On the art of writing copy / Herschell Gordon Lewis. [electronic resource]
- 2nd ed.
- New York : AMACOM, 1999.
1 online resource (xvi, 412 p. ) ill. ;
- Advertising copy.
- Electronic books
- "Arguably the best known and most respected advertising copywriter of our time, Herschell Gordon Lewis presents his hard-boiled knowledge of which words sell and which words don't. He combines that knowledge with the unique ability to formulate logical rules enabling anyone to write effective advertising and promotional copy."
"The rules he presents in On the Art of Writing Copy are so logical, so clear, and so easy to follow you'll wonder why no one has compiled them before. Starting with The Four Great Laws (the key to copywriter survival during this "Age of Skepticism"), the author then presents The Umbrella Rule (the three ingredients that guarantee copy success). He goes on to explain and demonstrate dozens and dozens of specific rules anyone can follow to improve copy professionalism."--Jacket.
- Ch. 1. Form or Substance: Which Makes for More Effective Copy?
Ch. 2. You, Me, and What Makes Us Respond
Ch. 3. The Lean Machine: How To Use Words
Ch. 4. How to Write Motivational Copy
Ch. 5. How to Use "If," "Can," "Will," and Other Pitfalls
Ch. 6. The Pros and Cons of Comparative Copy
Ch. 7. How to Write a Guarantee
Ch. 8. The Importance of Saying "Important"
Ch. 9. How to Take Control of the Seller/Sellee Relationship
Ch. 10. How to Warm Up Your Copy
Ch. 11. The Copywriter's Private Short Course in Grammar and Usage
Ch. 12. How to Write Direct-Mail Letters
Ch. 13. Direct Mail/Direct Response: Fifty Profitable Rules and Tips
Ch. 14. How to Write Speed-Format Copy.
- Includes index.
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