I used to hate advertising.
But as it's a necessary evil to book marketing, I took up the study in earnest - and learned it's just another form of writing. And so it had rules and it's own craft.
As well, my usual approach of research - that of piling up refererences and distilling their evergreen principles - took me into a different direction than I'd been before. The subject wasn't new, and the books were old classics. The elements I disovered were common to all marketing and ad-writing - and eternal.
Yet no one had distilled these in this way before.
That's what explained how I became to hate ads. Because all the ads I complained about were poorly written by people who had never gotten themselves really trained. Yet they then wrote texts about what "worked". The blind were leading the blind.
This study started at the beginning - 1898 to be precise. Just as people began to write copy to fill space ads in newspapers and periodicals. There were only two types of space ads at that point. Until an ex-Canadian Mountie showed up before a young executive and told him how advertising was defined - as "salesmanship in print".
From those early beginnnings, this study continued forward to the classic books that were each breakthroughs in their own day. Each stood on the shoulders of giants before them to see further. Each had decades of testing before their own classic textbook was released.
Authors Reviewed Within:
Albert D. Lasker, John F. Kennedy, Claude C. Hopkins, Robert Collier, Victor O. Schwab, Eugene M. Schwartz, Robert Cialdini, Abraham Mazlow, Lester Levenson, Walter S. Campbell, Malcom Gladwell, Chip and Dan Heath, Jonah Berger, Carmine Gallo
Where this book winds up is training the author to become a self-training professional. This "third leg" of writing is the most exacting one - where all you've learned in non-fiction and ficiton writing come together to make your entrepreneurial writing business succeed.
You'll now learn not only from the classics of master copywriting, but also start learning from every advertisement you see, read, or hear - from this point out.
Just as you've learned to dissect the books you read on a near-automatic basis - to find the techniques and devices those copywriters employed to persuade and close their own audience.
After first reading this this book, you now return to your regular writing with a new view of how to write more effectively - even creating viral stories. That's weather you are writing an ad, a blurb, or just a smple story or article.
Basics are basic. Truly evergreen principles continue unchanged through the years. And this one text you'll refer to, dog-ear, tab, highlight, and underline as you refer back to these principles to improve any and all of your writing.
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