The essential guide to copywriting--jam-packed with rules, tips, easy "how-to" nuggets, and commandments.
Great promotional copy grabs you by the throat and demands your attention. Great copy promises you things you want (or maybe a better word is "crave"). But how do copywriters know what to promise...and how to promise it? In this book, Herschell Gordon Lewis, one of the great copywriting artists of our day, supplies actual rules anyone can implement to create powerful, effective copy.
With more than 100 simple, time-tested rules that copy professionals use to captivate and convince readers, the book explains: 1. General writing rules for how to be concise, take control, motivate readers, "warm up" copy, write a guarantee, and adapt copy for each medium, including the Internet. 2. Specific rules for direct mail letters, television, radio, on-line, fund-raising, special-interest
Customer Reviews:
Avg. Customer Rating: 4.0 / 5.0
The Art of Writing Copy:
This book was single handedly responsible for taking my copy writing from good to much better.
Herschell Gordon Lewis has written the benchmark of copy writing with this volume. His writing about our writing is so practical, you'll be asking yourself "Why didn't I think of that?"
Buy this book. Read it. Practice its lessons. Improve your copy writing.
Will move you forward years beyond your experience.
Worth rereading - and reading once again:
I took this book off my shelf to write a blurb for a bibliography and in flipping through it, realized just how much I learned from Herschell Gordon Lewis about the subtle nuances of writing copy. He understands the power of words like few other marketing experts I know. I highly recommend this and all of his other books on writing copy.
Helps Readers Improve Their Writing Skills!:
Herschell Gordon Lewis, the author of many writing books, including Cybertalk That Sells, has updated his book, On the Art of Writing Copy. This book offers a fresh approach to learning the in's and out's copy writing. By gleaning from the many actual printed ads and rules provided in the book, every reader will begin producing better copy.
Lewis provides bold and creative solutions to creating copy for any occasion - including traditional and online advertising campaigns, corporate usage, news... more info
On the Art of Blowing Your Own Horn:
Instead of offering copywriters solid suggestions or advice based on experience, Lewis instead gambles that he will reach similarly jaded, sarcastic and negative readers who are eager to ride alongside him on his high horse.The author seems more interested in listening to his own embittered critique of others' work than in instructing readers with real information.
I disagree strongly with most every advertisement he holds up as an example of ineffective copy writing and/or visual communication.It is... more info
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