Copywriting gurus you need to know
I've got a directory on my computer's hard drive that I have named
“Copywriting.” In it, I have amassed a collection of dozens of articles on copywriting.
Before we get off on the wrong foot, let's be clear about what we're discussing.
I am talking about copywriting, not copyrighting. I'm sure you know the
difference, but if there's any doubt at all there's help:
Why do I horde this information on copywriting? Do I secretly yearn to become
a writer? Not likely! But as a devoted student of marketing, I recognize that
the core of the art is communication. All sort of communication. Speaking,
graphics & imagery, and writing all play a role in creating an image, defining a
position, communicating value and igniting sales.
One of the earliest books I read on the subject was “Herschell Gordon Lewis
on the Art of Writing Copy.” This tome is a masterpiece, and packed with tips on
how to make your copy sharper. In this book, While Lewis' provides indispensable
advice for writing direct-mail letters, television and radio ads, online,
fund-raising appeals, print ads, card decks, and catalogs. Borrow or buy this
book. I guarantee that it will make you a better writer, and a better marketer.
Find out more about
Lewis at his web
site.
Lewis isn't alone in excellence in the field of copywriting. There are
others. Dozens or hundreds of them. But they're not a dime a dozen, and it takes
some effort to separate the good from the bad.
Here are a few links to get you started. The following must-know people are
either dyed-in-the wool copywriters, or marketing consultants with a strong
direct-response orientation. In any case, most provide free tips and resources
to help you get a barb on your copy. All stand ready to help when you need them:
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