|
|
(Larger Image)
|
by Gary Blake, Robert W. Bly
Product Group: Book
Publisher: Longman (1998-09-11)
ISBN: 0028626303
EAN: 9780028626307
UPC: 021898626301
Dewy Decimal #: 659.132
Paperback: 192 pages
Edition: Pbk. Ed
SKU: 103008051
Condition: Used: Good
Comments: ...no markings or highlighting...light shelf wear on cover
More Product Infomation
|
Editorial Reviews
|
Product Description
In the tradition of The Elements of Style, here is a concise handbook of the principles and practice of writing effective ads, brochures, and every other type of copy intended to persuade. It covers writing headlines and body copy as well as increasing readership and response, and goes on to provide copy guidelines for print ads, direct mail, brochures, catalogs, press releases, electronic messages, and more.
|
Amazon.com Review
Gary Blake and Robert W. Bly have written a straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, Web-site address, toll-free number, etc.). One chapter, on "power copywriting techniques," discloses how to use ingredients such as research, adjectives, testimonials, and guarantees to make your ad stand out. And remember: "If you have to choose between being clever and obscure or simple and straightforward," say the authors, "we advise you to be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (A warning to owners of Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.) --Jane Steinberg
|
Customer Reviews
|
Good Basic Copywriting Text
Rating  (4)
Date: 2005-08-11
2 out of 2 customers found this reveiw helpful
I read the book in 2 days and immediately found ideas that improved my current writing and editing projects. This is not a cutting edge, radically innovative book. It is a short, well organized, basic copywriting text. I'm glad I bought it.
|
|
An Excellent Copywriting Primer
Rating (4)
Date: 2004-01-07
11 out of 11 customers found this reveiw helpful
With this book, Gary Blake and Robert W. Bly have written a well-organized and concise guide to copywriting. While not nearly as comprehensive as Bly's "The Copywriter's Handbook,"(which you also get if you are buying this book), "The Elements of Copywriting" is a great introduction to copywriting for most people. It covers a number of areas of copywriting: display advertising, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and more. It quickly and deftly outlines the differences between copywriting and other writing, e.g., it's perfectly acceptable to use "And" to begin sentences in advertising copy. Blake and Bly address each type of copywriting task mentioned above individually, as well as providing more broad-based rules for copywriting: use a conversational, friendly tone; use simple words and short sentences;focus on the customer, not the product; and close with a "call to action." This is a very concise guide to copywriting that is an excellent starting point for those wanting to learn the craft.
|
|
Wonderful content, great reference source.
Rating (4)
Date: 2002-03-16
9 out of 9 customers found this reveiw helpful
Gary Blake and Robert Bly do a great job of bringing the core of copywriting. I find this book more a reference than something I am going to read cover to cover. Great coverage of Direct Mail and writing for the web, all around very useful book in helping my customers become more profitable - plus improve my own sales and marketing materials.Only caveat, the paragraphs could use a bit more space between them and some other font for headlines would make it easier to read. Outside of that the content is superb!
|
|
Nice Overview of Copywriting Areas
Rating (4)
Date: 2001-10-24
12 out of 12 customers found this reveiw helpful
The Elements of Copywriting nicely explains how to write copy that sells in the most important areas/fields such as direct mail, press releases, product catalogues etc. As a junior copywriter at an advertising agency I can recommend this book to junior copywriters or persons that are thinking of becomming copywriters. For seniors this book will probably be too general in its content. How ever the first part of the book can be used for inspiration on where to put your emphasis in your copy. And because of that it might be helpful even for seniors. The greatest thing about The Elements of Copywriting is how the content is organized. You can read it from cover to cover or use it as a reference. I'll keep this book on my desk - it might come in handy when I'm low on ideas..
|
|
FUNNY YOU SHOULD PLACE WITH ROY WILLIAMS BOOK
Rating  (1)
Date: 2001-10-03
6 out of 93 customers found this reveiw helpful
I DIDN'T ORDER THE BOOK AFTER READING THE REVIEWS AND THE TABLE OF CONTENTS AS I AM AN AVID READER OF ROY WILLIAMS WORKS. IF YOU READ HIS BOOKS HE MENTIONS "A LITTLE BIT" ABOUT HOW TO USE PRINT; HOWEVER, HIS PRIMARY FOCUS, IN MY OPINION, IS HOW TO USE THE POWER OF SOUND IN BROADCAST ADVERTISING. THE QUICKEST WAY INTO THE CUSTOMER'S MIND IS THROUGH THE EAR AND BROCA. I DIDN'T THINK I WOULD FIND THAT IN HOW TO WRITE BROCHURES, HEADLINES, ETC.
|
(Larger Image)
|
by Barbara Cameron
Product Group: Book
Publisher: Adams Media Corporation (2002-11)
ISBN: 158062782X
EAN: 9781580627825
UPC: 045079207820
Dewy Decimal #: 395.22
Paperback: 288 pages
SKU: 082908013
Condition: Used: Good
Comments: ...No noticeable Underlining or Highlighting.....moderate cover wear..
More Product Infomation
|
Editorial Reviews
|
Product Description
The wedding book you can take to the bank! Your wedding is the most special day of your life—and you can make it perfect without going into debt! The wedding industry is filled with people looking to take advantage, but The Everything® Weddings on a Budget Book arms you with what you need to maintain control of your money, your time, and your sanity. Whether your budget is modest, moderate, or luxurious, you’ll get the most of it every step of the way . . . and stay within it through your fabulous honeymoon. Barbara Cameron shows you how to: ·Determine your budget and set priorities ·Budget your time and save money ·Find a magnificent wedding gown at an off-the-rack price ·Haggle with confidence ·Ensure that you get the best service from caterers, photographers, florists, videographers, tailors, and musicians ·Avoid hidden expenses and add-ons The Everything® Weddings on a Budget Book helps you get the wedding of your dreams at the right price—and allows you to save your energy for the big day!
|
Customer Reviews
|
Perfect!
Rating (4)
Date: 2008-08-28
I purchased this book to help me and my fiance determined where we could cut costs in planning our wedding. The information was extremely helpful.
I received the book with 5 days of purchase. I would order from this party again.
|
|
A great help!
Rating (4)
Date: 2007-01-13
4 out of 4 customers found this reveiw helpful
I really enjoyed reading this book. It had a lot of helpful and realistic tips for brides on a budget. The author even made me smile a few times with her humor. I hate reading anything that's too stuffy, so I like the fact she provides moments of light heartedness in her writing. I do wish there had been a checklist included, but other than that this is probably one of the best books for weddings I have purchased to date!
|
(Larger Image)
|
by Barbara Cameron
Product Group: Book
Publisher: Adams Media Corporation (2002-11)
ISBN: 158062782X
EAN: 9781580627825
UPC: 045079207820
Dewy Decimal #: 395.22
Paperback: 288 pages
SKU: 082908013
Condition: Used: Good
Comments: ...No noticeable Underlining or Highlighting.....moderate cover wear..
More Product Infomation
|
Editorial Reviews
|
Product Description
The wedding book you can take to the bank! Your wedding is the most special day of your life—and you can make it perfect without going into debt! The wedding industry is filled with people looking to take advantage, but The Everything® Weddings on a Budget Book arms you with what you need to maintain control of your money, your time, and your sanity. Whether your budget is modest, moderate, or luxurious, you’ll get the most of it every step of the way . . . and stay within it through your fabulous honeymoon. Barbara Cameron shows you how to: ·Determine your budget and set priorities ·Budget your time and save money ·Find a magnificent wedding gown at an off-the-rack price ·Haggle with confidence ·Ensure that you get the best service from caterers, photographers, florists, videographers, tailors, and musicians ·Avoid hidden expenses and add-ons The Everything® Weddings on a Budget Book helps you get the wedding of your dreams at the right price—and allows you to save your energy for the big day!
|
Customer Reviews
|
Perfect!
Rating (4)
Date: 2008-08-28
I purchased this book to help me and my fiance determined where we could cut costs in planning our wedding. The information was extremely helpful.
I received the book with 5 days of purchase. I would order from this party again.
|
|
A great help!
Rating (4)
Date: 2007-01-13
4 out of 4 customers found this reveiw helpful
I really enjoyed reading this book. It had a lot of helpful and realistic tips for brides on a budget. The author even made me smile a few times with her humor. I hate reading anything that's too stuffy, so I like the fact she provides moments of light heartedness in her writing. I do wish there had been a checklist included, but other than that this is probably one of the best books for weddings I have purchased to date!
|
(Larger Image)
|
by Malcolm Gladwell
Product Group: Book
Publisher: Back Bay Books (2002-01-07)
ISBN: 0316346624
EAN: 9780316346627
Dewy Decimal #: 302
Paperback: 304 pages
SKU: 100808021
Condition: Used: Good
Comments: ...no markings or highlighting...minor wear on cover
More Product Infomation
|
Editorial Reviews
|
Product Description
The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.
|
Amazon.com Review
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject. For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you. Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan
|
Customer Reviews
|
Want to know what takes ideas over the edge?
Rating  (5)
Date: 2008-11-17
If you work in marketing, like me, you know that traction for a brand is critical and good products have tipping points en route to skyrocketing sales. Malcolm Gladwell's The Tipping Point is a fascinating exploration of makes ideas explode. His anecdotes and research are fascinating, and some of his exploration focuses directly on consumer products, such as the resurgence of Hush Puppies.
|
|
Excellent source for recognizing upcoming shifts and what makes them stick.
Rating (5)
Date: 2008-11-06
Gladwell eloquently illustrates how little things make a big difference. It only takes one different approach or element to dramatically change the way people view the world, how we react to certain information and more. I think most of us have embraced this notion at least to some degree.
One of my favorite ways to look at change is to consider this quote that I've heard used throughout Glazer-Kennedy. "Little hinges open big doors." I also like the fact that this particular quote is a more positive approach to change. A hopeful look at what's behind the big door.
Gladwell explores the three rules of epidemics, how they manifest themselves and more. The basic premise of the book is that it only takes three elements to create an epidemic.
1) The Law of the Few: This follows the basic rule of thumb that 20% of people do 80% of the work. The same it true of creating epidemics. Thought leaders ban together to present and distribute information that sways public opinion.
2) The Stickiness Factor: This isn't new to most seasoned marketers - your message must have some staying power, create interest and become contagious in a sense. It's all about restructuring messages to make them appealing with more impact.
3) The Power of Context: The key to connecting with others, making them want to change behavior or buy into a particular train of thought is in the smallest details pertaining to immediate situations. Simply put it's all about presentation and doing so in a way that evokes emotion and buy in.
This sounds surprisingly familiar to most marketing strategies yet it is a bit more complex. According to Gladwell, there are three types of personalities that are instrumental in bringing topics, trends, and more to the tipping point; Connectors, Mavens and Salesmen. Each possesses special gifts and goals that contribute to the tipping point (you'll have to read the book to find the characteristics of each).
The theory of the Tipping Point requires reframing the way we individually think about the world to forge change.
There are two big lessons of The Tipping Point:
The first is that starting any epidemic requires concentrating on a few key areas to gain momentum. This is easily illustrated by word of mouth marketing and the energy it creates to effortlessly spread the word about individual topics or issues of importance.
The second is the realization that the world does not accord with our intuition no matter how much we want it to. Those who are successful at creating epidemics know they must go beyond doing what they think is right and actually test their intuitions and ideas. This combination ensures success.
It stands to reason that focusing on more positive approaches, solutions and mindsets will in turn create an epidemic of abundance and at the same time the opposite is true depending on YOUR world view. I encourage you to read this book and ask yourself:
"What is my worldview?"
"What am I doing to create positive change?"
|
|
The World We can not See
Rating (5)
Date: 2008-11-02
If you are a sociologists probably you would not think that this is an interesting book, but if you don't have a specific education in social sciences, you may learn a lot.
The book depends on many famous articles which may be familiar to scientists but the way the author presents them is very sensible for the unspecified reader.
As in many books some ideas are unnecessarily repeated, but it is nearly impossible to find a book without this boring feature.
The book helped me to figureout the "connectors", "mavens" and "salespersons" around each of us and the impact they make on the population. How can some people change many things? Why does a restaurant become unexpectedly popular? Why do we decide to do something immedistely and find out that many people are doing this at the same time?
Why are some people very popular and know many people?
I think nearly all the idease are supported by some scientific articles. I recommend the book for everyone who are not experts in this field. Enjoy the book...
|
|
Just what i needed
Rating (4)
Date: 2008-11-02
i needed this book for a class i am taking and it worked out well enough for that. its seemed like the shipping took longer than expected though...
|
|
The Sticking Point
Rating (4)
Date: 2008-10-28
Mr. Gladwell's book is an easy read, and presents a cogent view of how trends evolve and grow from inception to complete fruition.
However, I did find it a bit too simplistic in some aspects, and missing some of the other elements that surely affect whether an idea catches on or not. For example, the concept of "stickiness" surely has an equal and opposite concept I would call "repulsiveness" that can, (and I am sure actually does) stop some trends from evolving at all. And, there is no mention of the cultural awareness that surely tills the soil, making it ready for acceptance of the trend, and providing the roots from which it springs.
All that being said, the ideas and concepts presented in The Tipping Point provide a worthwhile addition to the understanding of those interested in marketing and sales, and is a book I would highly recommend.
|
(Larger Image)
|
by Malcolm Gladwell
Product Group: Book
Publisher: Back Bay Books (2002-01-07)
ISBN: 0316346624
EAN: 9780316346627
Dewy Decimal #: 302
Paperback: 304 pages
SKU: 100808021
Condition: Used: Good
Comments: ...no markings or highlighting...minor wear on cover
More Product Infomation
|
Editorial Reviews
|
Product Description
The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.
|
Amazon.com Review
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject. For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you. Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan
|
Customer Reviews
|
Want to know what takes ideas over the edge?
Rating (5)
Date: 2008-11-17
If you work in marketing, like me, you know that traction for a brand is critical and good products have tipping points en route to skyrocketing sales. Malcolm Gladwell's The Tipping Point is a fascinating exploration of makes ideas explode. His anecdotes and research are fascinating, and some of his exploration focuses directly on consumer products, such as the resurgence of Hush Puppies.
|
|
Excellent source for recognizing upcoming shifts and what makes them stick.
Rating (5)
Date: 2008-11-06
Gladwell eloquently illustrates how little things make a big difference. It only takes one different approach or element to dramatically change the way people view the world, how we react to certain information and more. I think most of us have embraced this notion at least to some degree.
One of my favorite ways to look at change is to consider this quote that I've heard used throughout Glazer-Kennedy. "Little hinges open big doors." I also like the fact that this particular quote is a more positive approach to change. A hopeful look at what's behind the big door.
Gladwell explores the three rules of epidemics, how they manifest themselves and more. The basic premise of the book is that it only takes three elements to create an epidemic.
1) The Law of the Few: This follows the basic rule of thumb that 20% of people do 80% of the work. The same it true of creating epidemics. Thought leaders ban together to present and distribute information that sways public opinion.
2) The Stickiness Factor: This isn't new to most seasoned marketers - your message must have some staying power, create interest and become contagious in a sense. It's all about restructuring messages to make them appealing with more impact.
3) The Power of Context: The key to connecting with others, making them want to change behavior or buy into a particular train of thought is in the smallest details pertaining to immediate situations. Simply put it's all about presentation and doing so in a way that evokes emotion and buy in.
This sounds surprisingly familiar to most marketing strategies yet it is a bit more complex. According to Gladwell, there are three types of personalities that are instrumental in bringing topics, trends, and more to the tipping point; Connectors, Mavens and Salesmen. Each possesses special gifts and goals that contribute to the tipping point (you'll have to read the book to find the characteristics of each).
The theory of the Tipping Point requires reframing the way we individually think about the world to forge change.
There are two big lessons of The Tipping Point:
The first is that starting any epidemic requires concentrating on a few key areas to gain momentum. This is easily illustrated by word of mouth marketing and the energy it creates to effortlessly spread the word about individual topics or issues of importance.
The second is the realization that the world does not accord with our intuition no matter how much we want it to. Those who are successful at creating epidemics know they must go beyond doing what they think is right and actually test their intuitions and ideas. This combination ensures success.
It stands to reason that focusing on more positive approaches, solutions and mindsets will in turn create an epidemic of abundance and at the same time the opposite is true depending on YOUR world view. I encourage you to read this book and ask yourself:
"What is my worldview?"
"What am I doing to create positive change?"
|
|
The World We can not See
Rating (5)
Date: 2008-11-02
If you are a sociologists probably you would not think that this is an interesting book, but if you don't have a specific education in social sciences, you may learn a lot.
The book depends on many famous articles which may be familiar to scientists but the way the author presents them is very sensible for the unspecified reader.
As in many books some ideas are unnecessarily repeated, but it is nearly impossible to find a book without this boring feature.
The book helped me to figureout the "connectors", "mavens" and "salespersons" around each of us and the impact they make on the population. How can some people change many things? Why does a restaurant become unexpectedly popular? Why do we decide to do something immedistely and find out that many people are doing this at the same time?
Why are some people very popular and know many people?
I think nearly all the idease are supported by some scientific articles. I recommend the book for everyone who are not experts in this field. Enjoy the book...
|
|
Just what i needed
Rating (4)
Date: 2008-11-02
i needed this book for a class i am taking and it worked out well enough for that. its seemed like the shipping took longer than expected though...
|
|
The Sticking Point
Rating (4)
Date: 2008-10-28
Mr. Gladwell's book is an easy read, and presents a cogent view of how trends evolve and grow from inception to complete fruition.
However, I did find it a bit too simplistic in some aspects, and missing some of the other elements that surely affect whether an idea catches on or not. For example, the concept of "stickiness" surely has an equal and opposite concept I would call "repulsiveness" that can, (and I am sure actually does) stop some trends from evolving at all. And, there is no mention of the cultural awareness that surely tills the soil, making it ready for acceptance of the trend, and providing the roots from which it springs.
All that being said, the ideas and concepts presented in The Tipping Point provide a worthwhile addition to the understanding of those interested in marketing and sales, and is a book I would highly recommend.
|
|
|
|
|
|