On the art of writing copy / Herschell Gordon Lewis.

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"Arguably the best known and most respected advertising copywriter of our time, Herschell Gordon Lewis presents his hard-boiled knowledge of which words sell and which words don't. He combines that knowledge with the unique ability to formulate logical rules enabling anyone to write effective advert...

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Bibliographic Details
Main Author:	Lewis, Herschell Gordon, 1926-2016
Corporate Author:	NetLibrary, Inc
Language:	English
Published:	New York : AMACOM, 1999.
Edition:	Second edition.
Subjects:	Electronic books. Advertising copy. Business writing.
Genre:	Electronic books.
Online Access:	(EBSCOhost) (EBSCO) Read this eBook – MSU authorized users <br /> MSU single-user access only (EBSCO) An electronic book accessible through the World Wide Web; click for information (Bibliographic record display) (EBSCO) (EBSCO)
Local Note:	MSU: License agreement restricts access to one user at a time.
Physical Description:	xvi, 412 pages : plates ; 28 cm
Format:	Electronic eBook

Contents:

Form or substance: which makes for more effective copy?
You, me, and what makes us respond
The lean machine: how to use words
How to write motivational copy
How to use "if," "can," "will," and other pitfalls
The pros and cons of comparative copy
How to write a guarantee
The importance of saying "important"
How to take control of the seller/sellee relationship
How to warm up your copy
The copywriter's private short course in grammar and usage
How to write direct-mail letters
Direct mail/direct response: fifty profitable rules and tips
How to write speed-format copy.