Kiss & Sell: Writing for Advertising discusses different subjects and media, from print and broadcast to interactive media, as well as tactics and strategies employed by copywriters. Commentary, example and advice from leading players in the advertising world offer the aspiring professional important insight and meaningful guidance. Detailed explanations outline the aims of various work and how it was achieved.
As a copywriter, your job is not to amuse or entertain, but rather to sell products. By examining the campaigns here, youll see why writing copy is as much a craft as it is an art, and, along the way, you'll learn how to succeed in this glamorous but cutthroat industry.
About the Author
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I am Robert Sawyer, and this is my book and so it should surprise no one that think it is an important book for anyone who plans to, or who recently entered, the advertising, identity or design businesses. Copywriting is a craft and can be learned, but mastering it requires more than a sharp wit, or a way with words. The book will sharpen your appreciation of the surprising elasticity of words and their power to persuade. It will certainly give you an advantage over those who come to these businesses without it.