On the Art of Writing Copy
On the Art of Writing Copy: The Best of * Print * Broadcast * Internet * Direct Mail By Herschell Gordon Lewis
Publisher: AMACOM 2000-03-27 | 432 Pages | ISBN: 0814470319 | PDF (OCR from html) | 13 MB
Publisher: AMACOM 2000-03-27 | 432 Pages | ISBN: 0814470319 | PDF (OCR from html) | 13 MB
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
On the Art of Writing Copy
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