On the art of writing copy
By: Herschell Gordon Lewis.
Edition: 3rd ed.
Publisher: Racom Communications; Direct Marketing Assoc.
Published: 2004
Place of publication: Evanston, IL; New York
Language: eng
Number of pages: 397
Subjects: Advertising copy.; Business writing.
Notes: Includes index.
Table of contents: title: Acknowledgements; title: Introduction; title: Chap. 1. Digging for constants in a changing media world; title: Chap. 2. Clarity : the bridge linking art and science; title: Chap. 3. You, me, and what makes us respond; title: Chap. 4. The lean machine : how to use words; title: Chap. 5. Writing motivational copy; title: Chap. 6. How to use if, can and will; title: Chap. 7. The pros and cons of comparative copy; title: Chap. 8. How to write a guarantee; title: Chap. 9. Getting and keeping attention; title: Chap. 10. Understanding and using the rules of positivism; title: Chap. 11. Getting to the point and warming up your copy; title: Chap. 12. The copywriter's private short course in grammar and usage; title: Chap. 13. How to write direct mail letters; title: Chap. 14. Direct mail/direct response : 50 profitable rules and tips; title: Chap. 15. How to write speed format copy; title: Chap. 16. Writing television copy; title: Chap. 17. How and when to use and when not to use celebrities; title: Chap. 18. How to write winning radio copy; title: Chap. 19. Writing copy for the Internet; title: Chap. 20. Writing effective fund raising copy; title: Chap. 21. Who's message is it, anyway? Writing for special-interest groups; title: Chap. 22. Specialty ad-writing : lots and lots of media and techniques; title: Chap. 23. Sometimes a hot medium, sometimes cold : how to write card deck copy that sells; title: Chap. 24. Lots of tips for writing catalog copy; title: Chap. 25. The asterisk exception; title: Chap. 26. A tip a day⁵so you can write powerhouse copy within one month; title: Chap. 27. A concise compendium of rules for effective copywriting; title: Chap. 28. A glossary of communications terms; title: Appendix : which watch is worth watching?; title: Index; title: About the author.