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On the Art of Writing Copy: Third Edition, by Herschell Gordon Lewis
Free PDF On the Art of Writing Copy: Third Edition, by Herschell Gordon Lewis
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What Are You Planning to Write? YOU HAVE IT ALL RIGHT HERE Everything You Need to Write More Powerful, More Profitable Copy It’s the MasterWork by the World’s Master Copywriter. If you have any interest in the power of the written word or any control over what those words are supposed to accomplish…you’re about to choose the right book. Herschell Gordon Lewis, internationally recognized as the number-one copywriter in the world, has made this book his magnum opus. In these pages, you’ll find: How to write ""killer"" e-mail copy. How to avoid spam filters and still sell with power. Simple, effective rules for letter writing. When to use envelope copy and what to say. How broadcast copy differs. Why some of the old rules don’t work any more. How to write an effective guarantee. It's all here for you in simple, straightforward language. TWO HUGE BONUSES! Bonus 1: Here are hundreds of examples, some excellent and some so stupid you’ll wonder how they ever made it into print, on the air, or through the computer. Bonus 2: Here are more than 100 specific rules copy professionals use to grab and sell readers, viewers, and listeners. Far and away the most complete, most comprehensive, and, yes, the most useful handbook and guide to copywriting ever published, this will be the most thumbed-through book on your shelf because by any criterion it’s The Bible of Copywriting. Enjoy it. Use it. Profit from it.
- Sales Rank: #912009 in Books
- Brand: Brand: Racom Communications in conjunction with the Direct Marketing Association
- Published on: 2003-09-17
- Original language: English
- Number of items: 1
- Dimensions: 11.00" h x 1.00" w x 8.50" l, 2.47 pounds
- Binding: Paperback
- 397 pages
- Used Book in Good Condition
Review
...a book for writers, written by one of the greatest advertising copywriters of all time. -- Ray Schultz, DIRECT, Sept. '03
...you’re in the company of an absolute original. This is his best yet and that...is no mean feat. -- Jane Revell-Higgins, Publisher, ECMOD
A practitioner is nuts not to acquire this classic--and memorize it! -- Denny Hatch
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
Most helpful customer reviews
7 of 7 people found the following review helpful.
Tops on the Copywriter's "must read" list
By Monty Rainey
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.
11 of 11 people found the following review helpful.
A useful book, though some fat could be trimmed.
By Kristin T. Horowitz
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.
2 of 2 people found the following review helpful.
Save Yourself $500 ... Buy This Book!
By Mike Ruman
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.
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