On the art of writing copy - Lewis, Herschell Gordon (AMACOM, 1999)
Includes index
"Arguably the best known and most respected advertising copywriter of our time, Herschell Gordon Lewis presents his hard-boiled knowledge of which words sell and which words don't. He combines that knowledge with the unique ability to formulate logical rules enabling anyone to write effective advertising and promotional copy. The rules he presents in On the Art of Writing Copy are so logical, so clear, and so easy to follow you'll wonder why no one has compiled them before. Starting with The Four Great Laws (the key to copywriter survival during this "Age of Skepticism"), the author then presents The Umbrella Rule (the three ingredients that guarantee copy success). He goes on to explain and demonstrate dozens and dozens of specific rules anyone can follow to improve copy professionalism."--Jacket
Form or substance: which makes for more effective copy? -- You, me, and what makes us respond -- The lean machine: how to use words -- How to write motivational copy -- How to use "if," "can," "will," and other pitfalls -- The pros and cons of comparative copy -- How to write a guarantee -- The importance of saying "important" -- How to take control of the seller/sellee relationship -- How to warm up your copy -- The copywriter's private short course in grammar and usage -- How to write direct-mail letters -- Direct mail/direct response: fifty profitable rules and tips -- How to write speed-format copy