On the art of writing copy /
"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 effect...
| Κύριος συγγραφέας: | |
|---|---|
| Μορφή: | Ηλ. βιβλίο |
| Γλώσσα: | English |
| Έκδοση: |
New York :
AMACOM,
1999.
|
| Έκδοση: | 2nd ed. |
| Θέματα: | |
| Διαθέσιμο Online: | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=28999 |
Πίνακας περιεχομένων:
- 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.
