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

Product Description

This edition of this book--the third--is the best yet. It is the author's 26th book and has long been regarded as his Masterwork—called ‘the magnum opus by one of the Master Copywriters of the past 50 years," by H. Robert Weintzen, President and CEO of the Direct Marketing Association.

In conjunction with a complete revision of the book, including all-new chapters on online media, core elements and features of the work include:

* Discussion of all media: print (press releases, space ads, sales letters, solo mail, and catalogs), broadcast (radio & TV), electronic (Internet and Email)

* Coverage of both Consumer and B2B audiences

* The Ultimate Codification: 273 rules, maxims, commandments, and corollaries for writing better copy.

* More than 225 illustrations and examples of what works and what doesn't

* A 13-page "Short Course in Grammar and Usage" for copywriters

* An 8-page Glossary of Communication terms

* Individual chapters on such important techniques as "How to write a guarantee," How to write direct mail sales letters," "How to write motivational copy," riting for Specialty Media," and separate chapters on Writing for Television, Radio, and the Internet.

In this new third edition, Lewis confronts the two questions every author must address when justifying the need for a new version of his work: "Has anything changed?" and "What has remained constant?" Of course, the answer to both is "Both." There are still constants, but there have been dramatic changes.

Reflecting these "changing constants," the author cites the continuing increase in consumer skepticism that marketers continue to face. In previous editions of this book Lewis noted the rise of this Age of Skepticism. In this edition he comments on how what began as a slight increase in buyer resistance has morphed into full-fledged distrust of all marketers and all Marketing.

How did it happen? The reasons are both simple and complex: increasingly intrusive marketing media have increased consumer skepticism reflected in the shifts in social attitudes, mores, and word usage. The response of too many marketers and copywriters has been the "in your face" style that all too often confuses vulgarity with wit, flash with substance and benefits, and shock with persuasion.

Lewis identifies the way out--one that combines both the old and the new—and he walks the reader through each particular media to show how to accommodate this new world and still increase effectiveness, productivity and sales. First of all he counsels an approach that treats copywriting as a business-driven craft, not as a way to show off the writer’s cleverness, or to build the art director’s portfolio of award-winners, or to enlarge a producer’s reel of mini-dramas. "Increased sales are the only standard--that’s how we measure success," he says. And Sales are still driven by "clarity, benefits, and verisimilitude"--and by making a connection with the prospect. That is the Golden Rule of Copywriting. Lewis uses his encyclopedia of creative rules and commandments (and their corollaries), accompanied by more than 225 examples of both the good and the bad to show how to sell more in an increasingly competitive and hostile marketing environment.

See all Editorial Reviews

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: 11 x 10.8 x 1.1 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #633,311 in Books (See Bestsellers in Books)

  Popular in these categories: (What's this?)

  #38 in	Books > Reference > Business Skills > Shorthand
  #91 in	Books > Business & Investing > Skills > Secretarial Aids & Training

Customer Reviews

Most Helpful Customer Reviews

6 of 6 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 (REAL NAME)

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.

11 of 13 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 (REAL NAME)

Amazon Verified Purchase

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 to all my students at the online Copywriting University.

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 (REAL NAME)

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.