- Paperback: 192 pages
- Publisher: Longman; 1 edition (1 Sep 1998)
- Language English
- ISBN-10: 0028626303
- ISBN-13: 978-0028626307
- Product Dimensions: 21.3 x 16.3 x 1.1 cm
- Average Customer Review: 3.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 854,807 in Books (See Top 100 in Books)
- See Complete Table of Contents
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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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Customer Reviews
Most Helpful Customer Reviews
Format:Paperback
"The Elements of Copywriting" is one to tread carefully with if you're writing for a UK audience. Whereas UK copywriters have regarded certain devices as no-nos in their books, or as to be used sparingly if so, the authors seem to say in this one, Hey, go right ahead with it. But some of these copywriting tips may simply be more suited to a US audience.
This consideration aside, I still wasn't too impressed with "The Elements of Copywriting". The advice in the first half was practical and I thought the book had been a good investment. But then a lot of it was repeated in the second half, as were several of the examples, and the book quickly became tedious. It was a relief to get to the end.
I wouldn't say I got nothing at all out of "The Elements of Copywriting", but in spite of the good first half I've definitely read better on the subject. My advice would be to read this one for a basic grounding in copywriting, but then try something else for writing good copy. Try Andy Maslen's "Write to Sell".
This consideration aside, I still wasn't too impressed with "The Elements of Copywriting". The advice in the first half was practical and I thought the book had been a good investment. But then a lot of it was repeated in the second half, as were several of the examples, and the book quickly became tedious. It was a relief to get to the end.
I wouldn't say I got nothing at all out of "The Elements of Copywriting", but in spite of the good first half I've definitely read better on the subject. My advice would be to read this one for a basic grounding in copywriting, but then try something else for writing good copy. Try Andy Maslen's "Write to Sell".
4 of 25 people found the following review helpful
Format: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.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
11 reviews
26 of 26 people found the following review helpful
Good guide to writing copy
10 July 2000
Format:Paperback
I had never read a book about writing copy before, so a lot of what I read from this book was new to me. I learned a lot from reading this book, although I felt that a lot of it repeated itself over and over. "Be concise, be specific, get their attention, have an eye-grabbing headline." Well duh. I had to have read a lot of the same things twice, although they were designated for different topics, from advertising to brochures to press releases. At least I got the information tattooed into my head. This is an older book, so the section on writing copy for websites is rendered completely useless. But other than that, if you want a guide on writing effective copy, this is a good book for you. If you are experienced in copywriting, it could be of help, but you'd be reading what you already know.
13 of 13 people found the following review helpful
Nice Overview of Copywriting Areas
24 Oct 2001
Format:Paperback
The Elements of Copywriting nicely explains how to write copy that sells in the most important areas/fields such as direct mail, press releases, product catalogues etc.
As a junior copywriter at an advertising agency I can recommend this book to junior copywriters or persons that are thinking of becomming copywriters. For seniors this book will probably be too general in its content. How ever the first part of the book can be used for inspiration on where to put your emphasis in your copy. And because of that it might be helpful even for seniors.
The greatest thing about The Elements of Copywriting is how the content is organized. You can read it from cover to cover or use it as a reference. I'll keep this book on my desk - it might come in handy when I'm low on ideas..
11 of 11 people found the following review helpful
An Excellent Copywriting Primer
7 Jan 2004
Format:Paperback
With this book, Gary Blake and Robert W. Bly have written a well-organized and concise guide to copywriting. While not nearly as comprehensive as Bly's "The Copywriter's Handbook,"(which you also get if you are buying this book), "The Elements of Copywriting" is a great introduction to copywriting for most people. It covers a number of areas of copywriting: display advertising, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and more.
It quickly and deftly outlines the differences between copywriting and other writing, e.g., it's perfectly acceptable to use "And" to begin sentences in advertising copy. Blake and Bly address each type of copywriting task mentioned above individually, as well as providing more broad-based rules for copywriting: use a conversational, friendly tone; use simple words and short sentences;focus on the customer, not the product; and close with a "call to action."
This is a very concise guide to copywriting that is an excellent starting point for those wanting to learn the craft.
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