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Produktbeschreibungen
Amazon.com
Gary Blake and Robert W. Bly have written a straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, Web-site address, toll-free number, etc.). One chapter, on "power copywriting techniques," discloses how to use ingredients such as research, adjectives, testimonials, and guarantees to make your ad stand out. And remember: "If you have to choose between being clever and obscure or simple and straightforward," say the authors, "we advise you to be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (A warning to owners of Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.) --Jane Steinberg
Kurzbeschreibung
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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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
This book is great! Everything is compiled in one place so there is hardly a need for another book to learn the concepts of marketing writing! Great for beginners!
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
11 Rezensionen
26 von 26 Kunden fanden die folgende Rezension hilfreich
Good guide to writing copy
10. Juli 2000
Format:Taschenbuch
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 von 13 Kunden fanden die folgende Rezension hilfreich
Nice Overview of Copywriting Areas
24. Oktober 2001
Format:Taschenbuch
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 von 11 Kunden fanden die folgende Rezension hilfreich
An Excellent Copywriting Primer
7. Januar 2004
Format:Taschenbuch
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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