10 ways to write more effective ads

Book Overview

What is advertising? Is it something that should be considered a work of beauty or art? Are they clever slogans or amusing prose? Is it a work to be judged by an award or recognition? It is none of the above. Advertising is sales skill multiplied. Just it. And advertising text, or copywriting, is a print sales skill. The purpose of a copywriter's job is to sell. Period. Selling is accomplished by persuasion with the written word, just as a television commercial sells (if done correctly) by persuasion with visuals and sound.