Updated throughout, including a new chapter on "How to Write Copy for Social Media".

What Are You Planning to Write?

YOU HAVE IT ALL RIGHT HERE—Everything You Need to Write More Powerful, More Profitable Copy

It’s the MasterWork by the World’s Master Copywriter.

If you have any interest in the power of the written word . . . or any control over what those words are supposed to accomplish . . . you’re about to choose the right book.

Herschell Gordon Lewis, internationally recognized as the number-one copywriter in the world, has made this book his magnum opus. In these pages, you’ll find:

• How to write “killer” e-mail copy.
• How to avoid spam filters and still sell with power.
• Simple, effective rules for letter writing.
• When to use envelope copy and what to say.
• How broadcast copy differs.
• Why some of the old rules don’t work any more.
• How to write an effective guarantee.

It's all here for you in simple, straightforward language.

TWO HUGE BONUSES!

Bonus 1
More than 125 samples, some excellent and some so stupid you’ll wonder how they ever made it into print, on the air, or through the computer.

Bonus 2
Here are more than 100 specific rules copy professionals use to grab and sell readers, viewers, and listeners.

Far and away the most complete, most comprehensive, and, yes, the most useful handbook and guide to copywriting ever published, this will be the most thumbed-through book on your shelf because by any criterion it’s The Bible of Copywriting. Enjoy it. Use it. Profit from it.

Published with the Direct Marketing Association.

Chapter

1. Digging for Constants in a Changing Media World
2. Clarity: The Bridge Linking Art and Science
3. You, Me, and What Makes Us Respond
4. The Lean Machine: How to Use Words
5. Writing Motivational Copy
6. How to Use “If,” “Can,” and “Will”
7. The Pros and Cons of Comparative Copy
8. How to Write a Guarantee
9. Getting—and Keeping—Attention
10. Understanding and Using the Rules of Positivism
11. Getting to the Point—And Warming Up Your Copy
12. The Copywriter’s Private Short Course in Grammar and Usage
13. How to Write Direct Mail Letters
14. Direct Mail/Direct Response: 50 Profitable Rules and Tips
15. How to Write Speed Format Copy
16. Writing Television Copy
17. How and When to Use—and When Not to Use—Celebrities
18. How to Write Winning Radio Copy
19. Writing Copy for the Internet
20. Writing Copy for Social Media NEW
21. Writing Effective Fund Raising Copy
22. Writing for Special-Interest Groups
23. Specialty Ad-Writing: Lots and Lots of Media and Techniques
24. How to Write “Card Deck” Copy That Sells
25. Lots of Tips for Writing Catalog Copy
26. The Asterisk Exception
27. A Tip a Day … Write Powerhouse Copy within One Month
28. A Concise Compendium of Rules for Effective Copywriting
29. A Glossary of Communications Terms


A lot of direct marketing pros claim to know the secrets of successful copy. Herschell really does know the secrets – you can tell by his own entertaining yet authoritative writing style – and he's generous enough to share those secrets with the rest of us.

Sherry Chiger

Editorial Director

Catalog Age

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Only Herschell Gordon Lewis gives clear insight into the marvelous potential of force communication.
His use of creative dialogue provides unlimited opportunities for all types of advertises to say it better and make selling more compelling in today’s changing world.

So if it’s the Internet, print, radio, TV or direct mail advertising, copywriters can turn to H.G. Lewis, the Master Wordsmith.

His writing is humorous, the illustrations are revealing, and his recommendations are relevant and precise.

The chapter that gives “thirty golden nuggets to help write dynamic copy” is a “page turner.” You’ll read it over and over again.

It’s a must-read for those in the communications business.

Robert Dunhill

President

Dunhill International List Company, Inc.

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Nobody in the entire history of advertising – direct response or other – has marshaled the English language and sent it out to sell better than Herschell Gordon Lewis. A practitioner is nuts not to acquire this classic--and memorize it!

Denny Hatch

Founder
WHO’S MAILING WHAT

Author of Method Marketing and Million Dollar Mailing

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Don’t even think about putting pen to paper until you have read Herschell Gordon Lewis’s On the Art of Writing Copy. Totally updated, this third edition will improved the writing skills of even the most experienced writer.

Katie Muldoon

President

Muldoon & Baier, Inc.

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With many books and presentations, once you get beyond the window dressing you find that you’ve heard it all before. Not so with Herschell. Whether he is sharing his skills in the classroom, via articles he writes for the trade press, or in one of his many outstanding books, you know you’re in the company of an absolute original. This, Herschell’s latest work, has to be his best yet and that, as his many “fans” will tell you, is no mean feat.

Jane Revell-Higgins
Publisher
Catalogue & e-Business Journal and

Organizer of the ECMOD Catalogue Conference, Exhibition & Awards

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Herschell Gordon Lewis is probably the greatest living practitioner of direct marketing, and he's also one of the field's best innovators. Not only does he have an extraordinary track record for producing copy that delivers results, he continues to epitomize the cutting-edge of what works, year after-year. Those who need to understand the latest and best practices in copywriting, can't afford to ignore the completely updated edition of Herschell Gordon Lewis On the Art of Writing Copy.

I've seen first-hand what copy written by Herschell Gordon Lewis can do for the bottom line. Even after decades of setting the pace, he still knows how to deliver results. On the Art of Writing Copy shows virtually any good writer how to emulate "the master." Whether it's traditional magazine advertising, direct mail or web site copy, you can't find a better source helpful rules of thumb and useful examples.

I'm not only a heavy consumer of direct marketing copywriting, but I also read hundreds of business books every year as part of my job. On the Art of Writing Copy represents the latest and best "how to" thinking from one of the greatest practitioners and innovator in direct markets. But more important for the marketing executive, it puts the latest trends in media and copy into a broader business and marketing context. Therefore, it's a real asset to every marketer, whether you actually write copy or not.

Fred Rogers

President

Audiotech

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At last – a new edition of Herschell Gordon Lewis's classic on direct response copywriting. And it was worth the wait, for Herschell hasn't merely put a fresh gloss on old material – he has authored several new chapters that explain how to write for both offline and online media. This is a book for writers, written by one of the greatest advertising copywriters of all time.

Ray Schultz

Editor

Direct


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Writing great advertising copy is a learned craft. No one teaches it better than Herschell Lewis. Make every word count, state the benefit, get action....This book shows you how.

Fred Simon

Owner

Omaha Steaks

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Whenever industry experts list the Master Copywriters of the past 50 years, Herschell Gordon Lewis's name is among those at the very top of the list. This book is his magnum opus. It not only tells you how to write better copy; it gives you all the rules and tools for writing more forcefully and persuasively in all situations.

H. Robert Wientzen

President and CEO

The Direct Marketing Association