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I'm a writer myself, a journalist for 10 years, now a blogger, entrepreneur, author of several business books offered here at amazon.com (search my name), and one lesson I learned the hard way is that being a decent professional writer has very little to do with being a copywriter. It's a different skill. And it's very important to understand that you will be better off if you take a deep breath and try to do this right. And that's what this book is about.
I got myself a copy, read through it, and bought two more: one for the marketing department at my company, and one for a daughter who's a marketing manager.
Do yourself a favor: if you have anything to do with copywriting, read this book.
I'm only halfway through this book, but it's very well written and thorough. On the surface, it is about writing "Kick Ass" copy for your small business, but the thinking and development that goes on *before* you even start writing is really the kick-ass part, because it forces you to focus on your product in a way that the consumer wins. Excellent, highly recommended.
1. Its step-by-step structure is easy to follow and to remember. 2. It is logically built parting from an assumption that you are a beginner in this sphere. 3. It provides good, illustrative and clear examples. 4. It has even more case studies in the final part of the book and some of them may give an idea even to those who are not new to this business. 5. Susan's style is warm, sincere and smooth. The book is easily comprehensible.
Overall, it is a good starting point. It does not overload you with too many terms and psychology, yet it does give you all the necessary knowledge to write a good and simple copy. It is Not for advanced copywriters, but I think that the title (a good one, why not?)is explicit about this.
On the other hand, I don't consider myself to be a guru of copywriting, yet I have read several books on the topic and, while many of the steps have been familiar to me, many of Susan's points have been a good surprise. Some, at first sight, evident examples, have helped me to create several quite smart copies. A good book, Susan, thank you.
This is the book that started me off as a copywriter. I have since read many others, but Cornelius' is the one I keep coming back to. Every other book pretty much goes through everything already covered here yet in more detail.These are the basics every copywriter needs to know, clearly detailed and very user friendly. Read this today, start writing great copy tomorrow.
The only negative I have to say is that due to the title, it's sometimes difficult to recommend this book to my more proper friends in the industry.