Top positive review
32 people found this helpful
Best Book on Copywriting I've Read
on 12 November 2007
The beauty of this book is that it covers generic copywriting. The other titles tend to focus on direct marketing. That focus, along with the American style of the other authors, means you couldn't use them to shape your copywriting process. You'd simply be 'over the top' with zero credibility. I tend to use those books (by Bob Bly and Joe Vitale) as sources for the odd new idea, not as my template.
This book is split into 2 sections. Part one teaches you how to focus on your audience to make sure you write copy that pushes their buttons. Part two shows you how to write in a short, punch - and grammatically correct - manner.
It is perfect for the copy I need to write - job adverts for legal positions. It enables my ads to attract attention without using silly gimmicks that just wouldn't work.
I hope there are other books from Maslen to follow.