by Herschell Gordon Lewis
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Product Description
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.
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Average Customer Review:
1 of 1 people found the following review helpful:
 Useful ideas, but you have to hunt for them , 2007-08-15
Although focused largely on advertising, this book presents useful guidelines that a copywriter can apply to many project types. You will likely learn the most from looking at the numerous examples presented in the book, rather than from the author's often long-winded, overly clever text. Demerits also to the publisher for a book design that combines a long line length with a small type size, making the text difficult to read.
6 of 14 people found the following review helpful:
 Tops on the Copywriter's "must read" list, 2007-07-25
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.
4 of 4 people found the following review helpful:
A useful book, though some fat could be trimmed., 2006-12-30
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.
0 of 1 people found the following review helpful:
On the Art of Writing Copy, Third Edition, 2006-03-18
What can I say? This man is a genius! Herschell Gordon Lewis is the MASTER of copywriting and his presentation is second to none. I learned so much from this book, as I have from so many of his other books. You can't go wrong with anything Mr. Lewis writes on the subject. He is the absolute BEST!
5 of 5 people found the following review helpful:
He should practice his Second Great Law., 2005-08-13
In his Second Great Law, Herschell Gordon Lewis comments that cleverness for its own sake might become a liability. Unfortunately, he attempts to write with cleverness and sarcasm. His style often gets in the way of the excellent points he makes. The points need no "I'm-as-hip-as-thou" embellishment. Chapters 26-28 are worth the price of the book alone. But he runs out of steam in the appendix. It truly is vestigial. In spite of his writing style the book is a must read.
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