Books › Advertising secrets of the written word
Advertising secrets of the written word
First published 1998 · 312 pages
A methodical and insightful dive into the psychological triggers and structural elements that make written words sell.
What it feels like
Reading this book feels like sitting in a masterclass on the architecture of influence. It moves at a steady, deliberate pace, breaking down the seemingly magical art of persuasion into tangible, structural elements. The tone is highly practical and authoritative, guiding the reader through the granular details of graphic design, typography, and sentence structure before diving into the deeper psychological triggers that drive human behavior, such as the desire to belong and the establishment of credibility. The mood is focused and ambitious, creating an atmosphere of pragmatic discovery. It is less about literary flourish and entirely about the mechanics of connection and value. This is a deeply satisfying read for business writers and anyone fascinated by the hidden machinery of compelling communication.
- Mood
- focused
- pragmatic
- ambitious
- cerebral
- Tone
- instructional
- authoritative
- persuasive
- analytical
- practical
- Pace
- steady
- Themes
- the psychology of persuasion · crafting compelling messages · understanding consumer behavior · the architecture of influence
- The writing
- Clear, direct, and highly structured, designed to instruct and demonstrate the very principles of effective communication it teaches.
- The arc
- Moves from a foundational understanding of structural design to a deeper grasp of human psychology and persuasive power.
- Who it's for
- Marketers, copywriters, and entrepreneurs looking to master the psychological mechanics of persuasive writing.
About the book
Explains how to write advertising copy for a mail order advertisement. The opening section covers the principles of copywriting including the graphic elements of an ad, the first sentence, and creating the perfect buying environment. Section two explains copy elements such as typeface, paragraph headings, and anticipating buyer objections, and psychological triggers such as honesty, credibility, value, and the desire to belong.
Description from Open Library.
Books like Advertising secrets of the written word
See why they match
CashvertisingDrew Eric WhitmanA brisk, highly pragmatic exploration of the psychological levers that drive human decision-making and consumer behavior.
Hypnotic WritingJoe VitaleAn energetic, instructional dive into the psychological mechanics of crafting irresistible, persuasive prose.
Confessions of an advertising manDavid OgilvyA masterclass in persuasion delivered over a three-martini lunch by the sharpest mind on Madison Avenue.
Everybody WritesAnn HandleyA warm, witty mentor sitting beside you at the keyboard, dismantling your writing anxiety and replacing it with actionable confidence.
The Advertising Concept BookPete BarryA practical, focused guide that prioritizes strategic thinking over immediate design in the world of advertising.
Expert secretsRussell BrunsonA high-energy playbook for turning personal knowledge into a profitable, fiercely loyal following.