andreweverett360 Book Review, Writing

Copywriting Is…


Copywriting Is… 30-or-So Thoughts on Thinking Like a Copywriter
by Andrew Boulton  

Andrew Boulton is an advertising copywriter, lecturer, and columnist from the U.K. He is clearly a man of letters, but apparently not a numbers guy: this book has neither chapter numbers nor page numbers. I counted 36 chapters and 220 pages in which Boulton reflects on the creative practice of copywriting. Here are some highlights.

“We are in the business of purposeful attention—getting noticed, of course, but then doing something meaningful with that attention…The very nature of the job is to be, not the loudest voice, but the most compelling—to say something conventional and familiar in a way that feels extraordinary and unavoidable.”

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andreweverett360 Book Review, Marketing, Writing

Copywriting Made Simple


Copywriting Made Simple: How to Write Powerful and Persuasive Copy that Sells
by Tom Albrighton

This is an excellent introduction to copywriting, offering general advice on the process as well as specific tips for print advertisements, audio and video scripts, sales letters, emails, brochures, and social media posts. The book is divided into three parts: plan your copy, write your copy, and improve your copy.

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andreweverett360 Book Review, Writing

How to Write Short

how-to-write-short


How to Write Short: Word Craft for Fast Times
by Roy Peter Clark

“A time-starved culture bloated with information hungers for the lean, clean, simple, and direct… Think of how grateful you are as a listener when the graduation speaker, no matter how powerful, delivers the goods in ten minutes rather than twenty, or, even better, five minutes rather than ten.”

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andreweverett360 Book Review, Marketing, Writing

How to Write an Inspired Creative Brief

how-to-write-an-inspired-creative-brief


How to Write an Inspired Creative Brief
by Howard Ibach

In an advertising agency, a creative brief is a set of instructions for the creative team, providing a clear understanding of the communication objectives and expected deliverables.  “If you get the brief wrong, the creative work you see at the end of the process, when your team presents it, will also be wrong.” Garbage in, garbage out.

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andreweverett360 Book Review, Marketing

Making Ads Pay: Timeless Tips for Successful Copywriting

making-ads-pay-john-caples


Making Ads Pay: Timeless Tips for Successful Copywriting
by John Caples (1900-1990)

John Caples was a pioneer of direct-response copywriting.  In Chapter 8 he presents as series of paired ads which were tested, followed by analysis of why the winning ads outperformed.  The winner often outperformed the other by a wide margin—up to five times as many responses.

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andreweverett360 Book Review, Writing

Words That Work


Words That Work: It’s not what you say, it’s what people hear
By Dr. Frank Luntz

Frank Luntz is a communication strategist for corporate and political clients. Although he’s done a lot of work for Republicans (including the Contract with America) this is not a book about political ideology. It’s about persuasive communication in political campaigns, product marketing, and labor disputes.

Words that work do not happen by chance. Luntz uses market research techniques (polls, focus groups, dial sessions) to test how audiences respond.

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