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Vom «Stephen King der Werbetexter»
Gute Übersicht über Aufgaben, Techniken und Märkte des Werbetxtens. Ideal für Auftraggeber und EinsteigerInnen.
«Stephen King der Werbetexter» nennt man Bob Bly darum, weil er mittlerweile über 50 Bücher rund ums Texten verfasst hat.
Meine Lieblingsstelle:
«Words, not pictures, are the most important way of communicating great ideas. The bible contains many thousands of words and not a single picture...
...there is a creative challenge in writing copy that sells. This selling challenge is a bit different than the artistic challenge.
Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumters would want to buy the product, and present those sales argument in copy that is read, understood, and reacted to - copy that makes the arguments so convincingly the costumer can't help but want to buy the product advertised.
When you begin to write copy that sells, you’ll discover, as I have, that writing words that persuade can be just as challenging – and exciting – as writing a poem, magazine article, or short story. And it pays a lot better, too.»
Erhältlich bei Amazon.
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