Book Description
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.
Customer Reviews:
This is for DIRECT response advertising, NOT general advertising.......2007-10-23
This book is for DIRECT RESPONSE, not general advertising. Basically, if you're a budding copywriter looking to get into a top general agency, this book will not help you much. You'd do better with a copy of "Hey Whipple, Squeeze This" or "Cutting Edge Advertising."
Otherwise, if you're wanting to learn how to make coupon-clipper ads selling ionic air purifiers, this is your book.
Copywriting.......2007-10-10
Joe Sugarman did an excellent job in this book. I've read over a dozen other books on copywriting, and believe that this is the best of the bunch. The others also have value, but Sugarman explains key psychological principles that make all of the difference. I wish I had read this book first so that the other books would have been more valuable to me.
So good I brought it twice! .......2007-09-24
I first brought this book two years ago. I thought it was great then, now I think It is without a doubt the best book on copywriting I have ever read.
It is full of money making wisdom, written by one of the worlds greatest copywriters.
it is a complete course on how to turn words into money, and it is easy to read.
This book is worth ten stars.
One word... AWESOME!.......2007-08-17
This book is phenomenal. If you read it and put Joe's techniques to work you'll be a step ahead of 99% of the Ad Agency's out there that charge an arm and a leg for what you can do on your own. It takes some practice and note taking but, if you listen to what Joe says you'll be handsomely rewarded. Even if you're not selling anything, you will still enjoy reading this book.
I f you have a business and you advertise, you need to read this book!.......2007-08-06
This is the single best book I have read on how to right effective advertising copy.
Every business has to advertise in some way, shape or form if it is to survive. Writing effective copy can be the difference between succesful advertising and a big waste of money.
If you have an agency who does your advertising, you really need to read this book. Once you read and understand the concepts that Sugarman discusses, you will be much better prepared to direct your agency on what you want in your ad that will really make it effective. You will definitely know more than most advertising 'specialists.'
If you create your own ads, buy this book, read it, and do what it says. The effectiveness of your advertising will increase dramatically and you will separate your company from all the 'look-alikes' who do advertising in the same old, ineffective way.
Book Description
More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells
Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person.
- More than 75 lists of powerful and persuasive words and phrases, including 21 new lists for this edition
- Cross-referencing of categories to jump-start creative thinking
- A crash course in basic copywriting techniques
- Helpful lists of commonly misspelled words, confusing words, pretentious phrases to avoid, and more
Roget's is fine for writing term papers and letters to the editor, but when it comes to the business of writing copy that translates into sales, there is no substitute for Words That Sell.
Customer Reviews:
FABULOUS BOOK!.......2007-06-20
This book and its sister book, More Words... -- are the handiest and great must haves in my editorial and office service business library! I highly recommend them!
Great Canned Words/Phrases.......2007-05-12
This is a book in which the author has collected words and phrases from different sources over time and made into a book - a great collection at that. If you are looking for some great ideas - this book doesn't have any. The book is divided into 4 sections; Grabbers, Descriptions and Benefits, Clinchers, and Special Strategies. And the painstaking collection of various words and phrases collected over time are shown under each head with the bulk of book taken up by the Descriptions and Benefits. A must have book by your side if you are groping for words or phrases while writing a business letter, etc. Had I been a copywriter I would have given the book 5 stars.
Great for writing copy.......2007-04-05
If you need to look for words you can
use for your copy in emails or sales letters
this a a great book to pull down and look
for words or phrases you can use.
Matt Bacak
Author of Secrets of the Internet Millionaire Mind
and The Ultimate Lead Generation Plan
Very Helpful.......2007-02-07
Recently I bought this book and immediately made some textual changes to my company website based upon the contents of this and "Hot Button Marketing" by Barry Feig. The two mixed together have already begun to pay dividends in terms of conversions of visitors into prospects which will lead to customers and/or partners.
The lessons I learned as I read some of the material:
1) You may believe you're using the right words to sell (as I did prior to reading over the book), but there are always improvements that can be made.
2) Have fun--if your current campaign isn't working as well as you'd like, tweak the copy by using some of the suggestions in this book to see if a different word sprinkled in here and there improves things. It's interesting to see what a little change can do as enough of them can add up to one big success over time.
In a nutshell, this book is a great reference to have handy regardless of what you're selling.
Pump new life into your copy and sell more.......2006-12-14
I've been a copywriter for 14 years, most of the time as an independent practitioner. I've also been a senior copywriter for an advertising agency and worked in the creative department for a major newspaper.
The expanded edition of "Words That Sell" by Richard Bayan gets to the heart of an issue copywriters and marketers constantly face: How can we communicate the same old tired ideas in new, different and even exciting ways?
For example, I can't tell you the number of times I've been asked to position clients as experts in their field. There's nothing wrong with that -- they truly are experts. But we're all besieged by experts. (The fill-in-the-blank experts. And so on.)
Bayan offers a list of 75 or so entries for communicating experienced or expert. And throughout the book he provides hundreds of entries for many other common copy points and marketing messages.
Besides supplying a good resource, Bayan provides a good reminder that to be memorable copywriters and marketers must write it, say it and show it in a fresh, interesting way. And that usually requires at least a little extra creative effort.
Book Description
A companion to the bestselling Words that Sell, the next definitive advertising word-and phase book
More Words That Sell is packed with 3,500high-powered, idea-generating words, phrases, and slogans, arranged by category and purpose (example categories include Power Words, Sounds, Technology, Youth Market, and dozens more). Containing checklists and other helpful features like its bestselling predecessor Words That Sell--but with literally no overlapping words--it will be valuable for devotees of that classic book and new fans.
More Words That Sell includes:
- Power words for heightening impact
- Positive personal qualities for selling oneself
- Cliche's to avoid
- Color names beyond just red, white, blue, yellow, etc.
- Words that reflect current trends in popular culture
With all words reflecting current use in advertising and media, and sections covering internet marketing and advertising, More Words That Sell will be a must-have word and-phrase reference for writers of all types.
Customer Reviews:
OK.......2007-09-30
Good for copywriters. It is literally just a book full of different types of words and phrases. Not really an exciting read but I guess if you're searching for a certain phrase this might help.
Terrific tools for beating writer's block.......2007-07-28
As a professional copywriter, I've often found myself stuck on the same few words and phrases. When I need a fresh idea I regularly turn to this book. It's a great way to beat writer's block, or find words that hit just the right tone and voice when you write.
Sure, some folks complain the lists are obvious, simple or too salesy. But when you have to write a lot, or you don't write very often, both this and the companion book Words that Sell, are worth their weight in gold.
If you write anything, buy this book........2007-03-30
This book along with the original "Words That Sell" are always within arms reach of my keyboard. It is the best thesaurus. Highly recommended. With such a low price tag is is very easy to recoup your minimal investment. It can be used with all kinds of correspondence, ads, memos, resumes, even personal ads. Don't hesitate, just buy it. It's great, magnificent, spectacular, sensational, awesome, marvelous, ...
more words that sell.......2006-03-09
This book is a great asset and reference for students in my role as an educator / lecturer in marketing
Good companion.......2005-09-21
If the wording of this is very close to my review of "Words That Sell" by the same author, that's because they're both good, and very similar, books - both very useful if you're in selling or marketing. Generally based on common sense, with minimum hype, and arranged in chapters that make it easy to zero in on what you need. The additional sections, on copywriting for example, and the appendices are pretty useful too. Both sit on my desk now and are referred to almost daily. Recommended.
Amazon.com
Teach Yourself Copywriting is a cleverly written book geared not just toward the copywriter but also toward promotions directors. In addition to providing sound and entertaining guidance on writing copy for radio, TV, print, slogans, direct mail, the Internet, public relations, recruitment, and even charity solicitations, author J. Jonathan Gabay also helps the reader determine which media to use for an advertising campaign. Gabay supplements his lessons with an appealing series of copywriting exercises, one of which involves the nursery rhyme "Humpty Dumpty" and another of which requires writing headlines that capture the spirit of the Mona Lisa, a traffic light, and the gum on the back of a stamp. Throughout his book, Gabay reminds the reader not to think of copywriting as a creative endeavor. "You should consider copywriting," he says, "as primarily a selling skill." As far as the writing aspect of copywriting is concerned, "in grammatical terms," he warns, "[copywriting] is often an English professor's nightmare." (The book's spellings, currencies, examples, and humor are all British.) --Jane Steinberg
Book Description
Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, Teach Yourself Copywriting reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.
Customer Reviews:
Learn Copywriting Secrets -> the easy & fast way.......2007-08-17
You may have heard that learning copywriting secrets take time.
It takes practice also to sharpen your skills.
Whoelse want to accelerate your copywriting skills at warp speed?
- I Do.
I should say, that Jonathan Gabay book, not only shortcut your learning
curve, but also enhance your tactics and strategy when your write your copy.
Go for it. Thanks Jonathan.
The Facts.......2005-09-03
If it is the facts that you are after than this is the book.
Copywriting For Insomiacs Would Have Been A Better Title.......2005-07-31
This is one of the most boring books I have ever read. A real waste. I do not beleive that Mr. Gabay has handeled the subject sucesfully. Frankly anything I have learnt on copwriting was through reading the "Copywriters Handbook" by Robert Bly. While Mr. Bly can identify was able to identify successful copwriting campaign by various organisations Mr Gabay could only resort to a fictious company called scotsdalenorth...i guess because he was not able to identify and discuss sucessful copywriting ad campaigns.
If you are an insomniac..I would recommend this book. It will definitely put you to bed.
I am suspicious of all the five star rating that this book got. It was on this basis I made the purchase...regretfully.
I want my money back..you book is pure garbage! Look if I wanted a lesson in English I would have bought an english book...the title of you book is misleading...I seriously question whether you do know anything about copywriting...sayonara.
PS- I only chose a 1 star because there was no zero star.
Entertaining and informative..........2005-01-11
Personally, I prefer Bly's approach to learning the discipline, but I would also recommend this book. It's very entertaining, very informative, and it teaches sound copywriting principles.
Extremely Refreshing and Full of Great Information.......2003-11-24
This is by far the best book I have ever read on copywriting! It is extensively detailed with so much meat that you are constantly referring back to it. It's not a book on starting a copywriting business, it's a book about learning to improve your skills as a writer so that you can write great sales letter, marketing materials, and advertisements. It's a must read for any home business!
Customer Reviews:
Wow! Great to look at and a fantastic source of ideas.......2003-12-30
Wow! There are over 200 ads in this book and I could spend hours just cruising through each of them. But this is more than just a book with top advertising pictured in it. It is also a primer on idea generation, perfect for anyone writing ad copy and feeling blocked.
The writers in this book are some of the industry's best and each has their own stand alone section that discusses their approach to the art and science of copywriting. They are essentially asked "How do you write your copy?", and then turned loose to answer. Amazingly, each seems to come up with a different answer and approach to their craft.
The book also appears under the the title "The Copywriter's Bible," but either edition is equally great. Different cover, same great content.
Book gave me paper cuts........2003-06-10
Brutal! I opened the book and cut my fragile fingers. Now they sting. How can I write copy with gravely injured fingers? I'd pay for tips on that!
Copwriter's Beware.......2002-01-19
While this is a very good book, you may be interested to know that it's merely a paperback version of the original book originally published in 1995. The trick here is the new paperback version doesn't contain any new material, yet it has a different title. The original book was titled "The Copy Book." If you already own this book, don't buy "The Copywriter's Bible." Same book, different name. I found out the hard way.
Instant Payback from Expert Advice.......2001-08-11
With "how to" books, I have a relevancy quiz: Does the book quickly tell me something new worth knowing, as I flip through its pages? This book did. So I bought it and put it aside without a second look. Recently I was struggling with a major ad campaign. I pulled this book off the shelf and began reading the plain, direct, revealing advice that each of these hugely talented and amazingly humble copywriting stars offers. And presto: I found my way again. I began writing above my level, too. I can't recommend the book enough, but you have to read it: it is not a coffee-table book, despite its looks.
Jump on the wagon ..........2001-06-13
Yeah ... I'll jump on this wagon. It's a great book. And it's already done wonders for my daily idea-generation duties. Get it.
Book Description
Dominic Gettins spent many years writing copy and training others to do so. Here, he clearly demonstrates his ability to get his message across and shows readers how to do the same.
Customer Reviews:
A stellar book for the ad agency copywriter.......2007-02-28
This is a book for the ad agency copywriter. I say that because so much copywriting literature is really about direct response advertising. In his fast-reading book, British creative director Dominic Gettins prefaces it with his own definition of the copywriter's work:
"What we really do is conceptualize. We take the base commercial desires of our clients and fashion them into ideas that `resonate' (a buzz word in every sense) with consumers. Subsequently that idea may need to be expressed in print, radio, online, or television, or whatever the most appropriate medium might be. That might involve some actual writing. For me the real creative work lies in taking those sometimes complex marketing objectives and distilling them down to a simple communicable idea that can change attitudes and, ultimately, behaviour."
The slim little book is organized around eight rules:
(1) Know your target market. (2) Do research. (3) Answer the brief. (4) Be relevant. (5) Be objective. (6) Know your medium. (7) Keep it simple. (8) Be ambitious.
But in advertising, knowing when to break the rules is its own rule. To create a great ad, these steps can't be followed in sequential order. But Gettins knows this. Instead, each rule is a starter for a conversation.
In its endearingly self-satisfied style, the rules are used to explain examples of ads. From there, Gettins grabs your finger and puts it on exactly what makes each one work. The value of this is powerful. After all, this is a trade where great work cannot come from an engineered process.
But Gettins' deconstructions can help each of us see the hidden elements behind smart ads. With this, we can apply these nuggets of greatness to our own process. That's exciting, and certainly worth looking past the sometimes-confusing British advert industry lingo. In fact, this little paperback has already become one of the most important in the collection above my desk. And no -- you can't borrow it.
Book Description
Writing for the web. Web word wizardry. Web writing that works. What does that mean? Your online copy must persuade - it's integral to getting your visitors or readers to register, subscribe, qualify as leads, and yes, even buy from you. It's writing that must earn its keep. And to effectively manage the quality of your online writing, you need to understand what works, why it works and how to make it work better for you. Whether you are the marketer responsible for the bottom line or the writer creating the copy, Persuasive Online Copywriting provides the tools you need to get results.
Customer Reviews:
Persuaded me to keep reading and wanting to learn more!.......2006-02-15
This book scores a triple play! Its three authors unite to create a book that will help anyone turn their writing and Web site into a winner. It is packed full of valuable information that is presented in an easy to read fashion. The authors have a unique writing style that is witty and humorous and keeps you entertained even when explaining about something as boring as online conversions. This book would be great for students in a Web site writing class or for someone who wants to make a Web site that is more user and reader friendly. I personally did know anything about Web writing before reading the book, but it has really inspired me to learn more and improve my skills. I have definitely been persuaded!
Incredibly practical - To the authors: great job!.......2006-02-12
I found this book by browsing on Amazon, and it has been an incredible find. I am currently developing a website from scratch. I have bought all kinds of books to help me with this and this one is probably THE most useful. It contains many, many key ideas regarding what most matters in the content of a website. This is a book I keep reading and re-reading - A big thanks to the authors!
Excellent Book for Increaseing Online Conversions.......2005-10-18
Persuasive Copywriting is a great companion to Call to Action, also by Bryan and Jeffrey Eisenberg. Portions of the information in this book were repeated in Action, but that does not make Persuasive any less valuable to web site owners and online marketers alike.
Much like my reading of Call, I have exhausted a highlighter underscoring important sections of information throughout the book. With sections covering writing considerations, techniques and writing for the web medium, Persuasive provides substantial tips and recommendations to make your copy stand out above the rest, and more importantly, be an effective sales tool.
As a bonus, there is an entire 50 page "afterword" all about understanding online conversion, which will help you better understand the conversion process, while providing useful tips on how to improve your site's conversion rates.
Anyone responsible for the content of their website should read this book and keep it close by. As the author's state, writing for your website is not a one-time process, but is all about tweaking and testing different formulas. Persuasive makes a great reference manual for the process of getting the most out of your web page content and squeezing out higher conversion rates from your visitors.
An eye opener to those who think they know how to write good copy for the web.......2005-09-21
Before reading this book I considered myself a decent copyrighter, not excellent by any means, but decent. After reading this book (and their other book: Call to Action) I realized that I have no idea what I'm doing. Now I refer to each book on a weekly basis to be sure that I'm getting it right as I build websites for my clients. Reading these books has opened my eyes; referencing them keeps them open. Using just a few examples in these books I have been able to increase my registrations on several websites in just a few weeks.
HOW TO WRITE WEB COPY THAT MOVES READERS TO ACTION.......2005-09-01
This book has already gotten rave reviews, but I'll add in my two-cents worth. It's been years since I've had a formal course in marketing, and even then, I wouldn't have learned about persuasive writing for the web. So this book was great for me, and I highly recommend it for anyone who is developing a personal or business website.
The whole book is a series of two- to three-page articles that can be read systematically. The authors are witty and passionate about teaching you how to write copy that converts visitors toward an action.
What's the single most important factor in getting your prospects to convert? Be relevant. "Relevance is a measure of how closely search results match the search request." If you follow the techniques the authors describe, your words won't waste the readers' time and will have impact.
The chapter, "Writing in Review" is a super-condensed Strunk and White's for the corporate writer. It covers all the basics. The authors conclude, "Stellar writing begs to be read. There is an urgency to the writing that keeps the reader going, even when that reader might be pressed for time."
Who isn't pressed for time? People on the internet are in a hurry. They need to find out a piece of information quickly. If your site is too flashy, slow to download, or your words don't make any sense, you'll lose their interest. They can go someplace else. This is what you DON'T want to happen.
The authors include great examples of site makeovers, showing you what works and what doesn't. For me, it was a great introduction to Nick Usborne, and I've gone on to read his book, NET WORDS. They also pointed me toward Ogilvy, another master of advertising.
I especially enjoyed the chapter on using poetic techniques to improve copy. "You won't snag or woo your customers with drabness; you'll woo them with skillful wordsmithing that penetrates their souls..." What follows includes techniques such as frosting, franking, seussing, and frameline magnetism; also, how to develop pace, rhythm, and poetic meter.
It's a short read, but full of insight. For anyone who ever wondered how business communication could be seen as a satisfying creative outlet, look no further than this book. (As you sing and dance your way merrily to the bank.)
--Reviewed by Heather Lynn Ivester
Book Description
- Learn the secrets of freelance copywriting - Earn top income working from home - Put your creativity to use
Customer Reviews:
Excellent book for novice copywriters........2007-10-16
Steve Slaunwhite's, "Start & Run a Copywriting Business" is a true work of art, unparalleled by any other book on the subject. Every concern and question one may think of is covered in this book from how much money is needed to start your copywriting business all the way up to handling and managing your business and cash flow to invoicing and acquiring clients. This book far exceeded my expectations! Steve Slaunwhite knows his stuff.
Excellent!.......2007-09-28
When you are ready to start your freelance business, turn to this book. Not only is the information right on target, but there are plenty of ideas and insights to help you succeed. This is not a "get rich quick" book, but is for the serious person who truly wants a lucrative business doing something they truly like to do. Get this book, read it, follow the guidelines, and you will have your business.
Great Information, Great Value.......2007-04-15
If you are considering a career in copywriting, this is a great place to start. Steve Slaunwhite gives a step by step manual about how to start and run a copywriting business.
The book is well organized and well written. Included with the book is a CD with lots of reference and resource material. The forms included in the CD will save you way more than the cost of the book.
Steve writes from personal experience, therefore the information is extremely valuable. He is not talking theory, he has been there and done that.
His tips for how to organize your business, from business cards to letterhead, from desk to computer are extremely practical. And his lessons on how to market your services should be taken very seriously.
His advice on dealing with clients is priceless. It seems that is something we all must learn the hard way. But pay close attention to what he says. It will save you lots of grief.
Before you quit your day job and invest a lot of money in starting your copywriting business, take the time to read this book. It will pay dividends many times over.
A very valuable resource for those wanting to know about the nuts and bolts of the copywriting business.
Read it, learn it, read it again!.......2007-04-12
In the last month, I have read Bowerman's and Bly's introductions to the copywriting business, as well as Steve Slaunwhite's, START & RUN A COPYWRITING BUSINESS. These books cover much of the very same material, yet from slightly different perspectives. Like the two previous books, I place Slaunwhite's book on the "must have" list for aspiring commercial writers.
No one book is a definitive source, yet all three are indispensable. I do not believe I could assign any specific order in which the books should be studied, but believe with surety that all three should be on your reading list before approaching such an endeavor.
If I were to judge superiority by the amount of notations and highlighting within the three books, Slaunwhite's book is the clear winner, but that may have as much to do with the format as it does with the content. Slaunwhite's book is designed with wide margins and printed on heavy book paper making it more conducive to note taking than either of the other volumes.
There is much to like about this book. It also comes with a CD that contains Checklists, Worksheets, and Resource Links. I have not used the CD yet, but have looked at some of the content and believe it will prove to be most helpful. At the very least, it is a nice edition to an already fine book.
I really appreciate Slaunwhite's writing style. Though I learned a tremendous amount from both Bowerman and Bly, for reasons I cannot explain, I felt I connected more with what Slaunwhite was saying. Perhaps that has something to do with the fact that I read the others first and they laid groundwork to give me a better understanding. Whatever the case, if you are interested in learning copywriting from the pros, read all three of these introductory volumes.
Excellent guide for any copywriter.......2006-11-08
Steve Slaunwhite's Copywriting Business is one of the few copywriting books that makes it to the small shelf on my desk. Of course there are far better books about how to do copywriting, but few that are as helpful or clear on the business side of copywriting. Especially written for those just starting out, even old pros (and not-so-old pros like myself) can find useful tidbits here and there. Highly recommended to any copywriter who is thinking of going out on his or her own.
Amazon.com
Gary Blake and Robert W. Bly have written a straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, Web-site address, toll-free number, etc.). One chapter, on "power copywriting techniques," discloses how to use ingredients such as research, adjectives, testimonials, and guarantees to make your ad stand out. And remember: "If you have to choose between being clever and obscure or simple and straightforward," say the authors, "we advise you to be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (A warning to owners of Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.) --Jane Steinberg
Book Description
In the tradition of The Elements of Style, here is a concise handbook of the principles and practice of writing effective ads, brochures, and every other type of copy intended to persuade. It covers writing headlines and body copy as well as increasing readership and response, and goes on to provide copy guidelines for print ads, direct mail, brochures, catalogs, press releases, electronic messages, and more.
Customer Reviews:
Good Basic Copywriting Text.......2005-08-12
I read the book in 2 days and immediately found ideas that improved my current writing and editing projects. This is not a cutting edge, radically innovative book. It is a short, well organized, basic copywriting text. I'm glad I bought it.
An Excellent Copywriting Primer.......2004-01-08
With this book, Gary Blake and Robert W. Bly have written a well-organized and concise guide to copywriting. While not nearly as comprehensive as Bly's "The Copywriter's Handbook,"(which you also get if you are buying this book), "The Elements of Copywriting" is a great introduction to copywriting for most people. It covers a number of areas of copywriting: display advertising, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and more.
It quickly and deftly outlines the differences between copywriting and other writing, e.g., it's perfectly acceptable to use "And" to begin sentences in advertising copy. Blake and Bly address each type of copywriting task mentioned above individually, as well as providing more broad-based rules for copywriting: use a conversational, friendly tone; use simple words and short sentences;focus on the customer, not the product; and close with a "call to action."
This is a very concise guide to copywriting that is an excellent starting point for those wanting to learn the craft.
Wonderful content, great reference source........2002-03-17
Gary Blake and Robert Bly do a great job of bringing the core of copywriting. I find this book more a reference than something I am going to read cover to cover. Great coverage of Direct Mail and writing for the web, all around very useful book in helping my customers become more profitable - plus improve my own sales and marketing materials.
Only caveat, the paragraphs could use a bit more space between them and some other font for headlines would make it easier to read. Outside of that the content is superb!
Nice Overview of Copywriting Areas.......2001-10-24
The Elements of Copywriting nicely explains how to write copy that sells in the most important areas/fields such as direct mail, press releases, product catalogues etc.
As a junior copywriter at an advertising agency I can recommend this book to junior copywriters or persons that are thinking of becomming copywriters. For seniors this book will probably be too general in its content. How ever the first part of the book can be used for inspiration on where to put your emphasis in your copy. And because of that it might be helpful even for seniors.
The greatest thing about The Elements of Copywriting is how the content is organized. You can read it from cover to cover or use it as a reference. I'll keep this book on my desk - it might come in handy when I'm low on ideas..
FUNNY YOU SHOULD PLACE WITH ROY WILLIAMS BOOK.......2001-10-04
I DIDN'T ORDER THE BOOK AFTER READING THE REVIEWS AND THE TABLE OF CONTENTS AS I AM AN AVID READER OF ROY WILLIAMS WORKS. IF YOU READ HIS BOOKS HE MENTIONS "A LITTLE BIT" ABOUT HOW TO USE PRINT; HOWEVER, HIS PRIMARY FOCUS, IN MY OPINION, IS HOW TO USE THE POWER OF SOUND IN BROADCAST ADVERTISING. THE QUICKEST WAY INTO THE CUSTOMER'S MIND IS THROUGH THE EAR AND BROCA. I DIDN'T THINK I WOULD FIND THAT IN HOW TO WRITE BROCHURES, HEADLINES, ETC.
Books:
- The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm
- The Cluetrain Manifesto: The End of Business as Usual
- The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells
- The Experience Economy: Work is Theater and Every Business a Stage
- The Infinite Asset: Managing Brands to Build New Value
- The New PR Toolkit: Strategies for Successful Media Relations
- The Simplest Path to Personal and Planetary Awakening, Step One: FREE YOUR MIND: 10 Keys for Unlocking Your Personal Potential, Achieving Spiritual Awakening, ... of Humanity's Ultimate Cosmic Destiny
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
Books Index
Books Home
Recommended Books
- History: Fiction or Science
- This Lullaby
- Nine Inch Nails' Pretty Hate Machine
- Media and Ethics: Principles for Moral Decisions
- Strategic Management of Technology and Innovation
- The Worst Hard Time: The Untold Story of Those Who Survived the Great American Dust Bowl
- The Pacific Crest Trail: California
- Financial Statement Analysis: Using Fin
- Poststructuralism, Marxism, and Neoliberalism: Between Theory and Politics
- National Audubon Society Pocket Guide to Familiar Mammals
General
| Business & Investing
| Subjects
| Books
The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells
Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words
Tested Advertising Methods (Prentice Hall Business Classics)
Phrases That Sell : The Ultimate Phrase Finder to Help You Promote Your Products, Services, and Ideas
Words that Sell, revised and expanded edition
