even know much about the topic before you start gathering information for your argumentative essay. To find a good topic, I often have my students write a list of Planned Vs. Caey things that they are interested in War Essay knowing more about, or which they believe in. Anna Ending. To broaden their thinking, I find it helps to look at An American, a list of argumentative topics like the one in the table below. What type of persuasive topic is most interesting to you? Argument Essay Topic: What Makes Music Beautiful? 1. Gather some information about your topic by writing down everything you know, checking out some information on Google, or looking at TED lectures by calls quotes experts on new technologies and science like the ones in the videos I include on this blog.

Use what you read to An American help you create some search terms, and to help you decide on your own position. 2. Essay History. Write down different positions people argue on this topic. Academic persuasive essays usually make one of five types of claims: Claims of Value: What is really important? What should we protect or value most? Claims of Fact: What really did happen? How should we think about this issue? Claims of Definition: What is the actual meaning of a word, an event, or an idea? What really is the problem?

Claims of Policy: What should be done about this problem? Claims of An American Cause or Effect: What is the on The of Makeup, reason for this problem? What is the cause? What is the An American War Essay, effect? 3. Use the questions above to write as many Claim questions for anna karenina, your issue as you can. Most issues can have essays on all of the above questions. 4. An American. Write your Claim Question. Decide which of the questions you are most interested in writing about. Write it down.

The question may be a part of your introduction, or it can make a great title. 5. Write down your own answer to the question. This is your thesis. 6. Write down the reasons you believe this answer. These will be your topic ideas for the body of your paper. Turn these into sentences and you will have your topic sentences done. History. 7. Write down what other answers people have to this question . This will help you refine the persuasive essay claim you want to make, and prepare you for adjusting your claim answer.

You may want to qualify your answer by saying If this. then. Or you might want to War Essay narrow the claim to a certain group, or a certain time period. Essay On The History. You can also use these opposing views in the body of your paper by bringing them up and An American War Essay then refuting them and saying why your ideas are better. Anna. 8. Make a list of search terms. Looking at what you've written so far, make a list of terms you can look up to try to get articles for your paper. 9. Do research in your library or on Google Scholar. As you read each article, underline parts that give you ideas you can use to support different parts of An American War Essay your paper. Ending. 100 Easy Argumentative Essay Topic Ideas with Research Links and Sample Essays. by Virginia Kearney 32.

100 Great Psychology Research Paper Topics. by Virginia Kearney 2. 5 Persuasive Writing Essay Prompts About Health Care Reform. by An American Brian Rock 2. 100 Current Events Research Paper Topics with Research Links. by Virginia Kearney 16. 100 Science Topics for Research Papers. by new deal Virginia Kearney 109. How to Write a Summary, Analysis, and War Essay Response Essay Paper With Examples. by Virginia Kearney 56. 100 Problem Solution Essay Topics with Sample Essays. by Virginia Kearney 42. Umar Razi 4 years ago from Lahore.

It is pretty good. I admire the way you write. You have good expressions. Joffre Meyer 4 years ago from on The of Makeup, Tyler, TX. I'm going to An American War Essay re-read this hub--awesome, as I clicked previously!

I taught Developmental English for ten years and Planned (1992) wrote a textbook for An American, my class, so you know I had to have a Persuasive Chapter. Twitter @bohemiotx. The best part of this hub, in my opinion, is seeing the different types of anna karenina ending persuasive essays that are possible. I probably have written each type before, but have not labeled them as such. It might help to An American War Essay know the exact type of persuasive essay I am writing in order to deliver my message better. Copyright 2017 HubPages Inc. and Essay History of Makeup respective owners.

Other product and An American company names shown may be trademarks of their respective owners. HubPages ® is a registered Service Mark of HubPages, Inc. Through The Ages Essay. HubPages and Hubbers (authors) may earn revenue on this page based on affiliate relationships and advertisements with partners including Amazon, Google, and others. Copyright 2017 HubPages Inc. and respective owners.

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catalog cover letter How To Write Catalog Copy That Sells. by Robert W. Bly. When Writing Your Catalog Copy, Keep in Mind These Six Reasons Why Business Customers Buy From Catalogs. Catalogs are sales tools, designed to generate either leads or direct sales. But the copy in An American War Essay most business-to-business catalogs doesnt sell.

It merely gives straightforward technical descriptions of the products - no advantages, no benefits, no motivation for the reader to call a sales rep, mail a reply card or place an fdr second order. To write catalog copy that sells, you have to understand the reasons why business customers buy from An American, catalogs. Surprisingly, business customers buy for many of the Planned Parenthood (1992) Essay example same reasons that consumers do. Below are six of the most powerful reasons managers, engineers, purchasing agents and executives turn to your business catalog: 1. War Essay. To save money. Saving money is the number one motivation for a buyer to order your product instead of Essay Depression's Impact, your competitors. An American War Essay. Your catalog should stress cost savings - on karenina, the cover, on the order form, on every page.

In Radio Shacks catalogs, every item is on An American War Essay, sale! Each item description lists three things: the Planned Vs. Caey (1992) Essay price off (in dollars or percentage, the regular price and the saleprice). A catalog from Boardroom Books shows a markdown on every book in the catalog; the original price is crossed out An American War Essay with an X and the new price is printed next to it in red type. An office supply catalog from Business Envelope Manufacturers, Inc. announces Lowest Prices in the Industry right on the front cover. 2. To be right. Parenthood Vs. Caey. The business buyer wants to An American, be sure he is buying the right product from the Essay History of Makeup right vendor. If he makes the right purchase decision, he is An American, a hero; if he makes a wrong decision, hes in the doghouse. How do you assure the buyer that hes making the right decision? Here are a few specific techniques: List well-known firms that have done business with you.

Use testimonials . Pepper your catalog with quotations from satisfied customers who praise your products. Make a guarantee . New Deal. Offer a quick refund, a rush replacement, or speedy service if your product should fail to War Essay, perform as promised. Give facts that demonstrate the stability of ending, your company: years in the business, number of employees, number of locations, annual sales. 3. To make money . An American. Business customers buy products for Rock through Essay one of two end uses: to resell the products at War Essay a profit or to use them to operate their business more efficiently and profitably. Catalog copy should show the reader how he can make money by doing business with you.

For example, Telephone selling skills that increase sales is a better headline than Fundamentals of Telephone Sales. The first headline promises wealth; the second is merely descriptive. 4. To get something for fdr second nothing. Everybody likes freebies - especially business executives, a group of buyers accustomed to perks. Your catalog could offer the buyer a free gift in exchange or his order. And it should be a personal gift for the buyer, not a discount or gift of merchandise to the company. Popular gift items for business executives include pen and pencil sets, clocks, calculators, mugs, ties, golf balls, T-shirts and watches. (A warning: certain industries, such as defense marketing, frown on this practice.) 5. To fulfill a need. To the purchasing agent, whose job it is to buy things for his company, a good catalog is War Essay, a valuable source-book of much-needed merchandise. The more the catalog and its contents fulfill his needs, the more likely the purchasing agent is to order from it - again and again.

How do you create a catalog that fulfills the ending buyers needs? First, find out what those needs are and fill the catalog with products that satisfy them. Next, make sure your product list is War Essay, broad enough. Of Makeup. Otherwise, the buyer will be forced to turn to your competitors catalog for help. Be sure to include a wide variety of models, sizes, colors and styles. Also, feature your most popular or hard-to-get items near the War Essay front of the book. 6. To solve problems. Often, the business buyer isnt looking for a specific product.

Rather, hes looking for Rock through the Ages Essay a solution to a problem. If your catalog shows how your product solves the problem, youll make the sale. For example, a shop steward might not be thinking of ultrafiltration. He might not even know what it is. But the headline, The Smoothflow Ultrafilter Removes 99 of Dispersed Oil from Plant Wastewater immediately alerts the steward that ultrafiltration can solve his oily wastewater problem. Other reasons why businesspeople buy from catalogs: to An American War Essay, save time, for convenience, to feel important, to gratify curiosity, to take advantage of opportunities, to avoid effort, to make work easier, to Music the Ages Essay, avoid embarrassment, to be the first to try a new product or service, to be exclusive, to avoid salespeople. Keep these reasons in An American War Essay mind and gear your catalog in their fulfillment. Its a good way to Rock through, make sure the purchasing agent picks up your book instead of your competitors. A Good Catalog Tells and Sells With Copy Basics. But most business-to-business catalogs dont do nearly enough selling.

Leaf through some industrial catalogs. Most are chockfull of An American, product specifications: table after table listing weights, dimensions, model numbers, ratings, and ranges. Theyre devoid of any descriptive, persuasive, reasons why you should buy copy. Of course the nuts-and-bolts data is important, but a good catalog does more than present fact. It shows the business buyer how the products can solve his problem, why he should buy your product instead of another, and how it is to on Hollywood, order the product from your catalog. These fundamentals of catalog copywriting can add to the pulling power of your next mailing: 1. An American War Essay. Use colorful, descriptive language. Product spec and tech talk dont move buyers to anna ending, action. Persuasive language does. Its colorful and An American, descriptive, painting a picture in the readers mind of what the product can do for him.

For example: Tech-talk : The XYZ mixer is devoid of pinch-points or dead spots where viscous material might accumulate. Persuasive language : Our mixer is free of sharp edges, nooks and Music the Ages Essay, crannies where gunk might get stuck and clog up your pipeline. 2. Use precise language. Beware of language that is overly colloquial or general. You want your writing to be conversational enough to win the reader over without becoming so vague that it doesnt communicate your meaning. An ad for a microwave relay system began with the An American War Essay headline, If you thought microwaves are too rich for your blood, look again. At first glance, one might think the ad has something to do with the danger of microwave radiation and blood poisoning. The writer meant to say, Hey, I know you think microwave systems are expensive, but heres one you can afford! More precise language is needed here, something like, At last. an affordable microwave system for cable TV operators.

3. Use specific language. Through. Recently, a Hollywood screenwriter spoke about the secret to her success in War Essay writing major feature films. Specifics sell. When you are abstract, no one pays attention. And so it is with the catalog writer, specifics sell. Generalities dont. A lazy copywriter might write, Key to a successful chemical plant is equipment that works - without problems or breakdowns. And our gear drive works and works and works - a long, long time.

Put it in place, turn it on, and forget about it. Its that simple. Sounds nice, but empty. Exactly how reliable is the gear drive? How long can it go without maintenance?

What proof do you offer for Rock through your claims of superior reliability? This is what the buyer wants to know. So the skilled copywriter fills his catalog copy with specifics that give the answers: Continuous internal lubricating sprays keep our gear drives well oiled and virtually friction free. War Essay. As a result, theres no wear and tear, and service life is Music the Ages, greatly increased. In laboratory tests, our system has operated 25,000 hours nonstop. In the field, we have more than 25,000 units installed and not a single failure. 4. An American War Essay. Descriptive heads and breakers. Dont settle For headlines, subheads or breakers that are merely labels for the product (Gear Drive, Series 2000 Hose Reels, Spiral Ultrafilter). Instead, put some sell in fdr second new deal your headlines.

State a benefit. Promise to solve a problem. Mention the industries that can use the product. Tell its applications. An American War Essay. Describe the Vs. Caey example range of sizes, colors or models available. Give news about the product. Or stress the ease of An American, product evaluation and selection in your catalog. Some examples: A Quick and (1992) Essay example, Easy Guide to An American, Hose Selection. Widest Selection of Laboratory Stoppers from 1/4 to 1 foot in diameter - rubber, plastic, glass and cork.

Tower packing for chemical plants, refineries, paper mills - dozens of other applications. Color-coded Floppy diskettes Save Time And Make your Life Easy! Heres the Full Story: 5. Parenthood Vs. Caey (1992) Essay. Make it easy to order. If your catalog is one of those monsters jammed with tables of product specs, be sure to explain these tables to An American, your readers up front. Anna Ending. Tell whats in the tables and how to use them to select the product. Give simple procedures and formulas to aid in product selection. Illustrate with a few examples. An American War Essay. Also, make sure your reader knows who to Essay The Great Depression's Impact, call for assistance or order placement. 6. Make it easy to read. Use short, familiar words.

Short sentences. An American War Essay. Short paragraphs with space between each. Stick in underlines, bullets, boldface type and breakers for emphasis. A catalog crammed with technical date and fdr second new deal, tiny type is a bore and a strain on the eyes. You can make your business catalog effective and yet fun and easy to read. 7. Stress benefits, benefits, benefits. What the product does for the reader is more important than how it works, how you made it, who invented it, how long youve been making it, or how well it has sold. 10 Ways to An American War Essay, Organize Your Catalog.

Business-to-business catalog marketers have more options to choose from when organizing their catalogs than they probably think. Here are 10 methods, along with the pros and History of Makeup, cons of each. 1. By product demand. You can organize your catalog by the sales each product generate. Put your best-seller up front and give them a full or half-page each. War Essay. Slower-moving merchandise appears at the back of the book with a quarter-page or less.

Dead items are dropped altogether. This organizational technique takes advantage o a principle first articulated by David Ogilvy: Back your winners, and an inspector on responsibility, abandon your losers. It puts your promotional dollars where theyll do the most good; BUT in An American large or highly technical product catalogs, it may cause some confusion. 2. By application. The Faultless Division of Axia Incorporated organized its caster catalog by application. The catalog has casters for general duty, light duty, light-medium duty up to heavy duty, textiles, scaffolds, floor trucks and furniture.

Organizing according to application makes it easy for your customer to find the product that solves his problem. New Deal. The disadvantage of this scheme is redundancy: many products handle multiple applications and must be listed (or cross-referenced) in more than one section. 3. By function. A software catalog can be organized by the function each program performs: word processing, financial analysis, data base management accounting, inventory, graphics, communications. Obviously, this scheme wont work in a catalog where all the equipment performs the same task (e.g., a catalog of pollution-control equipment or safety valves).

4. By type of equipment. Radio Shacks consumer electronics catalogs are organized by product group: stereos on one page, car radios on the next, followed by War Essay VCRs, computers, and Planned Parenthood Vs. Caey (1992) Essay example, tape recorders. An American. This scheme is a natural for companies that carry multiple product lines. 5. Anna. By system hierarchy. This technique organizes by An American War Essay the level at which each component fits into Depression's on Hollywood, the overall system. For example, if you manufacture computer hardware, your catalog can begin with the turnkey systems you offer. War Essay. Next come the major components: terminals, printers, plotters, disk drives, keyboards, processors. History. Then you get to the board level, showing the various optional circuit boards you offer for memory expansion, interfaces, communications, instrument control, and other functions. Finally, you could even get down to the chip level - assuming you sell chips as separate items. Supplies: paper, printer ribbons, diskettes, instruction manuals, would go in a separate section at the end of the catalog. War Essay. This unit/sub unit/sub-sub unit approach is ideal for Planned Essay manufacturers who sell both complete systems and component parts. 6. By price.

If you sell similar products that vary mainly in War Essay quality and price, you can organize your catalog by selling price. I your customers are concerned with savings, start with the cheapest items and work up. Fdr Second. If youre selling to War Essay, an upscale group willing to pay a premium for the deluxe model, start with high-priced versions and work down. This technique is excellent for organizing a catalog of premiums and incentives. Of Makeup. After all, an ad manager searching for a premium has a price range in mind, not necessarily a specific product. 7. By scarcity.

If your catalog features hard-to-get items, consider putting them up front, even on the cover. This makes your catalog more valuable by offering the buyer products he needs but cant get anywhere else. Dont worry that these hard-to-find items arent big sellers. When the customer knows your catalog has a stock of rare merchandise (and pulls your catalog to order it), hell be more inclined to do his other business with you, too. 8. By size. War Essay. If you make one product and the basic selection criterion is size, its natural to (1992) example, organize your catalog by An American War Essay size (dimensions, weight, horsepower, BTUs, or whatever). This is handy for catalogs with boilers, motors, shipping drums, envelopes, light bulbs, air conditioners, and other equipment selected mainly on a size basis. 9. On Responsibility. By model number. If youve worked out a sensible numbering system for your product line, organize your catalog by model number. If theres a simple meaning to your numbering system, explain it at the start of the catalog.

And dont rely solely on the model numbers to describe your products; include headings and descriptive text, as well. 10. Alphabetically. If no other organization works for you, you can always organize alphabetically. A large tool catalog can start with adjustable strap clamps and angle plates and end with wing nuts and wrenches. War Essay. Or a vitamin catalog can start with Vitamin A and end with Zinc. Tricks of the Trade: 5 Ways to Make Your Catalog Pull. Sensible organization, crisp photography, bold graphics, and powerful copywriting are the keys to a successful catalog. Planned Parenthood Vs. Caey Example. But experienced catalog marketers also use dozens of sales-boosting gimmicks that have little to do with the basics of salesmanship or good copywriting. An American. All we know is that these tricks of the trade work - and thats reason enough to use them. Here are five that may be helpful to you:

1. Include a letter. To add a personal touch to your product catalog, write a personal letter to your customers from the president of your firm. An Inspector Quotes. The letter can be printed inside the front cover or run off on letterhead and bound into the catalog. You can use this type of letter to introduce the catalog, explain your ordering system, state a company philosophy, stress your dedication to service and An American War Essay, quality, or alert the reader to new, discounted, and other special offerings. Whatever your message, adding a letter to a catalog almost always increases sales. 2. Bursts. Often used by cereal-makers to alert children to the prize inside the box, the burst (a star-shaped graphic with a copy line inside) also can draw a reader to special items within a catalog. Burata highlight price-off deals, free trials, guarantees, and quantity discounts. Fdr Second New Deal. Use bursts and An American, other special graphic techniques (such as underlining, colored or boldface type, fake handwriting) sparingly. Overuse dilutes their effect.

3. Last-minute specials. Insert into your catalog a separate sheet featuring items added to your product line or discounted at the last minute. Tell the customer these bargains were included just in time for mailing, but too late to print in the catalog. This insert generates additional sales because people like to an inspector calls on responsibility, be in on the latest developments. 4. Give technical information and An American, tips of a general nature. The usefulness of this information will encourage buyers to keep your catalog. And the longer they have it, the more often theyll order from it. For instance, a hardware catalog might include an article or table titled, A Guide to Screw Selection. A filtration catalog could include tips on How to Clean and Care for The Great Depression's Impact Filters. 5. Put your catalog in a three-ring binder. Expensive, but people wont throw out a hardback binder as readily as they would an ordinary paperback catalog.

Your customer also is more likely to An American, keep your binder on his shelf because its too bulky for the filing cabinet. Tricks of the Trade: 5 More Sales Boosters For Your Catalog. In addition to using good photography, clear copywriting and sensible catalog organization, throw in a few sales-boosting gimmicks to pull in more orders. The prior issue of B/BCM gave you five of them. Here are five more. 1. Include product samples.

You get two advantages. First, mailings which have three-dimensional objects inside are more likely to be opened than flat envelopes. Second, engineers and other technical buyers often like to play with product samples, keeping them handy on their desks or shelves. A fine example of this technique was used in a brochure for Gore-Tex, a sealant that prevents leaks in anna ending pipe sections when you bolt them together. The sample sealant was stuck to a photo of a pipe flange in the exact position it would be used in real life. The copy told the reader to remove the An American sample and put it through a series of simple tests (accomplished in Essay of Makeup 5 minutes at his desk) to An American War Essay, demonstrate its effectiveness. 2. List Your Customers.

Include a complete list of calls on responsibility, all the firms that have bought from War Essay, you, whether you have 300 or 3,000 names. Seeing such a list in print makes a powerful impression on on responsibility, your customers. Theyll think, How can I go wrong buying from these guys? Everybody in War Essay the world does business with them. 3. Include an order form. Make it easy to fill out. Leave enough space for Vs. Caey Essay example customers to write in War Essay needed information. Bind it into the catalog so it wont be lost/misplaced.

If your products cant be ordered by anna mail, include a spec sheet. The spec sheet asks the prospect to An American War Essay, provide key information on his applications (such as, size of plant, hours of operation, type of process, and so on). With this information in hand, you can specify the equipment the prospect needs and new deal, tell him what it will cost. 4. Include a business reply envelope (BRE). The BRE is a self-addressed, postage-paid envelope the prospect can use to mail the order form or spec sheet back to you. Practically every consumer catalog has a BRE. Most business catalogs dont. Business-to-business marketers think, My prospect works in an office; he has a supply of envelopes and An American, a postage meter handy. He doesnt care about the cost of postage, and he can have his secretary take care of addressing the envelope. This may be true, but a BRE still boosts the response rate in business catalogs.

Why? Not because they save the buyer 20 cents, but because they flag readers to notice youd like them to respond to your catalog. In the same way, a coupon in History an ad increases the number of people who phone or write letters. The coupon says, This is a direct-response ad. An American War Essay. A response is the appropriate next step if youre interested in the product. 5. Make it an event. Industrial buyers get a lot of catalogs in the mail, so the boredom factor is high.

Anything you can do to make your catalog mailing special, to anna ending, stand out War Essay from the on The History of Makeup crowd, will boost sales and An American War Essay, inquiries. One manufacturer sent a pound of chili powder with each catalog, along with a cover letter proclaiming, The Hottest Catalog in the Office Supplies Industry. With a little imagination, youll come up with an of Makeup approach that fits your catalog and customers. How To Prepare To Write Your Catalog Copy. Most catalog marketers and many writers dont know how to go about researching, writing or editing a catalog. Here is a simple four-step procedure for getting ready to have your catalog copy written. War Essay. These techniques can be used by writers, advertising and Planned Parenthood Vs. Caey, marketing managers, and ad agencies alike. Step #1: Collect background information. Writing catalog copy seldom requires original research. Usually the War Essay products to be included in the catalog have already been described in previous brochures, flyers, ads and data sheets.

Collecting and organizing this printed material is the first and most crucial step in Essay of Makeup getting ready to An American War Essay, write the catalog copy. The cataloger should send the writer all pertinent product literature received from the manufacturer. (And if the catalog house doesnt have it, it must be solicited.) For an existing product, this info can include ad tear sheets, brochures, old catalogs, article reprints, technical papers, press kits, audio-visual scripts, direct mail promotions and anna, spec sheets. If the product is new or manufactured by the catalog company itself, these publications may not exist. But the birth of any new product is accompanied by mounds of paperwork which can be sent to An American War Essay, the writer, including internal memos, letters of technical information, product specifications, engineering drawings, photos of prototypes, business and marketing plans, reports and sales proposals. If the catalog house is supplying the copywriter with information on many products, file folders should be used to separate source material by fdr second product.

Include a brief note with each folder indicating whether the enclosed background material is complete and up-to-date and, if not, who the writer can call to fill in the gaps. Be sure to War Essay, mark the Planned Parenthood Vs. Caey source material to indicate what information should be included in the catalog and what should not. Also, note any changes in size, color, accessories, weight or other product specifications. Step #2: Study the previous catalogs, previous ads and promotional pieces, etc. The writer will have to study all promotional information disseminated over the past few years.

He will use ideas, formats and techniques that work; discarding those that dont. The cataloger should let the writer know about any mandatory format or stylistic requirements. For example, in War Essay IBMs computer catalog, PC GUIDE, all software write-ups include an at-a-glance table: a concise summary of product features and benefits. All writers are instructed by IBMs ad agency to include this table with their copy. Step #3: Set a direction. If the The Great Depression's Impact on Hollywood catalog house has instructions or suggestions it wants followed, they should be written down and shared with the writer. The cataloger might have definite ideas on An American, how he wants his catalog arranged and organized.

Or, he may prefer one style of Music the Ages Essay, copy to War Essay, another. But the copywriter cant read his mind. He must tell the writer his preferences. Some writers might object, But isnt it up to Essay on The History, the writer to set the tone, style, content and organization? Isnt that what the marketer pays the writer for? Experience shows that with catalogs, marketers have their preferred ways of doing things. And rarely is a freelancer or agency going to make revolutionary changes from one years catalog to the next. A recent help-wanted ad placed by a catalog marketer said a freelance copywriter was needed to write about garden tools and products in a homey style. If a homey style is what they want, the War Essay company is not going to calls on responsibility, change to a high tech or corporate, formal style because a freelancer comes along and prefers to write it that way.

Instead, theyll get another freelancer. So the writer had better understand the companys style and War Essay, the way they want their copy written. Step #4: The catalog marketer must be available. Once the Planned Essay writer has the background information and knows what the marketer wants, he is ready to An American, write the copy. At this point, he needs the marketer available to answer questions, gather additional information and review rough drafts, outlines or concepts. If the cataloger is Planned Parenthood (1992) example, not available, the project will be held up until the writer gets the An American War Essay information, feedback or approval he needs.

All catalog marketer should make sure their people support the copywriters efforts. A good bet is to appoint one employee to act as liaison between catalog company and writer. Its inefficient for a writer to have to track down the many people in a company who are involved with the catalog and its creation. How To Write Catalog Copy and Avoid Writers Block Copywriters who have no trouble dishing up a sales letter or ad suddenly freeze when faced with the an inspector on responsibility task of producing 180 lines of 44 characters each for War Essay a catalog. They find catalog writing more difficult - perhaps because its more restrictive. In an ad or sales letter, the writer is new deal, pretty free to let loose. But in a catalog he is limited in space and confined to War Essay, following the catalogs set tone, format and style. Heres a simple three-step process to karenina, help you overcome catalog copywriters block. 1. In the first stage, you simply ignore the constraints of space, format, and An American War Essay, style and just write . Let the words flow.

Write whatever comes naturally. Fdr Second New Deal. Dont worry about whether what youre writing is good or sensible or right. Youll have a chance to go back and fix it later. Right now, just let the An American words pour out. Some writers like to keep two pads (or a typewriter and a pad) in front of them as they write. The first pad is used for composing the copy. Any stray thoughts or phrases that come to mind, but dont fit in with the copy, are jotted down on the second pad for future reference. 2. In the second phase, you edit your rough first draft to new deal, make it better. Editing consists of: Deleting unnecessary words and phrases, Adjusting the copy to the exact word length the specs call for, Rewriting awkward phrases, Making sure all necessary facts are included, Reordering copy points to make the organization more logical, Making copy conform to catalog format and style (adding tables, call-outs, charts, or special sections, as needed), Rewriting to fit the overall tone of the catalog. 3. The third step is polishing.

Polishing means proofreading, checking for errors in spelling, punctuation, grammar, capitalization, and abbreviation. An American War Essay. It also involves checking such details as patent numbers, product numbers, product specifications, registration marks, trademarks and technical accuracy. Every writer has a creative side and an analytical or editing side. The creative side comes up with the ideas; the editing side holds the on The History of Makeup ideas up to the cold light of day and judges their effectiveness. Both sides are needed in copywriting, but should be used in An American War Essay separate and distinct phases of the writing process, as outlined above. When you try to be creative and analytical at the same time, your editing facilities inhibit your creative facilities, and writers block result. This is anna ending, especially true in catalog writing where guidelines can be more rigorous than in other forms. How To Write Effective Catalog Copy. Before you approve your catalog copy and send it to the typesetter, you want to be sure that its right . Getting it right involves more than the An American basics of spelling and punctuation. It involves more than avoiding superlatives and new deal, generalities about your merchandise.

Heres a handy checklist to help you review your present copy. As you put your copy to this test, look for ways to incorporate these rules into your specific copy style. 1. Is your copy in the right order? Is there a logical scheme to the presentation of An American, copy points about your merchandise? And have you been faithful to this organizational principle throughout?

Is this the best way to organize your items in your catalog? Or would another method make more sense? 2. Is it persuasive? Does your copy begin with a strong selling message? Have you used copy to indicate your sales message on the catalog cover? Do individual headlines promise solutions to reader problems and Music through the Ages, draw the readers into An American, the product descriptions? Does the body copy stress user benefits as well as technical features? 3. Is it complete?

If the catalog is designed to generate direct sales, does it include all the information the reader needs to make a buying decision? Does it make it easy for the customer to specify and order the through product? If the catalog is designed to generate leads, does it contain enough information to interest qualified prospects? Does it encourage them to War Essay, take the next step in the buying process? Have you described products fully? Have you included all important details such as size, operating efficiency, model numbers, equipment compatibility, materials of construction, accessories, and options? 4. Is it clear? Is the copy understandable and easy to read?

Are all technical terms defined, all abbreviations spelled out? Is it written at the readers level of Music through the Ages Essay, technical understanding? 5. Is it consistent? Have you been consistent in your use of logos, trademarks, spellings, abbreviations, punctuation, grammar, capitalization, units of measure, table and chart formats, layouts, copy style, visuals? 6. Is it accurate? Is the copy technically accurate? Has an An American War Essay engineer checked all numbers, specifications, and calculations to make sure they are correct? Have you carefully proofread tables, lists, and other fine print? Do the Music through the Ages photos show the current models or versions of War Essay, your product? Have you matched the right photo to each item description? 7. Is it interesting? Is your catalog attractive to look at, lively and informative to new deal, read?

Or is it boring? The typeface you choose for An American your copy, and the style of layout in which you print it, encourage the anna ending viewers desire to read the copy. 8. Is it believable? Is the copy sincere or full of War Essay, ballyhoo? Have you used graphs, charts, photos, test results, testimonials, and statistics to back up your product claims? 9. Have you included all necessary boilerplate copy?

This includes areas such as: effective and expiration dates of prices, how-to-order info, notification of possible price changes, payment terms and methods, shipping and handling information, returns policy, quantity discounts, credit terms, sales tax, trademark information, copyright line, disclaimers, guarantees, warranties, limits of vendor liability. 10. Is it easy to place an order? Does your copy explain how to order? Is there an order form? Is the order form easy to fill out? And is there enough space to write in the required information? Is a business reply envelope enclosed or attached to the order form? For a lead-generating catalog, is a reply card, spec sheet, or other reply element included? Have you made clear to fdr second new deal, the reader what the next step is in the buying process? If you need information to design or specify a system, have you made it clear and War Essay, easy for the reader to send you this information?

If you want the reader to request more literature, have you described the literature and made it easy to send for these brochures? If you think the words easy and clear have been overused in this guidelines, youre wrong. Everything you can do to make your message clearer and try keep ordering a simple process will be reflected in your bottom line. In Catalog Copywriting, the an inspector calls quotes on responsibility Selling Starts on the Cover. Magazine and book publishers put a lot of time, money and thought into producing attractive, intriguing covers for their publications. They know that if a book or magazine has a dull or uninteresting cover, please wont pick it up and buy it. And so it is with your catalog. War Essay. A bland, technical-looking cover promises a dull recitation of specifications and turns readers off. A cover with an enticing illustration and a strong selling message arouses curiosity and History, prods readers to open the catalog. Here are three suggestions for War Essay spicing up your catalog cover: (1) Sell the Product line. A catalog is really a store in a mailbox. The more complete the store, the more likely the Planned Vs. Caey (1992) example customer will return to do all his shopping - again and again.

A comprehensive product line is a big selling point. Why not stress it on An American, the cover? Example : Lets say you sell fasteners and have 3,200 product variations. Your catalog shows only 1,250 models. An ideal headline for your cover would be, HERE ARE 1,950 FASTENERS YOU CANT FIND ANYWHERE ELSE. Underneath would be a photo of the fasteners which you have and your competitors dont. Introductory copy on the first inside page would explain the advantages of your broader product line. (2) Sell solutions. Sometimes, buyers arent looking for Planned Parenthood (1992) Essay example specific products; theyre looking for solutions to problems.

Youll win them over if you show how your product solves the problem. Example: The records administrator at a busy hospital has a problem organizing paper files, finding space to fit all the An American files, and being able to quickly pull a record when a doctor needs it. Anna Ending. This administrator is swamped with paper, but doesnt know what to do. Your microfilm storage systems are the ideal solution to this problem, but the records administrator isnt thinking of microfilm. So, a cover with the ordinary headline A Complete Line of Micrographic Equipment and Accessories wont sell him. A headline that will sell him is How to Reduce a Mountain of Paper Files to a Neat Stack of Microfiche. and Find Any File in as Little as 15 Seconds. This headline sells a solution , not a product. (3) Sell service. Product superiority is An American, only one reason why folks do business with a company.

There are many others: price, convenience, toll-free number, credit extended, trust, reputation, fast delivery, friendly salespeople, guarantee, service and maintenance. You can generate interest in your catalog by through selling these services and intangibles - rather than the An American products - on the cover. Example : Stress service and maintenance when keeping the product running is as important as the quality of the product itself. Millions of people have paid a premium for IBM personal computers because they know IBM will be there to fdr second, fix the machine when something goes wrong. Stressing your guarantee is An American, another way of selling service commitment.

Stress name, image, and reputation when selling expensive equipment and systems. Essay Of Makeup. Buyers want to know that you have the resources to An American, support your system for years to come, and that youll be around at least as long as the product lasts. Start Selling On Your Catalog Cover: Three More Ways To Generate Sales. Consider that if your catalog cover doesnt make the viewer want to open the Vs. Caey Essay book, youre wasting expensive pace. Here are a few ways to ensure that reader will look through your catalog, before they reach for your competitors. (4) Start the War Essay catalog on the cover.

Instead of using the cover as a mere introduction, or even a self-contained sales message, you can start your catalog copy right on the cover. Fdr Second New Deal. This is an effective way to draw the reader inside the book. Naturally this cover copy should feature your most popular or hard-to-get item. (5) Put a letter on the cover. Nothing builds personality into a dry-as-dust catalog as effectively as a personal letter from the company president. If getting people to warm up to War Essay, you is your problem - and it might be with new customers or with customers who have been burned by your products in Rock Music through the Ages Essay the past - you can address the reader directly with a letter right on the cover. The letter should be written in a warm, friendly, personal style. And it should be set in typewriter type, not phototype. (6) Add a wrapper. Wrappers are used to shout a sales message.

In supermarkets, four bars of soap are bundled with a yellow wrapper exclaiming, Buy Three, Get One Free! And this technique is War Essay, even working its way into bookstores: Stephen Foxs new book on the history of advertising ( The Mirror Makers ) was wrapped with a banner singing its praises from fdr second new deal, David Ogilvy and Rosser Reeves. The same technique can be applied to catalog covers. If youve got a great new product, a price-off deal, or a major improvement in service, delivery, reliability - announce it with a bright banner wrapped around the cover. How To Select the Right Writer for Your Catalog. Unless youre a professional writer or have one on staff, you need to hire an An American ad agency or freelancer to write your catalog copy. The first step in hiring a writer is to find a writer. And one of the best ways is through referrals . Ask your vendor, client and on responsibility, colleague to recommend a good catalog writer. People likely to know the name of a writer include printers, graphic designers, list brokers, magazine space reps, ad agencies, PR firms, and advertising or marketing managers of local firms. Ask them all. Other sources of names are directories and trade journals.

One annual directory with a section listing freelance copywriters is the Adweek/Art Directors Index USA . War Essay. Many freelancers also run ads in advertising journals, local newspapers and the Yellow Pages under writer, copywriter, or advertising. An alternative is to run your own help-wanted ad. A small classified ad is History, likely to yield dozens of replies. Once youve found writers, decide whos right for you. Qualifications to An American War Essay, look for include: 1. Catalog experience. Look for a writer of descriptive product copy in catalogs, brochures, product data sheets and other long-copy areas. Rock Through. Someone whose experience is limited to radio commercials or image-building print ads may not be able to dig for product facts. They may not have the expertise to An American War Essay, write the type of sustained selling copy that works so well in catalogs. 2. Experience in your industry. The kind of writer already familiar with your product understands your jargon and Essay Depression's Impact, can communicate with your sales and product people.

Less time will be spent to War Essay, educate the writer (he already knows your market, applications, and technology). Youre also more likely to ending, get copy thats on target the first time written. Hiring a bra and An American, lingerie writer to produce an electronics catalog may be a learning experience for Essay The Great Impact the writer, but its a risk for the marketer. 3. Check samples. Ask the writer to War Essay, send you his two or three best writing samples. Read the copy carefully.

Are you excited to an inspector on responsibility, find exactly the kind of writing you want? Or are you wondering how youll get the War Essay writer to write the way you think it should be done? Hire the writer whose idea of Essay The Great Depression's Impact on Hollywood, how to write copy is in War Essay sync with your own. Dont hire the opposite and hope youll force him to change. It will be a disaster for both of you. 4. Check out the karenina ending writer. Meet the writer or have a chat over the phone. Do you feel comfortable with the writers attitude, personality, and method of doing business? Or do you think the two of you would butt heads at every step?

Producing a catalog is tough, so dont add major personality conflicts to the job. Pick the writer with whom you feel most comfortable. And dont spend too much time weighing pros and cons. Go with instinct, especially your first impression. 5. Discuss fees up front. All professional relationships should begin with an understanding of fee structure and billing methods. If this isnt settled now, it may be later - in court. Ask what the writer charges, and how. War Essay. Catalog writers are compensated in many ways: by the item, by karenina ending the page, by the project, by the hour, by the day, by the week. Payment varies widely by War Essay writer, region, and type of product.

A page of copy can cost anywhere from $100 to $800 and up. 6. Put it in writing. The agreement between the two of you should be a written purchase order or letter of agreement. Anna Karenina. Youll help avoid misunderstandings later on by spelling out what youre buying and what the An American War Essay writers selling. Cover all possibilities.

For example, what happens if you add extra items to the catalog or require extensive revision on the copy? First check for anna karenina experience, then make sure there are no major area of conflict. Your copywriter will bear plenty of responsibility for the success of your catalog, so choose carefully. Where Will You Get Your Next Great Idea? Its in An American Your Mailbox.

Catalog marketers pay thousands of dollars to consultants and Essay The Great Depression's Impact, ad agencies For marketing ideas. But you can get dozens of An American War Essay, new ideas, FREE ideas, by studying catalogs produced by other firms. And getting these catalogs is easy. Before you know it, your mailbox can be crammed with all sorts of catalogs - each containing a storehouse of great concepts you can use in your own marketing. First, get hold of a stack of trade journals. Next, circle the reader service card numbers of Essay The Great Impact, ads and news items offering free catalogs. Here, for example, is just a sampling of the An American War Essay kinds of ideas, techniques and fdr second, tips you can find in catalogs you could receive this month: 1. Use product photos that demonstrate the product. When people are skeptical, use your catalog to provide a product demonstration in print.

Take computer paper, for example. With cheap brands, its hard to tear off the perforated edges and sometimes the printed document rips in An American the process. In its computer supplies catalog, Moore pictures a pair of hands pulling the perforated strips off Moores paper easily and cleanly. Kudos to Moore - not many others have thought of a way to demonstrate a piece of paper in a photo. 2. Add value to the product. Nixdorf Computers Solutionware software catalog offers many of the Essay same programs as other catalogs. The difference? Nixdorf has created a powerful list of An American, seven extras you get when ordering from the Solutionware catalog. Fdr Second. These include toll-free phone support, free delivery and a free newsletter.

This list of goodies appears at the beginning of the book with a repeat on the order form. The reader knows he gets more for his money when he buys his programs through Solutionware, instead of An American, another catalog or a computer store. 3. Give the through the Ages Essay buyer free information. Thomsons 83-page catalog of ball bearings and shafts includes 17 pages on how to select, size and install the equipment. War Essay. Engineers will keep the catalog on hand because it contains this useful information. By adding tips on maintenance, repair, troubleshooting, applications and operation, you can increase demand for - and readership of - your catalog. If your information is exceptionally helpful, it can elevate your catalog to anna karenina, the status of An American War Essay, a reference work. Customers will keep it on their shelves for years.

4. Anna Karenina Ending. Help the reader shop. Compatibility is a big problem when selling computers and computer-related equipment and supplies. A big question on the buyers mind is, Will this product work with my equipment? In an otherwise ordinary computer supply catalog, Transnet gives its readers a bonus with a two-page diskette compatibility chart. The chart lists the major brands and models of microcomputers alphabetically, along with the specific make of An American War Essay, floppy disk designed for each machine. Uncertainty and confusion are eliminated. The buyer can place his order with confidence. 5. Music The Ages Essay. Show the Results of An American War Essay, using the product, not just the product itself. Day-Timers recent catalog of calendars, pocket diaries and appointment book sis, as expected, illustrated with product photos. Quotes. But instead of depicting blank books, the photos show calendars and An American, diaries filled with handwritten appointments and notes. This adds realism and believability to the catalog. It also shows how the calendar or diary could help organize the readers life and schedule.

6. Turn your catalog into a shopping system. A catalog is more than a book of just product descriptions; its a one-stop shopping center for your complete product line. For this reason, ease of use should be a major consideration in the conceptual phase of catalog design. In the IBM Cabling System catalog, the first two sections of copy are How to Use This Catalog and How to Order. No introduction, no letter from the anna president, no product description - just simple, straightforward instructions on how to shop with the catalog. Another nice touch is An American, that the price list is Planned Parenthood (1992) Essay, printed opposite the order form, so the An American War Essay buyer doesnt have to search through the catalog to find prices for the items being ordered. How To Determine Your Proper Copy Tone. Catalog copy should be brisk, concise, stripped-down prose, one expert told me. Fdr Second New Deal. Cram as many facts as you can. Use bullets, sentence fragments, word lists. Dont waste time with fancy sales talk; just pile on An American, the description. Catalog copy should talk to the reader, as one friend talking to another, said another expert. New Deal. Use conversational copy to build sales arguments that compel the reader to buy the product. The sales pitch - not a pile of technical specifications - is what counts. Should catalog copy be in prose form or bullet form?

Should it be clipped and concise or leisurely and conversational? Crammed with facts or written to entertain as well as educate? Though no two experts agree, here are some factors to help you determine the tone and War Essay, style of your catalog copy: 1. Ending. Space is obviously the greatest limitation. If you have only one column-inch per item, youve got to War Essay, write lean, bare-bones, telegraphic copy. Write the basic facts, and History, nothing more. An American. If you have a full-page per The Great on Hollywood item, you have the luxury of writing a conversational, ad-style sales pitch on each product. Keep in mind, however, that length alone does not make copy better. Waffling on and saying nothing is not good selling copy. Also remember that a catalog can have as many pages and items as you want it to.

So, if the product cant be adequately described in the space available, you should consider adding more pages. 2. The product. The copy style varies according to An American War Essay, the type of product being sold. A catalog selling laboratory equipment naturally contains some highly technical language, while a catalog of bridal accessories has a warm, friendly tone. The complexity of the product also affects the length of the fdr second new deal copy; you can say more about An American War Essay, a microprocessor than you can about a stick of chewing gum. 3. Essay On The Of Makeup. Purpose.

A catalog from which the customer can order directly must have complete product information and technical specifications. Copy has to be clear, comprehensive, and to-the-point. A catalog used as a sales aid can be more salesy and less all-encompassing than the An American War Essay direct-order catalog. A promotional catalog geared to whetting the an inspector customers appetite will contain benefit-oriented headlines and subheads, highly sales-oriented copy, and An American, sophisticated graphics to engage the readers attention. Remember, however, that no matter what the purpose of your catalog, not furnishing enough details can be a sales deterrent.

The promotional catalog minus enough information may never stimulate the customers inquiry. 4. An Inspector. The buyer. How sophisticated is the buyer? How much does he already know about the product and its uses? How much more does he want to know?

A paint catalog aimed at professional painters need only War Essay, describe the color, composition, and other features of the various paints. An Inspector Quotes. A catalog selling paint to the consumer would have to An American War Essay, provide more of an anna karenina ending education in the basics: types of An American, paints available, pros and cons of each, applications best suited to each kind of paint, plus tips on how to apply paint. 5. Buyer/seller relationship. If your buyers are already sold on your firm and have a tradition of Vs. Caey (1992), doing business with you, your catalog can be a simple, straightforward description of your latest offerings. On the other hand, prospects who dont know you and your firm will have to be convinced that they should do their business with you instead of your competitor. So a catalog aimed at this type of buyer will have to do a lot more selling and company image-building. The type of relationship you wish to have with your customers will also affect the tone you use (warm and friendly, formal and highly professional, etc). 6. Past experience. An American War Essay. Measure catalog results to your best ability and try to learn from past experience. If cutting copy from a full-page of fdr second new deal, hard-selling prose to a terse quarter-page entry doesnt reduce sales, cut the copy and get more items per page. If increasing each item from An American, a quarter-page to a full-page boosts sales 500 percent, consider expanding all entries to on The of Makeup, a full-page and increasing the size of the catalog.

Remember, every situation is different. In the final analysis, the best way to set the tone and length of your copy is to know what works with your market and your customer. Should Catalog Copy Tell the Truth? The public is War Essay, skeptical of the claims made in consumer ads and TV commercials. But business-to-business copy often has been more honest, less subject to through the Ages Essay, puffery. The reason is that the business buyer is War Essay, considered more sophisticated.

If repeat business is wanted, it doesnt pay to lie to make one quick sale. But no one pretends that catalog copy (or any other promotional copy) is as objective as a newspaper story. Everyone knows copy is written to get people to buy the product. The copywriter is expected to say only an inspector calls quotes on responsibility, nice things, even things that may stretch the truth a bit. But how far should one go in order to make the sale? Here are some guidelines:

1. Stress the Positive. You dont need to An American War Essay, lie to sell. Music The Ages. Every product has its good features. Dig to An American, find them and calls, highlight these points in copy. If you cant find enough positives, re-evaluate carrying the product. 2. Omit negatives. Never bad-mouth your own product in catalog copy.

Stress the An American positive features; leave out the karenina ending negatives. Dont feel compelled to An American, discuss your products problems. The competition will be glad to do that for karenina you. If you were to criticize your product, youd be unable to compete because none of your competitors would follow your practice. Buyers would hear the An American negatives of your product, but not of Essay Depression's Impact, others. So theyd buy the other product. There are three exceptions to this rule . The first is when everybody knows about a problem.

In this case, since you cant avoid talking about it, you may as well bring it out in the open and deal with it there. Second is when youve eliminated a problem. Talk about it, followed immediately with remarks on how you ended the An American problem or improved it. This tactic turns a negative into a positive. Third is when the on The History negative aspect is offset by an even greater positive. For example, a negative of your outdoor tool shed is An American, that its made of a cheap- looking aluminum instead of the attractive redwood used by the competition. But the positive is that the aluminum is lightweight, easy to install, never needs painting or other maintenance, wont rot and anna, lasts a lifetime - unlike the wood. 3. Be specific. An American War Essay. Many catalog marketers describe their product as the fastest, the lowest cost, the most efficient, or the best performer when they dont really know how their product compares to others on the market.

Dont make general statements you cant prove because you may be caught in a lie. Even if you arent, buyers distrust general statements. An Inspector Calls. Be specific. Say loads the program in 2.5 seconds or price reduced to $495.95 or detects moisture down to 3 parts per An American War Essay million. Make specific, true claims, and people will believe you. 4. Be honest, but err on the side of optimism. Lets say you tested the reliability of your product.

In 85 out of 100 tests, the product lasted 16 months before breaking down. Essay On The History. In five tests it lasted longer (up to 17 months); in nine tests it broke down sooner (in 14 or 15 months); and one tested sample lasted only 10 months. You can feel comfortable claiming lasts up to 16 months. Product performance, test results, and other data can be interpreted in An American many ways. A catalog marketer should interpret data honestly, but in the best light possible. 5. If you must weasel, be straightforward. Your goal is to ship all orders within 48 hours, and an inspector calls quotes on responsibility, usually you do.

But perhaps a third of the orders miss the deadline by a half-day or so because of a heavy work schedule or special custom requirements. The statement, All orders shipped within 48 hours is a lie, because one-third of orders are not shipped within this deadline. An American War Essay. The statement, All orders shipped as soon as possible is truthful, but weak. The solution is to promise your best and be honest about your limitations. For example: We do our best to Essay The Great Depression's Impact on Hollywood, ship your order within 48 hours. But occasionally, it takes an extra day if our backlog is heavy or your order requires special customized work. In the past three years, no order has been shipped later than 72 hours after weve received it. 6. Make promises you can keep. An American War Essay. Then keep them. An Inspector Calls Quotes On Responsibility. One function of promotional copy is to An American, motivate the company to live up to its advertising.

In your copy its okay to make promises you intend to keep. Essay The Great Depression's On Hollywood. For example, if you promise courteous service, train your customer representatives to be courteous. But dont promise the most powerful computer chip on the market, if you dont have the resources to produce it. 7. Never lie. If you make a claim that is clearly a lie, youll be caught. The people you lied to will long remember, and your reputation in the industry will be tarnished. 8. Check the truth of your statements. Does your catalog copy claim, Ordering is as easy as picking up the An American phone? Then try picking up the phone and ordering from karenina, your catalog. If the grandiose promises and proclamations you make in your catalog copy dont reflect reality, either change the copy or, preferably, improve your way of doing business. It Pays to Become a Student of Marketing. Whether you write your own catalog copy or approve the work of An American War Essay, others who do, it pays to add to your knowledge of the craft.

Not even the old pros know everything about copywriting, advertising or marketing. Thats what makes the Essay of Makeup business so exciting. Its a life-long process of absorbing new information, developing new thinking and new ideas. And a week or month of study can pay for itself dozens of times if it yields even one profitable new idea or technique. It pays to become a student of An American, catalog marketing and copywriting. On The History. Here are a few ways to do it: 1. Study catalogs. Subscribe to An American, trade journals in Planned Parenthood (1992) Essay example your field. Peruse newspapers, magazines, card decks. Keep the reader-service cards handy and An American, circle the an inspector quotes number for every ad offering a catalog. An American War Essay. Clip coupons; write for karenina catalogs.

A steady stream will come pouring into your mailbox. Read these catalogs both for An American War Essay competitive information on your rivals products and to pick up new techniques in catalog writing and ending, design. Keep an An American organized file of Essay, catalogs that catch your fancy. Dip into An American War Essay, this file for inspiration or a new idea. And just by reading, youll get a feel for what works (and what doesnt) in an inspector calls quotes catalog copy.

2. Books. Dozens of books, maybe hundreds, have been written on effective advertising. Many of the best hold treasures for War Essay the catalog marketer. Here are some classics: anything by David Ogilvy ( Confessions of an Advertising Man is the most widely read). Anna Karenina. Anything by An American War Essay John Caples (his best might be How to Make Your Advertising Make Money ). Claude Hopkins Scientific Advertising . Ed McLeans monograph The Basics of Copy . Calls Quotes. Howard G. Sawyers book Business-to-Business Advertising. And the An American hot-off-the-presses How to Create Successful Catalogs , a Maxwell Sroge publication. An Inspector Calls Quotes. Also, go to the library or bookstore and read any advertising book that looks interesting to An American, you. 3. Trade Magazines. Anna Ending. The advertising journals print many helpful articles both on An American War Essay, advertising in general and catalog marketing in particular. Adweek had a recent article on improving your order form.

Advertising Age ran an article on catalog marketing some time ago. DM News , Direct Marketing , and calls quotes on responsibility, Business Marketing (and, of course, this newsletter ) are also recommended. Clip all relevant articles and War Essay, save them in a file organized by Essay The Great Depression's on Hollywood subject. 4. Booklets. To promote themselves as experts, many ad agencies, marketing firms, list brokers, consultants and other vendors publish and distribute informational booklets on marketing and related subjects. Best of all, the booklets are usually free. Some in my file include Direct Marketing: A Users Guide (Fala Direct Marketing), A Handbook of Direct Marketing Terms (Susan K. Jones Associates), Seven Checklists for War Essay Successful Business Slide Presentations (Cinegraph Slides, Inc.), Workbook for Planned Essay Estimating Your Advertising Budget (Cahners Publishing). 5. Professional Societies offer many sources of War Essay, information: meetings, guest speakers, seminars, newsletters, booklets, monographs, courses. You also have the ending opportunity to meet people from An American, whom you can learn, including your competition, other catalog marketers, ad agency people, consultants, freelancers, printers and anna karenina ending, other vendors. The contacts you make and information you glean can quickly pay for the membership fee and time investment it takes to participate. 6. Seminars.

Each year, many public seminars are offered in all facets of advertising and promotion. The expense of these seminars ($295 to $895 for a three-day course) is more than compensated for by the valuable tips and expert advice they provide. Getting such information from An American, a seminar often is much less costly than hiring the seminar lecturer to consult on Rock the Ages Essay, a private basis. 7. War Essay. Classes. An inexpensive alternative to seminars is on The History, instruction given at An American War Essay local universities, community colleges and adult education centers. In New York City, for karenina ending example, courses range from a one-evening lecture priced at An American War Essay $35 to eight and 10-week courses costing in the neighborhood of ending, $150 to $225. Surprisingly, the caliber of the teachers and quality of information in these courses is often as good as or better than the more expensive public seminars.

8. Brain picking. The quickest, best way to learn lots about advertising is to find an expert and pick his brains. Many expert designers, copywriters and consultants charge $500 to $2,000 a day for a formal consultation. If you meet one of War Essay, these experts informally, at a party, a luncheon or a local advertising club, you might be able to get some advice over cocktails or a game of golf. Anna. Experts love to talk shop, and if theyre relaxed and at An American leisure, the anna talk is free. Use Different Guidelines For Insert Copy. Heres why: When we say catalog, most of us think of the kind you distribute or mail to customers and prospects. But another important type of catalog is the industrial directory: books such as Thomas Register, Chemical Engineering Catalog, Pollution Equipment, News Buyers Guide , and others. Many companies find that inserting multi-page ads (ranging from An American, two to 16 pages and The Great Depression's Impact, more) in these directories, is the An American War Essay most productive catalog promotion they can do.

But writing these inserts (as they are referred to in these directories) is different than writing free-standing catalog copy. These tips will help you produce effective inserts. 1. On The History Of Makeup. Space is at a premium. You pay for your insert as you would for space advertising: each additional page increases the cost of the space by the directorys page rate. To run your regular catalog might take your entire ad budget For the An American years. So youve got to condense your catalog to an affordable number of pages.

Rarely is there space to solicit direct order by mail. Instead, you concentrate on fdr second new deal, stressing product benefits and superior service so your insert will generate leads by phone. An American. Also, you dont have the Music the Ages room to describe every model and every variation in An American your line. Music Through. Instead, you highlight your best products in abbreviated fashion . 2. Generate leads. This type of insert, like a yellow-pages ad, is primarily designed to get the prospect to respond with a phone call and say, This looks like it might meet my needs. Tell me more. Make it easy for the prospect to War Essay, respond. Highlight your toll-free number throughout the of Makeup copy, at War Essay least once on Essay on Hollywood, every page.

List regional offices and sales reps and their phone numbers (many people prefer to An American War Essay, call locally). Also include addresses for people who prefer to make written inquiries. Give more than one phone extension so the anna ending reader wont get a busy signal. Label products clearly so the reader knows what to An American War Essay, ask for. If you offer a more detailed brochure on your products, give the brochure number or title so the reader can ask for it by Essay on The of Makeup name. 3. Skip the cover. Though brochures and other kinds of inserts use the An American front cover as a graphic and image-building device (and sometimes leave the back cover bare except for a logo), such a design tactic is a waste of Depression's Impact on Hollywood, money in War Essay a bound-in directory insert. You pay for each page, so run product descriptions on Essay The Great Depression's Impact on Hollywood, ALL pages , including the front and An American War Essay, back covers. Dont waste a single inch of costly space. Youll have plenty o competition in these directories. More details and Rock Music through, tips on War Essay, how your insert can get the jump on them in the next issue.

Guidelines For Insert Copy: How to Handle the Competition. You have to play by different rules when you run an insert in industrial directories such as Thomas Register, Chemical Engineering Catalog, Pollution Equipment, News Buyers Guide, and others. An insert in fdr second new deal this context is a multi-page ad ranging from two to An American, 16 pages and anna ending, more. While these inserts may be the most productive catalog promotion you can do, writing them is different than writing for your regular catalog. An American. In the calls on responsibility last issue, we discussed several differences: space is at a premium; the War Essay lead is what you go after (not the direct sale); and an introductory page (cover) to your insert is wasted space.

Here we continue with more tips to new deal, help you produce effective inserts. 4. Consider the competition. Your insert competes with all other inserts in the directory (or at An American War Essay least with inserts selling similar products). So it pays to make yours stand out. The best way to anna karenina ending, do this is with headlines and subheads that speak directly of the War Essay benefits of the anna karenina ending products, what those products can do for the reader. Most directory inserts are poorly written: they consist of dry recitations of technical specifications and grainy black-and-white photos of the products against drop-cloth backgrounds. Make yours exciting . Show how the reader will come out An American War Essay ahead by doing business with you. Instead of labeling an item, Motionless Mixer, write: In-line motionless mixer cuts energy consumption 10 percent and never needs maintenance.

5. Grab their eyes. The layout should be simple but also bold, crisp, and attractive. Through The Ages Essay. Use photos showing the product in operation or being installed in the field. Big headlines and subheads help tell the story and An American, move the readers eye along the page. Short paragraphs and a clean typeface make the copy more readable. Make your page a pleasure to look at fdr second and to read. 6. War Essay. Write in directory style.

A Yellow-page or other directory ad is anna karenina, different than a magazine ad. The magazine ad must rely on a clever headline and visual to stop a reader who may not be thinking of the An American product. In a directory, the reader is actively looking for what your ad is Parenthood Essay, selling. The effective directory ad is one that gives the reader what he is looking for. So it is with the insert. When the reader picks up the industrial directory, he has a specific need in War Essay mind. A successful insert is one that addresses this need in a bold, direct fashion. For example, your steam trap may have many important features that help sell the product. But experience has taught you that when someone is ready to buy, their main concern is fast delivery.

Your insert headline should read, High-performance steam traps-24-hour delivery guaranteed. 7. Essay The Great Depression's On Hollywood. Focus on War Essay, product features, not catalog utility. Other columns have stressed the benefits of The Great, making your catalog more valuable by War Essay including useful technical information in it. This turns your catalog into Essay on The of Makeup, a technical reference work that the reader is inclined to keep around. But this doesnt apply to the directory insert. The insert is bound into a directory that the reader has paid for; he has every intention of keeping it until next years edition is available. War Essay. So including general advice and quotes on responsibility, information is a waste of space. Instead, concentrate on describing and An American, selling your products.

8. The insert on its own. Ending. You might be able to do double duty with your insert by using it as a free-standing piece as well as an insert. An American War Essay. If you plan on doing this, think about how this affects design and copy. Can the insert stand on its own as is? Will you need to add a cover, additional copy or an order form?

How expensive will these changes be? Does a piece that works well as an insert have enough sell to function as a stand-alone brochure? By keeping all of these special issues in mind, youll be able to get maximum effect from your insert ad in any directory. Advertising In Industrial Directories Pays Off. In the Essay The Great Depression's on Hollywood last two issues we talked about multi-page ads in industrial directories and the special requirements of writing them.

But if you cant afford a multi-page ad, you can still advertise profitably in these directories with a space ad thats only a fraction of An American War Essay, a page. Fdr Second. Here are some pointers to An American War Essay, keep in mind when planning these ads. 1. Bigger is better. Essay The Great Impact. According to War Essay, a study by the Thomas Publishing Company, the biggest ad on the page in Thomas Register pulls 40 times more response than a standard listing. And even a boldfaced listing pulls double the response of the regular listing.

So the bigger the ad, the better. 2. Is one big ad better than many small ones? This question comes up if your product belongs under more than one category in the directory. The answer is to have the biggest ad you can in the category where people are most likely to Music through the Ages Essay, look for your product. Then, if your budget allows, put the biggest ad you can under the An American next most popular category, then the third most popular, and so on.

Many advertisers hope to direct the reader to their big ad by peppering the directory with small ads that say, See our display ad on page 156. Unfortunately, readers are lazy and seldom bother to turn to page 156. They are more likely to new deal, call the advertiser with the biggest ad on the page they are reading at the moment. 3. Be first. Ads in War Essay the front of a particular section of the directory are more likely to be read than ads in the middle or the back. So it pays to put your ad up front. However, most directories place ads according to alphabetical order by company name. Unless youre willing to change your company name from Zenon Tubing to A-Plus Tubes, youll be stuck at Essay The Great Impact the back. (In fact, many companies have selected their name based on the position it would gain them in a directory of the Yellow Pages.) Theres not much you can do about An American, this, but theres plenty you can do about new deal, how your copy attracts attention.

Next issue well point up the actual writing techniques. Use These Special Techniques to Write Your Space Ad For Industrial Directories. Last issue we talked about how to plan profitable advertising in An American War Essay these directories. First you decide what size ad youll run (getting the biggest ad you can afford). Then you decide whether or not you have to run an ad in more than one product category. But when you get down to the nitty-gritty of the actual writing, here are some important pointers to keep in Parenthood Vs. Caey (1992) mine. 1. Telegraph the headline. In a magazine ad, you must rely on War Essay, a clever, attention-getting headline to stop a reader whos not necessarily looking for what you are selling.

You make him get interested. But when a reader turns to an industrial directory, hes actively looking for a specific product or for Essay History a solution to War Essay, his problem. Vs. Caey (1992) Essay. The successful directory ad has a headline that speaks to the readers needs in a bold, direct, straightforward fashion. If you are selling boilers and can have only one word in your headline, make it BOILERS! in War Essay 72-point type. 2. Ending. Highlight the readers immediate concern. Your experience has revealed what your customers main concerns are when hes close to ordering your product. An American. If youre selling printers and other peripherals to corporations, perhaps the main concern is, Will it work with my IBM mainframe? If this is the case, your subhead or first line of copy should read: Brand name printers, disk drives, modems - all equipment compatible with IBM.

3. Karenina. Make secondary features immediately clear. The reader also has other concerns which the copy must immediately address - or else the reader will drift to War Essay, the next ad. For example, if you were advertising a limousine service in the Yellow Pages, a readers questions might be: Do they go to the airport? How much do they cost? Can you reserve a ride in advance? Do they have 24-hour service? What kind of car do they send? The best approach might be to highlight these features in bullet or list form: trips to History, all major airports, $15 flat rate, reservations accepted weeks in advance, 24-hour pickup, comfortable Cadillac sedans. 4. Complete information can help sell. Sometimes, giving complete information is the best approach - even if it means cramming the ad with copy. One insurance agent reasoned that people looking for insurance would be most likely to War Essay, respond to an ad mentioning the specific type of insurance they want: homeowners, life, motorcycle, mobile home, yacht. Most agents ads listed only on The History of Makeup, a couple of examples of the War Essay types of items insured.

So this agent created a small ad that consisted only of the headline INSURANCE and Planned Parenthood Vs. Caey example, body copy listing 28 different types of items he insured. The ad was tremendously successful, producing one or two phone inquiries every business day of the year. 5. An American. Highlight the fine print. Some features that seem minor at anna karenina ending the start of the sales cycle become major concerns when youre close to War Essay, the sale. And when someone picks up a directory, theyre moving rapidly from on The History, prospect to customer. An American War Essay. So highlight these closing copy points by Depression's Impact setting them off in quotations, boxes, bursts, or with other graphic devices. Typical features to highlight include: 20-year guarantee, free estimates, 24-hour service, fully licensed, bonded, fully insured, custom jobs handled, meets military specifications.

6. Make it easy to An American War Essay, respond by phone or mail. Print the phone number in larger type so it leaps out at the reader. Dont make the reader search or the an inspector calls quotes on responsibility phone number or address. Use a toll-free number if you have one. Include more than one extension so the reader wont get a busy signal. But dont design the ads as a coupon. An American War Essay. People wont clip a directory ad because they dont want to ruin the fdr second new deal directory. Freelance Or In-House Copy: How To Decide. A reader wrote in recently asking whether its better to War Essay, use an in-house copywriter or a freelancer or ad agency. Here, we give a thorough answer.

Basically, a staff writer can produce copy at a far lower cost-per-project than a freelancer. Also, the staff writer has the anna luxury of becoming familiar with and knowledgeable about An American War Essay, your company, your products, and the Ages, your market over a long period of time. Theres more continuity than with a freelancer, who may not always be available when you need him. Before you hire a staff writer, ask yourself two questions. An American. The first is, Can we keep him busy? If theres not enough work to keep a full-time writer occupied, he or she may become bored and unhappy. And youll just be wasting a good part of the salary you pay to the writer.

The second question to ask is, Is our organization set up to employ a staff writer? Is there a place in your organization for a writer and a career path for him to follow? Who will the writer report to? Does this person have the background, experience, and managerial know-how required to effectively manage a creative employee such as a writer? Perhaps you shouldnt have a writer on staff if there is no one who can guide him or appreciate his contributions to the company. Without a writer on karenina, staff, of course, you must go to War Essay, outside resources for copy. Freelancers are best for companies with occasional projects or limited budgets. Ad agencies provide a more complete package, but you need a larger budget and on The History, a heavier workload to justify the cost and attract agencies to work on your account.

Even with a writer on staff, freelancers are an important resource, because there will be times when your writing staff becomes overloaded and you need to farm out some writing assignments. Even large ad agencies, with dozens or hundreds of writers on staff, turn to freelancers for help when they are swamped with projects. Some marketers use freelancers to supplement their staff writers. For example, if the catalog is too large for one writer, a number of An American, pages or items are farmed out to freelancers. Other organizations use freelancers to on The, handle jobs that require special expertise not available in-house.

For example, staff writers might churn out a steady supply of catalog sheets and product fliers, while freelancers specializing in mail-order are used to create sales letters, packages, space ads, and order forms. In specialized areas - mail order packages, financial copy, medical copy, high-tech copy - skilled writers can earn a tremendous amount of money freelancing, and An American, so they rarely accept staff jobs. To tap into this network of expertise, then, you need to turn to one of these top freelancers.