Teach Yourself Copywriting [Paperback]

J. Jonathan Gabay (Author)

Book Description

ISBN-10: 0071426574 | ISBN-13: 978-0071426572 | Publication Date: July 28, 2003 | Edition: 3

Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, Teach Yourself Copywriting reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.

Editorial Reviews

Amazon.com Review

Teach Yourself Copywriting is a cleverly written book geared not just toward the copywriter but also toward promotions directors. In addition to providing sound and entertaining guidance on writing copy for radio, TV, print, slogans, direct mail, the Internet, public relations, recruitment, and even charity solicitations, author J. Jonathan Gabay also helps the reader determine which media to use for an advertising campaign. Gabay supplements his lessons with an appealing series of copywriting exercises, one of which involves the nursery rhyme "Humpty Dumpty" and another of which requires writing headlines that capture the spirit of the Mona Lisa, a traffic light, and the gum on the back of a stamp. Throughout his book, Gabay reminds the reader not to think of copywriting as a creative endeavor. "You should consider copywriting," he says, "as primarily a selling skill." As far as the writing aspect of copywriting is concerned, "in grammatical terms," he warns, "[copywriting] is often an English professor's nightmare." (The book's spellings, currencies, examples, and humor are all British.) --Jane Steinberg --This text refers to an out of print or unavailable edition of this title.

Review

"Compulsory and compulsive reading." -- Jamie Dow, Brand Development Centre "Plenty of nuggets and well worth keeping close to hand for inspiration" -- Institute of Direct Marketing "Perfectly explains how copywriting works." -- Daily Telegraph --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Paperback: 336 pages
• Publisher: McGraw-Hill; 3 edition (July 28, 2003)
• Language: English
• ISBN-10: 0071426574
• ISBN-13: 978-0071426572
• Product Dimensions: 9.2 x 3.4 x 0.9 inches
• Shipping Weight: 12.5 ounces
• Average Customer Review: 3.6 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #510,056 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

34 of 39 people found the following review helpful:

5.0 out of 5 stars The best book on copywriting and marketing ever, October 20, 1996

By A Customer

This review is from: Copywriting (Teach Yourself) (Paperback)

This book is a must if you want to learn the inside secrets about copywriting and effective advertising.marketing. It tells you everything you need to know and gives you tips on things that you never thought possible. It is ideal for business students and also for students who want to learn about how english is applied to marketing and commerce. It is full of interesting lessons and would be ideal for any person already working in advertising or looking to get into the busines

21 of 24 people found the following review helpful:

5.0 out of 5 stars Extremely Refreshing and Full of Great Information, November 24, 2003

By 

Alyice Edrich "thedabblingmum.com" (South Dakota) - See all my reviews
(REAL NAME)   

This review is from: Teach Yourself Copywriting (Paperback)

This is by far the best book I have ever read on copywriting! It is extensively detailed with so much meat that you are constantly referring back to it. It's not a book on starting a copywriting business, it's a book about learning to improve your skills as a writer so that you can write great sales letter, marketing materials, and advertisements. It's a must read for any home business!

13 of 15 people found the following review helpful:

4.0 out of 5 stars Entertaining and informative..., January 10, 2005

By 

Gr Haynes (Chattanooga, TN USA) - See all my reviews
(REAL NAME)   

This review is from: Teach Yourself Copywriting (Paperback)

Personally, I prefer Bly's approach to learning the discipline, but I would also recommend this book. It's very entertaining, very informative, and it teaches sound copywriting principles.