How Copywriters write... Andrew Rutherford

One of the more outstanding books about how copywriters write has got to be 1995's "The Copy Book" (by the D&AD ISBN 0-8230-6506-5)

When it came out I spent a couple hours in the bookstore reading through it (and all the small type on all the ads reprinted in it). Probably only a handful of copies made their way to Seattle and I should have bought a copy way back then. (US $55 at the time, as of this posting $174.95 + $3.99 shipping through Amazon)

Anyway, I thought I'd share what I picked up from reading the book. (and produce a few posts in the process.)

First installation:

Andrew Rutherford

1. Get attention.
   
2. Intrigue (relevantly) the reader.
   
3. Single out the targets (problems, hopes, needs) ignore everyone else.
   
4. Demonstrate product superiority if you can.
   
5. Facts are more persuasive than empty claims (and a little humor helps with that.)
   
6. Create a desire - a shortage helps.
   
7. Give the product some creadability.
   
8. Close the sale.
   

(More to come...)