The Copy Book: How Some of the Best Advertising Writers in the World Write Their Advertising

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Gary Halbert was called “the greatest living copywriter” – and also a fairly controversial one. Some of his business practices landed him in prison, where he wrote The Boron Letters. Hey Whipple, Squeeze This is Sullivan’s guide to making great ads. It’s all about why good ads work and bad ads fail—and a few famous exceptions to both rules.

The title is based on one of the most famous ad campaigns in history: the Mr. Whipple “Don’t squeeze the Charmin” ads for Charmin toilet paper, which ran from the 1960s to the 1980s. If you want to know why such a classically bad ad worked so well, this book holds the answers. 19. Tested Advertising Methods by John Caples This book contains over 6,000 power words so you can keep your language fresh. 14. Wired for Story by Lisa CronThere are also botanical copybooks like Studies of Flowers from Nature that were popular in the 19th century for developing watercolor painting skills. Here the student would paint an image for which the outline was already drawn in (like a modern coloring book), using as a model a finished watercolor provided by the book's illustrator. [6] See also [ edit ] Building Distinctive Brand Assets is composed of 3 sections that capture the processes involved in: Explanations are easier to understand when someone uses language you would use yourself. What does that look like? The book features essays by 53 industry leaders around the world, including copywriting experts like David Abbott, Steve Hayden, and Barbara Nokes.

This specific audience of people have something in common, so I’m going to group them all together.” His first verse pays some obeisance to “the Gods of the Market-Place”—undefined, but in brief terms, the worship of business and material gain—but notes that the contrary Gods of the Copybook Headings have always outlasted them. Unaware: This person doesn’t know they have a problem, and it’s usually not worth marketing to them. The same cannot be said of today’s schoolchildren. Scripture has been taboo in schools for decades, and even if it were permissible, the scorn heaped on the penmanship, dictation, and rote learning needed to incorporate “copybook headings” into the curricula would prevent such a practice from ever seeing the light of day. Thus, today’s “copybook headings” tend instead toward politically correct mantras about “social justice,” “white privilege,” and “saving the planet.”

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These books are useful resources for anyone looking to improve their copywriting skills and produce more effective copy. They include a wealth of valuable information and insights that can help copywriters of all levels write better copy. Some of the exhibits are outright genius. Compatibility is never a problem with Apple Macintosh, featuring a turtle trying to hump an US Army helmet (Malcolm Duffy, 1993). Suspicious, critical or distrustful of people who invent words? as an ad for Microsoft Word (John Bevins, 1985). The IBM ad further discussing 12 shovels and over 200 tea-spoons (Jeremy Sinclair, 1977). For 4 months out of the year, the weather makes farming impossible. During the other 8, the government does. (Luke Sullivan, 1985). The Xerox commercial about data lost and not found (Tom Thomas, 1977). A few others.