On the Art of Writing Copy
Subtitle: The Best of * Print * Broadcast * Internet * Direct Mail
Edition: 2 Ed edition
Publisher: Amer Management Assn; AMACOM
Published: July 2000
Language: eng
Format: Paperback
Number of pages: 412
ISBN-13: 9780814470312
Subjects: Advertising; Writing & editing guides; Business Writing; Written Communication In Business; Business & Economics; Business / Economics / Finance; Business/Economics; Accounting - General; Advertising & Promotion; Advertising copy
First sentence: This book is jam-packed with rules, laws, commandments, concepts, precepts, principles, and savage opinions.
Description: "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."--Jacket.