Write Great Ads: A Step-by-Step Approach [Paperback]

Erica Levy Klein (Author), Bob Bly (Foreword)

Book Description

Publication Date: February 1990

You don't have to be especially "creative." And you can forget about writer's block. Because now, even if you've never written advertising before, there's a simple proven way to Write *ADS* Great copywriters aren't born. They're made! That's because writing isn't a talent you're born with--it's a skill as learnable as driving a car or typing. Write Great Ads takes the mystery out of copywriting and shows how to write effective advertising copy for print ads, direct mail packages, radio spots, and television commercials. Write Great Ads takes you, step-by-step, through every aspect of the process. You'll learn:
* How to zero in on the key features and benefits of your ad
* How to write a headline that really sells
* How to come up with an original, effective selling concept
* How to put all the facts together and craft an irresistible call to action--guaranteed to pull in sales!
This one-of-a-kind workbook breaks advertising down into simple steps that anyone--no matter what your level of experience--can master and enjoy. Write Great Ads is also packed with fill-in exercises and self-tests so you can practice each step immediately. "This is a practical, straightforward, and instructive book with heavy emphasis on fundamentals--all in good, clear, no-nonsense English--and an overall good reference for anyone interested in better communications."

Editorial Reviews

From the Back Cover

You don’t have to be especially "creative." And you can forget about writer’s block. Because now, even if you’ve never written advertising before, there’s a simple proven way to Write *ADS* Great copywriters aren’t born. They’re made! That’s because writing isn’t a talent you’re born with—it’s a skill as learnable as driving a car or typing. Write Great Ads takes the mystery out of copywriting and shows how to write effective advertising copy for print ads, direct mail packages, radio spots, and television commercials. Write Great Ads takes you, step-by-step, through every aspect of the process. You’ll learn:

• How to zero in on the key features and benefits of your ad
• How to write a headline that really sells
• How to come up with an original, effective selling concept
• How to put all the facts together and craft an irresistible call to action—guaranteed to pull in sales!

This one-of-a-kind workbook breaks advertising down into simple steps that anyone—no matter what your level of experience—can master and enjoy. Write Great Ads is also packed with fill-in exercises and self-tests so you can practice each step immediately. "This is a practical, straightforward, and instructive book with heavy emphasis on fundamentals—all in good, clear, no-nonsense English—and an overall good reference for anyone interested in better communications."

About the Author

ERICA LEVY KLEIN is President of Klein & Kroll, Inc., a St. Louis marketing agency, an instructor at the Washington University Department of Journalism and Communications, and a nationally syndicated newspaper columnist.

Product Details

• Paperback: 192 pages
• Publisher: Wiley; 1 edition (February 1990)
• Language: English
• ISBN-10: 0471507032
• ISBN-13: 978-0471507031
• Product Dimensions: 9.2 x 5.8 x 1.1 inches
• Shipping Weight: 10.4 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #440,163 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Finally!, May 18, 2007

By 

Monty Rainey (New Braunfels, TX) - See all my reviews
(TOP 1000 REVIEWER)    (VINE VOICE)    (REAL NAME)   

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This review is from: Write Great Ads: A Step-by-Step Approach (Paperback)

One thing I've learned in the copywriting business, you can read a ton of books and find out what others recommend. You can learn how someone achieved their level of success. You can even learn a few tricks along the way to improve your copy. But very few books on copywriting actually walk you through the process of writing ads.

WRITE GREAT ADS by Erica Levy Klein is an exception. This book is packed with exercises that will not only show you how it's done, but is a tremendous confidence builder. The way the book is structured, if you have any doubt in your ability to be a good copywriter, this book will soon have you saying, "Hey, I'm pretty good at this!"

I believe even veteran writers will learn a lot here. Another great book that belongs on every copywriter's bookshelf.

4 of 4 people found the following review helpful:

5.0 out of 5 stars Great little gem of a book!, April 6, 2003

By 

G. Maxwell (Pennsylvania) - See all my reviews
(REAL NAME)   

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This review is from: Write Great Ads: A Step-by-Step Approach (Paperback)

As a copywriter I have had the privilege of reading many books on copywriting and I can say with all candor that this book (with a forward by Bob Bly himself) is a short course in copywriting.

It steps the reader through the process of creating a great ad, warning, counseling, and coaching all along the way.

An easy read, it is a great addition to your copywriting bookshelf!