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