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by Clyde Bedell
Publisher: Shubhi Publications
Price (INR):Rs 1295.00
Price (USD): $ 32.38
This Book is about copy that sells despite the fact that a class in Retail Copy led to its writing. The technique and the Selling Strategems that it proffers are so universal in their application that they must be recognized as first prescription wherever persuasion is required.
The book presents, principally, the three most important things :
1. A Systematic Method of Approach
2. The Magic of Words
3. Unending Checkup
Technique and Style should not be confused. Technique imparts order, architecture, substance, and completeness to copy. Style imparts flavor, color, light, and life. Technique is impersonal. Style is personal.
An artist stands before a canvas. At his side are a palette and paints. He need not, however, be concerned with the technique of Painting until he purposes using those materials to attain some objective. As soon as he will paint, technique imposes itself upon him. That is unavoidable.
Advertisers can produce copy diversely and to varying degrees of effectiveness, while adhering to the technique. The latitude it offers to Creative faculties is Sea deep and sky high.
This book will find favor with anybody elated to advertising.
Chap. I : The Magic of Words
Chap. II : Copy's Point of View
Chap. III : A Method of Approach to Copy-Part I :
Order - Order Everywhere
Chap. IV : A Method of Approach to Copy-Part II :
Advertising Pre-evaluation Takes the Stage - Selling Stratagems - Get Attention
Chap. V : A Method of Approach to Copy-Part III :
Selling Stratagems - Arouse Interest and Create Desire
Chap. VI : A Method of Approach to Copy-Part IV :
Selling Stratagems - Create Conviction
Chap. VII : A Method of Approach to Copy-Part V :
Selling Stratagems - Try for Action
Chap. VIII : A Method of Approach to Copy-Part VI :
Touchstones of Ad Writing
Chap. IX : Kinds of Copy and Kinds of People
Chap. X : Making Mail-Order Copy Effective
Chap. XI : How Firm a Foundation
Chap. XII : Demonstration of Copy Writing
Chap. XIII : The Precheck and Aftercheck of Copy
Chap. XIV : The Ethics of Urging
Chap. XV : Words-Just Willing Words
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