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.
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Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency.
Book by Lewis Herschell Gordon
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Hardcover. Condizione: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less 4.1. Codice articolo G0814405983I3N00
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Hardcover. Condizione: Good. 2. This guide to copy-writing presents and explains simple, time-tested rules that cover two main areas: general writing rules for how to motivate readers and adapt copy for the Internet; and specific rules for direct mail letters, television, card decks, and fund raising, for example. This text also provides a "short course" in grammar and usage, and illustrations of actual advertisements to aid the reader. Codice articolo SONG0814405983
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