Part 1. From Action-Packed to Zingy -- 1. Dead-On Descriptions -- 2. Buzzwords by Business -- 3. Promotional Power -- Part 2. A Quick Course in Copywriting -- 4. Seven Qualities That Make a Great Copywriter -- Mastery of Language -- Vocabulary -- Brevity -- Connotation -- Rhythm -- Mastery of Ego -- Take Advantage of Your Critics -- Write Your Own Stuff -- Practice Humility -- Read The Artist's Way -- Be Assertive-but Don't Roll Your Eyes -- Speed -- Get Over It -- Be a Worker, Not an Artist -- Count on Feedback -- Psychological Insight -- Build Empathy -- Know Thyself -- Monitor Your Own Reactions to Copy -- Wide-Ranging Interests -- Read Every Section-at Least Once in a While -- Don't Pick Up Your Usual Magazines in the Dentist's Waiting Room -- Don't Zone Out -- Imagination -- Throw All the Pieces Up in the Air -- Play Games -- Take a Walk -- Integrity -- Fact-Checking Is Essential -- You Don't Have to Say Yes to Every Job -- Sales Relationships Suffer from Dishonesty -- 5. The Mind of the Market -- The Four Phases of Persuasion -- Attention -- Comprehension -- Acceptance -- Retention -- Copy for All Ages -- Seniors -- Boomers -- Generation X -- Generation Y -- These Kids Today -- Selling to the Sexes -- Women Like Shopping More -- Women Are More Verbal; Men Are More Visual -- Men Are More Competitive; Women Are More Cooperative -- 6. Tricks of the Trade -- Headlines -- Taglines -- Lists -- Bullets -- Bursts -- Rhyme -- Numbers -- Testimonials -- Alliteration -- Onomatopoeia -- Repetition -- Parody -- Wordplay -- Humor -- Added Value -- Gimmicks -- Calls to Action -- 7. Grammar and the Copywriter -- Grammar and Style Rules to Follow -- Keep a Tight Rein on Your Sentences -- Keep Subjects and Verbs on Agreeable Terms -- Take Extra Care with Multiple Nouns and Verbs -- Don't Misplace Your Modifiers -- Don't Get Tripped Up by Possessives and Apostrophes -- Grammar and Style Rules You Can Ignore -- Don't Use Sentence Fragments -- Don't End a Sentence with a Preposition -- Who Is a Subject; Whom Is an Object -- Use "Correct" Punctuation -- Don't Start a Sentence with "And" -- Never Use Cliches -- Avoid Contractions -- 8. Show You're a Pro -- Don't Make Me Clean Up After You -- Spelling Errors -- Grammatical Errors -- Factual Errors -- Are You Talking to Me? -- Direct-to-Consumer -- Wholesalers and Retailers -- Business-to-Business -- Think About the Next Step -- Don't Give Me Ten Choices -- Do Your Homework -- Read the Materials -- Don't Have Materials? Ask for Them -- Look at the Competition -- Know How the Copy Will Be Used -- If You Really, Really, Really Can't Make the Due Date -- Give as Much Notice as Possible -- Keep the Excuses Short and Simple -- Consider the Possibility That You Really, Really, Really Can Make the Due Date -- A. Writing Resources -- B. Other Resources for the Copywriter -- C.A Deconstruction of The Complete Idiot's Guide to Copywriter's Words and Phrases Cover Copy.