Ebook On the Art of Writing Copy: Third Edition
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On the Art of Writing Copy: Third Edition
Ebook On the Art of Writing Copy: Third Edition
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Review
...a book for writers, written by one of the greatest advertising copywriters of all time. -- Ray Schultz, DIRECT, Sept. '03...youÂ’re in the company of an absolute original. This is his best yet and that...is no mean feat. -- Jane Revell-Higgins, Publisher, ECMODA practitioner is nuts not to acquire this classic--and memorize it! -- Denny Hatch
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About the Author
Herschell Gordon Lewis is one of the leading copywriters of the past half-century. He is author of 26 books, including Marketing Mayhem, The Advertising Age Handbook of Advertising, Selling on the Net, and Sales Letters That Sizzle. Mr. Lewis has written for many trade publications, including Direct, Direct Marketing Magazine, Selling, 1 to 1, Direct Marketing News, and is the copy columnist for Catalog Age. He also has addressed advertising and marketing audiences around the world. In 2003 he was inducted into the Direct Marketing Hall of Fame
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Product details
Paperback: 397 pages
Publisher: Racom Communications; 3rd ed. edition (September 17, 2003)
Language: English
ISBN-10: 0970451547
ISBN-13: 978-0970451545
Product Dimensions:
8.5 x 1 x 11 inches
Shipping Weight: 2 pounds (View shipping rates and policies)
Average Customer Review:
4.7 out of 5 stars
16 customer reviews
Amazon Best Sellers Rank:
#952,987 in Books (See Top 100 in Books)
There are a ton of books available about how to write copy, and you will learn something from just about any of them. But in that vast array of titles, few do what THE ART OF WRITING COPY by Herschell Gordon Lewis does. This book, if studied and closely followed, will keep the copywriter from writing BAD copy.Lewis meticulously guides the student through the process of things to avoid doing. Whatever grand idea you've come up with, chances are very good, Mr. Lewis has something to say about it in this book.If you're like me, many times throughout this book, you'll feel as if Lewis is pointing his rather sarcastic finger directly at you as he uncovers mistakes I know I've made in the past, and probably you have too. But that's okay. The whole purpose of reading such books is to study the craft and hone our skills, right? Sometimes it takes someone like Herschell Lewis to point out our mistakes so we don't keep making them.Usually in a book like this, I can single out one or two chapters as "favorites." Here, not so much. I loved the whole thing from cover to cover. The format is great, leaving ample margin space for note-taking. There are countless examples of good and mostly bad ad examples to illustrate the points covered. Along the way, the pages are laden with tips, rules and in-your-face quips.I hesitate to even mention chapters 26 & 27, which are composites of the major lessons covered in the preceding 25 chapters. Please, do yourself a favor. Read the book in its entirety and don't get lazy and skip to the back. You'll lose much of the flavor of the lessons.This is not a book for someone looking for their first volume on copywriting. Read some of the other fine volumes available first. You are invited to check out my profile where you will find my listmania list "freelance commercial writing 101" that details other volumes to start your study. Read the basics first, then treat this one as "second-tier" study. But by all means, definitely do not delve too deeply into the profession without first studying this volume in detail. This is one of the very best copywriting volumes available.
This book is an excellent resource for any writer, professional or not. It gives insight into audience, word selection, and proper (his interpretation) style of writing. Learn the conventions so that when it comes down to breaking them, you will do so KNOWING it, instead of accidentally doing so.That said, the placement of the graphics was odd, almost never fitting on the page in which they are used to illustrate the point and causing more work for the casual reader. Much of his point goes beyond making it and into flogging it.That said, the book is darn useful, and will continue to be so for a while. It's timely and fashionable.
I recently spent $500 on an online copy writing course. I should have spent the $20 on this book first, and saved myself $480.PROS- Showing you what good copy can do (with many pictures to prove the point)- Copywriting A to Z (they cover everything)CONS- This book is a bit dated. The lessons are timeless, but the examples are pretty old.Buy the book, you won't be let down.
Of all the books I've read on the art of writing copy that sells, this is one of my top 5 (along w/E. Schwartz' Breakthrough Advertising, Caples, Ogilvy, etc).The author reveals absolutely brilliant insights into crafting useful copy, it's very readable and uncovers advanced, specific tips on writing and crafting superb copy.Most of the copywriting books are decent, few ascend into the realm of "ok I'm going to start using this today to make better salesletters" ... this is one of those that belongs on every admans' desk.Great job on it, I recommend it.Ken
In his Second Great Law, Herschell Gordon Lewis comments that cleverness for its own sake might become a liability. Unfortunately, he attempts to write with cleverness and sarcasm. His style often gets in the way of the excellent points he makes. The points need no "I'm-as-hip-as-thou" embellishment. Chapters 26-28 are worth the price of the book alone. But he runs out of steam in the appendix. It truly is vestigial. In spite of his writing style the book is a must read.
Great book but a lot of info..it is very informative and helpful for any type of marketing
Good read. Interesting approach to writing content
I have read Mr Lewis's articles in DM news and other publications for years, if you want to get your message out to your intended audience this is one book that should be in your library.
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