Teach Yourself Copywriting - Softcover

J. Jonathan Gabay

Softcover

ISBN 10: 0658012010 ISBN 13: 9780658012013

Publisher: Teach Yourself, 2001

Synopsis

Teach Yourself Copywriting is an indispensable guide for anyone who needs to know how to produce advertising and marketing materials. This revised edition includes chapters on e-mail and Internet marketing and covers new theories and practices in copywriting.

About this title

Review

Teach Yourself Copywriting is a cleverly written book geared not just toward the copywriter but also toward promotions directors. In addition to providing sound and entertaining guidance on writing copy for radio, TV, print, slogans, direct mail, the Internet, public relations, recruitment, and even charity solicitations, author J. Jonathan Gabay also helps the reader determine which media to use for an advertising campaign. Gabay supplements his lessons with an appealing series of copywriting exercises, one of which involves the nursery rhyme "Humpty Dumpty" and another of which requires writing headlines that capture the spirit of the Mona Lisa, a traffic light, and the gum on the back of a stamp. Throughout his book, Gabay reminds the reader not to think of copywriting as a creative endeavor. "You should consider copywriting," he says, "as primarily a selling skill." As far as the writing aspect of copywriting is concerned, "in grammatical terms," he warns, "[copywriting] is often an English professor's nightmare." (The book's spellings, currencies, examples, and humor are all British.) --Jane Steinberg

About the Author

J. Jonathan Gabay is an award-winning copywriter and the director of gabaynet.com, a creative marketing consultancy firm.

Edition details

• Publisher: Teach Yourself
• Publication date: 2001
• Language: English
• ISBN 10: 0658012010
• ISBN 13: 9780658012013
• Binding: Paperback
• Edition number: 2
• Number of pages: 336