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Summary: Again, a winner book on copy and ads
Review: Again, Herschell Gordon Lewis has written a great teaching volume on copy and ads.In just the first four chapters, I ended up writing three new approaches to sell my wares. And, there are twenty three (23) or nearly Two Dozen more chapters for inspiration. As an engineer turned merchant, the biggest drawback to the works of H G Lewis is his assumption that the reader actually understands the English language. This is sometimes a shock to an engineer who defines a sentence simply as : " It starts with a big letter, and ends with a period." Reading these works actually improves my understanding of my native tongue. The examples used are quite up to date. Lots of visuals are presented for one to relate the ideas. I specifically appreciate seeing the many examples of High Tech (modest budget) ads which he has selected as examples of Hucksterism. Clever guys substiting cleverness for understanding - a deadly combination. I look forward to making money from reading this work. Oh, it is also just plain fun to read as well. James D Buch PhD - too old, too educated and too experienced for today's Aerospace High Tech (read more easily, salary too high and harder to manage than some less expensive young kid.
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Summary: Helps Readers Improve Their Writing Skills!
Review: Herschell Gordon Lewis, the author of many writing books, including Cybertalk That Sells, has updated his book, On the Art of Writing Copy. This book offers a fresh approach to learning the in's and out's copy writing. By gleaning from the many actual printed ads and rules provided in the book, every reader will begin producing better copy. Lewis provides bold and creative solutions to creating copy for any occasion - including traditional and online advertising campaigns, corporate usage, news reporting, fund-raising, and general correspondence. Throughout the book, Lewis presents actual printed magazine advertisements that demonstrate various methods of communicating - his insightful critiques of them will help readers to structure, clarify, and polish up their own work. Lewis has mastered the art of writing and so will his readers who apply the contents of this book. Specific instruction includes choosing and using words, exercising care in selecting words, manufacturing words for impact, creating effective sentence structure, producing motivational copy, writing guarantees, and targeting specific audiences. His short course on grammar and usage will help readers improve their writing skills. They will see immediate results. This book will cater to the writing needs of many, including Web developers and online businesses. They will find this book particularly useful for creating professional-grade Website copy, e-marketing newsletters, and e-mail correspondence. This book would make a great writing class instructional guide. This book is essential reading!
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Summary: What the...?
Review: I didn't like this book at all. I have read a lot of books on copywriting and this has to be one of the worst i have read. Lewis has written about 30 books on copywriting. and when someone writes that many books i always say to myself - "Why do they have to write that many, surely not purely for the MONEY?" If you were writing about copywriting, then you would probably fill 5 books max. This is just a rehash of his other material. And i HATE the way he preaches about clarity but his own book is the most unclear book i have ever read. There are lot of books better than this that you should read first.
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Summary: Worth rereading - and reading once again
Review: I took this book off my shelf to write a blurb for a bibliography and in flipping through it, realized just how much I learned from Herschell Gordon Lewis about the subtle nuances of writing copy. He understands the power of words like few other marketing experts I know. I highly recommend this and all of his other books on writing copy.
Rating:
Summary: Worth rereading - and reading once again
Review: I took this book off my shelf to write a blurb for a bibliography and in flipping through it, realized just how much I learned from Herschell Gordon Lewis about the subtle nuances of writing copy. He understands the power of words like few other marketing experts I know. I highly recommend this and all of his other books on writing copy.
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Summary: On the Art of Blowing Your Own Horn
Review: Instead of offering copywriters solid suggestions or advice based on experience, Lewis instead gambles that he will reach similarly jaded, sarcastic and negative readers who are eager to ride alongside him on his high horse.The author seems more interested in listening to his own embittered critique of others' work than in instructing readers with real information. I disagree strongly with most every advertisement he holds up as an example of ineffective copy writing and/or visual communication.It is almost as if Lewis belives his zealous slashing of others' work can replace helpful examples. It is unfortunate that a book like this gets published with such a promising title. Lewis doesn't even come close to providing any sort of tangible help for copywriters who want to increase their repertoire or get another professional perspective.
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