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"We pass the word around; we ponder how the case is put by different people, we read the poetry; we meditate over the literature; we play the music; we change our minds; we reach an understanding. Society evolves this way, not by shouting each other down, but by the unique capacity of unique, individual human beings to comprehend each other."
- Lewis Thomas,
The Medusa and the Snail
(1979)
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| | The Elements of Copywriting:
The Essential Guide to Creating Copy That Gets the Results You Want
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| | by Robert W. Bly, Gary Blake
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ZIN Product Number: 10001802
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| | | |  | | | Product Details
 Format: Paperback, 192 pages
Edition: PBK ED
Publisher: Longman Publishing Group
ISBN: 0028626303
Release Date: Jan 11, 1998
| |  | | | From The Publisher
In the tradition of The Elements of Style, here is the only concise handbook of the principles and practice of writing effective ads, brochures, and every other type of copy intended to persuade. The Elements of Copywriting 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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| | | |  | | | | Acknowledgments | | | Introduction | | | Pt. I | Copywriting Principles | 1 | | 1 | The Fundamentals of Persuasive Writing | 3 | | 2 | Headlines | 19 | | 3 | Body Copy | 33 | | 4 | Power Copywriting Techniques | 53 | | Pt. II | Copywriting Tasks | 65 | | 5 | Print Advertising | 67 | | 6 | Direct Mail | 79 | | 7 | Brochures | 93 | | 8 | Catalogs | 103 | | 9 | Press Releases and Press Kits | 115 | | 10 | Audiovisual Promotions | 127 | | 11 | The World Wide Web | 137 | | 12 | Other Formats | 147 | | Index | 161 |
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| | | | These specific items are very similiar:
The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want , by Gary Blake
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Reference, Business / Economics / Finance, Business & Economics, Business Writing, Advertising & Promotion, General, Journalism, Authorship, Advertising copy
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