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.

Product Details

• Amazon Sales Rank: #468215 in Books
• Published on: 1999-03-22
• Original language: English
• Number of items: 1
• Binding: Paperback
• 192 pages

From the Back Cover

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.

Customer Reviews

the elements of copywriting
this book,in my opinion is the decalogue of the copywriter.i'm a copy writer in romania working for a small firm in advertising field.the book is an eye opener for postcomunist advertising activities.this language is so lyrical that i'm tempted to write poetry ,i learned that the the advertising system has it's own principles,based on pure interest.a copywriter should focuse on the client interest and the final message should make her happy.the copywriter make the client thoughts public in such a way that invite you to buy.the book is a sample of applied philosophy to a new economical and social necesity.

A Hit and Miss Copywriting Book
"The Elements of Copywriting" is one to tread carefully with if you're writing for a UK audience. Whereas UK copywriters have regarded certain devices as no-nos in their books, or as to be used sparingly if so, the authors seem to say in this one, Hey, go right ahead with it. But some of these copywriting tips may simply be more suited to a US audience.

This consideration aside, I still wasn't too impressed with "The Elements of Copywriting". The advice in the first half was practical and I thought the book had been a good investment. But then a lot of it was repeated in the second half, as were several of the examples, and the book quickly became tedious. It was a relief to get to the end.

I wouldn't say I got nothing at all out of "The Elements of Copywriting", but in spite of the good first half I've definitely read better on the subject. My advice would be to read this one for a basic grounding in copywriting, but then try something else for writing good copy. Try Andy Maslen's "Write to Sell".