On the Art of Writing Copy, Third Edition [Paperback]

Herschell Gordon Lewis (Author)

Editorial Reviews

Review

...a book for writers, written by one of the greatest advertising copywriters of all time. -- Ray Schultz, DIRECT, Sept. '03

...you’re in the company of an absolute original. This is his best yet and that...is no mean feat. -- Jane Revell-Higgins, Publisher, ECMOD

A practitioner is nuts not to acquire this classic--and memorize it! -- Denny Hatch

About the Author

Herschell Gordon Lewis is one of the leading copywriters of the past half-century. He is author of 26 books, including Marketing Mayhem, The Advertising Age Handbook of Advertising, Selling on the Net, and Sales Letters That Sizzle. Mr. Lewis has written for many trade publications, including Direct, Direct Marketing Magazine, Selling, 1 to 1, Direct Marketing News, and is the copy columnist for Catalog Age. He also has addressed advertising and marketing audiences around the world. In 2003 he was inducted into the Direct Marketing Hall of Fame

Product Details

• Paperback: 408 pages
• Publisher: Racom Communications in conjunction with the Direct Marketing Association; 3rd edition (October 2003)
• Language: English
• ISBN-10: 0970451547
• ISBN-13: 978-0970451545
• Product Dimensions: 10.9 x 8.5 x 1 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #974,537 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

4.0 out of 5 stars A useful book, though some fat could be trimmed., December 29, 2006

By 

Kristin T. Mcnamara "maculated" (San Luis Obispo, CA United States) - See all my reviews
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This review is from: On the Art of Writing Copy, Third Edition (Paperback)

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.

12 of 14 people found the following review helpful:

5.0 out of 5 stars Terrific resource for copywriting, a must-have, December 13, 2004

By 

Kenneth Calhoun "StockTradingSuccess.com" (Colorado, USA) - See all my reviews
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This review is from: On the Art of Writing Copy, Third Edition (Paperback)

Of all the books I've read on the art of writing copy that sells, this is one of my top 5 (along w/E. Schwartz' Breakthrough Advertising, Caples, Ogilvy, etc).

The author reveals absolutely brilliant insights into crafting useful copy, it's very readable and uncovers advanced, specific tips on writing and crafting superb copy.

Most of the copywriting books are decent, few ascend into the realm of "ok I'm going to start using this today to make better salesletters" ... this is one of those that belongs on every admans' desk.

Great job on it, I recommend it.

Ken

5 of 5 people found the following review helpful:

4.0 out of 5 stars He should practice his Second Great Law., August 13, 2005

By 

Lawrence S. Cohen "Screaming Brandshee" (Chicago) - See all my reviews
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This review is from: On the Art of Writing Copy, Third Edition (Paperback)

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.