10 of 11 people found the following review helpful
Not nearly as good as I would have expected,
This review is from: The Copywriter's Handbook: A Step-by-step Guide to Writing Copy That Sells (Paperback)
I found this item a little disappointing. The reviews led me to believe that this book would be something special, but that wasn't the case.
It wasn't all bad, though. The book covered several different areas of copywriting. It also gave specific instructions on how to write text that sells, starting from headline suggestions. That's really good for someone who doesn't have the slightest idea of how to even start a copy for a product. The bad news is, that for an experienced writer, the book doesn't really offer much. Instead of picking something from a list, most people in the field like to design their work from the scratch.
The information was mostly up to date, but the author seemed to have stuck in a mentality that worked in the 80's, but not so much today. For example, he suggests that the headlines should be long and descriptive - while modern research shows that people only read the first 2-3 words of a headline, especially when reading from a screen. He also suggests email and web practices that most people view as disruptive and downright harassing. The author's background in direct advertising shows so much in the text, that it limits the book's usefulness for any other copywriting purposes. He also seems to ignore a lot of the possibilities the modern technology could offer for a copywriter.
At least the book gave me a new perspective for writing copy - the one where only selling is important. This point of view lets me to examine the copy I've written and clean some of the unnecessary fluff from it. But that's pretty much everything I gained from reading the ~400 pages.
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Initial post: 30 Sep 2015 08:43:18 BDT
Good review, thanks. Can you suggest a book that you think would be better for today's copywriter?
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