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Catalog: Copy That Sizzles

By H G Lewis

 * Publisher: McGraw-Hill

 * Number Of Pages: 288

 * Publication Date: 1999-11-11

 * ISBN-10 / ASIN: 0844224472

 * ISBN-13 / EAN: 9780844224473

 * Binding: Hardcover

Product Description:

"We're wordsmiths. Words are our weapons. A difference of a fraction of I percent in our ability to generate or intensify reader involvement is worthwhile. Knowing how and when to plumb for power verbs and imperatives is just one more indication of our professionalism. Enough said." Packed with valuable tips and informative examples and illustrations, s is the ultimate compendium of catalog copywriting know-how. Herschell Gordon Lewis, known worldwide for his copywriting expertise, reveals all the hints, tips, and tricks of the trade you'll ever need to know in order to write effective catalog copy for any kind of productfrom gardening tools to surveillance devices. In his personable and engaging style, Herschell clearly defines and presents examples of the fourteen types of catalog copy, including "Minimalist" copy, "All the Facts" copy, and "I Am the Greatest" copy. Plus, more than one hundred illustrations are interspersed throughout the text along with valuable critiques of copy that works and copy that fails to make the grade in print and on-line catalogs. Interactive exercises like "First, You Try It!" will alert you to areas that require improvement and will keep you entertained and engaged through each and every chapter. Whether you're a copywriter, a freelance writer, an advertising and marketing professional, or someone who simply wants to craft copy that sells for a print or on-line catalog, s will arm you with the tools you need to craft copy that will sell any product, to any demographic, and in any format.

Summary: Helped me write MUCH BETTER descriptions

Rating: 4

I had to read this book for work. The author suggests reading one chapter a day, which is pretty much how I did it, with one exception.

I found the material to be much easier to digest when I read it only one chapter a day. I wasn't bombarded with all of this new stuff that I had to remember and implement into my descriptions.

Having all of the pictures really helped because it illustrates the points that the author is trying to get across.

I suggest keeping the book close by when your brain just goes to mush and you can't think of the benefit of this gadget. Reread Appendix A and try to answer the 20 questions in there. It will help you come up with something.

If your description just doesn't make much sense or parts are out of order and you can't figure out why, reread Appendix B, it have all of the "rules" the author presented in the book with a brief explanation of each.

Summary: A copywriter's resource that really sizzles!

Rating: 4

Very helpful! Typical of many books written by veteran admen, the text is broken up into bite-sized chunks with snappy headlines, but in this case the format serves the message well. Lewis' tone is chatty and informative, there are lots of good ad examples, and best of all, each chapter begins with a brief writing assignment. I found it a valuable resource.

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Rating:
2.5 out of 5 by Book123