Top critical review
12 people found this helpful
Didn't offer much learning experiences
on 6 October 2011
The book is extremely repetitive. I made the mistake of reading it all at once, and it underlined the problem even more. The content could have been condensed into one chapter explaining the basic principles of copywriting and then giving 1-2 pages on how writing for different mediums and purposes differs. Instead, there was pretty much the same message in each chapter, only worded a bit differently.
After finishing the book, I made a mental side note to avoid books from this author, just because he has such a strong background in direct advertising. It shines through in bright colors, tinting the book in a shade of obsolete. Also, when he tried to be funny, it didn't really work as intended. Just take a look at the chapter discussing presentations, you'll see what I mean. (From now on, I should probably check the writer's background instead of the reviews of the book, as this is the second book in a row that had the same flaws.)
Even though I didn't like it, the book isn't completely fireplace material. It could be useful to someone who has never written anything commercially. It details the basic structure and content of what different copywriting tasks might include. But for anyone who's done any professional writing, even as freelance, it doesn't really offer much.
As an afterthought:
There's also a chance that maybe I approached the book in a wrong way. It does mention in the foreword that each chapter should work as a standalone reference for the task at hand. So reading it in one go probably did the book injustice. So I'll squeeze in an extra star to compensate.