Top critical review
10 people found this helpful
on April 14, 2017
I've been working in the ad industry for the past ten years. I will say that the techniques and information in this book really need to be updated for the current decade. The fact that there was even a segment on yellow pages really shows the age this content was written. There should be more focus on content marketing, blogging, pay per click, and social media copywriting. Instead you will find information on writing direct mailers, sales letters and old school print ad techniques that if followed will immediately make your client look like it is stuck in the 80's or 90's.
The tips for headline writing and copywriting in general could use a revamp as well. Some of it was solid, but a lot of the techniques will lead you, as a writer down a path where the bulk of your work has a very retailey, and click-baitey vibe.
"Act now and you can lose weight fast! Limited time offer!"
These ads make me want to stab my forehead with a mechanical pencil.
The old way of marketing is dead. Consumers are so very jaded when it comes to advertising. Successful ads are about creating customer relationships, and speaking to consumers like they are people. Not like they are just another sale.
Read this book if you are new to copywriting. But keep in mind the age of its info. Study the blogs and work from current copywriters working in the field. And practice. That will give you a better education than this book will.