Copywriting 101 - What Was That Number Again?
Crimes Against Advertising, and How to Prevent Them
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The intersection of art and science is where legends are born. Luminaries as diverse as Beethoven, Rembrandt and Frank Lloyd Wright knew that a thorough understanding of the fundamentals allowed for a seamless handoff to seemingly unbridled creativity. Now, no book can teach you to be talented. However, this one aims to find the sweet spot between the time-honored foundational principles of marketing, and the stories behind iconic works to serve as inspiration and unleash talent. And while the primary focus is on the copywriting that leads to great radio commercials, there are plenty of takeaw...
The intersection of art and science is where legends are born. Luminaries as diverse as Beethoven, Rembrandt and Frank Lloyd Wright knew that a thorough understanding of the fundamentals allowed for a seamless handoff to seemingly unbridled creativity. Now, no book can teach you to be talented. However, this one aims to find the sweet spot between the time-honored foundational principles of marketing, and the stories behind iconic works to serve as inspiration and unleash talent. And while the primary focus is on the copywriting that leads to great radio commercials, there are plenty of takeaways for anyone creating any kind of advertising. Even your next Craigslist ad will benefit from the information contained here. Need a different metaphor? It's cool to be able to throw a baseball at 102mph. Except that tons of people can throw a ball 102mph. If you're lucky enough to get the guidance to show you where the strike zone is, the wisdom to know when to throw the fastball versus your other pitches, and the inspiration to pursue mastery, you might just wind up in the Hall of Fame. More than four decades ago, someone saw raw talent in Neil Hedley. They gave him exactly the same information you'll find in the pages of this book. Six months later, Neil won the first of a laundry list of national and international awards for commercials he's written. Your mileage, as they say, may vary. But you'll have access to the same foundation that led to an entire career.
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