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The Elements of Copywriting (Elements of ...)
 
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The Elements of Copywriting (Elements of ...) (Paperback)

by Gary Blake (Author), Robert W. Bly (Author)
3.0 out of 5 stars See all reviews (2 customer reviews)
Price: £6.99 & this item Delivered FREE in the UK with Super Saver Delivery. See details and conditions
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Product details

  • Paperback: 192 pages
  • Publisher: Longman; Pbk. Ed edition (22 Mar 1999)
  • Language English
  • ISBN-10: 0028626303
  • ISBN-13: 978-0028626307
  • Product Dimensions: 21.1 x 13.7 x 1.3 cm
  • Average Customer Review: 3.0 out of 5 stars See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 184,841 in Books (See Bestsellers in Books)

    Popular in this category:

    #65 in  Books > Business, Finance & Law > Reference & Education > Writing

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Product Description

Product Description
In the tradition of The Elements of Style, here is a concise handbook of the principles and practice of writing effective ads, brochures, and every other type of copy intended to persuade. It covers writing headlines and body copy as well as increasing readership and response, and goes on to provide copy guidelines for print ads, direct mail, brochures, catalogs, press releases, electronic messages, and more.

From the Back Cover

In the tradition of The Elements of Style, here is a concise handbook of the principles and practice of writing effective ads, brochures, and every other type of copy intended to persuade. It covers writing headlines and body copy as well as increasing readership and response, and goes on to provide copy guidelines for print ads, direct mail, brochures, catalogs, press releases, electronic messages, and more.

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4 of 25 people found the following review helpful:
4.0 out of 5 stars the elements of copywriting, 3 Mar 2003
This review is from: The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want (Hardcover)
this book,in my opinion is the decalogue of the copywriter.i'm a copy writer in romania working for a small firm in advertising field.the book is an eye opener for postcomunist advertising activities.this language is so lyrical that i'm tempted to write poetry ,i learned that the the advertising system has it's own principles,based on pure interest.a copywriter should focuse on the client interest and the final message should make her happy.the copywriter make the client thoughts public in such a way that invite you to buy.the book is a sample of applied philosophy to a new economical and social necesity.
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2.0 out of 5 stars A Hit and Miss Copywriting Book, 15 Jun 2009
"The Elements of Copywriting" is one to tread carefully with if you're writing for a UK audience. Whereas there are some devices that UK copywriters have regarded as no-nos in their books on the subject or as to be used sparingly, in this one I found the authors more or less saying, hey, go right ahead with them. Still, the book is in US English, so in some cases the copywriting tips may simply be more suited to a US audience.

This consideration aside, however, I still wasn't too impressed with it. The tips in the first half seemed practical and the book seemed a decent investment... before it proceeded to repeat much of this in the second half. The book quickly became tedious from there, with the writers using the same examples as they had done in the first half in several cases. It was a relief to get to the end.

I wouldn't say I got nothing out of "The Elements of Copywriting" at all - the first half was pretty decent - but I've definitely read better on copywriting. If you're starting out in copywriting, I'd pick up something else first and maybe use this one for a few extra ideas.
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