Effective Advertising Skills

This Book is about copy that sells despite the fact that a class in Retail Copy led to its writing. The technique and the Selling Strategems that it proffers are so universal in their application that they must be recognized as first prescription wherever persuasion is required.

The book presents, principally, the three most important things:

1. A Systematic Method of Approach.
2. The Magic of Words.
3. Unending Checkup.

Technique and style should not be confused. Technique imparts order, architecture, substance, and completeness to copy. Style imparts flavor, color, light, and life. Technique is impersonal. Style is personal.

An artist stands before a canvas. At his side are a palette and paints. He need not, however, be concerned with the technique of painting until he purposes using those materials to attain some objective. As soon as he will paint, technique imposes itself upon him. That is unavoidable.

Advertisers can produce copy diversely and to varying degrees of effectiveness, while adhering to the technique. The latitude it offers to creative faculties is sea deep and sky high.

This book will find favor with anybody related to advertising.