- Paperback: 397 pages
- Publisher: Racom Communications; 3rd ed. edition (September 17, 2003)
- Language: English
- ISBN-10: 0970451547
- ISBN-13: 978-0970451545
- Product Dimensions: 8.5 x 1 x 11 inches
- Shipping Weight: 2 pounds (View shipping rates and policies)
- Average Customer Review: 16 customer reviews
- Amazon Best Sellers Rank: #1,428,844 in Books (See Top 100 in Books)
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On the Art of Writing Copy: Third Edition 3rd ed. Edition
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...a book for writers, written by one of the greatest advertising copywriters of all time. -- Ray Schultz, DIRECT, Sept. '03
...youre 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
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Lewis meticulously guides the student through the process of things to avoid doing. Whatever grand idea you've come up with, chances are very good, Mr. Lewis has something to say about it in this book.
If you're like me, many times throughout this book, you'll feel as if Lewis is pointing his rather sarcastic finger directly at you as he uncovers mistakes I know I've made in the past, and probably you have too. But that's okay. The whole purpose of reading such books is to study the craft and hone our skills, right? Sometimes it takes someone like Herschell Lewis to point out our mistakes so we don't keep making them.
Usually in a book like this, I can single out one or two chapters as "favorites." Here, not so much. I loved the whole thing from cover to cover. The format is great, leaving ample margin space for note-taking. There are countless examples of good and mostly bad ad examples to illustrate the points covered. Along the way, the pages are laden with tips, rules and in-your-face quips.
I hesitate to even mention chapters 26 & 27, which are composites of the major lessons covered in the preceding 25 chapters. Please, do yourself a favor. Read the book in its entirety and don't get lazy and skip to the back. You'll lose much of the flavor of the lessons.
This is not a book for someone looking for their first volume on copywriting. Read some of the other fine volumes available first. You are invited to check out my profile where you will find my listmania list "freelance commercial writing 101" that details other volumes to start your study. Read the basics first, then treat this one as "second-tier" study. But by all means, definitely do not delve too deeply into the profession without first studying this volume in detail. This is one of the very best copywriting volumes available.
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.
- Showing you what good copy can do (with many pictures to prove the point)
- Copywriting A to Z (they cover everything)
- This book is a bit dated. The lessons are timeless, but the examples are pretty old.
Buy the book, you won't be let down.
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.