Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Res (Elements of ...)
Author(s):
Gary Blake, Robert W. Bly
Label: Longman
Publisher(s):
Longman
Studio: Longman
Manufacturer: Longman
Binding: Paperback
List Price: $10.95
Our Price: $8.54
Availability: Usually ships in 24 hours
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Editorial Reviews
Product Description
In the tradition of The Elements of Style, here is a concise handbook of the principles and practice of writing effective ads, brochures, and every other type of copy intended to persuade. It covers writing headlines and body copy as well as increasing readership and response, and goes on to provide copy guidelines for print ads, direct mail, brochures, catalogs, press releases, electronic messages, and more.
Amazon.com Review
Gary Blake and Robert W. Bly have written a straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, Web-site address, toll-free number, etc.). One chapter, on "power copywriting techniques," discloses how to use ingredients such as research, adjectives, testimonials, and guarantees to make your ad stand out. And remember: "If you have to choose between being clever and obscure or simple and straightforward," say the authors, "we advise you to be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (A warning to owners of Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.) --Jane Steinberg
Customer Reviews
Good Basic Copywriting Text
I read the book in 2 days and immediately found ideas that improved my current writing and editing projects. This is not a cutting edge, radically innovative book. It is a short, well organized, basic copywriting text. I'm glad I bought it.
An Excellent Copywriting Primer
With this book, Gary Blake and Robert W. Bly have written a well-organized and concise guide to copywriting. While not nearly as comprehensive as Bly's "The Copywriter's Handbook,"(which you also get if you are buying this book), "The Elements of Copywriting" is a great introduction to copywriting for most people. It covers a number of areas of copywriting: display advertising, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and more.
It quickly and deftly outlines the differences between copywriting and other writing, e.g., it's perfectly acceptable to use "And" to begin sentences in advertising copy. Blake and Bly address each type of copywriting task mentioned above individually, as well as providing more broad-based rules for copywriting: use a conversational, friendly tone; use simple words and short sentences;focus on the customer, not the product; and close with a "call to action."
This is a very concise guide to copywriting that is an excellent starting point for those wanting to learn the craft.
Wonderful content, great reference source.
Gary Blake and Robert Bly do a great job of bringing the core of copywriting. I find this book more a reference than something I am going to read cover to cover. Great coverage of Direct Mail and writing for the web, all around very useful book in helping my customers become more profitable - plus improve my own sales and marketing materials.
Only caveat, the paragraphs could use a bit more space between them and some other font for headlines would make it easier to read. Outside of that the content is superb!
Nice Overview of Copywriting Areas
The Elements of Copywriting nicely explains how to write copy that sells in the most important areas/fields such as direct mail, press releases, product catalogues etc.
As a junior copywriter at an advertising agency I can recommend this book to junior copywriters or persons that are thinking of becomming copywriters. For seniors this book will probably be too general in its content. How ever the first part of the book can be used for inspiration on where to put your emphasis in your copy. And because of that it might be helpful even for seniors.
The greatest thing about The Elements of Copywriting is how the content is organized. You can read it from cover to cover or use it as a reference. I'll keep this book on my desk - it might come in handy when I'm low on ideas..
FUNNY YOU SHOULD PLACE WITH ROY WILLIAMS BOOK
I DIDN'T ORDER THE BOOK AFTER READING THE REVIEWS AND THE TABLE OF CONTENTS AS I AM AN AVID READER OF ROY WILLIAMS WORKS. IF YOU READ HIS BOOKS HE MENTIONS "A LITTLE BIT" ABOUT HOW TO USE PRINT; HOWEVER, HIS PRIMARY FOCUS, IN MY OPINION, IS HOW TO USE THE POWER OF SOUND IN BROADCAST ADVERTISING. THE QUICKEST WAY INTO THE CUSTOMER'S MIND IS THROUGH THE EAR AND BROCA. I DIDN'T THINK I WOULD FIND THAT IN HOW TO WRITE BROCHURES, HEADLINES, ETC.
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