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This book contains over 6,000 power words so you can keep your language fresh. 14. Wired for Story by Lisa Cron For another definition of "copybook", see Exercise book. Penmanship copybook, Boston, Massachusetts, 1840-1850 This is not so much a how-to-write-copy book, but each letter focuses on a specific piece of advice. There are a lot of really good copy and life wisdom scattered throughout a very readable book. 4. Influence: The Psychology of Persuasion by Robert Cialdini 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.
When you understand how people think, you can write good, compelling copy. And when you understand how people make decisions, it’s much easier to persuade them to make the decision you want them to make. The book features essays by 53 industry leaders around the world, including copywriting experts like David Abbott, Steve Hayden, and Barbara Nokes.
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This book will teach you how to keep your sentences simple, how to write in first person, how to imbue your writing with humor, and more. Reading it will help you understand the mechanics of writing well, no matter what kind of writing you’re doing. 8. Influence: The Psychology of Persuasion by Robert B. Cialdini Wired for Story looks at the neuroscience behind the brain’s experience of reading, and translates this into useful tips for writing compelling copy. It’s a solid read for copywriters, but awesome if you’re just a storyteller who wants to improve your craft.
Tested Advertising Methods describes many of the scientific advertising strategies that Caples tested over the course of his illustrious career. Even though this book was first published in 1932, many of the techniques it describes are still commonly used today.
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Copybooks were also published in geography, the student being asked to copy first names onto an unlabelled map, and later whole maps onto a latitude/longitude grid. [5] There are many specific words that copywriters often reuse. Power words like exciting, innovative, and new grab readers’ attention and show the value of a product or service—but you can’t use the same words over and over without boring your target audience. Robert W. Bly worked with a wide range of clients, including Fortune 500 companies, startups, and nonprofit organizations. He has extensive knowledge of the field, a deep understanding of what it takes to create successful copy, and over 60 books with his name on them. This specific audience of people have something in common, so I’m going to group them all together.” Let me start by saying that I don’t think you are going to find a whole lot of practically useful information in this outlandishly popular non-fiction title by Stephen King.
This headline written by David Ogilvy in 1958 is considered one of the best copywriting examples of all time. 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.”If you want to get into the nitty-gritty about what makes an advertisement work on a tactical level, this book will teach you. Horace (65 BC–8 BC) – The Epistles: Book I Epistle X". www.poetryintranslation.com . Retrieved 18 December 2019. The program highlights suggested edits you might miss, such as typos, punctuation mistakes, weak adjectives, repetitive sentences, and much more.
The head start that Kipling’s society had on our own, however, need not discourage us. His funny little poem offers us hope that all the vain prattling about critical theory and relative truth will eventually be exposed, and people will return to the truth “That All is not Gold that Glitters, and Two and Two make Four.” Mostly because it reads like one; the chapters sometimes echo each other's truths, sometimes they contradict them. It's also because it's full of wisdom from some of the best copywriters that have graced the world. And by world I mean press ads mostly. (It felt irreverent saying that, but it had to be said) This book is more versatile than many of the books on this list because it’s not exclusively designed for copywriters—it’s useful for everybody who writes. Which is, of course, everybody. These maxims are often considered quaint, old-fashioned, and “utterly out of touch.” Kipling implies their truths are unattractive to those enamored with society’s latest fads: Because it’s such a concrete, visceral image. The thought of biting into your favorite chocolatey treat and feeling an unexpected, painful sharpness.
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These principles are the subconscious psychological reasons that people do what they do. Think about it:
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