Book Description
Style: The Basics of Clarity and Grace reflects the wisdom and clear authorial voice of Williams best-selling book, Style: Ten Lessons in Clarity and Grace, while streamlining every chapter to create a very brief, yet powerfully direct guide to writing with style. The brevity and clarity of this book make it a quick and ideal read for freshman composition courses, as well as for writing courses across the disciplines. Style: The Basics of Clarity and Grace covers the elemental principles of writing that will help students diagnose their prose quickly and revise it effectively. The ten lessons feature principles of effective prose written in William's hallmark conversational style, offering reason-based approaches, rather than hard and fast rules, for successful, effective writing.
Customer Reviews:
very clear.......2006-08-14
I am a non native speaker, and even though my grammar is not too bad, my writing style has always been a source of frustration. At work, when comparing the texts I would write with the one of good native writers, I could see that theirs were better, but could not find why.
I bought this book based on the high reviews it got on amazon, and I was not disappointed. After reading a few pages, I scanned the research proposal I was writing at the time, and could already make significant improvements on it. The advices that the author give are sometimes quite simple, especially at the beginning of the book (for example : the main character should be the subjects of the verbs, which themselves should correspond to the main action). But surprisingly, I realized that I was rarely applying these simple rules of clarity. The author is never dogmatic, and insists that the only thing that matters is that the reader easily understands what we're writing. All throughout the book, numerous examples illustrate the concepts just introduced so that it is quite easy to test whether one has really got the point.
a gem.......2006-07-21
I found an used copy of " The Basics of Clarity and Grace" at bookstore. After reading 3/4 of the book I ordered two more copies. One copy for my son who is a journalist major and the other for my eldest son who writes good comedy. I liked its size and its no nonesense approach.
Better than Strunk & White, better than Turabian.......2005-12-19
The longer version of Joseph Williams "Style: Ten Lessons in Clarity and Grace" has been justly praised for many years. But as a director of writing programs at NYU, Princeton, and Yale, I never felt right adopting that text: it was too expensive, and more than the average student needed. This "Basics" Style is the perfect solution. All the brilliance of the longer book at 1/3 the price, "Style" perfectly balances explanations of style rules with practical examples. The rules that Strunk and White encourage are good ones, and American prose would be leaner if their precepts were universal. The problem with that book is that the advice is not explained systematically. You can use their suggestions when you face similar cases, but only Williams' text breaks down topics like elegance, coherence, and cohesion in ways that will let you carry the ideas into every text you write. I would not recommend this book for the casual 10th grader; although it's clearly written, its ideas are somewhat advanced. But for professionals, college writers, and any teenager who takes writing seriously, "Style" is an indispensable tool, a book you'll use for the rest of your life. For learning to write good college papers, I also highly recommend his "Craft of Research."
How Style Ought to Be Taught.......2005-07-13
Teaching style is not an easy task. Just look at the number of books on the market that portend to do this task, and it becomes obvious that not all authors succeed in their efforts. Some manuals attempt to teach by rules, others by persuasion, and still others by example. This book takes all three approaches and illustrates that the art of stylistic writing is a matter of know-how. Unlike most books in the field, I find this one generally successful.
The book's method is heuristic. It begins with causes of bad writing, and progresses to clarity, cohesion, emphasis, coherence, concision, length, and elegance. Each principle is given a bad examples compared to a good one. Direct, subject-verb-object writing is extolled, and certain anathemas of other texts are approved under the right circumstances. While I disagree with one its principles: That it is acceptable to begin a sentence with "There" and "It," these are minor quibbles in an otherwise strongly argued case.
Strunk & White's "Elements of Style" now has a major competitor, and this book is it. Whether one writes in fiction or non-fiction, the principles and examples given throughout this book are to be commended. I know of one author, a philosopher, who took these principles to heart. What once was ambiguous and contorted writing is now lucid, clear, and vivid. If this book can make this kind of progress, I certainly recommend it to all writers.
While on the subject of good writing, I also recommend Corbett's "Classical Rhetoric" for those authors who want to write convincing arguments. One on style, the other on substance. While William's book on style will make prose more readable, Corbett's book will make it more intelligible.
Truly great, smaller but updated version of his bigger book.......2004-01-24
This smallish book summarizes and updates "Style: Ten Lessons in Clarity and Grace (7th Edition)." I rank both books at least a "5 out of 5" ranking. I bought the "Style: Ten Lessons" book first and after reading his previous book, I wanted more from this author. This new book is a fitting treat; it is destined to be a classic in the field of writing.
This smaller 150 page book presents many easy-to-apply principles and, for me, were easier to understand.
The principles that I liked most were:
+ How nominalizations can be very good or very bad, depending on their purpose, or lack of it.
+ How to re-arrange sentences putting the new and most important ideas on the end; thus sometimes flipping the sentence around and making good use of the passive tense.
+ The importance of aligning the characters of your story with the subjects of your sentences, and using active verbs to make "interesting subjects do interesting things."
+ Why and how to keep the distance between subject, verb and object short.
There are many, many other writing principles that you will find very useful. Although this book is written for someone with writing experience, a beginner will also find it MOST helpful.
I recommend any budding writer to buy both books. The bigger, older book has more discussion. But I found this smaller, newer book easier to read and understand. I'm now reading his Craft of Research book, and it looks like a winner too.
This is an author whose books you should collect. He has become a highly recommended expert in the field of writing. Look at the reviews of the bigger book to see what others are saying. I am so happy that I found his books.
John Dunbar
Sugar Land, TX
Customer Reviews:
Workplace Communications.......2006-01-04
Having taught technical writing, workplace communications, and business English at three different institutions--community college, four-year institution, and private university--and possessing an earned doctorate with an English minor, I find Searle's textbook user friendly, relevant, and functionally practical for nontraditional students, particularly those seeking applied science associate degrees that are terminal. Each of the 10 chapters relate to written and spoken communicative tasks that are required on the job for most persons employed in skilled and paraprofessional positions. The format of the text is inviting and varied without being cluttered or obtrusive. Every community and technical college should consider this text for nontraditional "technical" or business writing courses.
It sucks.......2005-01-25
This is a terribly written and composed text. No school anywhere should use it.
Average customer rating:
- excellent book
- a little chatty but quite interesting to read
- Great way to structure presentations
- Scientific Presentation review
- A personal account with interesting anecdotes
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The Craft of Scientific Presentations: Critical Steps to Succeed and Critical Errors to Avoid
Michael Alley
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ASIN: 0387955550 |
Book Description
The Craft of Presentations provides a score of examples from contemporary and historical scientific presentations to show clearly what makes an oral presentation effective. It considers presentations made to persuade an audience to adopt some course of action (such as funding a proposal) as well as presentations made to communicate information, and it considers these from four perspectives: speech, structure, visual aids, and delivery. In keeping with technological innovations, it discusses computer-based projections and slide shows as well as overhead projections. In particular, it discusses ways of organizing graphics and text in projected images and of using layout and design to present the information efficiently and effectively. Unlike other books that discuss technical presentations, this book anchors its advice in the experiences of scientists and engineers, including such successful presenters as Robert Oppenheimer, Richard Feynman, Niels Bohr, and Rita Levi-Montalcini, as well as currently active laboratory directors, scientists, and engineers. In addition to examining successful presentations, Alley also discusses the errors that cause many scientific presentations to flounder, providing a list of ten critical errors to avoid. The insights and tools in this book will guide readers to deliver outstanding presentations.
Praise for Michael Alley's The Craft of Presentations: “Alley has revamped the way our research center makes presentations particularly the way we design our presentation slides.”
(Daniel J. Inman, Director Center for Intelligent Material Systems)
“This book fills a void by illustrating key issues and difficulties in oral presentations with the experiences of others.”
(Christene Moore, Communication Instructor University of Texas at Austin)
Customer Reviews:
excellent book.......2007-09-17
The book was excellent pointing out errors that as a presenter one may overlook and yet they determine the quality of your presentation
a little chatty but quite interesting to read.......2007-09-03
I've been thinking about how to improve students' scientific presentation and find this book very useful. The author occasionally slips in quite a few interesting stories of some famous scientists. Quite an enjoyable reading experience.
Great way to structure presentations.......2007-07-23
This book suggests ways to go beyond the "stock" powerpoint style presentation scheme of titles and bullets to create better presentations. What do I mean by better? Basically, the goal is to create a more narrative presenation. Rather than a presentation of lists of facts, a good scientific presentation also tells a story, and at the same time elucidates a finding in clear detail.
Getting someone to think or create a presentation in this way is a difficult thing to teach, and so the book takes a conversational tone and has plenty of examples and counter examples. It also discusses the various expectations of author, audience, and other politicos who might be in the room, and suggests ways to meet those expectations. I recently put the tactics to good use, for instance, I had picutres of the actual elements of the apparatus over schematic as I spoke about them. It was very effective, and kept the audience engaged.
Bottom line, I recommend this book if you want to improve your style or if you are nervous about starting out in the world of scientific presentation. It also helps with confidence to know you've worked hard on improving your style, your audience will appreciate it as well.
Scientific Presentation review.......2007-01-04
It gave me advice on traps to avoid in presentations. I just need to make good practice of them.
A personal account with interesting anecdotes.......2006-07-05
Although this is a little old fashioned in its style and content (particularly the photos and graphic style), I was sufficiently engaged with the content and anecdotes to read it right through in one evening. I learnt some new facts and had an insight into the style and ideas of someone who approaches fine lectures and presentations with great care. This made it worthwhile. It is a delightful change not to be assaulted by ego or self assurance. There is one irritating characteristic of style - the repeated use of "granted".
Book Description
Engaging and direct, Style: Lessons in Clarity and Grace is the guidebook for anyone who wants to write well.
Key Benefit
Engaging guidebook for anyone who wants to write well.
Key Topics
Style, Clarity, Grace, Form, Ethics Guidelines for writing.
Market:
General Interest: Improving writing
Customer Reviews:
An Excellent Guide and Workbook.......2007-08-26
Even a brief browsing of STYLE: LESSONS IN CLARITY AND GRACE would persuade most readers that it makes the much touted Strunk & White's "The Elements of Style" look simplistic. If the seductively slender "Elements"--no exercises to do, easily read in a day--could deliver its claim, by the end of the day there'd be millions of excellent writers.
In contrast, the author of the 286-page STYLE urges in his preface: "If you read this book on your own, go slowly. It is not an amiable essay to read in a sitting or two. Take the lessons a few pages at a time, up to the exercises. Do the exercises, edit someone else's writing, then some of your own written a few weeks ago, then something you wrote that day."
I have used STYLE as the main textbook in Advanced Editorial Workshop, a ten-week course, I taught at the University of California. Each term, the students rated the book as excellent. (The prerequisite to the workshop was a ten-week review course, using "The Harbrace College Handbook" as the main textbook. Although STYLE includes a 32-page appendix summarizing punctuation rules and grammar, most readers would be well-advised to review a standard college handbook, such as Harbrace or Bedford. See my review of Bedford, seventh edition on Amazon.)
I've read all of the 42 Amazon reviews of STYLE published so far. The one-star reviews criticized the author's own writing in the book as lacking grace. Well, this is a comprehensive workbook; understandably, the tone tends to be pedagogic. I hear the author's voice not as lacking in grace but as earnest and refreshingly honest. For example, commenting on what's new in the ninth edition, the author says in the preface: "Finally, I've also done a lot of line editing. After twenty-five years of revising this book, you'd think by this time I'd have it right, but there always seem to be sentences that make me slap my forehead, wondering how I could have written them."
Moreover, I wholly agree with the author's insight: "I know that many who do see clearly, feel deeply, and think carefully can't write sentences that make their thoughts, feelings, and visions clear to others. I also know that the more clearly we write, the more clearly we see and feel and think."
Good writing emerges only from rewriting. This five-star workbook teaches the exacting--and joyously rewarding--craft of rewriting.
-- C J Singh
Simple and Concise writing Guide line.......2007-08-07
Although the price is little bit high, this book contains good recommendations of good writing such as KISS(Keep It Short and Simple).
I highly recommend this book for whoever wants to wrige concisely.
Nicely written and useful for everyone.......2007-07-05
This is one of the nicely written text book on English writing. I recommend everyone to read this if you are doubtful how to write.
Write for the People.......2007-06-20
Some style guides are highly respected in the writing community, but others are just vanity operations by literary snobs who think they're important enough to tell the rest of us how to write. There's a reason this guide by Williams has made it through nine editions, and that's because he has gained respect while debunking the condescending language snobs. Williams presents fairly standard recommendations on word choice and sentence construction, but the key to this book is its organization. Constructing this guide around the maters of clarity, grace, and ethics leads to a great amount of illumination on the opportunities and responsibilities of writing. Williams is not afraid to cut down style tyrants and academic obfuscators, with bodacious convictions like "it's a language of exclusion that a democracy can't tolerate" and "what is at stake is the ethical foundations of a literate society." But unlike his opponents, Williams can back up such convictions with serious tips for avoiding language that will make you look like an obtuse egghead, a shifty demagogue, or any other villain who talks down to the reader. And while you can get basic style tips anywhere, Williams has the edge in making you realize why you should care about strong style, besides pleasing your instructor. You can also write for yourself and for the people.
(Note: this rather skinny book just barely avoids being docked one star for its excessive retail price. Find a cheap used copy of an older edition, which would not really be "outdated" as you'll only be missing a few minor updates.) [~doomsdayer520~]
IS THIS A JOKE? .......2007-06-19
Before I attempted to read this book I was opposed to book banning, however, I'm rethinking that now. This book is like a parody of a book on clarity. His attempts to communicate contain vast amounts of wasted words and confusing passages and once you finally figure out the concept then the quotes used to illustrate them take forever to wade through. No one writes this kind of gobbledygook. Waste of time and money. Great torture device though.
Book Description
sHORT RETAIL DESCRIPTION: A must-have reference book for business and technical writers of any level, Strategies for Business and Technical Writing will help you plan, organize, create, and polish your writing. You know the ability to communicate effectively both in person and on paper will help you advance in your career—the selections in this book will help you write effective letters, reports, memos, resumes, and other professional documents. The new edition features helpful models, tips, and advice from top experts, including David V. Lewis, Making Your Correspondence Get Results, The Royal Bank of Canada, Letters That Sell, Vincent Vinci, Ten Report Writing Pitfalls: How to Avoid Them, and Sheryl Lindsell-Roberts, Ten Ways to Make Your Technical Documents Shout “Read Me!” Whether you are a student, or seasoned professional, this book will help you plan, create, and improve your business and technical writing. Readings, advice, and models from top experts to help writers improve their technical and business writing skills. Correspondence, ethics, proposals, email, reports, memos, letters, resumes, business writing, technical writing, business communication, technical communication.
Customer Reviews:
An adequate reference, a good starter.......2000-10-14
I'm an instructor of Business Communication and this is the textbook we utilize for the class. I find that most of the articles in this book are good ones; however, there is a lot of repetition, especially when they are referring to the writing process. YAWN. Boring. How many ways can you reiterate "clear, precise, and to the point" as the main idea?
Otherwise, some of the other articles in there are great for those beginning in the world of business writing.
Book Description
Technical Communication represents the works of five highly respected authors, all writing in their areas of expertise. Scientific examples and assignments within a social context are used for a realistic view of communication issues. This is the only text to extensively address argument, including reasoning, credibility, persuasion, decision making, problem solving, and critical thinking. The topic of audience is also addressed more thoroughly than in any other text. The book covers the traditional parts of the technical communication course but has been updated greatly to respond to the demands that the computer places on communicating.
Book Description
Control of engineering documentation, sometimes called Configuration Management (CM) especially in the defense industries, is critical to world-class manufacturing survival. This new Second Edition of a highly successful engineering documentation handbook is one of the best blueprints for constructive, efficient EDC/CM ever published.
Use the ENGINEERING DOCUMENTATION CONTROL HANDBOOK to get on track right away and make the release of new products and their documentation flow smoothly and easily. The book is packed with specific methods that can be applied quickly and accurately to almost any industry and any product to control documentation, request changes to the product, make those changes and develop bills of material. The result is a powerful communications bridge between engineering and "the rest of the world" that makes rapid changes in products and documentation possible. With the help of the simple techniques in the HANDBOOK, companies can gain and hold their competitive advantages in a world that demands flexibility and quick reflexes -- and has no sympathy for delays.
The new edition contains substantial additions worked into the book and several new chapters. However, the thrust of the book retains the same focus on basics, rules and reasons. The author emphasizes that EDC or CM must be recognized as a key business strategy, and the days of "throwing it over the wall" are gone forever.
Key Features:
- Expanded case studies and actual experiences with consulting clients have been added
- New chapter on Benchmarking/Surveys contains real-life results of several surveys conducted and analyzed by the author that allow you to compare your enterprise with those surveyed
- Interchangeability and change cost sections have been substantially expanded and given separate chapters in recognition of their critical importance in the EDC strategy
Customer Reviews:
Engineering Documentation.......2005-09-28
I am a British Chartered Engineer working mainly in Blue Chip energy-related companies. I have just started using this book in my work and find it strongly re-enforces my passion for excellent documentation and design management. It is clearly the current 'bible' for Engineering Documentation Control and is extremely valuable in showing how to climb the 'Configuration Management Ladder' (page 8). It cuts away the dross and complexity that is plentiful nearly everywhere else. So many of us technologists and managers are struggling with hugely powerful new computer packages that integrate most processes in our companies. This is one of the very few books to chart our course and give us a chance of a reliable way through to simplicity, speed and profitability that are so often promissed but so rarely fully attained.
Thorough Industry Configuration Management Resource..........2001-12-27
...but not for Software CM.
As the title says, this is an Industry CM book. If your need is for Software CM, this book can be used for general CM concepts and background (and to develop a strong understanding of CM principles), but no more (get a software-specific CM/release management book instead). Only a few brief mentions of application of these concepts to software CM. If your need is for doc. control/industry CM, then this is probably an ideal book.
Great Inroduction to CM.......2001-06-08
Unlike the vast majority of books available on configuration management, this book, as the title suggests, focuses entirely on configuration management in industry. Throughout the book, the author focuses on a simplified, fast configuration management system that exceeds DoD standards. This book, in the chapters titled Change Control and Fast Change, has an exceptional explanation of how to handle configuration modifications. In these chapters the author gives a detailed description of how to set up a system that allows the fastest possible changes to take place. Also, many case studies are given in these sections which provide further insight as to how to implement the correct system for a given situation. Overall, the book is very easy to understand, and serves as an excellent introduction and handbook to a configuration management system for industry.
Crisp and practical guide to setting up a CM system........1999-02-26
This book explains the theory but includes plenty of examples of how to set up an Engineering Document Control, or Configuration Management (CM) system. The examples in the text focus on an imaginary manufacturing company. The text does include some mention of tailoring a CM system for software developers.
The text is crisp and the books organization clear and logical. One of the last chapters includes what is essentially a checklist of how to put together a CM system.
This is not a one size fits all system. The user must use the material in the book as a guide to tailor a CM system to their company's requirements.
Overall an indispensable book for someone trying to set up or overhaul a CM system. I highly recommend it.
Book Description
This best-selling text is more than a comprehensive introduction for the business writing course; it also serves as a post-college reference tool for students launching their careers. Successful Writing at Work takes a practical approach to prepare students for the wide array of communication tasks they will face on the job. The text is recognized for its abundance of realistic situations and problems, broad range of real-world examples, and detailed guidelines for drafting, editing, and producing professional documents and graphics.
To facilitate learning, the text is organized into four sections that build logically and sequentially. Part 1 introduces the basics: keys to effective writing, ethics, the writing process, and collaborative writing. Part 2 explores such simple business writing tasks as memos, types of business letters, emails, and how to conduct a job search. Part 3 covers the fine points of conducting research and documenting sources. Part 4 details more complex business communication activities, from designing visuals and web sites to writing proposals, drafting short and long reports, and making oral presentations.
- New! Updated technology coverage includes researching with electronic and online resources; writing for the web; creating visually effective web sites; using computer programs such as PowerPoint and Corel Draw to enhance oral presentations; and learning new technologies that continue to change the way people communicate in the workplace.
- New! Added writing instruction covers how to prepare news releases in the chapter on Summarizing Material, and instructions for policies and regulations in the chapter on Writing Instructions. The Documenting Sources chapter features up-to-date coverage of MLA and APA documentation styles.
- New! Up-to-date, thought-provoking approaches to business writing include enhanced coverage of thinking globally and multiculturally when communicating in various business contexts and engaging new real-world examples that demonstrate the kinds of situations students will face on the job.
- New and Updated! Tech Notes throughout the text show students how technology can be used in various types of business communication.
- This edition retains the text's hallmark features: strong coverage of the writing process, ethics in the workplace, and audience analysis and writing for various audiences.
- Assignments and descriptions put students in a workplace mindset by asking them to imagine themselves in such roles as a customer service representative, web site designer, or job candidate.
Customer Reviews:
Excellent writing tool.......2002-04-03
Whether you are a novice at writing or just need help wording documents, this book is a wonderful guide. Samples are plenty, complete from determining who is your audience to effective guidelines and checksheets. You will learn simple editing techniques, exercises for practice. Extensive guidelines are given whether you do a resme, letter, research, short and long reports, proposal, charts, etc. Included, also is some instruction on technical writing (manuals, visuals, figures, etc.)
The book is well prepared, easy to read, formatted and designed well for easy reference. You don't have to be a "writer" to use this book. It is for anyone who may write a memo to a proposal in business. I encourage the use of this book; as it is one of the better I have used. ....MzRizz
Book Description
To succeed in technical writing, you need a lot more than just writing ability. Technical Writing 101 details the skills you need as a technical writer, and it explains how to handle the pressures of tight deadlines and ever-changing product specifications. This valuable reference also describes the entire documentation process—planning, writing, editing, indexing, and production.
This updated second edition features the latest information on single sourcing and a new chapter on how trends in structured authoring and Extensible Markup Language (XML) affect technical writers.
Customer Reviews:
Straightforward and clear.......2007-06-08
I thought this book was exactly what it said it was: a 101-level focus on technical writing. From the skills required by a good writer, to a technical writing process, to the task-oriented focus of user guides, this book covered all the basics, and was even written with a sense of humor. I am purchasing this for my technical publications department, because I think it's good to review the basics as a team, and there are specific topics that are newer to the team, such as how to write for globalization.
A one-time read for beginners.......2007-04-20
This book provides a good overview for those considering a technical writing career. It may also be helpful for engineers and others who work with technical writers or who want basic ideas for preparing documentation. The chatty, breezy writing style makes the book an easy read. But the lack of in-depth information and its focus only on documentation and online help projects limits the book's usefulness as a daily work reference.
Technical Writing 101: A Real-World Guide to Planning and Writing Technical Documentation, Second Edition.......2007-01-29
We received the Manual to help in Associate training. Shipment came in very quickly. We will definitely be ordering from Amazon more in the future, your service has been impeccable!!
Thank you.
Technical Writing.......2006-07-09
This book is very easy to read and understand. I ordered this book as a supplement to my current book used at my school. I would highly recommend this book to other new technical writers.
Practical and Educational.......2004-09-18
As the title mentions, Technical Writing 101, provides real-world planning tips. I found it to be very engaging, informative and very easy to read (finished within 24 hours of receiving it). It also sparked ideas on how I could look at a lot of projects I'm personally working on. The way the book is organized doesn't overload you with "too" much information. It also is very generous in providing other resources for further research and knowledge.
I would definitely recommend it to anyone who wants to get a good understanding of the technical writing process.
Amazon.com
The Copywriter's Handbook is somewhat out of date. There are no references to Web sites or the Internet, and author Robert W. Bly advises that a freelance copywriter have a good typewriter. No matter. Bly has compiled an incredibly useful resource for budding, and even experienced, copywriters. Bly calls his book "a step-by-step guide to writing copy that sells." And that it is: Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters). This is a terrific book. If you don't take my word for it, take David Ogilvy's: "I don't know a single copywriter whose work would not be improved by reading this book," he says. "And that includes me." --Jane Steinberg
Book Description
This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attentionand sell more products. Among the tips revealed are eight headlines that workand how to use them eleven ways to make your copy more readable fifteen ways to open a sales letter the nine characteristics of successful print ads how to build a successful freelance copywriting practice fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriters Handbook remains the ultimate guide for people who write or work with copy.
Customer Reviews:
Want to Write For a Living? Bly Shows What It Takes.......2007-10-21
Highest recommendation!
I'm a copy writer for a small company serving businesses across the country. I learned the ad writing business "on the fly via Bly" after miraculously landing a copywriting job when a very brave Pacific Northwest employer decided to take a chance and hire me -- even though I didn't have a single day's worth of "in the trenches" experience beforehand!
My resume documented that I had written four books and dozens of articles for magazines and newspapers, but writing advertising copy is a whole 'nuther animal!
Because of Bly's excellent books (he has several -- none of them will steer you wrong) and a few others by Joe Vitale, I was able to jump into the new job and truly wow diverse clients from the get-go. The information and insights in The Copywriter's Handbook saved my bacon!
Kristine M Smith, Author
DeForest Kelley: A Harvest of Memories : My Life and Times With a Remarkable Gentleman Actor
Every copywriter's best friend - a must-read keeper.......2007-10-03
Bob Bly is the master of showing beginning copywriters how to write compelling copy. He also knows all there is to know about the copywriting business.
If you're just starting out in this business, you must buy this book and any time Bob updates it, buy the new one.
He helps you know what to charge. He guides you in the rules of the road in a way you'll understand. Reading this book could be the ticket to a great career for you. So pick up your ticket and enter the world of copywriting.
Highly recommended --- especially for beginning copywriters or those who need a handy everyday reference to refer to when they have a question.
The Copywriter's Handbook.......2007-08-29
Excellent service.
Arrived really quick and in excellent packaging.
Love the book, Thank you!
Breaks down the basics of writing killer copy.......2007-07-28
Before I started my own copywriting business years ago, this one was my first books on the subject. And I still refer back to it periodically. Bob Bly is a copywriting legend who is well-known for making the fundamentals of writing great copy easy to understand. Whether you're thinking about a writing career, or just need to make your marketing materials more effective, this is the perfect primer for anyone who wants to learn how to write to sell!
Good for direct response copywriting, but not so great for ad agency writing.......2007-05-18
Since this review is largely negative, I should admit that "The Copywriter's Handbook" can be found near my desk and I reference it often.
With that confession, I'll take my first punch: the author of this book has never won an advertising award. Not one that matters, anyway. But in Bob Bly's world, awards really don't matter.
Since 1985, "The Copywriter's Handbook," has been a guide to the ugly but lucrative subculture of advertising called direct response. In this world, Bob Bly is a self-anointed diety. Since the book was first published, mobs of enterprising disciples have drunk his Cool-Aid, hoping not for a promised land, but a six-figure salary.
It's true that copywriters can earn $10,000 for writing one letter. Of course, it's a direct response letter. The kind beleaguered with double underlined sentences. Features explained through benefits. Promises punctuated with exclamation points. And, of course, the grand finale is highlighted in yellow: an offer that must be acted upon immediately.
For industrious writers who want to come up with this stuff, "The Copywriter's Handbook," is considered a bible. But for anyone who aspires to create concept-driven advertising, there's not much in this book.
Bly starts this work by taking sides against concept-driven advertising. He explains, "A copywriter is a salesperson behind a typewriter." He warns against becoming "an artist or entertainer." For if you go down this dangerous path, Bly warns, "Your copy will be wasting your client's time and money."
Although I don't do direct response, as a freelancer, I write a lot of stuff that's not artistic, entertaining, concept-driven advertising. I often write stuff that works hard at doing more than building a brand. For those jobs, this book contains a lot of practical advice.
Of its nearly 400 pages, I found Bly's lists most helpful. "Copy motivators" offer 22 reasons why someone might buy a product, a good thing to ask your client before writing. Bly offers interview questions too, many of which I have incorporated into my own. He also outlines different types of ads, which can be useful in finding direction for an ad. Will we do a question ad? A testimonial? An offer of free information?
But for all of his juicy nuggets, so many of Bly's examples read like spam. They sound too good to be true, killing the credibility of his work. So much so that I think his audiences must be incredibly stupid to read - let alone respond - to what he writes.
"Would you pay $1,000 to save $5,500?"
"One of a kind. Is that phrase a little trite? I used to think so until I tried to find you. ..."
"Three years ago this month, a man I know - he was then a vice president of a big corporation in Illinois - walked into his boss's office and handed in his resignation. Two weeks later, he started his own company. ..."
Aren't we past this kind of stuff? Judging by the number of people who make serious cash writing Bly-style advertising, apparently not. I know that I don't allow any of it into my life, not even from nonprofits and politicians I believe in.
Despite the money to be made, you won't find me crossing to the schlock-y side of hard-sell direct response advertising. Even knowing about the profit potential of this work, I still want to create cool, concept-driven creative work. Because unlike Mr. Bly, I know that my kind of advertising can work for clients.
I recommend: How to Write Great Copy: Learn the Unwritten Rules of Copywriting
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