On the Art of Writing Copy, Third Edition

On the Art of Writing Copy, Third Edition

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Book DescriptionThis 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.