The Craft of Copywriting

by Alastair Crompton

Copywriting is a craft, and one that you can certainly learn. Take it from the author - Alastair Crompton - who's made an illustrious career out of twenty-five years in the advertising business. Fully illustrated with numerous examples of top-notch advertising, THE CRAFT OF COPYWRITING is probably the best teacher a young copywriter could ever have. but its value isn't restricted to those who sit behind computer screens. Everyone in advertising - clients, accounty executives, marketing and product managers, even business students - will find it a fascinating, behind-the-scenes account of a multi-billion dollar activity - the making of ads that sell.

Genres: Writing, Nonfiction, Business

198 pages, Paperback

First published January 1, 1997

Reviews

[Puja · Rating 4 out of 5]

I read this book fifteen years ago when I was interning at an advertising agency - my very first exposure to the professional world. As a bachelors student in business administration with a keen interest in brand marketing, I was excited by the possibilities and challenges of the fascinating world of advertising, a world that I was new to. My internship was focused on media buying and planning, but since I enjoyed writing, I was drawn to this book to learn about the thought process that goes into copywriting. Crompton's book had a profound impact on me - every line in the book was an important lesson, presented in a simple manner which was also attention-grabbing and action-inducing for me - I dabbled in copywriting with some success at the agency. The book was almost a guide for me for several years and helped me in many ways. I am not sure if the 'Craft of Copywriting' is equally relevant in the Internet and technology age, but surely the principles can be applied to today's scenario as well. If you are looking to make it as a copywriter, read this book.

[Joe Emery · Rating 1 out of 5]

Very dated now — more modern alternatives are out there.

[Erick · Rating 4 out of 5]

My second best book on the subject

[Renee · Rating 4 out of 5]

This was such a delightful read; I loved reading about ad agencies back in the 1970s and how they differ from the one I work for today.