We see that javascript is disabled or not supported by your browser - javascript is needed for important actions on the site. Read more

What's New - Home - Login

Member $avings: $81,536,667.58 | Books Available: 801,299 | Members Online: 72

Swap Used Books - Buy New Books at Great Prices!

How To Swap Books Sign Up Search submenu

PBS Market (New Books)

Gift Buying Guide

Book Browser Advanced Search Books Posted Today Member Book Reviews Award Winning Books NYT Best Sellers Amazon Best Sellers Most Traveled Copies Club Wish List

Discussion Forums Book Lists

Club Lists My Book Lists My Watched Lists Create a List

Blog Donations

School Donation Program In Memory of... Military Donation Program Friends of PBS

Box-O-Books Maps The Eclectic Pen Fun Stuff

20 Questions Sudoku Bookmark Creator

Top 100

Requests Posts Swappers Referrers Reviewers

Pulse of PBS Spread The Word

Invite Friends Bookmarks Facebook Page Facebook App More Ways...

Photo Gallery Recipes Club Tag Cloud Member Testimonials

Help Center submenu

How To Swap Books Browse Help Docs Ask the Librarian PBS Member Icons Live Help

Kiosk

PBS Market (New Books) Go Shopping Buy Credits Buy PBS Money Upgrade Membership Gift Certificates Transfer Credits

Need Help?

Search - On the Art of Writing Copy, Third Edition

On the Art of Writing Copy Third Edition
Author: Herschell Gordon Lewis

This edition of this book--the third--is the best yet. It is the author's 26th book and has long been regarded as his Masterwork—called ‘the magnum opus by one of the Master Copywriters of the past 50 years," by H. Robert Weintzen, President and CEO of the Direct Marketing Association. In conjunction with a complete revision of the ... more »book, including all-new chapters on online media, core elements and features of the work include: * Discussion of all media: print (press releases, space ads, sales letters, solo mail, and catalogs), broadcast (radio & TV), electronic (Internet and Email) * Coverage of both Consumer and B2B audiences * The Ultimate Codification: 273 rules, maxims, commandments, and corollaries for writing better copy. * More than 225 illustrations and examples of what works and what doesn't * A 13-page "Short Course in Grammar and Usage" for copywriters * An 8-page Glossary of Communication terms * Individual chapters on such important techniques as "How to write a guarantee," How to write direct mail sales letters," "How to write motivational copy," riting for Specialty Media," and separate chapters on Writing for Television, Radio, and the Internet. In this new third edition, Lewis confronts the two questions every author must address when justifying the need for a new version of his work: "Has anything changed?" and "What has remained constant?" Of course, the answer to both is "Both." There are still constants, but there have been dramatic changes. Reflecting these "changing constants," the author cites the continuing increase in consumer skepticism that marketers continue to face. In previous editions of this book Lewis noted the rise of this Age of Skepticism. In this edition he comments on how what began as a slight increase in buyer resistance has morphed into full-fledged distrust of all marketers and all Marketing. How did it happen? The reasons are both simple and complex: increasingly intrusive marketing media have increased consumer skepticism reflected in the shifts in social attitudes, mores, and word usage. The response of too many marketers and copywriters has been the "in your face" style that all too often confuses vulgarity with wit, flash with substance and benefits, and shock with persuasion. Lewis identifies the way out--one that combines both the old and the new—and he walks the reader through each particular media to show how to accommodate this new world and still increase effectiveness, productivity and sales. First of all he counsels an approach that treats copywriting as a business-driven craft, not as a way to show off the writer’s cleverness, or to build the art director’s portfolio of award-winners, or to enlarge a producer’s reel of mini-dramas. "Increased sales are the only standard--that’s how we measure success," he says. And Sales are still driven by "clarity, benefits, and verisimilitude"--and by making a connection with the prospect. That is the Golden Rule of Copywriting. Lewis uses his encyclopedia of creative rules and commandments (and their corollaries), accompanied by more than 225 examples of both the good and the bad to show how to sell more in an increasingly competitive and hostile marketing environment.

ISBN-13: 9780970451545
ISBN-10: 0970451547
Publication Date: 10/2003
Pages: 408
Rating:

0 stars, based on 0 rating

Publisher: Racom Communications in conjunction with the Direct Marketing Association
Book Type: Paperback
Members Wishing: 0
Reviews: Amazon | Write a Review

Genres:

Reference >> Writing >> General
Reference >> General

Back to the Top ↑

Search - On the Art of Writing Copy, Third Edition

Loading...