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3 OVER THE WALL
4 THE MAKING OF IDEAS
5 LIFELESS LANGUAGE: THE CLICHÉ
6 THE RIGHT WORDS
7 WRITE THE WAY YOU TALK: BE NATURAL
8 REPETITION BUILDS REPUTATION
9 KEEP IT SIMPLE, KEEP IT SHORT
10 PUT A HOOK ON YOUR LINE
11 THE STINGER
12 MOTIVATING THE CONSUMER: HOW IT'S DONE
13 THE STRAIGHT COMMERCIAL
14 THE SITUATION COMMERCIAL
15 SALE COPY AND THE SALE
16 THE SHORT SPOT
17 PRODUCTION TECHNIQUE
18 THE VIDEOSIDE OF THE PICTURE
19 WHAT IS A COMMERCIAL?
ABOUT THE AUTHOR:
William Peck, at 38, is a 20-year veteran copywriter, starting with radio station KTSA in San Antonio, Texas.
For his own firm, Fleischer-Wilson-Peck Enterprises, Butler, Md., he has created some of the most widely used advertising campaigns for banks, savings and loans, and car dealers. These include the trademarked:
LITTLE DETROIT. ITS ABOUT TIME A CAR DEALER DELIVERED MORE THAN JUST A CAR (THE FREE MECHANIC). LET THE COMPETITION BEWARE. BUY ME. FIRST NATIONAL BANK IS SECOND TO NONE, and THE GREAT GREEN MACHINE. He estimates that over 1000 clients in 50 states and Canada have used his radio commercials and that he has written over one million words of commercial copy.
He is a graduate of Johns Hopkins University, after 14 years of taking evening classes, and he is now studying at Hopkins for a master's degree in liberal arts. In his spare time he likes to bike, ski, hike, fish, read, and is working on a novel...when he isn't listening to the radio or watching television.
In addition to this book, Mr. Peck is author of Radio Station Promotion Handbook, published by TAB BOOKS.
* Trademarks owned by Fleischer-Wilson-Peck, Butler, Md. 21023