Some Books & EBooks on CopyWriting

Copywriting Ebooks and Books

THE CRAFT OF COPYWRITING

JUNE A VALLADARES Creative Consultant, Pune

Published : June 2000
Pages : 288 Size : Crown: 7" x 10"

Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 475
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 12
ISBN 9780761994244
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About the Book

Written by a professional copywriter and trainer who rose to become the creative director of one of India`s leading advertising agency, this unique book provides provides an insider`s insight into the nuances of copywriting. Using a direct and anecdotal style, June Valladares shares her experience and `secrets` that made her an acclaimed copywriting professional. This book is designed as a step-by-step guide to writing advertising copy that sells with each chapter serving as a building block for the next. A unique feature of the book is the inclusion of `guest` pieces by some of India`s advertising `greats`, such as Gerson da Cunha, Alyque Padamsee, Roda Mehta and Frank Simoes.



EFFECTIVE ADVERTISING
Understanding When, How, and Why Advertising Works
GERARD J TELLIS University of Southern California
A South Asian Reprint!
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Published : March 2004
Pages : 214 Size : Demy: 5.5" x 8.5"

Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9788178293707
Originally priced at $ 97.95 (cloth) and $ 50.95 (paper)!. Sales rights restricted to South Asia only!
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About the Book

Effective Advertising evaluates and summarizes an extensive body of research on advertising effectiveness. The primary focus of the book is on the immediate and carryover effects of advertising on consumer choice, sales and market share. The book further reviews research on the rich variety of ad appeals and suggests which appeals work, explaining when, how, and why they work.



PLANNING FOR POWER ADVERTISING
A User`s Manual for Students and Practitioners
ANAND BHASKAR HALVE Chlorophyll Brand and Communications Consultancy, Mumbai

Published : September 2005
Pages : 264 Size : Crown: 7" x 10"

Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 450
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 11
ISBN 9780761933540
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About the Book

This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters—an approach that brings alive the concepts within, and helps readers discover the theory in practice.

For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising—such as media, event management and PR—this book provides an insight into how the strategic underpinning of advertising is built


ADVERTISING BASICS!
A Resource Guide for Beginners
J V VILANILAM Professor Emeritus in Communication and Retired Vice-Chancellor, University of Kerala
A K VARGHESE Executive Creative Director, Percept Advertising, New Delhi

Published : January 2004
Pages : 216 Size : Royal: 6" x 9"

Imprint : Response Books
Cloth Paper
India, Nepal, Bhutan (INR) Rs 350
Pakistan, Bangladesh, Sri Lanka and the Maldives (USD) $ 9
ISBN 9780761998105
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About the Book

Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.

The book begins with a brief history which gives the reader an understanding of how advertising has evolved from the way it was practiced earlier in the teeming bazaars to its sophisticated and technologically advanced avatar today. The authors then discuss each aspect of the advertising industry in detail, giving pointers, suggestions and in-depth analysis of how things work in each department.

Some of the highlights of this text are:
- A holistic introduction which gives the reader a pan-industry perspective of advertising.
- The nitty-gritties of copywriting for the main media-newspapers, magazines, radio, film, television and the Internet.
- Detailed chapters on advertising agencies, client servicing and the creative aspects of advertising.
- Pointers on how to conduct an advertising campaign.
- Numerous advertisements which illustrate the theory and examples used in the book.
- Tips on how to select an advertising agency and in what circumstances the agency should be changed.
- A simple, approachable and anecdotal style of writing which the reader will enjoy.






Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
$69.95

Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling
This ebook contains some exceptional commentary plus “before and after” versions of press releases. Each of the 24 releases featured has its own flaws. Publicity pro Marcia Yudkin shows you the all-to-common mistakes made in each release, plus how to fix them. This ebook is practical, immediately useful, easy-to-read, and quick to implement. Considering the enormous amount of sales you can generate from free publicity after reading this book, the price is a steal!
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The Unwritten Rules of Copywriting
by Dominic GettinsCopywriting is not taught in marketing departments or ad agencies, yet millions of dollars hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In The Unwritten Rules of Copywriting he divides the process of writing copy into eight practical steps:
1. Know your target
2. Do your research
3. Answer the brief
4. Be relevant
5. Be objective
6. Keep it simple
7. Know your medium
8. Be ambitious
And they work. They are a proven success when used on courses and workshops, as well as in many successful advertising campaigns. Now you can apply them to your own work. If you`re a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you`re netirely new to the skill, you`ll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and you`ll be amazed at the improvement.
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Words That Work

The Brooks Group$29-$877

Words That Work
by The Brooks Group
Even if your presentations, ads and sales letters are doing okay, it will be impossible not to lift your sales and communication effectiveness to new heights when you start using the exact words and phrases revealed within these special reports. This revolutionary personalized information on sales and marketing persuasion takes into account the psychological profiling of specific professions, and produces such extraordinarily effective results.
Tested sales dialogue, power words, copywriting formulas and motivational techniques that have been psychologically tailored to each of 38 separate occupations - and proven to work! Because what's important to a doctor is different from what's important to an architect or accountant, their psychological buying processes are not the same. They have entirely different sets of "hot buttons" and "emotional triggers."

Get specific reports for each of over 38 different industries. Pick and choose the reports that work best for you.
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Power Copywriting: Dynamic New Communications Techniques to Help You Sell More Products and Servicesby Herschell Gordon Lewis
Pages and pages of sophisticated tips, secrets, and wisdom served to you in bite size chunks. A book not really meant for the novice because it presumes the reader can really tell the difference between a feature and a benefit and already understands all the basics. This book builds upon the basics.
This advanced copywriting book has professionals and wannabees singing its praises.
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The Craft of Copywriting: How to Write Great Copy That Sells
by Alastair Crompton
From a true legend in the copywriting industry comes this masterpiece by Alastair Crompton. As a former copywriter for Ogilvy & Mather, Crompton created copy for popular products like Volkswagen and Heinz.
In this book, he teaches you the techniques he used to create phenomenal copywriting that catapulted some of today's largest corporations into the limelight.
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The Copywriter's Handbook
by Robert W. Bly
An incredibly useful resource for budding, and even experienced, copywriters. Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters).
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The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want
by Gary Blake and Robert BlyA straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, website 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, website address, toll-free number, etc.). If you have to choose between being clever and obscure or simple and straightforward be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (PLEASE NOTE: If you own 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.)
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Advertising Copywriting
by Philip Ward Burton
From what copywriting actually is to where the copywriter fits on the marketing team to working with the art director to actually developing award-winning copywriting pieces - you'll get a complete education about advertising copywriting from this book of the same name.
Headlines, body copy, local ads, fashion copywriting, direct response and more. This is an exceptionally complete copywriting manual.
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Teach Yourself Copywriting
by J. Jonathan Gabay
Copywriters need the ability to get their message across in a host of different mediums. Fully revised for today's practical copywriting requirements, "Teach Yourself Copywriting" reveals some of advertising's greatest creative secrets. From planning to implementation, it guides readers step-by-step through copywriting skills for a range of disciplines, including the most up-to-date information on the Internet, radio and TV, business-to-business, public relations, recruitment, and charities. Featured are practical exercises, summaries, and quick tips that allow readers to practice their skills, along with a list of useful addresses.
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Words That Sell
by Richard Bayan
Listing more than 2,500 high-powered words, phrases, and slogans, "Words That Sell" is the ultimate reference for anyone who needs instant access to the key words that make the difference in selling. Arranged by category for handy reference, it covers everything from "snappy transitions" to "knocking the competition," from "grabbers" to "clinchers." There are 62 ways to say "exciting" alone; 57 variations on "reliable"! Whether you are selling ideas or widgets, Words That Sell guarantees the expert sales professional an expanded, rejuvenated repertoire and the novice a feeling of confidence.
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More Words That Sell
by Richard Bayan
"More Words That Sell" is packed with 3,500 high-powered, idea-generating words, phrases, and slogans, arranged by category and purpose (example categories include Power Words, Sounds, Technology, Youth Market, and dozens more). Containing checklists and other helpful features like its best selling predecessor "Words That Sell"--but with literally no overlapping words--it will be valuable for devotees of that classic book and new fans.